Since first joining the real estate industry, I've witnessed a remarkable story of transformation - one where women have not only carved out their place but have fundamentally reshaped the South African real estate industry itself. From pioneering entrepreneurs who broke barriers in the 1950s to today's dynamic leaders driving market innovation, women have become the backbone of our property sector.
The Trailblazers Who Paved the Way
Two names shine particularly bright in our industry's history: Aida Geffen and Pam Golding, women who I greatly admire, and whose vision and determination shaped lasting legacies that continue to inspire generations.
Aida Geffen founded the Aida real estate group in 1958 when the residential real estate industry was still in its infancy and dominated by men. Her pioneering spirit didn't just open doors for herself; she created pathways for countless women who followed. The Geffen legacy continues today, demonstrating how one woman's courage can create multi-generational impact.
Pam Golding transformed from a single mother with no startup capital into the founder of one of South Africa's largest real estate empires. Starting Pam Golding Properties in 1976 with just one salesperson, she built an organisation that now spans over 300 offices across sub-Saharan Africa. Her company was the first South African real estate firm to market local properties internationally. Golding understood that success in real estate was about relationships, trust, and understanding people's dreams of home.
The Current Momentum: Record-Breaking Performance
In my experience as MD of DG Properties, I've seen firsthand how women are not only emerging as leaders - they're also achieving record-breaking results. Across the country, female agents are consistently posting top sales figures and rental achievements, while simultaneously ascending to leadership positions at major real estate agencies.
From Cape Town's luxury property markets to Johannesburg's commercial sectors, women are breaking sales records and setting new benchmarks for rental portfolio management. More significantly, they're now leading entire real estate agencies, bringing fresh perspectives and innovative strategies that are transforming how the industry operates. In residential property, which commands over 70% of the South African real estate market share, women aren't just participating - they're dominating performance metrics while reshaping organisational leadership.
Why Women Excel in Real Estate
I firmly believe the success of women in our industry stems from strengths that align perfectly with modern real estate demands: relationship-centred approaches that build trust, detail-oriented service that creates superior client experiences, emotional intelligence that helps navigate life's biggest decisions, and collaborative leadership styles that create effective teams.
Breaking Barriers and Building Future Opportunities
As someone who has navigated this industry's evolution, I've observed that challenges remain, particularly in commercial real estate and property development. However, each barrier broken creates new possibilities. Forward-thinking agencies continue emphasising empowerment of women, recognising that diversity isn't just morally right - it's also business smart.
As I reflect on our industry's future, several trends position women to play an even more significant role: technology integration that offers new ways to deliver value, sustainable development that creates opportunities for holistic business approaches, market education needs for trusted advisors, and community building that involves social impact.
Lessons from the Pioneers
The legacies of women like Aida Geffen and Pam Golding – and more besides - teach us that vision matters more than initial capital, personal brand builds trust, thinking beyond borders creates extraordinary opportunities, and true success involves empowering others.
Moving Forward
As we celebrate the impactful rise of women in South African real estate, we must commit to continuing this momentum through mentoring, supporting equitable policies, recognising achievements, and creating inclusive workplace cultures.
The foundations laid by our pioneers have created a platform from which South African women can reach even greater heights. Their stories remind us that in real estate, success combines vision with persistence, and true achievement involves creating opportunities for others to succeed.
The rise of women in real estate isn't just impactful - it's transformational, and it's only just beginning.
For expert guidance on your next property investment, contact Alexa Horne at 082 349 7799 or visit www.dgproperties.co.za
