The Remarkable Journey of Jesuena Estoque Reimer: From Silence to Success

In the crowded world of freelancing, an often-overlooked challenge is the deafening silence that follows the submission of proposals. Jesuena Estoque Reimer, a Filipina entrepreneur, knows this feeling all too well. In her early months as a freelancer, she found herself pouring countless hours into proposals, only to hear crickets in response. Fast forward to today, and her agency, Mindflows, is a flourishing entity, serving over 300 businesses across 14 countries. But how did she achieve this remarkable turnaround?

Early Struggles: The Harsh Reality of Freelancing

For many freelancers, the initial months can be a daunting experience filled with frustration. Reimer vividly recalls, “I wrote so many proposals in those first months. Most of them went nowhere. I was not lazy and I was not stupid. I just had no idea what I was doing wrong.” With no prior connections and little recognition in the industry, her journey began in 2022 with simply a laptop and a freelancing profile.

Despite her expert-level commitment, the lack of guidance left her trapped in a cycle of unanswered queries and missed opportunities. Even as she worked tirelessly—sometimes replying to messages at midnight—it seemed like nothing was yielding results.

The Transformation: A Shift in Perspective

Reimer’s world began to change four years later when her agency became the number one Softr partner globally. With a 100 percent job success score and over 11,000 hours of work delivered, her rise was not a stroke of luck; something specific changed in her approach. She emphasizes, “The clients come to us now. That did not happen by accident… I can explain exactly what it was.”

One major turning point was not just her skills but her approach to communication. Early on, her proposals were centered around herself—focusing on her work ethic and availability. However, the breakthrough came when she crafted a proposal that shifted the narrative entirely: it was brief, centered around the client’s needs, and posed a small, manageable request.

The Crucial Role of Teamwork

Reimer wasn’t alone in her journey. Her chief operating officer, Shanine Velarde, faced a similar uphill battle when she began freelancing during the pandemic, relying solely on networking through calling cards. Her experience resonated with Reimer’s, underscoring how both women navigated through the complexities of the freelancing world without the support of established networks.

“Neither of us was discovered. We figured it out slowly,” Velarde explains, reinforcing how their shared experiences shaped their professional paths and brought them into the same space of understanding.

Filipino Virtual Assistants: A New Reputation

Reimer draws attention to the evolving reputation of Filipino virtual assistants (VAs). “Filipinos are genuinely among the most sought-after VAs in the world, and that is earned,” she asserts. The foundation of this reputation is built on qualities like communication, reliability, and an unwavering commitment to clients. However, she’s concerned about the changing nature of the roles.

“Two or three years ago, a client wanted someone organized to take work off their plate. Now they expect you to know how to use AI tools and set up operational systems,” she observes. This subtle shift in client expectations poses a challenge for newer freelancers trying to enter the market.

Navigating the Freelance Landscape: Skills and Strategies

Reimer is candid about the challenges she feels new freelancers face today. “Starting today is harder than when I started. There are more people applying and clients expect more technical ability from day one.” Yet, she believes the skills needed are approachable. They focus on understanding various tools and leveraging AI rather than complex coding.

The crucial takeaway lies in the mentality towards proposals. Reimer learned that building a proposal meant entering a meaningful dialogue around solving problems rather than merely asking for a job. Velarde echoes this sentiment, highlighting the importance of knowing where to find clients and how to present oneself effectively.

An Invitation for Learning and Growth

This Tuesday, Reimer and Velarde will be hosting a free masterclass through JobTayo Academy, aimed at demystifying the freelancing journey. During this session, they will share insights into the proposals that worked, the missteps they encountered, and practical advice on pricing and client communication.

Their goal is to provide a platform where insights about the current landscape of freelancing can be shared openly. “People can ask us anything,” Reimer invites, emphasizing a commitment to transparency in answering questions that many may find daunting.

Empowering the Next Generation

JobTayo Academy stands as an initiative committed to equipping Filipino freelancers with the skills and insights needed to thrive in a rapidly evolving landscape. Rather than providing a simple certificate for completing online courses, the academy aims to arm students with assessed work and a portfolio that showcases their abilities.

The choice of the name JobTayo reflects a core value: inclusion. “In Filipino, kami means ‘us,’ but not you. Tayo means ‘us’ and you are included,” Reimer explains.

Moving Forward Together

Reimer’s mission is clear: “We want Filipinos to be trusted for the harder, better-paid versions of virtual assistance as well,” she asserts. The disparities in opportunity often stem from a lack of accessible training. A few months of focused learning can be transformative for many freelancers, as she hopes to highlight in the upcoming masterclass.

Freelancers, regardless of experience, are encouraged to take the first step in redefining their journeys by joining this opportunity to learn directly from those who have navigated the same challenges.

With a shared vision and a commitment to lifting others as they climb, Reimer and Velarde look toward a brighter future, not just for themselves, but for the entire community of Filipino freelancers.

Join the JobTayo Free Masterclass on Tuesday, 18 August 2026, at 7 PM Manila time and be part of a conversation that could change your freelancing trajectory. Register here.