AVA LI LEADS FROM THE FRONT

From a young age, Ava Li discovered she had a natural inclination for science and numbers, and her natural understanding of these areas meant Ava could more than hold her own against the boys in the male-dominated areas such as mathematics and IT. As well as excelling at maths and technology, Ava was also a natural leader –from the moment she entered school, she was a class leader.

She also stepped into leadership roles in school sport, as she was the captain of her basketball team.

Her love of sport comes from her father’s influence.

“I enjoy competition and teamwork – we spent a lot of time together and he’d say to me ‘you are good, but you can play better’.

“Competition makes me happy. I was good at ball games, ones with lots of technical skill and strategies that need team work to perform very well.”

As well as succeeding on the basketball court, she excelled academically.

Growing up in Tianjin, China, a city outside of Beijing, Ava’s natural abilities led her to study computer science at Peking University of Post and Telecommunication, majoring in Computer Science and Technology. She then pursued further study in Australia, doing a Master’s degree in commerce management from the University of Sydney. When Ava graduated from her Master’s program she made the decision to immigrate to Australia, seeking new opportunities and experiences.

But her early life in China helped to mould her into the woman she is, and to put faith in her own abilities and to chase her career.

Her father was a mathematics teacher in a school and her mother was a professor of engineering, and as an only child her parents provided her with plenty of support as she was growing up, but in different ways.

“My father is a gentle and kind-hearted person who has provided me with care and companionship throughout my life. He has taught me to embrace life, treat friends well, and show filial piety to the elderly,” she said.

“My mother, a professor and researcher, possesses a strong personality and fearlessness in the face of challenges.

“From a young age, she has been my super mom and an idol in my heart.

“She taught me the importance of self-reflection when faced with problems, as it allows us to maintain a hopeful outlook.

“She emphasized that while we cannot change others, we can always change ourselves.

“Furthermore, my mother taught me to understand others and not to dwell on those who take advantage of me.

“She explained that if someone only seeks personal gain, they are merely ordinary individuals.

“The true ‘bad’ people are those who harm others without gaining any benefit themselves. Therefore, there is no need to be upset over such individuals. Instead, focus on establishing positive systems and structures to prevent misconduct.”

Ava’s family connection is strong, and she currently lives with her parents, husband, children, and in-laws.

“They share the household chores and take care of the children, lightening my responsibilities. I am deeply grateful for their support and feel fortunate to have understanding and caring family members.

“The influence of my family has shaped me into the person I am today. Their teachings and examples have instilled in me the values of kindness, perseverance, and personal growth.

“The love and support I receive from my family have been instrumental in my personal and professional achievements. I consider myself extremely lucky to have such a supportive and understanding family.”

With the support of her family, she has been able to pursue a successful career, which began in 2008, after she graduated from the University of Sydney.

She got married and started work in the real estate industry as a sales consultant with a project marketing company, and purchased her first property.

Given her computer science background, moving into real estate development and ultimately home building seems like an unusual career move.

But Ava finds value in helping people find their home, and to build their dreams and wealth.

“At that time, my work provided a great sense of accomplishment,” Ava explains.

“As a fellow immigrant, I understood the importance of finding a home and settling down in Australia. Many recent graduates like myself were venturing into the workforce, striving for financial stability and planning for the future.

“Additionally, numerous young couples were taking their first major step in life, purchasing their first homes and creating a warm haven for their families.

“I was thrilled to be able to offer valuable guidance and assistance to these individuals in their decisionmaking process, which fuelled my passion for my work.”

Her experience in the industry, and her drive to excel, led Ava to found her first project marketing company in 2009, alongside her business partner.

She worked hard in her business and in its fourth year, the approval of the Northwest Railway Line presented her with a new market opportunity — the Greenfield developments in the northwest region.

“This area promised excellent employment prospects and educational facilities, enabling countless families to find affordable homes,” she said.

“With the continuous development of infrastructure and transportation, property values were expected to rise, allowing ordinary families to accumulate tangible wealth while investing in their homes.

“I was filled with excitement.

“However, at that time, the project home market was heavily reliant on traditional retail models, focusing on expensive display homes and walk-in clients.

“This approach did not align with the marketing methods of project marketing. Consequently, I began contemplating the idea of managing my own home builder business.”

In 2012, preparations began and, in 2014, construction commenced on her company Noble Group’s first home. By 2018, the company had surpassed the $10 million insurance mark, establishing themselves as a major builder. In 2019, the company successfully completed more than 50 open jobs. In 2020, their annual project count exceeded 100 homes. In 2021, Ava became a board member of Chinese Builders Association (CBA), sharing her extensive knowledge of the construction industry with the community. In 2022, she assumed the role of Chairman of the CBA Builder Member Committee, collaborating with fellow builders to enhance professionalism. In March 2023, Noble Home passed the iCIRT rating, earning the status of a certified trustworthy builder.

“In my professional journey, two important aspects have guided me: doing something I love (something I find meaningful) and excelling at it (gaining a sense of achievement),” she said.

“If fortunate enough, these two aspects can align, creating a career worth striving for.”

Ava has found this in her career, and thinks it’s important for business leaders to share their knowledge and mentor others for the benefits of their industry.

“Whether as an Australian Chinese business owner or a female entrepreneur in the building industry, we often need to put in more effort to gain recognition,” Ava said.

“The best way to establish ourselves is by enhancing our professionalism through the use of high-quality products, effective management, and a strong reputation.

“One important aspect of what the Chinese Building

Association (CBA) does is to share success stories and provide comprehensive training and resources, enabling professionals to improve and progress in their respective fields.”

Within the association, Ava has had the opportunity to host or participate in numerous seminars and workshops, sharing her knowledge of the construction industry.

Topics covered include evaluating land quality from an architectural perspective, effective house design, and cost control strategies, among others.

By actively engaging with the CBA, she has been able to contribute to the community by sharing valuable insights and experiences, while also benefiting from the wealth of knowledge and networking opportunities provided by the association.

“The Chinese Building Association serves as a platform for industry professionals to collaborate, learn, and grow together,” she said.

“It has been instrumental in fostering connections, fostering professional development, and promoting excellence within the building industry.

“Being part of this association has not only enhanced my own expertise but has also allowed me to make meaningful contributions to the industry as a whole.”

As well as sharing her knowledge with fellow CBA members, Ava is also continuing to improve her own skills, to ensure she is at the forefront of professional development.

She sees her membership to the Master Builders Association of New South Wales, which she joined at a similar time as she joined the CBA, as vital to achieving this.

“Being a part of the Master Builders Association has provided me with access to a network of experienced professionals and resources that are specifically tailored to the needs of the industry,” she said.

“The association’s commitment to professional development and the continuous improvement of its members has been invaluable in my journey as a builder.

“By actively engaging with the association, I have been able to stay updated on industry trends, regulations, and best practices.

“The Master Builders Association serves as a platform for builders to connect, exchange ideas, and collectively elevate the standards of the building industry.”

In business, Ava is principled and she adheres to some basic tenets to ensure she, and her business, continues to success.

“There are several principles I adhere to:

1. Understanding oneself: Each person has their strengths and weaknesses. It is crucial to know your limits and embrace your differences. As a female in the building industry, I’ve discovered that:

» I excel in starting from the product perspective, leveraging my extensive marketing experience, deep understanding of clients, continuous reflection, and market awareness to constantly improve and adjust our product lines to meet market demands.

» I prioritise a management approach that focuses on nurturing a humane work environment. I view myself as the “mum” of the company, valuing the wellbeing and growth of our team members. The growth of the company stems from the growth of its employees.

2. Creating a culture you love: Since we spend more time at work than at home, it is essential to cultivate a company culture that resonates with our values. Our company culture embodies:

» Teamwork: I introduced a team bonus system, ensuring equal sharing of team achievements, such as successful contract exchanges, efficient site completion, and positive client reviews.

» Customer focus: Every team member contributes to the overall client experience, from delivering professional sales presentations to transparent communication during the approval stage, conducting satisfying site meetings and handovers, and delivering high-quality products within the specified timeframe.

» Innovation: We hold weekly marketing and product improvement meetings, fostering a culture of continuous improvement and adaptability.

3. Valuing collaborative relationships built on trust and understanding: Whether it’s with partners or employees, mutual understanding and trust form the foundation for successful long-term collaborations. We have worked with more than 20 local land developers and more than 60 local sales companies. Nurturing these relationships requires time, communication, and support. We are not alone in this battle. As women, we excel at understanding others’ perspectives, taking into account the concerns and needs of both parties, rather than solely pursuing our own interests.

4. Surrounding yourself with like-minded individuals who share the same values: For example, our current building GM, Ike, enjoys building homes for families. Finding people you enjoy working with and who share your values creates a harmonious and productive environment.

“These principles inspire and drive me both personally and professionally. They have helped shape my journey in the building industry, allowing me to find fulfilment and make a positive impact in the lives of others.”