Listing Melbourne unveils the hidden world of Melbourne real estate, with Nicole Jacobs revealing scandalous property practices.
With over two decades of experience as a buyer’s advocate, Nicole Jacobs has seen the highs and lows of Melbourne’s real estate market. From inflated property prices to secretive, behind-closed-doors transactions, she’s encountered just about every trick in the book.
Now, joining the new series, Listing Melbourne which premieres tonight at 8:30pm on Channel 9 and 9Now, Jacobs is stepping into the spotlight, aiming to pull back the curtain on an industry she believes is in need of reform.
The show offers a rare glimpse into Melbourne’s often discreet property dealings, highlighting both the charm of the city’s homes and the challenges facing buyers and sellers alike.
By showcasing what happens behind the scenes, Jacobs hopes Listing Melbourne will raise awareness of the industry’s murkier practices and inspire a push for higher standards and transparency.
For Jacobs, this series is not just about real estate—it’s about lifting the lid on what needs to change to ensure buyers can navigate the market with confidence.
In a conversation with TV Blackbox, Jacobs reflected on her first major role as a television presenter, following smaller appearances on shows like The Block.
Nicole Jacobs: I think I adapted well to the cameras because, once you’re in the flow of things, it’s essentially just doing what you do every day. That’s our business—we’re not TV stars. So overall, the experience was fantastic. I’m really looking forward to seeing it air, and hopefully, people will gain a better understanding of advocacy through the show.
Kevin Perry: Focusing on the Melbourne market, what do you think sets it apart from the rest of Australia?
Nicole Jacobs: It’s a great question and one that comes up often. I’d say Melbourne has a unique, almost secretive nature. When you do get the chance to step inside a property, especially one of those special homes, you feel quite privileged.
In comparison to Sydney, where things might be a bit more in the spotlight, Melbourne is more conservative. We still command high prices, but the transactions here are often very discreet. There are many deals that happen quietly behind closed doors, never making it to the media.
Kevin Perry: What do you think about Melbourne’s properties? Sydney, of course, has the Harbour views, which plays a major role in its appeal. But in Melbourne, properties need to stand on their own, don’t they?
Nicole Jacobs: Absolutely. Sydney’s Harbour is stunning, and the geography of New South Wales naturally lends itself to some breathtaking views. Melbourne, by contrast, is largely flat, so we focus more on our streets and what I’d call our little “villages”—areas with a great café, a good bookshop, florist, and those local spots for gifts.
That’s how our suburbs are built. Of course, we have great beaches and the mountains nearby, but Melbourne also shines through its iconic venues like the MCG, the Australian Open, and various other events that bring people in. These moments allow us to showcase the beautiful real estate we have.
Kevin Perry: On the show, we see moments where, as a buyer’s advocate, you’re quite firm, even critical, of certain standards in the industry, especially regarding selling agents. What are your thoughts there?
Nicole Jacobs: Absolutely. I’ve been in this industry for 24 years now, and I’ve always pushed to professionalise the sector. Unfortunately, that hasn’t happened yet, and a big part of the issue is the low barrier to entry. We need to raise that. Too often, you encounter agents who show up with very little knowledge—they might not even know basic details like the land size or the designer of the property.
It’s frustrating. Then there’s the issue of pricing. You can show up to a property and they’ll say, “We’re thinking of this price…” No—there’s no place for guesswork here. We need to lift standards, promote transparency, and avoid any shady dealings. Real estate already struggles with its public image.
Kevin Perry: So for the average buyer, what’s the key message you want them to take away from Listing Melbourne?
Nicole Jacobs: The most important thing is to do your homework. Don’t buy a property just because it fits your budget or you’re tired of looking, or even because you want to get the process over with.
That’s not how you secure good real estate. You need to buy well, and that means finding the right street, the right house, the right orientation—everything that aligns with your budget and the suburb you want to live in. You make your money when you buy, so it’s crucial to get it right.
Kevin Perry: Fantastic advice. And as a real estate guru, how would you pitch Listing Melbourne to TV viewers?
Nicole Jacobs: That’s a great question. I’d say the show’s title, Listing Melbourne, speaks for itself. It’s about the properties that are out there, both publicly listed and some that are a bit more under the radar. You’ll get a glimpse behind the scenes, including some of those private deals I mentioned earlier.
Melbourne, by nature, tends to be more private, not as showy, and this show lets you indulge in that curiosity—getting a peek into people’s homes and understanding how deals are made.
Hopefully, viewers will pick up a trick or two when it comes to negotiating their own deals.
