Celebrating Women at The Agency

International Women's Day #CountHerIn

In honour of International Women's Day 2024, we sat down with some remarkable women in The Agency business, from East coast to West. They reflect on what it means to be a woman in the industry today, and what needs to be done to keep uplifting the voices of women to reach true gender equity.

How have you build your success over your real estate career, especially in the ultra competitive eastern suburbs?

I think success is built on your own personal drive.  I have always strived for perfection and I guess that is all in the detail. Yes, the eastern suburbs has always been highly competitive. It was competitive when I began selling 27 years ago, and has only increased. My focus was always to achieve the best outcome for my vendors and get record results. To achieve this, requires commitment in all areas of the selling process, primarily accurate pricing,  property preparation and the best marketing. I remind my vendors we are employed by them to do two things, market and negotiate. Success comes from fine tuning these skills and delivering.

How have you balanced career and motherhood?

Give a busy woman a task and she’ll get it done! 

Oh and I don’t believe in the word “balanced” ! Today we are surrounded by highly professional women in all industries. Many are doing amazing things in their chosen field whilst juggling motherhood. The reality is that real estate is a 7 day a week job from the early morning until late at night on many occasions. Exercise is essential and slow restful Sundays even more so!

My business was well established before I had my first child, which was at 34. By 39, I’d had my much wanted third child. My children have had a good understanding of my work commitments and as they have got older a great level of respect. They appreciate how hard I work and how hard I have worked while they were young. I believe they know the sacrifices I have made to enable them to have the education and travel I wanted to give them. That they recognise this and are proud of their mum is a wonderful thing.

What advice would you give other women looking to follow your path?

For the younger women in our field I would say align yourself with an agent and or a team where your aspirations are compatible. Find a mentor and learn as much as possible from the more experienced women in our industry. Watch, listen and learn and understand no success is overnight. Part of what I love with my small team is mentoring my support agent Jess McGrath. Jess is turning 26 this year and has been with me over three years. I started selling at 27 so I can see her path clearly and her future excites me. She’s really understanding the delicacies of exactly what we do, especially at the higher end of the market. I receive lots of positive feedback about Jess in relation to her knowledge - she provides a wonderful balance in our daily work.

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How have you built your success in the almost two decades you have been in the industry?

It’s very cliché to say some of the words that are thrown about in our industry, but I would say authenticity and consistency. I wouldn’t use that language in my day to day, but when you reflect on 18 years in this space, it is mostly those elements that get you where you are.

There are many times I’ve wanted to quit. Over the years, I’ve seen many people quitting too early when they don’t get to see the rewards of their efforts. They’ve taken the exit thinking they didn’t get the results they want. My career has been built on a truth in that I’m honest, transparent and what you see with me either socially or in a professional capacity is the same. I think it's too hard to fake it and maintain it for a period of time. I have a confidence about what I know and always try to come from a place of service.

How have you balanced family life and career while being a working mum?

As a working mum, it’s really hard but I’m fortunate to have strong family support around me. My father in law lives with us and when the kids were at school, I would get them ready and he would drive them in the morning and afternoon. I have an amazing supportive husband who backs me in all that I do.

But you have to accept you can’t do it all. My kids have been there in the car with me for listing appointments, or have missed out on me being there for school events.

How do you believe gender equality has evolved within the real estate sector, and what challenges do women still face in this industry?

Self doubt is still a thing for females across every industry, we are very quick to question ourselves. Am I good enough to be here, am I good enough for this promotion?

In real estate, people open up their world personally and financially to you, so that self doubt comes up all the time.

I think for younger agents they’ve been given all the ground work that there are unlimited opportunities for them. But you need to be achieving your accomplishments based on the service you give clients regardless of what gender you are. While it’s nice being acknowledged as a female, I want to know I can stand shoulder to shoulder with my male counterparts in my industry.

What is a personal acheivement you are most proud of?

I don’t think I’ve got one yet, I can definitely tell you that it hits home for me emotionally. All that I want or drive for is for my husband, children, parents and team to be proud of what I do, and proud to be associated with me.

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How did you build your success in the East Brisbane market?

Madi: When we began, our focus was on establishing a strong presence in a core area and cultivating lasting relationships. As women, we naturally lean towards nurturing connections, and that became a cornerstone of our approach. Our goal wasn't just short-term profit; we aimed for longevity, building a sustainable business and career. Part of this journey was the continuous nurturing and expansion of our network. Witnessing the evolution of clients from young couples to growing families has been incredibly rewarding. Our dedication to the East Brisbane core marketplace has ensured recurring business and sustained growth.

How do you balance family and work life?

Madi: Despite the long hours, real estate offers flexibility that allows me to prioritise both work and family. For instance, with two grandchildren, Cathy can take time off as needed while maintaining a successful career. Effective time management, delegation, and learning to switch off are crucial skills. Being part of a supportive team that respects each other's commitments ensures a healthy work-life balance.

Cathy:  There is flexibility with real estate but it depends on how hungry you are. Working with Madi as a mother and daughter team has been sensational. We've got each others back. She's got strength in different areas – Madi is amazingly detail oriented, she's got the processes, technology and legal side sorted. I love the marketing side of it, and we both love auctions and negotiating. 

How has gender equality evolved in the real estate sector since you started in the industry?

Madi The real estate sector has witnessed an influx of high-performing women, which is inspirational for younger generations entering the field. When I started, there were notable female leaders, but they were few and often more experienced. This sometimes created a perception that success required years of industry tenure, particularly for women. However, today, there's a diverse representation of successful women across all age groups, challenging these stereotypes. It's encouraging to see more women transitioning to becoming agents, driven by hard work rather than formal education.

What achievement are you most proud of?

Madi: Since joining The Agency in 2021, achieving a 100% auction clearance rate stands out as a significant accomplishment. We've strived to maintain a near-perfect record, reflecting our commitment to running a predominantly auction-based business.

Cathy: I'm really proud of how we execute each campaign, and how we have built our brand as strong auction agents with a high strike rate.

What advice would you give other women looking to follow your path?

Madi Having a mentor is invaluable in navigating the challenges of the real estate industry. Real estate can be a tough game, there's going to be good and bad days just like any job. But the long hours can be mentally draining, so it's nice to have someone there to support you. I've been lucky to have my mum alongside me since day one, but if you're an independant agent or associate starting out, having someone to provide support and guidance can make a huge difference. 

Considering the future of the real estate industry, what changes or advancements would you like to see to foster gender equity and increased representation of women across all levels?

Madi: One area for improvement in the real estate sector is achieving a more balanced representation of women in corporate and leadership roles. We tend to see women leaders in areas like marketing and property management. While progress has been made, there's still room for growth.

Cathy: While there are more opportunities for women, there's still a way to go. Many women don't have the self confidence which is a deterrent. Women need to push themselves, be confident and put themselves in front of hiring managers.

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How do you believe gender equality has evolved within the real estate sector?

Lyn White (General Manager, Property Management): Over the last 30 years there has been a big change in gender equality – a much larger percentage of women are now in sales team and in property management which was almost exclusively women, we now have 30 per cent more males. In property management women and men are on an equal basis. In smaller owned real estate businesses is it still male dominant and a boy’s club.

Maria Carlino (Head of Property Management): The industry has become more professional. Women were always assistants, they were either doing admin or reception. Women started coming into leadership roles in the industry in the early 2000’s.

Annie Yeo (Engagement Manager): The real estate sector has now become a level playing field for both women and men.  You can see more and more successful women in the industry.  While the industry does attract women of all ages, women with younger children may leave the industry if their workplaces don’t offer flexible schedules. The ideal scenario would be where women can work part time or in a co-share environment so we can continue to support and keep talented women as they juggle the demands of family and career.

Great Kostakis (Senior Portfolio Partner): Gender equality has been achieved because in the more progressive companies, such as the The Agency, women have for a long time been in charge of the PM departments rather than in former times, I had to report to the Licensee in Charge (main manager) which was more often than not a male.

Lee-Anne Laverack: I do not believe that there is gender equality in this industry.  It appears to  be a women only role and we are often put in dangerous situations. 

Trindy Hogan: I do not feel that equality in the real estate industry has evolved very far at all in the years I have been in the industry.  Women are still put at risk every day in the industry and with the ever increasing reliance on artificial intelligence, the direct connectivity to and in offices is actually getting worse.

A personal achievement you are most proud of?

Lyn White: Seven years ago, I was looking to retire from McGrath and then was offered a role with The Agency to start up the KPI and Policy & Procedures for the Property Management Team – under Maria Carlino. Seeing the growth of the business has been incredibly rewarding.

Maria Carlino: My greatest achievement would be my current role, building the team and business from the ground up. We started from ground zero in 2017 and now have 10,000 national property managements. This marks the third time I've taken on such a challenge, and with each iteration, I've used valuable lessons from past experiences. Another personal achievement is the return of many property managers from previous ventures who have either joined my team or advanced into management positions elsewhere.

Annie Yeo: Achieving 10% annual revenue growth and getting referred by existing owners.  When an ex owner will google your name to locate where you are currently working to give you a management or an owner calling you to say thank you, those moments make me feel proud that I’ve done right by them.

Lee-Anne Laverack: One of my greatest achievements are my 3 boys and granddaughter. Another is retraining and returning to the workforce after being out for 20 years.

What advice would you give other women looking to follow your path?

Lyn White: Knowledge is power, and to learn and listen from experienced people in the industry.

Annie Yeo: The job might not be easy, as some situations can be quite stressful and draining, but be determined, willing to learn and have a good mentor to guide you.

Maria Carlino: Don’t take things too personally, back yourself and be confident. Women can do the same if not higher numbers than the men can.

Greta Kostakis: If you love dealing with people, as more than anything, this is a people business, you need to know how to communicate and understand people from extremely diverse backgrounds eg migrants, Centrelink customers all the way to multi-million dollar investors who have several buildings to their name.

Jackie Hawes: Learn not to take the job home with you.

Lee-Anne Laverack: I do not believe that there is gender equality in this industry.  It appears to  be a women only role and we are often put in dangerous situations. 

Janice Hill: You must have a strong constitution to deal with the day to day aspects of this position.

Looking ahead, what changes or improvements would you like to see in our industry to achieve equity and more representation for women at all levels?

Lyn White: I think that the most important with women today is to believe in themselves. 

Maria Carlino: There are many women leaders in the industry, we need to empower younger women, increase their visibility and encourage them to put their hand up for leadership roles.

Lee-Anne Laverack: As an older woman there needs to be a change of image.  There appears to be a stereo type of person being employed – young, slim and attractive.  We have lots of life skills that can be shared with others. 

Trindy Hogan: Changes need to happen in perceptions that women need to be young and good looking to do the job in real estate – either in sales or property management and all other departments in between. As an older woman who has experienced the "invisible older woman" situation, I feel qualified to make that statement. I have also been a younger, slimmer version and the attitudes that I have been subjected to are vastly different.  I know this is a societal shift that needs to occur, however real estate is as good an industry to begin and promote that shift.

How did you get started in your real estate career?

I have been working in real estate for almost 5 years now. I started working as a receptionist for a commercial real estate company. It was an amazing experience as the team was all women and was female led. They became my role models and inspired me to move into real estate. It was so inspiring as a young person to be in a female led company and it opened my eyes that I could one day potentially do a similar role to them.

Once I jumped into the real estate industry, I started right as the bottom as a property management assistant and worked my way up into sales. I was fortunate that many of my direct managers were female.

What has your experience of gender equity been in the real estate industry in Melbourne?

I’ve had CEOs of companies tell me “it’s hard to make it in this industry as a young female.”

I try and use those comment as fuel to my fire and it only adds to my determination to prove them wrong and be bigger and better.

In the industry, there are definitely more males and there aren’t many young female agents out there, it just hasn’t happened yet. I have had people mistaking me for an assistant on a Saturday auction but I think it’s a great point of difference. I find more women will come up to me and ask questions, or people who are not very confident coming up to me to inquire. It’s nice that people feel comfortable letting their guard down in front of me.

What is a personal achievement you are most proud of?

I'm proud that I've always followed my intuition, trusted mysefl and making the decision to follow my dreams. I made the big move from a Bendigo to Melbourne and changed the course of the career. 

What advice would you share with other young women looking to follow your path?

Trust yourself, believe in yourself and back yourself. Always do the extra learning, and focus on your strengths and reflect on your weaknesses.

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Can you tell us more about She Knows?

The WA team have a professional and personal development group we run across all the brands and departments here.  There are currently 127 female employees across The Agency, Agency, Right Move, admin, Mortgage & Finance Solutions Australia, Landmark Settlements and the Agency Property Management. We launched She Knows in July 2023 to great feedback and have big plans for this year. It’s a way to connect with other like-minded women in a safe and comfortable way. Along with quarterly catch ups we have has lunch and learns with allied partners, professional development opportunities such as personal branding and social media workshops, and plan to support a charitable organisation this year.

Throughout your career, how has mentorship played a role in your professional development, and who have been your main mentors?

Mentorship has been pivotal in my career longevity. I've been fortunate to have Paul Niardone as a primary mentor. His guidance consistently challenged and encouraged me to evolve. This support has been instrumental in keeping me committed to the business, even when alternative opportunities arose, knowing I wouldn't receive similar support elsewhere.

Reflecting on the challenges of balancing career and family life, what are your thoughts on the notion that "women can have it all, but not at the same time"? How have you managed this balance personally?

I strongly resonate with that statement. Recently, I returned to university to finish a degree after a significant hiatus to have my children, needing an extension on my coursework. I had to go back through the last decade and had to put in writing my reason for my I didn’t finish my law degree.

While you can indeed "have it all," it often requires compromise and prioritisation. You become a genius at fitting everything in, that’s the greatest gift and skillset that being a working mum has given me. As my children have grown more independent, the focus and drive on my career has intensified.

How has the notion of gender equality evolved within the real estate sector over the years, and what challenges do women still encounter in this industry?

When I entered the workforce two decades ago, the industry had a prevalent "bloke mentality," which sometimes led to derogatory remarks, particularly for young women entering finance-related roles. Fortunately, attitudes have shifted and the industry has transformed and become more professional, and today, there's greater gender diversity, presenting more opportunities for women. Female agents often bring unique qualities to the sales process, such as empathy and dedication, which can significantly enhance outcomes.

Reflecting on your career, what personal achievement are you most proud of?

Managing the mortgage business for a good decade stands out as a significant accomplishment. Additionally, being nominated as a thought leader for the Better Business Awards in 2022 was incredibly rewarding. We implemented innovative strategies that reshaped our industry landscape.

Considering the future of the real estate industry, what changes or advancements would you like to see to foster gender equity and increased representation of women across all levels?

One crucial aspect is supporting women in the early stages of their careers.

Initiatives such as traineeships could encourage more women to enter the field. Embracing technology is another essential factor. Early adoption of technological tools can empower women and set them apart professionally. So many women are nervous getting in front of a camera but in sales presentations they are so confident and amazing to watch. If they bring that part of them to social media or video content, we can amplify women’s voices so much more.

With 25 years of industry experience, what do you attribute to your success in the industry?

 I believe my strength lies in my ability to always seek solutions and opportunities. Regardless of the challenges we face, I maintain a mindset of growth and positivity, always looking for ways to overcome obstacles and turn them into opportunities. My knack for problem-solving, coupled with my focus on implementing efficient processes and leveraging various technologies, has been key to my success.

How do you manage the balance between your professional and personal life, particularly as a working mother?

Being a mum, especially to a special needs child, adds another layer of complexity to balancing work and personal life. I had been committed to my career for years, but when I became pregnant with my son Corey, I realized the importance of finding a balance. During my maternity leave, I looked for outlets for mental stimulation and growth, which ultimately led me back to work. Balancing both aspects of my life involves prioritizing my mental health and ensuring I give my all at work while also being fully present for my son and give 100% to him when I'm at home. Technology has been a great help, allowing me to remain accessible even during doctor's appointments and providing the flexibility needed to fulfill my roles both as a mum and a professional.

What challenges do women still face in the industry?

While there are still stereotypes and perceptions regarding women's roles, especially concerning additional responsibilities at home, I've been fortunate to work in an environment where this isn't the case. Our leadership understands and supports us. There are many times during leadership meetings when Paul [Niardone] is the only man in the room! However, externally, there's still stigma, particularly in certain areas of the industry like property management. But overall, I've seen a positive shift in mentality, with more recognition of the value women bring to the industry.

What personal achievement are you most proud of?

My involvement in building The Agency from its conceptual stage to what it is today is a significant personal achievement for me. Contributing to its growth and seeing it evolve into a successful venture fills me with immense pride. This achievement not only impacts my professional life but also instills confidence in my personal life and serves as an example for Corey and my step children.

What advice would you give to aspiring professionals in the industry?

I would encourage them to seize every opportunity that comes their way and not be deterred by lack of experience. Embracing their strengths and uniqueness, and recognising the value their perspective brings, is crucial. Leveraging their strengths, engaging in constructive conversations, and being confident in their contributions can make a significant difference in their career trajectory.

How do you see the industry evolving, particularly in terms of gender equality?

I believe the future of the industry lies in women empowering each other and working together rather than seeing each other as competition. Initiatives like mentorship programs and platforms promoting women's representation are steps in the right direction. By fostering equality and supporting each other's strengths, we can advance the industry as a whole.

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