From closing deals to calling the shots, more professionals are carving out successful careers in real estate, and many of them are female. The PPRA’s 2023/2024 Annual Report shows that women received more fidelity fund certificates and registration certificates than men across several categories in 2024, including attorney employees, candidate property practitioners, and non-principal property practitioners. Even at a principal level, women are catching up fast, showing just how much the industry is shifting.
As women rise through the ranks of real estate, there’s a growing need for technology solutions that reflect their experiences, support their businesses, and serve their increasingly female-driven client base. That’s where proptech comes in, and two standout women are helping to lead this evolution. Hayley Ivins-Downes, Managing Executive of the Real Estate Cluster of Lightstone, and Anne Lütge, COO at Prop Data, are proving that women not only belong in proptech — they’re shaping the future of it.
Passion for proptech
Technology is fast becoming the heartbeat of the property industry. Globally, the sector is booming, with the proptech market expected to grow from USD 40.19 billion in 2025 to USD 88.37 billion by 2032. Closer to home, South African startups are gaining serious traction. In 2023, local innovator Flow secured around R78 million in funding to expand its B2B offering, proof that the market is ripe with opportunity.
It’s this pace, purpose, and potential that is attracting women like Ivins-Downes and Lütge to the proptech space. “There is always something new, and I love change,” says Ivins-Downes. “There is opportunity in change — sitting still will get us doing the same things and not growing or learning. I always have a learning course on the side, be it AI, a language, or something I have a passion for. There are always other angles to consider, other opportunities to explore, and that really drives my interest in being more knowledgeable.”
Lütge shares a similar view: “Proptech is constantly evolving and challenges you to think ahead, to solve problems that didn’t exist yesterday, and to imagine what could be possible tomorrow,” she says. “It’s deeply rewarding to know that the work we do has a real-world impact, making property more accessible, helping businesses grow, and creating better experiences for users. That sense of purpose, paired with the pace of innovation, is what keeps me inspired.”
Breaking into the industry
For Ivins-Downes, the move into proptech was a natural progression from her background in spatial data and financial services. “My honours degree was in GIS and Development Studies, and with a foundation of spatial knowledge, it brings questions and curiosity, " she says. “For the first part of my career, I worked as a GIS Manager, CVP Manager, Business Analyst, and Head of Channel Infrastructure who dealt with location optimisation.
“This led to deeper data work and, eventually, helping to pioneer the automated valuation model (AVM) into financial institutions at Lightstone. From there, it made sense to develop property data solutions for property practitioners — ones that support better pricing and local market knowledge.”
Ivins-Downes quickly rose through the ranks at Lightstone, thanks to her strong management skills, client-centric approach, and proven ability to drive revenue. She moved from Business Development Manager in the property division to Head of Property Professionals, Head of Sales, then Head of Digital, and now holds the title of Managing Executive of the Real Estate Cluster. In this role, she oversees the development of tools that help real estate professionals better understand the markets they operate in, deliver accurate pricing, and unlock deeper customer value.
“We’ve always focused on helping practitioners feel confident in their knowledge, whether it’s through market intelligence, valuations or training,” she adds. That goal is clearly paying off: under her leadership, Lightstone has become a trusted name in property data, recently winning Proptech Innovator of the Year (Platinum) at the 2025 RESIDE Awards and sweeping the ‘Smart Technology in Property Valuation’ category at the Africa Valuations Excellence Awards.
Lütge also found her way into proptech through a blend of tech and real estate. “My entry was quite organic,” she says. “I started in a more administrative role, but the intersection of technology and real estate sparked something. As I got more involved, I realised how powerful innovation can be in shaping how people find, manage, and sell property. That’s what’s kept me hooked.”
Under Lütge’s leadership, Prop Data has grown into one of South Africa’s most trusted proptech partners despite having a lean team of just 32 people (where women make up over 40% of the staff complement). The company supports over 25,000 property professionals from top agencies, brokerages, developers, and brands.
Its end-to-end offering spans website creation, Customer Relationship Management (CRM) platforms, portal syndication, graphic design, email marketing, search and social media advertising, and content creation, all tailored to the needs of the real estate sector. “That impact hasn’t gone unnoticed,” says Lütge. “In 2024, we were voted ‘Best Web & Graphic Design Company’ at the Best of Durban awards, cementing our status as a trailblazer in the industry.”
Inspiring other women
Both Ivins-Downes and Lütge know that leadership isn’t just about business results but about paving the way for others to succeed. Research shows that when more women are hired into top management roles, it helps to challenge the stereotypes often embedded in workplace culture and language.
For Ivins-Downes, this impact starts with mentorship and example. “I’ve been fortunate to have had some mentors early on in my career and throughout it,” she says. “Now, I see it as my responsibility to lead by example — to encourage a culture of learning, whether through study or experience. Every bit of knowledge helps us understand more, grow more, and dream bigger.”
That culture of learning and growth has become a central part of how she leads. Whether it’s through formal mentorship or having colleagues challenge her perspectives, she believes in being involved, open to new ideas, and staying curious.
Lütge, too, believes in the power of mindset. “I’ve always advocated leading with empathy while holding high standards — both for myself and those I work with,” she says. “A strong sense of accountability and a willingness to learn have both played a key role in my journey.”
These have become a core part of her leadership style and the way she empowers others. “Strong leadership and compassion don’t have to be mutually exclusive,” she says. “Within our company, I encourage transparency, collaborative decision-making, and creating space for different voices to contribute. Industry-wide, I aim to support and mentor other women entering the space and to challenge outdated norms wherever possible. Sometimes change starts simply by showing that it’s possible.”