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Best tactic for women is to be fearless, says top female agent

08 March 2019 Tim Neary and Sasha Karen
Professional woman

Don’t feel the need to employ “female” tactics just because you’re an ambitious woman in real estate, one top female agent advises; instead, be fearless and don’t feel inadequate because you’re not a man.

Alison Coopes from Agency by Alison Coopes in Sydney said that it’s important, particularly now as the campaign for a more gender-balanced world gathers pace, that female sales agents should just be themselves.

“Trust your gut and connect with people on an honest level,” she told REB.


“Understand that they’ve employed you for a reason, so they’ve had faith in the fact that you were different. Dont feel inadequate because youre a woman; feel empowered instead that youre able to create the same results, but in a different way.

“You will probably be more responsive to delivering messages in a particular way because thats what’s in our DNA. Dont try and be other than who you are. That would be the tactic.”

Ms Coopes said that keeping it real is the most important part. Always. 

“Theres so much training thats going on now, the sales sessions and recorded ways of talking to a client in a particular way,” she said.

“The whole thing is wrong because selling real estate is being able to connect to your client on a very, very important level. And that doesnt come from studying or role playing or script reading in a major corporate firm where youre no longer real.” 

Instead, Ms Coopes said that there is pleasure to be had out of the process, particularly as youre allowed to develop relationships with your clients on a different level.


She added that it’s good to remember that theyve chosen you for a reason.

“Understand that the smart people will be judging you not based on your sex, but on their instincts about you, your level of sincerity, your level of professionalism and your level of honesty.

“If you remain fearless, you will deliver a message that a lot of vendors will feel very safe with.”

Ms Coopes said that female agents are more empathetic than their male counterparts, which vendors respond well to.  

“Women are not blunt, we’re more intuitive, more aware of what the vendor may be feeling in terms of leaving the property theyve loved for years. Based on the many conversations Ive had with vendors, they have often felt less vulnerable and safer with the fact that whats been presented is the truth.

“My experience is they feel its more like a partnership, a business partnership between you and them. They feel you are more of an equal because you’re not opposing them in any way. Its almost like youre aware of what theyre going through and therefore they feel safer.”

Ms Coopes said that bonding with the vendors and clients gives the agent more satisfaction.

“I would not feel satisfied if I hadnt been able to really understand what was driving you and connect with you,” she said.

“The sale would not be a satisfying process for me.”

Best tactic for women is to be fearless, says top female agent
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