Chances are, if you’re a woman in the working world, you’ve come up against a gender stereotype or two, those tired assumptions about how women should behave, what roles they should fill, and how far they can go. During Women’s Month, it’s worth pausing to think about how they can impact a career. From who gets hired or promoted, to whose voices are heard and whose contributions get recognised, it can have far-reaching implications for pay, promotions, mental health, and opportunities to grow.
In real estate, these assumptions show up in all kinds of ways. A recent Prop Data poll revealed that many female property practitioners face stereotypes that question their credibility and ambition. The most common? That real estate is a “part-time job or hobby” for women (26.9%), that they’re “not as business-savvy or capable as men” (20%), and that their “success is based on appearance, not expertise” (20%). Challenging? Yes. But there is plenty that can be done to help women in real estate overcome and rise above them.
Be consistent, committed, and all-in
According to the Prop Data poll, the most common stereotype women face in real estate is that it’s “just a part-time job or hobby”. It’s an outdated idea that assumes women are in the industry for a bit of extra income or to keep busy, not to build a serious career. The reality is that many women are running their businesses with the same dedication and discipline as any other full-time profession.
To overcome this perception, Magda Stoffberg, Owner and Principal of REALGLEN Properties, says, “women should emphasise the strategic, financial, and operational side of the business, demonstrating that success requires more than casual effort.”
Michelle Cohen, Franchisee and Principal of Leapfrog JHB North East, adds, “Maintain a professional schedule and be visible in your market through regular activity — show houses, social media marketing, networking events. By presenting yourself as a full-time, career-focused practitioner, you can break through this stereotype. Professional branding, polished marketing, and a clear online presence also reinforce credibility.”
Let your sales figures do the talking
Taking second place, the Prop Data poll found that a persistent stereotype in real estate is that women aren’t as business-savvy or capable as men. Yet, women property practitioners are running data-driven businesses, closing complex deals, and steering profitable investments every day.
Stoffberg says, “By staying informed, continuously upskilling, and leading with data-driven insights, we can prove that expertise is not gendered but earned through hard work.” That means making ongoing learning and market research part of your routine and letting your results speak for themselves.
Cohen suggests a multi-pronged approach: “Share your wins through success stories, testimonials, and statistics that demonstrate your performance and dedication. Continuously upskill in market trends, negotiations, and investment analysis. And also, earning certifications and training boosts credibility, while weaving facts, stats, and market reports into client conversations shows you’re not just personable — you’re analytical and business-minded,” she says.
Taking it a step further, Cohen advises stepping into the public arena. “Join industry panels, mentor new property practitioners, or get involved in professional bodies. These not only raise your profile but also make your expertise visible in the spaces where the industry’s future is shaped,” she shares.
Carry yourself professionally in every interaction
Also, a major frustration for women property practitioners is the belief that their success is tied to their appearance. This misconception persists partly because image does play a role in client-facing industries, but it risks overshadowing the skill, strategy, and hard work behind real results.
As Stoffberg notes, “We should let our performance, negotiation skills, and track record highlight our professionalism, focusing on results and strong client relationships.” Consistently delivering measurable outcomes shifts attention to where it belongs — to ability, not looks.
Cohen offers a practical way to redirect conversations: “When complimented on your appearance, pivot gracefully to discussing achievements or insights (‘thank you, I recently closed a record sale in…’),” she says. “It helps to confidently communicate your qualifications and experience upfront when meeting clients.”
“You should always strive to maintain a polished yet professional presentation — dress strategically to convey confidence, not just style,” she adds.
Real estate businesses can also help
While individual resilience and professionalism are crucial, the responsibility to break gender-based stereotypes in real estate shouldn’t fall solely on women practitioners. Real estate businesses have a powerful role to play in creating an environment where women can thrive and advance without bias holding them back.
There's also an added incentive for real estate businesses to empower the women on their team. According to Lightstone research, the proportion of homes owned by women as sole buyers – as opposed to men or mixed couple buyers – has increased from 30% in 2014 to 39% in 2025. Having empowered women property practitioners can ensure this growing market gets the support they need to reach their goals.
“This starts by promoting equal opportunities, offering mentorship programs, and fostering a culture of respect and inclusion,” says Stoffberg. “Performance recognition over appearance or gender is key. Additionally, providing training, flexible working environments, and leadership opportunities empowers women to excel and contribute to the agency's growth.”
“Businesses can make a tangible impact by actively promoting women into leadership roles such as team leaders, managers, and directors, and ensuring that promotions and commissions are merit-based rather than influenced by gender bias,” says Cohen. Above this, real estate businesses can implement mentorship programmes that pair experienced female practitioners with newcomers, alongside training in negotiation, leadership, and business development to help women thrive in competitive markets.