5 Ways to Foster Female Leadership in CRE

BRENHAM, TX—Three generations of women founded and expanded Coldwell Banker Properties Unlimited. Kelli Brennan, vice president of Coldwell Banker Commercial Properties and Coldwell Banker Properties Unlimited, recalls the reaction of the local market when her sister, Lindi Braddock, and their mother, Yvonne Hastings, co-founded the agency.

“To say we caused an uproar in the market is an understatement,” she says. “We shook up the system when we started our female-owned brokerage. Some thought that women had their uses as a secretary or assistant who could help men promote their careers.”

Braddock now works alongside her daughter, Camaron Pruiett, on the top-producing Lindi/Camaron team while Brennan is in charge of operations for both the residential and commercial firms. The team has won the International President’s Circle award from Coldwell Banker every year from 1993 to 2018.

Brennan says when Braddock and Hastings started the company, there was a “good old boys club” mentality in real estate.

“They operated in a small town mindset that it was their listing, and only they should be able to show and sell it,” Brennan tells GlobeSt.com.  “They did not like the idea of a female-owned brokerage working in their market.”

While times have changed from that skewed mentality, Brennan says surveys still show how women face a glass ceiling in leadership roles in real estate. More than 60% of working adults believe working for a company that has female representation at the executive level is important and 41% say women must work harder than men to earn an executive-level position.

It is important to embrace diversity and create a collaborative office culture in order to help women break through the male-dominated glass ceiling of leadership roles in real estate, says a leader at one of the country’s top female-owned agencies. This is done in a variety of ways, according to Brennan.

Embrace diversity. Look for a range of talented men and women who can work with each other in various roles. The idea is to create a supportive culture that is conducive to collaboration between men and women on an equal playing field.

Mentor qualified females. Mentorship with practical leadership skills is the best way to help women see that leadership is attainable.

Favor a collaborative office culture. Also, support women’s successes in business.

Work for a female-owned and operated business. Women can make a significant difference in the career advancement of other women, so it is advantageous for women to own a company or work with female mentors.

Understand the complexity of a woman’s schedule. Often women are the primary caretakers of their household outside of work. Flexible workdays will support growth and retention.

Encourage women to say “yes” to opportunity. Women may feel inadequate to fill an upper-level position or a challenging task but if they don’t take on new challenges, they cannot grow and reach new levels of advancement.

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