From pitch to property

From the start, Jay says the goal was to build a brand that puts clients ahead of corporate priorities, and to create a boutique model where the standard of service is the differentiator.

“I've always wanted to create a brand that's truly client-focused, rather than one where the company comes first,” Jay says. “As a boutique agency, I wanted to challenge myself and prove that people choose an agent - and an agency - based on service and relationships, not just the brand on the sign.”

For Jay, real estate has always been about the human side of the job, and the responsibility that comes with guiding someone through a major decision.

“Real estate attracted me because it's an industry built on people and relationships,” Jay says. “Every client is different, every property tells a different story, and you genuinely get to play a role in one of the most important financial decisions of someone's life. That responsibility keeps me motivated.”

Before entering property in 2021, Jay built his foundations in two worlds that shaped how he operates today: professional sport and marketing. He played professional soccer in Korea and completed a marketing degree, crediting both with building discipline, resilience, and a strong sense of how to position a service in a competitive market.

“What I love most is the relationship-building side of the business,” Jay says. “There’s real satisfaction in delivering excellent service and seeing clients walk away with a great outcome - and even more so when those relationships continue long after settlement.”

Like many agents, he’s clear-eyed about the intensity of the role, and the emotional load that comes with each transaction.

“You're not just selling a property - you're guiding people through major life decisions, often during stressful times,” Jay explains. “Balancing client expectations, market conditions, and the unpredictable nature of negotiations means you're always on, and you need to stay composed and solutions-focused no matter what comes up.”

While launching independently can feel daunting alongside well-established franchise names, Jay says the more he worked in the industry, the more he saw the advantage of a service-led boutique model.

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J & B Property’s positioning reflects that approach - boutique, modern, and professional, while staying personal and approachable. Jay says the discipline and work ethic he developed as a professional athlete shows up in the standard of service each client receives.

“Every client gets direct access, personal attention, and a service standard that doesn't get diluted by corporate layers,” he says. “Our branding reflects that - clean, modern, and professional, without losing the personal, approachable feel that defines how we work.”

Jay chose to partner with URBAN X to stay focused on dollar-productive work and business growth, while having strong backend support behind the scenes.

“After spending years doing everything myself - sales, admin, marketing, operations - I made the decision to focus my energy on dollar-productive activities and growing the business,” Jay says. “URBAN X offered exactly the kind of partnership I needed: strong back-end support, professional systems, and the freedom to keep building my own brand while they handled the heavy lifting behind the scenes.”

He describes the experience as smooth and supportive, allowing him to build his business in preparation for launch.

“Working with URBAN X has been a genuinely positive experience,” Jay says. “The team is responsive, professional, and invested in seeing me succeed. From onboarding through to launch, everything has been handled smoothly, and I've been able to spend more time in front of clients and growing the business.”

Have you been thinking about building your own agency?

Contact URBAN X to start the conversation.