Ask a woman property practitioner why she loves being part of the industry, and she’ll likely mention a few key things. The flexibility. The chance to earn on her own terms. And the joy of helping people find their dream homes. It’s a career with purpose and possibility that more women are drawn to each year. According to the PPRA’s 2023/2024 Annual Report, 59% of all property practitioners who received their registration and fidelity fund certificates in the past year were female.
But even with their significant footprint in the industry, the stereotypes haven’t gone anywhere. Many women in real estate still find themselves underestimated, second-guessed, or expected to prove themselves in ways their male counterparts aren’t.
The stereotypes still holding women back
Despite the meaningful contribution women make to the industry, many still face outdated and unfair perceptions that undermine their work. According to a recent Prop Data poll, female property practitioners often battle stereotypes that challenge their credibility and growth. The most common? That real estate is just a “part-time job or ‘hobby’” (26.9%), women are “not as business-savvy or capable as men” (20%), and their “success is based on appearance, not expertise” (20%).
Magda Stoffberg, Owner and Principal of REALGLEN Properties, believes these outdated perceptions persist because they’re deeply rooted in outdated societal norms and misconceptions about women in business. “Historically, the property industry was viewed as male-dominated, and women were usually seen in supportive roles rather than as leaders,” she says.
“Additionally, the flexibility of real estate work sometimes leads to the false belief that it is merely a 'side job' for women, when in reality, it demands significant expertise, strategy, and dedication,” Stoffberg adds.
Michelle Cohen, Franchisee and Principal of Leapfrog JHB North East, agrees, and adds that these perceptions are also shaped by long-standing biases within the business world itself. “Property and finance industries were long male-led, creating the belief that business acumen and negotiation strength are inherently ‘masculine’ traits, unfairly casting doubt on women’s capabilities in these areas,” she explains.
TV shows like Selling Sunset and Selling The OC may have brought glitz and glamour to real estate, but also added fuel to an old stereotype — that a woman’s success in the industry is more about style than substance. “More recently, we’ve seen social media and various real estate TV shows glamorise female practitioners, focusing on their looks or charm rather than their skill,” highlights Cohen. “This has reinforced the myth that success in real estate is tied to appearance, not expertise or hard work.”
“Women often excel in relationship-building, empathy, and communication, which are key drivers of success in property. But because these skills are less visible than hard sales tactics, they’ve historically been undervalued,” she adds.
“Is there someone else in charge?”
And while stereotypes shape perceptions, they also play out in real-life moments — in meetings, negotiations, and client interactions. Stoffberg recalls facing this early in her career. “Male clients often underestimated me, assuming I lacked the technical knowledge to negotiate complex deals. On one occasion, I was told they would prefer to speak to ‘someone with more authority’,” she shares. “I remained professional, confidently presented market data and strategic advice, and ultimately closed the deal. Moments like these taught me that expertise and results speak louder than stereotypes.”
Cohen had a similar experience during a face-to-face negotiation for a commercial sale. “The client and their attorney bypassed me and spoke mostly to my male colleague — a practitioner who actually worked in my franchise,” she says. “They assumed I wasn’t the decision-maker.”
Although frustrating, Cohen chose to stay calm, listen, and when legal terms came up, she clarified several points they’d misunderstood, referencing recent market deals. “The client quickly recognised my expertise and directed the rest of the negotiation to me,” she recounts. “It was a clear reminder that quiet confidence and knowledge often speak louder than titles.”
Showing up and showing how it’s done
Experiences like this highlight the quiet strength and professionalism that often go unspoken. Time and again, women in property prove that their approach not only gets results but also brings something valuable and distinct to the industry.
“Women property practitioners bring emotional intelligence, resilience, and strong communication skills,” says Stoffberg. “We excel at building trust with clients, paying attention to detail, and offering a personalised approach that sets us apart. Our ability to multitask and balance complex situations enables us to provide exceptional client service and close deals effectively.”
“Women property practitioners bring emotional intelligence, resilience, and strong communication skills,” says Stoffberg. “We excel at building trust with clients, paying attention to detail, and offering a personalised approach that sets us apart. Our ability to multitask and balance complex situations enables us to provide exceptional client service and close deals effectively.”
Cohen also believes women’s relational and interpersonal aptitude are particularly impactful in real estate. “Women shine at understanding clients' emotional needs, whether it's guiding first-time buyers with patience or helping families through significant transitions, making them natural advocates in a high-stakes, personal industry,” she says.
Beyond individual client interactions, women often bring a collaborative mindset that fosters strong internal culture and community relationships. “This enhances teamwork, creating strong community networks that are crucial for hyperlocal expertise in competitive markets,” Cohen notes.
This people-centric strength is matched by creativity and grit, qualities that help women navigate challenging deals and ever-shifting market conditions. As Cohen puts it, “There are so many stories of women property practitioners who have thought out of the box and gone above and beyond for clients. In Women’s Month, we should recognise that the real estate industry is stronger and more resilient because of the women driving it forward.”