I am currently running a 700x35cc Mavic wheel set with Shimano 105 on my JTS cross bike.
I want to get a set of wheels to convert this to a road bike for some long road rides.
Any recommendations would be helpful as I don't know where to start as far as weight, material etc. Thanks.

you can just change the tires... cheaper than new wheels, cassette, tires & tubes

if you must, get the same rim width so you don't have to adjust the brakes every time you switch... Mavic/105 is a good starting point

Just put some skinnier tires such as 700x 23 or 700 x 25, or even bigger since you have the clearance. I wouldn't worry about weight so much with a cross-bike. Thats the beauty of a cross rig..you can just change the tires and its almost like a new bike.

Thanks for the advice. I think I am going to do the simple tire swap option instead.
What kind of rolling resistance difference do you think it will be going from Nokian Ravagozzi Cross 700x35c knobby tires to something smooth and 25cc. Will it make a considerable difference in speed on pavement that it will be worth it to make the tire change?

You will notice that your bike be easier to pedal and it will be faster. Try a touring type tire---700 x28 or 700 x 32 if you want comfort and flat protection. You will notice the bike will go faster with skinnier tires, but it really comes down to the engine behind the bike. I notice a big difference on my bike when i run 23's vs cross tires or touring tires. Try some 25's for the summer if you want. I always look forward to buying new tires. Skinny tires with high pressure will ride stiff, 32's with 80 psi should be just as fast and add more comfort to the ride. I think geometry and tire size and pressure make more of a difference on a bike than actual frame material. This is up for debate. Enjoy your summer!!!