Sally Forster Jones on Elevating Your Brand Through International Expansion

Learn how focusing on client needs, building strategic partnerships, and immersing yourself in global luxury markets can fuel international real estate success.

In this second installment of The A-List, Sally Forster Jones, founder of Forster Jones International, joins Chris Linsell, director of content at Luxury Presence, to share her approach to expanding a thriving real estate brand across multiple continents. Their conversation explores her strategies for scaling internationally, maintaining service excellence, and growing a globally respected business. This episode builds on her earlier insights on building elite real estate teams and precedes her discussion of serving high-profile clients.

Recognizing expansion as a service to clients

Forster Jones was clear: Her move beyond Los Angeles was never purely transactional. “The world has become very, very global; natural progression is looking at synergistic markets establishing a presence,” she said.

This approach underscores her core philosophy. Forster Jones expanded not to simply enter new territories, but to ensure that her clients — who often maintain multiple homes worldwide — receive consistent, high-level service wherever they buy or sell.

“If that group has the same culture, the same concierge service, they will know they are being treated exactly the same as they would be treated with me. That’s the goal,” she said. In this way, Forster Jones positioned her brand as a seamless extension of trusted service across borders.

Embracing collaboration with local professionals

International growth inevitably brings logistical challenges. Maintaining a consistent client experience thousands of miles away demands both local expertise and personal dedication.

Rather than operating in isolation, Forster Jones recognized the importance of cultivating strong local relationships. By aligning with in-market experts who mirror her service standards, she ensures her clients benefit from nuanced local knowledge while retaining the hallmark Forster Jones experience. “I do lean on locals to educate me as much as possible,” she said. “I’m not doing this all on my own.”

Still, Forster Jones prioritizes firsthand knowledge. She spends time on-site, learning each market’s culture, practices, and real estate landscape. By combining personal experience with trusted local partnerships, she ensures her brand delivers consistency without losing authenticity.

Building brand prestige through authentic luxury immersion

For Forster Jones, international expansion is not simply about growing a business; it is an intentional act of brand elevation. Moving into iconic markets such as Niseko in Japan, Tel Aviv in Israel, and Bora Bora in French Polynesia has positioned her as a global authority, enhancing her credibility among elite clientele.

But expanding globally starts with something deeper: understanding the world of luxury from the inside out. “You have to immerse yourself in luxury and understand what that means,” Forster Jones said. Firsthand experience allows agents to speak the language of high-net-worth clients with authenticity and confidence — qualities that can’t be faked and aren’t easily taught.

This immersion-based approach has enabled Forster Jones to build trust and credibility across markets. Rather than relying on secondhand insights, she leverages personal experience to connect meaningfully with clients and position her brand as a refined, knowledgeable presence in every market she enters.

A new frontier for real estate professionals

While scaling across borders may seem intimidating, Forster Jones demonstrates that success lies in blending expertise, knowledge, and brand discipline. Growth, she reminds us, is not about spreading oneself thin, but about extending one’s standard of excellence across a broader canvas.

If you’re ready to expand your real estate business outside your local market, we have the tools to support you. We’d love to talk.