21 August 2023
It comes as no surprise that recent years have seen more and more female real estate professionals rising head and shoulders above the competition.
“At the end of the day, being a successful estate agent comes down to helping people make the right
property decisions by providing them with the information they need,” says Jeanne-Maré Oosthuizen - Director and General Manager of the Rawson Property Group. “ It’s about earning trust and guiding clients through the process and transaction with patience and an understanding of the real emotions involved along the way.”
In honour of Women’s Month, we spoke to some of the top female agents and franchisees in the Rawson brand to find out which attributes they believe are most valuable in the field.
Adaptability and the ability to multitask
Real estate is a complex and ever-evolving industry, where adaptability is just as critical as the ability to multitask – often outside of normal business hours. According to Lizette Joubert, Franchisee of Rawson Properties Paarl, this makes the industry uniquely suited to the talents and lifestyles of many modern women. “Women fulfil so many roles,” she says, “both as mothers and as contributors to the financial aspects of our households. We bring a strong sense of multitasking, time management and organisational skills to the industry.
In return, the property industry offers us the flexibility to work from wherever we are, whenever we’re able, limited only by our own motivation.” Unlike many industries, Joubert says age is not a handicap in real estate, either, enabling women (and men) to launch a successful career at almost any life stage. “With the new property regulations in play, it’s possible to qualify as a professional real estate agent, and receive a national qualification, all while earning an income,” says Joubert. “You don’t have to choose between supporting your career and supporting your family. In real estate, you really can do it all.”
Emotional intelligence
Emotional intelligence is also an asset in property, according to Dolly Naidoo, Sales Partner at Rawson Properties Umhlanga. Naidoo began her journey in property with no
experience whatsoever, but – through her own determination, tenacity, and hard work – quickly became one of the most highly awarded property practitioners in KZN. “Women are uniquely poised to thrive in this people-centric business, because of our ability to be highly aware, empathetic and understanding,” she says. “This really gives us the competitive edge needed to deeply understand our customers’ needs and create the perfect match between the buyer and seller of a property.”
Passion
According to Andrea Lovell, Franchisee for Rawson Properties Ottery, passion is another competitive edge for women in property. “People forget what you say, they forget what you do, but they never forget how you make them feel,” she says.
“Being passionate, offering outstanding service – especially to difficult clients – and treating every property as a million-dollar possession is the key to building a positive reputation that precedes you.” “Us women are strong and intuitive beings,” she adds. “We can harness this to fuel our success in a property career.”
Discipline
The average woman is no stranger to hard work, juggling multiple roles and responsibilities in the home and workplace. As a result, Tsholofelo Matsitse, Sales & Rental Partner for Rawson
Properties Edenglen, says discipline – an important attribute for success in real estate – tends to come a little more easily to women.
“In property, your earning potential is in your own hands,” she says. “It’s up to you to set your goals, establish your strategies to accomplish those goals and then implement them successfully. As much as we have accountability partners in our managers, principles and colleagues, ultimately your success is determined by you.” That’s not to say a strong professional support network isn’t essential.
“We might wish to be superwomen, but we can’t do it all,” says Matsitse. “Knowing when to push yourself, and when to lean on your team is also important.”
Teamwork
Noelene Snyder, Franchisee for Rawson Properties Kuilsriver, agrees that the ability to work well in a team – and to leverage the opportunities a team offers – is highly beneficial in property!
“There are a lot of skills you need to learn when you enter this industry,” she says. “For me, it was really worthwhile to join an established company where I could gain the knowledge, skills and qualifications I needed in a supportive team environment that guided and accelerated my personal and professional growth.”
Balance
Noko Nkuna, Franchisee for Rawson Properties Pretoria North, says women’s ability to bring
balance to the industry is also contributing to their success.
“In the few years I’ve been in the industry, I’ve seen women bringing many new elements of boldness and femininity to the property market,” she says. “It’s exciting to see this, and to see the support for women in property grow. We’re making our mark on this previously male-dominated industry, and it’s wonderful see more and more women joining the profession.”
Vision
It’s not just women’s ability to thrive in today’s property industry that is driving their success, however. According to Boitumelo Adams, Sales Partner at Rawson Properties Pretoria East, it’s also their ability to think ahead.
“Women have vision, we are resilient, strong, fast-thinkers and very knowledgeable,” she says. “We’re honest and ethical in our business dealings, but we’re also trailblazers, using our understanding of the dynamics of a household to make a huge impact on the property sector.” Adams says women’s innate desire for harmony also enhances their dealings with prospective clients. “We want to help our clients – especially first-time buyers – achieve their vision and get value from their property transaction,” she says.
“We know that real success comes from not just happy sellers, but also happy buyers, happy tenants, and happy property owners. If we can achieve that, we can make this industry a success for all.”
Relationship Building
Manisha Bhikha, Sales Partner for Rawson Properties Northcliff, points out that emotional intelligence is also a great tool for relationship building – an important competitive advantage in property. “Buying and selling property is often an emotional process,” she says. “As women, we’re able to bring a sense of compassion and empathy to the table, listening skilfully to really understand our client’s needs and concerns and support them through the problem-solving process.” This nurturing approach, she says, builds a deep level of trust between clients and their property professionals – a strong foundation for lasting relationships that fuel business stability and long-term growth.
