'I think women have to help other women'

Nearly 45 per cent of New Zealand’s 14,000 members of the real estate institute are women. They make up just under four in 10 of the management of the industry’s biggest four brands, chair industry boards and hold 45 per cent of the board seats. The CEO of the Real Estate Institute of New Zealand, Bindi Norwell, is a woman.

OneRoof talks to six Auckland women in real estate about what it means to be a woman in the industry, and what advice they’d give to women entering the profession.

Kiri Barfoot, Director of Barfoot & Thompson

Although her family name may be on the door, Kiri Barfoot was more inspired into a business career by her mother, a doctor, and her lawyer aunt. The third generation in the company, she looks to her grandmother, Christine, who in 1926 was the first woman in New Zealand to gain her real estate licence. A commerce degree launched Kiri first into finance and accounting, then after a stint overseas, she’s managed offices and been a regional manager. Her focus now is on property management, innovation and technology.

“There’s so much opportunity for young women in the industry, but it’s still hard to attract them,” Barfoot says. “You could start in property management, then maybe sales apprenticeship or look at head office roles in marketing, or training or technology. Our former CEO, Wendy Alexander, was a woman, so is probably 48 per cent of our commission sales team. Commission doesn’t discriminate, it pays you what you’re worth.

“Only 20 per cent of our branch managers are women. It’s just that they don’t apply, they think they have to be 110 per cent qualified, and underrate themselves. Men don’t do that.

“I think women have to help other women — ‘leave the ladder down’, as Sheryl Sandberg says. But you’ve also got to put your hand up — don’t wait to be asked.”

Rachel Dovey, Regional general manager Bayleys Eastern Bays, Bayleys

Rachel Dovey surprised even herself when she made the switch from packaged goods marketing to selling real estate developments off the plans in 2003. Two years later she was made residential sales manager for Bayleys Auckland Central, based at Maritime Square, leading a team that is nearly half female.

Dovey is passionate about encouraging the next generation, mentoring and lecturing second-year property students at the University of Auckland and supporting the Women In Property Forum.

“Mike Bayley is really focused on diversity in the business. Women in sales are equal opportunity. As a contract is a contract, commission sales is an equal playing field.

“Residential real estate is a natural fit for women — we’re dealing with people’s lives. You have to have the ability to connect but also be organised and cope with being fast-paced and having a lot to do. Commercial doesn’t attract as many women, but a lot of women do really well there.

“I don’t think there’s a ceiling — there’s no limitation if you’re passionate and good at your job. Hard work breaks those barriers. In New Zealand, the average age in the industry is around 45, whereas in Australia they start at 28. I think you need to have good life skills first.”

Megan Jaffe, Owner of Ray White Remuera

Megan Jaffe, whose 50-person office last month topped the international Ray White sales table for the fourth year in a row, is allergic to the word management, or what she calls “positionship”. She prefers “leader”.

“I see a lack of leadership — people having authority but not focused on what’s best for their people,” she says. “I’m responsible for my buyers and sellers, I have a fiduciary duty, but my number one customer is my salesperson. The greatest opportunity for the industry is for effective leadership, to identify and nurture and grow those people.

“Our clients need trustworthy people who can advise them as they navigate their buying or selling journey. It’s a profession you must take seriously. It’s very hard work, but it’s a superb career for young women to build a business.

“It’s a challenge — I had eight solid years of working weekends — and you have to service a lot of balls in the air, personal and professional. My job is to promote a safe environment, for people to become their best self, to grow and thrive and use their skills to deliver the best. I don’t see any difference between men and women, I just see technical competence and how they conduct themselves, how they relate to people. It’s not a gender issue.”

Robyn Ellson, Agent, Ray White

A degree in creative writing is not the usual entry to real estate (although it does help write all those ads), but Robyn Ellson’s extended OE in London led her into marketing and PR. She’d always loved houses and renovating and decorating, wanted to work for herself, so moved into real estate in 2011.

She loved it and it loved her, as her slew of awards show — from REINZ’s Rookie of the Year in her first year, to topping her branch office and, this year, making the top ten residential salesperson for Ray White internationally. She’s spoken at industry motivational conferences (with a 3-month-old baby in tow), but says often people who love selling choose not to become managers.

“You can still be vocal with your ideas, put better things to the team (without being the manager),” she says. “Women who are successful are very strong and know how to navigate. It’s very hard work; there are challenges. But we’re getting more equality because you can pave your own way by doing well. I’ve seen a much higher level of professionalism; there’s the legal and compliance side. But it’s an amazingly open industry for anyone from any background. You can change your life.

“I employ two people, so I’m running a small business, creating jobs.”

Jackie Smith, Branch manager, Harcourts Cooper and Co, Takapuna

Jackie Smith switched her love affair with property from interior design (she specialised in developer show homes in London’s Docklands) to selling waterfront properties in the south-east of England. After she emigrated to Auckland, she made the move from home staging to real estate nearly 12 years ago.

“Even in my time, real estate had been predominantly male — it did take a while for women to think of it not as a part-time job,” she says. “You’re multi-tasking and juggling, it’s totally consuming. But the longevity this career gives you is amazing. Most of the inspiring women in real estate have been in it a long time. They have a perspective, are a really good sounding board, it’s not one-upmanship.

“It is commission-based, so I say to young women starting, that you have to have some money in reserve while you learn your craft and hone your skills. There are no shortcuts to success. But there are no barriers — you can do this regardless of education. The only limitations are on yourself.

“While the technology has changed with social media and online, people still want that face-to-face. It’s still how you interact with people. You have to be a bit of a chameleon. But there’s a whole lifetime of possibilities. Women in their 40s and 50s are just coming into their prime. I know women in their 70s who are still amazing.”

Aasta van Hest, Operations manager, Harcourts Cooper and Co

Aasta van Hest joined Harcourts Cooper and Co for a few weeks to help out in the office. Thirteen years later she’s still there, heading human resources after stints in finance, marketing and administration, as the company grew from two offices to 19 with 500 staff.

“There’s not a diversity programme on our agenda, but I don’t see any issues around gender,” she says. “We have about a 50:50 ratio of men to women in sales, our finance manager is female, as is most of head office. You just learn so much on the job. I love the branding and marketing, and soaking up the vibe of the sales offices.

“I say to young women that though I’ve never sold real estate, there are so many other roles and an abundance of careers. There’s so much behind the scenes, that a bright young woman just out of school with a truly positive attitude and a great mindset could do well.

“Some people start as assistants, then get their licence and move on to sales consulting, but there’s so much variety and so many other stepping stones.

“That’s why I have an awesome time recruiting. I’d say if you think it’s daunting to go into sales, then dip into other parts first. But I do say, ‘Be careful, it’s highly addictive.’”