Before she became known for closing high-value real estate deals in one of the most competitive markets in the world, Sheena Jones was a young woman with no office experience and very little savings, chasing a dream far from the comforts of home. Today, she stands proudly as the woman behind the recent sale of a 6-bedroom beachfront villa in Palm Jebel Ali for AED 19.8 million—a milestone not just for her career, but also for Filipinos in Dubai’s luxury real estate sector.
Born and raised in Naga City, Bicol, Sheena is the daughter of a Filipina and a British father. After her father passed away, she and her sister moved to London in search of new beginnings. But the transition wasn’t easy. “It didn’t feel like home,” Sheena shared. “We didn’t know anyone, opportunities were limited, and there were very few Filipinos around. I even found myself wishing I could meet Filipinos just to feel a sense of belonging.”
During those uncertain years in the UK, Sheena held onto a vivid memory that would eventually guide her to her next destination: watching the construction of Palm Jumeirah on Discovery Channel. Around the same time, a few friends who worked with Emirates Airlines spoke highly of Dubai. That was enough to ignite her curiosity. In 2008, amid the global financial crisis, she packed her bags and flew to Dubai.
Starting from scratch was daunting. “I had no office experience, my savings were running out, and for almost a year I couldn’t find a job,” she recalled. But giving up was never an option. Her first break came when she was hired as a Medical Representative, selling lasers used in dermatology and plastic surgery. It was her first sales job—and it changed everything. “That started my career in sales,” she said.
Eventually, she found herself fascinated by the real estate industry after connecting with some SMDC agents who were promoting Philippine properties in Dubai. She began referring clients to them and soon realized she had a knack for it. The interest became a calling when her company began dissolving her department, creating the perfect window for her transition.
But it wasn’t just interest that pushed Sheena into real estate—it was personal experience. She once fell victim to a dishonest broker who rented her an occupied property. Although she managed to get her money back, the ordeal left a lasting impression. “I promised myself that if I ever went into real estate, I would do it with integrity—to protect not just myself, but others.”
Her professional journey took off with Raine & Horne, one of Australia’s largest real estate companies. From there, she joined Berkshire Hathaway HomeServices, one of the biggest real estate firms in the U.S. Now, she is with C&Y Real Estate, an Italian boutique firm in Dubai known for prioritizing long-term client relationships.
Reflecting on her early struggles, Sheena said, “What started as both a choice and a risk became a path that allowed me to grow, succeed, and live my purpose. More importantly, I hope my journey can inspire other Filipinos to dream big, take risks, and rise above challenges.”
Closing the AED 19 million villa deal
Sheena’s most recent and remarkable achievement was the sale of a AED 19 million luxury villa on the fronds of Palm Jebel Ali. This six-bedroom beachfront property is part of one of Dubai’s most ambitious master-planned communities. With 110 kilometers of planned coastline, 80 resorts and hotels, private beach access, and smart architectural upgrades, Palm Jebel Ali is shaping up to be Dubai’s next elite address.
The buyer, a returning client of Sheena’s, was initially introduced to Dubai real estate through her. “He had already worked with me on his first property—an apartment in Downtown Dubai,” she said. Even though he lived abroad and had no local connections, Sheena made sure everything—from securing the mortgage to ensuring the accuracy of the listing—was handled with precision. That experience built a foundation of trust.
When the client later visited Dubai with his wife, he casually mentioned his interest in beachfront villas. Sheena presented multiple options, including an off-plan project that was priced higher but lacked beach access. In contrast, Palm Jebel Ali offered an oceanfront lifestyle at a significantly lower entry point than similar properties in Palm Jumeirah.
“Since this was purely an investment, I advised him to go with Palm Jebel Ali,” she explained. “I knew that putting his money into a landmark waterfront project at an early stage would give him far stronger appreciation and rental prospects in the long term.”
They managed to secure a unit despite the massive demand. To Sheena, the deal wasn’t just about the sale—it was about protecting her client’s interests. “For me, that’s what real estate should be about: building trust, safeguarding wealth, and creating long-term value. Integrity and vision will always outlast a quick transaction.”
Breaking barriers in Dubai’s real estate scene
Working as a real estate broker in Dubai comes with a unique set of challenges. The business is commission-only, and the market is fiercely competitive, with buyers and sellers coming from all over the globe—Europe, Russia, India, China, Pakistan, and the GCC. For Sheena, being Filipino meant navigating a space where Filipinos have not traditionally been dominant players in property investments.
But the narrative is changing. “Filipinos are everywhere in the UAE—we are one of the top nationalities here, excelling in every industry,” she noted. “While historically we weren’t seen as among the largest property buyers, that perception is shifting.”
Sheena has seen this change firsthand. One of her clients—a Filipina-American and her husband—recently bought a AED 23.6 million villa through her. “Filipinos are not only participating—they are making significant, high-value investments and trusting us to guide them,” she said.
She credits part of this shift to how the Philippines views the UAE today. No longer seen as just a place to work, Dubai is now perceived as a safe, tax-free, and opportunity-rich country. The government’s initiatives—like investor visas for property owners—are also attracting attention. “Buyers of AED 750,000 and above can get a renewable 2-year Investor Visa. For AED 2 million and above, they’re eligible for the 10-year Golden Visa,” she explained. “This, along with tax-free income and strong rental yields, makes Dubai extremely attractive.”
She believes that the rise of Filipino investors is only just beginning. “As more success stories emerge, more Filipinos will see that we not only belong in this industry but can thrive and lead at the highest levels.”
Championing education and integrity in real estate
After eight years in the industry, Sheena has earned the respect of clients across nationalities. Her goal, however, remains rooted in service and advocacy.
“I work with clients of different nationalities, but many of my top clients are Americans, Fil-Ams, Chinoys, and Filipino residents,” she said. “My dream is to introduce Dubai real estate to more Filipinos, whether they’re in the Philippines or abroad.”
Dubai’s real estate sector is booming with off-plan (pre-selling) properties. These early-stage investments come with flexible payment plans, mortgage options even for non-residents, and eligibility for visas. “It’s thrilling to show others that properties here can be more affordable than similar mid-to-high-end options in Manila,” she said, “especially when you consider the tax advantages.”
Her advice to aspiring agents is brutally honest. “Be prepared,” she warns. “This business is commission-only. You might not make money for the first six months, and that can be incredibly stressful.”
She looks back at 2020 as her toughest year. “I had no salary, no viewings, and no clients. All I had was hope and the resilience to keep going.”
She stresses that real estate is not just about selling—it’s about protecting people’s largest investments. “Always treat your client’s money like it’s your own. That responsibility should never be taken lightly.”
She also highlights that the journey is not for the faint of heart. “Real estate is not a short-term hustle. You need emotional control, adaptability, and grit. In a single day, you can feel both a huge win and a crushing disappointment. But if you’re driven, it’s also one of the most rewarding careers out there.”
And for fellow Filipinos eyeing the industry, Sheena leaves a powerful message: “We are known for our work ethic, resilience, and heart. Those are exactly the traits that make us shine in this field. If I can make it, many more Filipinos can, too.”
Looking ahead with bold ambitions
Sheena has no plans of slowing down. Her long-term vision is to help more Filipinos become property owners in Dubai while solidifying her position as one of the top brokers in the market.
“My ultimate goal is to see as many Filipinos as possible owning a piece of real estate in Dubai,” she said. “But what excites me just as much is the opportunity to guide clients from around the world who see Dubai as a place to grow their future.”
For her, real estate is not just about buildings—it’s about building futures. She continues to lead with integrity, driven by her passion for helping others invest smartly and securely.
“I want every client I work with to feel that their investment is safe and poised to grow,” she said. “Because in the end, trust and vision are what truly build a successful career.”
Sheena can be reached at:
Mobile: +971 50 750 8114
Email: sheena@ceyrealestate.com
Instagram: https://www.instagram.com/dubai.realtor/
