Login
iscover
A network’s membership model lured its new CEO away from the role she thought she’d retire from.
On a recent podcast episode of REB’s The WIRE, Professionals Real Estate chief executive officer Katherine Gonzalez-Cork explained why she was unsure about taking the top post until she understood more about the brand’s unique operating model.
As she recounted to hosts Grace Ormsby and Sadhana Smiles, when she was first approached by a recruiter early in 2021, she was working as the general manager of member relations and communications at AMA Queensland. It was her second membership association position, and she was happy in the role — “I actually planned to stay there until I retire,” she said.
Though she’d thoroughly enjoyed her time working in real estate, primarily in commercial leasing, the fact that it was 10 years in the past gave her pause.
“So, I sort of questioned as to, what’s drawn you guys to give me a call? When they said they actually work out of a membership model, that’s when it tweaked.”
What had given her the greatest satisfaction in recent years was operating in a position where she could look after members and allow them to shine.
Coupled with the fact that she missed her real estate experience, the chance to work in a membership model within that field could, she felt, “combine the two areas that I found the most rewarding”.
Meeting the board on a trip to Sydney to interview for the role impressed on her that the organisation was living by its “people-first” motto, embodying the aspect of membership management that she found so compelling.
“It’s a fantastic board made up of so many second and third generation [real estate businesses] which again was a real eye-opener for me to see the passion and the community that they created within that group. That made the decision for me.”
But being such a people-oriented person herself, the news that she had been offered the role was not without heartache for leaving the AMA, where she had devoted so much time and energy.
“I think I said, ‘Oh crap’.
“I hadn’t actually prepared to leave the AMA, mentally and emotionally. It was my home for a long time. And I was very dedicated to it.”
Eight months on, however, there’s no doubt in her mind: “It was the best decision”.
She’s travelled around the country at least four times in that period to visit members and learn what makes them tick.
“The first couple of months were more sort of head down, bum up, to have a look at what they do, why they do it and how they do it.”
And though she acknowledges that she needs breaks at home in Queensland to catch her breath, it’s the boots-on-the-ground work that brings her the greatest sense of satisfaction.
“The travelling part, meeting members, meeting their teams, that’s my most favourite part. It’s what fills me with joy in it, it’s what shows me that I truly made the right decision to come to the group with my values, aligning with how we work as a membership group, and how we put people before profits.”
Professionals’ recruitment process now makes a lot of sense to her.
“That’s the whole reason why I’ve stayed within a membership association organisation for the last 10 years now.”
ABOUT THE AUTHOR
Juliet Helmke
Based in Sydney, Juliet Helmke has a broad range of reporting and editorial experience across the areas of business, technology, entertainment and the arts. She was formerly Senior Editor at The New York Observer.
Newsletter
