There's no doubt about it. Women are making waves in real estate. From buying more property than men to taking top positions in agencies, local women are running the real estate world in a way that would make Beyoncé proud. Across Century 21 South Africa, you'll find plenty showing properties, sealing deals, and running their own franchises. In honour of Women's Month, we've turned the spotlight on two blazing a trail; they share their thoughts, experiences, and industry advice.
- Tamara Nettmann: She is the Broker Owner, Principal Director, and Co-Founder of Century 21 Western Seaboard. Tamara has consistently achieved Top National Sales Principal. Her career highlight has been attending the Century 21 One21 Experience conference held in the USA and representing South Africa as the Top National Franchise Office for South Africa.
- Marlene Snowdon: She is the Broker Owner, Principal Director, and Co-Founder of Century 21 Western Seaboard. Like Nettmann, Marlene's highlight was attending the One21 Experience and being invited as a keynote speaker at one of the breakout sessions with the other top property practitioners in the group.
Challenges women face in real estate
While women are making moves in real estate, it doesn't mean the journey has been a cakewalk. Nettmann and Snowdon recognise the obstacles even successful women face in the industry.
"Even though women dominate the real estate industry, there is a lack of leadership roles," says Nettmann. "Women also do not hold as many executive positions as males. Statistically, women face prejudice in working cultures dominated by men in a variety of ways, namely balancing home life and work."
Snowdon agrees achieving a work/life balance can be tough for female practitioners. "Most female agents are the breadwinners in the family. However, this makes them more resilient and determined to succeed." She also points to the fewer opportunities women enjoy in certain property sectors like construction.
Qualities giving women an edge in real estate
Despite these challenges, Nettmann and Snowdon believe women have what it takes to succeed.
"Women have an instinct and a real sense of empathy, negotiation skills as well as soft skills," affirms Nettmann. "Coupled with a strong will to succeed - this can make a good real estate practitioner, broker, or owner very successful. Women can bring about creativity to the transaction, giving an all-round great client experience. Women also balance both families and the workplace, often multitasking which is a great benefit in this industry."
"We are tenacious and have a will to succeed," says Snowdon. "Women are empathic and can relate to buyers and sellers and their respective journeys as they embark on the next phase of their property cycle. We have seen it all; new beginnings, sad endings, and everything in between, leaving behind lasting friendships."
Advice for women starting a real estate career
Building on these qualities, Nettmann and Snowdon offer their sage advice to help aspiring female property practitioners make an impact in the industry.
- Enter the industry ASAP: Join a recognised brand that offers you everything you need to grow. Century 21 South Africa, for example, provides a respected brand, a global reach, the latest tech, and advanced training.
- Be informed: Do not just focus on local market training but broaden your knowledge and educate yourself on what's happening in the news, international markets, new laws and legislation, etc.
- Get financially secure: Ensure you have enough financial security to last at least 8-12 months so that you are not stressed but driven and motivated.
- Invest in yourself: Never discount the value of self-improvement to help you be a SMARTER. BOLDER. FASTER.™ property professional. Stay humble and aware that there is always someone you can learn from.
- Find a mentor: This should be someone who you admire and respect and consider hiring a coach who can hold you accountable. This, in turn, will ensure you are structured and balanced and have your goals and dreams clearly noted, so reaching and beating them become your standard.
- Claim your space: The real estate industry is competitive. It's important to pick a niche where you can focus your efforts and remain competitive.
- Be patient: Real estate is not an overnight success story. It often takes 1-2 years for an agent to be comfortable and another 5-10 years to master the first few years.
Time to roar this Women's Month
The property industry is filled with possibilities for women whether one is buying or considering a career. Nettmann says "women should plan, aim to achieve, and acquire property, and build their asset portfolio. Besides the obvious financial benefit of property being an appreciating asset, it provides women with security and pride in knowing they have a roof over their heads as well as their children's."
Snowdon also encourages more women to enter the real estate industry and support each other during the journey. "I have met some incredible women in all industries, some leaders, and some disruptors changing the face of business as usual. Find yourself a mentor, find yourself a student. When women support each other, incredible things happen. Know your strength and never limit your own belief in yourself."