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Women in Real Estate
February 28, 2020

Women in Real Estate

by The CE Shop Team

We're Highlighting the Best in Real Estate this International Women’s Day

Women have been an intricate part of the real estate industry since its inception in 1794. Since that time, their accomplishments and opportunities have been highly diminished by male-biased laws.

It wasn’t until the early 1950s that most real estate boards dropped their gender discriminatory laws. Over 60 years later, 67% of REALTORS® are women and are beginning to find equal ground with men.

To celebrate International Women’s Day, we’re highlighting extraordinary women who have overcome adversity and found success working in the real estate industry. Their stories are unique, but the challenge remains the same.

Women in Real Estate

Through our Innovators in Real Estate initiative, we reached out to our previous winners and asked them about their time working as a woman in real estate. This is what they had to say.

Nominate an agent who goes beyond the call of duty for The Innovation Award. Chosen winners get free Continuing Education courses and are featured on our website. Nominate Here.

Krista Mashore

Krista Mashore Coaching

 

1. What were you doing before real estate?

3rd Grade School Teacher

2. What do you love most about your career?

Serving people in the community and being able to offer support and guidance to people in times of need.

Selling and buying can be very stressful for people. My job is to ease their minds, and let them know they are in the hands of someone who loves what she does and will do whatever it takes to make sure their best interest is served. I specialize in Digital Marketing where we market our homes very differently than the typical "traditional" means.

3. How do you generate leads and stay productive?

I create an action plan daily and also set out 12-Week Yearly Goals. I utilize digital marketing strategies in conjunction with video to attract business and not chase it. This is done by offering as much value to my community, staying top of mind awareness, going online on various platforms where the customer is, and being recognized as the authority figure.

We utilize marketing funnels, lead magnets, and video to do this. Leads are the easy part of real estate, but making sure all phases of the sales cycle are not overlooked is what most agents struggle with.

The 6 phases of the sales cycle are: Marketing, Lead Generation, Lead Nurture, Conversion, Fulfillment & Delivery, and the 5 Rs: Refer, Retain, Resell, Rituals, and Routines.

Also, I make it a priority to make sure that I am always doing the 11 Cs: Consistently producing Content, Correctly, so that I can make a Connection with my Community so I'll be more likely to Convert them into Clients. If I can repeat this Cycle over and over, I have a Complete and Consistent flow of leads and Closings.

4. What were your biggest challenges starting out as a woman working in real estate?

I originally planned to only "play/dabble" in real estate, however, my husband left me with my two daughters right after we had purchased a new home. My goal was to protect my children, keep them safe, and secure our new home. As my world crashed and my family was torn apart, I had to dive deep into real estate to survive.

One of the things I find difficult for women in real estate is that at times we aren't as encouraging and supporting to one another as I would hope. It's a goal and priority to me to be as helpful and supportive to fellow women to help them achieve as much success as possible. It can also be difficult juggling real estate while being a mother.

Often times, we are pulled in so many directions and we need to remember to be kind to ourselves and realize we can't always be everything to everyone. We need to learn when to say "no" and when to say "yes." Often times, we as mothers and women forget how important it can be to take care of ourselves.

5. What are your thoughts on the future of real estate in your area?

Being as innovative as possible and being willing to make changes and adapt is going to be essential to the survival of a real estate agent. People are getting savvier and expecting more due to innovation and technology. Embrace change and don’t fight it. Use technology to show your unique value add. Just because we've always been told to do open houses and knock on doors, doesn't mean it's the most effective way to reach our community and stand out as an authority figure.

I feel we are going to see consistent, slow, and steady growth over the next few years. We need to remind ourselves and our clients that all the talk of the recession does not mean housing crisis.

6. What would be the one piece of advice you’d share with other women starting out in real estate?

Give it your all. Go all in. Real estate isn't something you can dabble with. Take advantage of as much training and coaching as you can. Be willing to invest in yourself, and fast track your learning curve. Be sure to learn from someone who has already done what you are wanting to do. Look for new and innovative ways to stand out. Embrace technology, digital marketing, and video.

7. What’s one thing women might not know about working as a real estate agent?

It can be more lucrative than being a doctor or an attorney. But in order for that to be the case, you've got to invest in your education, and be willing to sacrifice, even if it means getting a loan to learn the resources to help you stand out amongst the rest.

Doctors and attorneys spend thousands of dollars and years and years on their education for their profession. We need to be willing to do the same and if we do and are taught from the right people, our income can supersede that of doctors and attorneys.

Kerry McGhie

John L. Scott

 

1. What were you doing before real estate?

Elementary School Office Manager

2. What do you love most about your career?

Serving and leading others.

3. How do you generate leads and stay productive?

Follow up with my relationship database, asking for referrals. I try to stay in the front of the line with social media, videos, and a 33-touch system with all of my past and current working relationships.

4. What were your biggest challenges starting out as a woman working in real estate?

Being taken seriously and that I was as capable of building a successful real estate business as any other entrepreneur. That my negotiation skills would propel me to a higher level of business. Time blocking and mastering systems had been a challenge. Once I achieved those two things, so many more opportunities opened up.

5. What are your thoughts on the future of real estate in your area?

There are no limits!

6. Which marketing tactics have worked best for you in the past?

Branding myself as an expert.

7. What would be the one piece of advice you’d share with other women starting out in real estate?

Write down your visions and dreams and be confident in your "WHY" you’re in the industry. Also, don’t back down and always go for NO every single day!

8. What’s one thing women might not know about working as a real estate agent?

Women may not know that they can be fearless and gentle at the same time. It is important to be both in this business to be successful. :-)

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