The role of a brand in supporting women in the industry

Even before the pandemic hit, women would have flocked to real estate for the flexible arrangements it offered, finding the ability to circumvent competing commitments a huge incentive to join the field.

A 2019 study by the Workplace Gender Equality Agency reported a steady increase in the number of women joining the property industry over the decade, up to 48.5% from 43% 10 years prior.

Since then, one network said changes in lifestyle and family priorities have only further encouraged women’s participation in the industry.

Raine & Horne reported on their attempts to play an active role in growing the ranks of female real estate professionals, highlighting a number of initiatives they have instituted to even out the gender balance in the real estate industry. company.

The network recognizes that gender diversity in the workforce often starts with a trickle down effect from the top. By ensuring that 50% of the management team is made up of women, the brand feels it is creating a welcoming culture for those looking not only to join the company, but also to move up the ranks.

“It is important to define clear pathways for the career development of women, in order to have an idea of ​​what their career could look like in leadership or high-performing commercial roles,” said the national manager. network growth, Tina Ashton.

Ms. Ashton noted that she was speaking from first-hand experience.

She herself started in a sales role in 1996 before becoming licensed in a Central Coast office. From there, she joined the corporate world in 2014; she has held various positions, including as network manager.

Ms Ashton stressed the need to make space for women in all segments of the industry if the company is to truly see itself as working towards gender parity.

“There are many opportunities far beyond the office roles that women have traditionally been assigned to in real estate,” she noted.

Viewing its reputation as a family business as paramount to its values, Raine & Horne described the need to evolve to accommodate more women in the workforce as a responsibility.

“Raine & Horne’s values ​​have underpinned this drive for fairness in the network, recognizing that the nature of family has changed and a workplace must respond to it,” the network said in a statement, citing women’s desire to “no longer have to see family as an obstacle to a successful career in real estate”.

Current member Casey DeMichele can attest to having found the balance she was looking for under the Raine & Horne banner.

The South Australian agent who operates in the Murraylands region recently welcomed her first child and found that freed from the prospect of seeing her maternal commitments as an obstacle, she was able to see – and even sell – her benefits to clients. potentials.

“I spend a lot of time getting to know my sellers because buying and selling a home can be an emotional thing, way beyond the numbers.

“I’ve built a great base of clients who have found my empathy and me being in the depths of family life to be a selling point,” she said.

“Real estate is a great career as it allows flexibility in the way we work.”

Jasmin Turpin of Raine & Horne Coomera, however, pointed out that there are still prevailing attitudes that need to be countered.

Due to her age and gender, the agent said “people often underestimate my skills, my experience and my determination.”

She was motivated to pursue a college degree to gain credibility with her peers.

But for her, being part of an industry she is passionate about has been its own reward.

“The efforts I have made have only strengthened my love for real estate,” she said.

The role of a brand in supporting women in the industry

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Last update: August 03, 2022

Posted: August 04, 2022


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