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A new national study will provide evidence-based insights into the lived experiences of women in real estate, in a bid to uncover how the industry can truly support them in achieving success and overcoming setbacks.
The Women in Real Estate Insights Survey, led by Laing+Simmons’ Jacqui Barnes, has been designed to gather real data to understand what drives female performance, the barriers they face, and the pathways to leadership and ownership.
Barnes said the industry is currently full of “fluff” about women in real estate, and the new study will provide detailed, evidence-based insights that genuinely shape how the sector operates.
“Existing research in this area is largely confined to anecdotes,” Barnes said.
She said the study will close the “huge gap between assumptions and reality” by providing actionable solutions to various questions and problems around women in the industry that have not been addressed.
“There’s always a lot of commentary on the importance of providing a safe and encouraging environment for women in the industry, as well as career opportunities and flexibility with respect to family life.”
“But there has never been a specific effort to understand how this can actually be achieved.”
By gaining insights into performance, care and life load, leadership, ownership, behavioural traits, as well as barriers and enablers of success, Barnes said the industry will be better positioned to ensure women can access all opportunities.
“Real estate businesses are increasingly trying to recruit women, but don’t understand what women actually need to succeed. Retention of high-performing women is inconsistent because we don’t fully understand their experience.”
“There is no consistent data to help business owners make informed talent decisions. This study is about unlocking tangible insights which are practical, commercial, and scalable.”
Similarly, Barnes also noted that leadership and business ownership remain dominated by men, with the reasons behind this imbalance still unclear.
“There are plenty of anecdotes and circumstantial evidence in this space, but no genuine effort has yet been made to understand the heart of the issue.”
Barnes said that industry players of both genders are encouraged to take part in the survey, as the greatest number of responses will yield the most powerful, actionable insights.
“There are questions which need answers and problems which need solutions, and we look forward to sharing these with the industry later in the year,” she concluded.
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