Member Profile: Catina Jones of ICON Realty Group, LLC
Q: Where did you grow up and tell us a little about yourself.
A: I am a proud native of Richmond, originally from Highland Park. I later moved to Henrico County, where I graduated from Henrico High School.
Q: Please tell us about your journey to become a CEO.
A: My journey to becoming a CEO started with my dad, who was an entrepreneur. He owned several businesses before he found his true calling in the home security industry. He always taught me the importance of building something that no one could take away- something that would create a lasting financial and personal growth. His belief in the power of owning your own business was a huge influence on me, and it inspired me to take that leap myself.
Q: How are you promoting leadership development at ICON Realty Group?
A: At ICON Realty Group, we focus on growing leadership from within the company. Every member of our leadership team started as an agent here, and each one brought their own unique skills to the table. I’ve always made it a priority to identify those strengths early and help coach people toward leadership roles. By promoting from within, we create a more cohesive and aligned team, which I believe is key to our long-term success and our ability to create believers, demonstrators, and supporters of our culture.
Q: Are you working on any new business ideas?
A: Yes, we’re currently exploring our next phase of growth. We’re looking into expanding to new territories, possibly opening more locations. We’re also considering branching into development and offering business coaching services for new brokers. We want to keep pushing the boundaries of what we can offer while staying true to our core values.
Q: Are there any national/business authors that you follow? What is it about them or their message that resonates with you?
A: I’m currently reading Positioned for Growth by Cory Moseley, who is an award-winning business growth speaker, consultant, and coach. Cory specializes in helping small businesses develop effective growth strategies. He’s also a member of the Advisory Council for our brokerage, so I’ve had the privilege of learning from him firsthand. The concept of growth is something that we’re actively focused on at ICON Realty Group, and Positioned for Growth has been a valuable resource. It offers a comprehensive blueprint for businesses at any stage, with practical, actionable advice that can be implemented right away. The strategies in the book are timely for us as we navigate the exciting (and challenging) process of scaling our business.
Q: When you are not leading ICON Realty Group, what do you like to do?
A: When I’m not at work, you’ll probably find me on a golf course. My husband and I love to travel and play at some of the most beautiful courses around the world. Golf, for me, is more than just a hobby- it’s a great way to network, build relationships, and keep my strategic thinking sharp. The sport has a lot in common with business: it’s all about planning, practice, adaptability, and sometimes, taking a few risks.
Q: You attended our Fall Leaders Conference with your team. Do you or your team have a takeaway from the experience?
A: The Fall Leaders Conference was a great experience for our team, and we walked away with a lot of useful insights. One thing we’ve been working on is improving communication, particularly in meetings. The session on identifying personality and communication styles was especially helpful. We’ve been using phrases like, “I’d love to hear more about that” to encourage open dialogue, and it’s already making a big difference in how we work together.
Q: Tell us how you are involved in the community.
A: Community involvement is something I’m very passionate about. I currently serve on the Board of Directors for The Doorways, which helps provide housing for families whose loved ones are receiving long-term care at VCU Health. I’ve also served on the board for the Virginia Breast Cancer Foundation. At ICON Realty Group, we partner with nonprofit builders who focus on providing affordable housing for first-time homebuyers. Giving back is a big part of who we are, both as a company and as individuals.
Q: Since you’ve been a member of VACEOs, how have you grown as a CEO?
A: I have found significant value in my membership. The luncheons are all relevant to current industry and market conditions and always extremely informative. They give real-world insights into the challenges that we face as business owners. I’ve gained value from my forum and being able to learn from other successful owners. Most rewarding has been having a safe place to be vulnerable and transparent regarding challenges that we experience as business owners.
I’ve learned so much from my fellow members- hearing their stories, sharing experiences, and having a space where I can be open and vulnerable about the challenges I’m facing. It’s made me a stronger, more well-rounded CEO.
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