From ET Realty
Women and the corporate world have become as synonymous as women and home. There are certain industries that have the intrinsic first mover advantage. Airlines, hotels, fashion, films, food, education and interior designing are a few that come to the mind instantly. Women are well entrenched in banking & finance, in the medical industry, in politics & administration and have made their way to being amongst the most powerful names within.
Real estate as a choice of profession too comes as no exception to women.
Real estate traditionally has been projected and perceived as sweat & physical hard work on the field, site visits and long hours, difficult clients & tough demands and a lot of travel with its inherent malpractice & malice and thus has very closely been associated with human-male qualities like sustenance, strength and struggle. But while real estate is solid and tangible it also is very beautiful and artistic. Inside those four walls there still exists that symbolic home which is nothing but beauty and heart.
Women have stepped into this industry for two meaningful purposes. Apart from enhancing their careers and finding financial independence, women inherently cherish being in real estate because they help other women find a home. Home for women is a sanctuary and a haven. A home is a sacred space with an address. This empathy is at work here and hence the heightened sense of achievement and success. This is at a micro level.
At a broader level, companies that have women on board across levels, generate value by broadening market vision, enhancing board dynamics, inspiring female stockholders and improving corporate reputation. Increasingly, business women seeking career advancement seek mentoring and coaching from other successful women and thus spread the message of empowerment.
A sheltered life can be a daring life as well… for all serious daring starts from within. Despite their perpetual dual roles at home and at work, women in this industry have clearly made a mark. Internationally, according to NAR, 58% of all real estate agents are women. Even within the Coldwell Banker network, our top grossing real estate specialists are women – Tina Mak from Burnaby, Stacy Gotulla, Ginger Glass and Jade Mills from Beverly Hills; Christina Griffin from Fort Lauderdale, The Jills from Florida, Jennifer Ames from Chicago, Barbara Ackerman from Longboat Key, Malin Giddings from San Francisco and more…
In India too, quite a number of our franchisee offices have women playing key roles starting from office management to helping close deals to heading franchisee businesses. A few names worth a mention are; Asha Mahant, Mamta Gautam, Neha Goenka, Swastika Pathak & Sara Atheek – Office owners (Mumbai & Bengaluru), Asha Desai – Manages marketing & strategy (Gujarat), Rekha Singh, Leena Thosar, Barkha Chandani and Dimple Pansaniya – help consumers buy their dream home (Vashi, Malad, Andheri and Chembur offices respectively).
We all know that Yin and Yang are to be in perfect harmony for us to lead healthy, happy lives. This thought is well extended to business and I would urge more and more women to step into this promising industry.
Women will revolutionize the world of real estate by changing traditions and selling techniques. Fast talking male aggression will be moderated by effective empathy and intuition will be layered onto logic for better decision making by the client. Women taking on the decision-making role on the buyer’s side will only boost this trend further.
As women take the leap in this industry, they will prove what Ntozake Shang once said – “Where there is a woman, there is magic”.