With a solid understanding of both Asian and Western cultures, JadeStone Real Estate has become a trusted brand for the Asian community, both locally and overseas
Most entrepreneurs establish a business to fill an underserved niche and control their own destinies. By founding JadeStone Real Estate Consulting, veteran real estate professional Anne Chang is doing both—and returning to her roots.
Introduced in October 2016, JadeStone Real Estate Consulting offers residential and commercial sales and leasing, property management, broker assistance and help with bringing together local developers and Asian investors. Specializing in New York City properties, the firm serves a U.S. and international group of buyers, sellers, owners and investors looking for New York City real estate.
“Our mission is to be a trusted quality brand in the Asian community,” Anne said, by using their bilingual language skills and deep understanding of Chinese culture to service the local and overseas clients Anne says.
Born and raised in Taiwan, she came to New York in 1997 for graduate school, then began a career as a business consultant. An unexpected series of life events brought her to reassess her career direction: she wanted something more flexible that would allow her to dedicate time to her family and career, and to have better control and balance over her priorities as they developed.
Eventually, after a year off from work for soul searching, Anne decided to leave corporate life and choose self-employment. This was emotionally challenging for someone who was educated to have a corporate career, which offers solid prospects and benefits. The fear of various levels of uncertainty associated with being self-employed and an entrepreneur somehow disappeared when she had a clear mission and confidence that her drive, education, cultural background and experiences would equip her to face the challenges in this new journey.
“My roommate, who was from China and had always been independent, lost her business in the World Trade Center after 9/11. She immediately picked up her entrepreneurial spirit and started in real estate. She suggested it to me,” Anne recalled. “Fortunately, the nature of real estate’s multidimensional challenges of servicing clients to satisfying end results suits me well. I love challenges, variety and diversity.”
Anne began her real estate career at CitiHabitats, which gave her the solid training and street-level knowledge of each part of the city, including the differences among neighborhoods, architecture and buildings as well as customers’ decision-making processes. She then joined Douglas Elliman, where she learned how a large corporation is structured, and later, Sky View Parc.
“Working as the director of sales for Sky View Parc helped me reconnect with my roots,” Anne said. The Flushing, Queens, development has marketed heavily to the Asian community both in New York and China. “For the first time, I learned more about Chinese purchasing logic and understood how their decision making differs from that of Western clients. When I came back to Manhattan, I began to think about where I would continue. The idea of exploring and connecting more with the Chinese and Asian community totally excited and inspired me!
“I wanted to create my own identity and brand and set up my own business, naming it for the Chinese gemstone that represents harmony, happiness, balance and satisfaction and is associated with strength and wealth,” Anne continued. “I understand the differences between being in a large brokerage and being an independent broker. I hoped to bring together my knowledge and practical experiences in real estate to form resources for agents so they can easily integrate and maximize their strength and abilities to achieve their own goals. It will be a partnership between the broker and the agents. This mission is very clear.”
With encouragement from her mentor Grace Chang, her family, friends and industry colleagues, JadeStone was born and began its journey. Marketing thus far has been through word of mouth and Chang’s frequent presence in Chinese-language media and at events.
“We also do educational seminars and connect with other real estate professionals a buyer would need during an entire transaction. We are the center of their sources for quality experts. From there, JadeStone quickly became known,” Anne said. “At events, people will come up to me and say they’ve heard of the company. It’s a great compliment and encouragement, given that our company is young. Our goal is very clear: to make JadeStone the trusted quality brand in the Asian community. The Japanese community looking to buy real estate here, for example, has Sumitomo. The Chinese community hasn’t had a brand to consider…until now.”
Anne belongs to several groups on the Chinese instant messaging app WeChat, enabling quick communication, and on her own group, NYCRealEstateTrends, which has local and international members of varying professional backgrounds. On this group, JadeStone shares real estate news daily in both Chinese and English.
“Whether active in real estate or not, members consistently learn about our local New York City market and economy. Members also have easy access to obtain the real estate information they need,” Anne explained. Additional knowledge is shared through other social media. “I hope when our clients make their decision, they know it is the best and most informed.
Chang’s reputation throughout the real estate industry for her honesty and integrity as well as her commitment to communication and hard work also has been critical to the firm’s success. And her clientele extends beyond the Chinese community in the U.S. and China.
“It’s really a mix. We don’t just service the overseas buyer. We work with developers of properties, physicians opening clinics, and others, although residential still dominates,” she said.
Based on her own experience, Anne is determined to offer support that is tailored to her team, including five different compensation plans, a rarity in the industry.
“This has never been done,” Anne observed. “Our commission model is very beneficial to our agents. They’re aware this is a partnership. I hope our agents feel that they are supported by a team of experts and know their earnings rightly reflect their hard work.”
In this first phase of JadeStone’s development, Anne is focusing on branding. Growth will come shortly. “I don’t want to expand aggressively, preferring to take it as it comes,” she said. “I want to feel comfortable with every step I take.”
She and JadeStone also are active in the community and philanthropy, participating in community events and answering questions about real estate. After meeting David Fu and Cindy Ha, founders of the Fu Generation Foundation, which focuses on education, health organizations and global charity, she signed on to serve as a public relations consultant to the organization.
“They were an inspiration to me. They have dedicated their own personal fortune and time to help families in need and raise awareness of social issues in the community,” Anne said. “Through the foundation and various community events, we are more connected and evolved in our mission of servicing the Asian community. However, we have not let go of our other customers. We simply have a more solid understanding of both cultures and are better able to bring transactions to their satisfactory conclusions.
Recently, as an honoree of 2017 Outstanding 50 Asian Americans in Business, Anne is even more determined to continue leading JadeStone forward to being a trusted quality brand in New York City. “I am grateful that JadeStone has had such wonderful and warm support from the community, media, our clients and customers!”
Anne Chang, Principal
JadeStone Real Estate Consulting
1460 Broadway, 5th Floor
New York, NY 10036
917-494-0531
anne@jadestonerealestate.com
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