Property queens: How women are changing the real estate industry
From Victoria’s number one salesperson to an agent who landed one of the Melbourne’s biggest deals, meet the women proving selling houses is not just a man’s game.
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Vicki Sayers knocked back her first job offer in real estate because part time work in the industry was “impossible”.
“I had a baby and a preschooler in three-year old kinder and while I was passionate about property there was no flexibility,” Ms Sayers said.
“Looking back I think those things that were seen as a disadvantage are actually what gives women the edge.”
Today the RT Edgar Mt Eliza director is one of the most successful agents in Victoria.
She has been named the Real Estate Institute of Victoria’s Residential Salesperson of the Year every year since becoming the first female to take the title in 2017.
“It’s hard to believe it took that long for a woman to break through and win that title for the first time,” Ms Sayers said.
“I guess it just demonstrates how much the industry is dominated by men.”
In 2021 she was listed in Victoria’s Top Agents by Real Estate Business and was named the REB Residential Sales Person of the Year (Regional) 2020 as well as being listed in the REB Top 50 Women in Real Estate across Australia in 2016, 2019 and 2020.
The accolades are a source of pride but it’s the connections she makes in her work that matter most to Ms Sayers.
“I don’t see the work as simply selling houses,” she said.
“For me it’s about making connections and building relationships.
“The stereo type of the male agent with shiny shoes and a slick suit is changing.
“I dress professionally, but in an approachable way.”
According to realestate.com.au Ms Sayers has sold 55 properties in the past 12 months with an average sale price of $1.72 million.
Her biggest sale was 15 Alice Street, Mount Martha for $3.1 million.
“I don’t measure success on the number of properties I’ve sold or the money that’s changed hands. For me it’s about helping people find the right home or the right buyer,” she said.
“Buyers and vendors, especially other women, respond to that.”
Sarah Case
RT Edgar Toorak
Another RT Edgar director making a splash is Sarah Case.
The working mum said she had “sold many sensational homes in the past 20 years”, with her most expensive, an incredible $25m property, occurring in 2020.
The transaction of Australian Finance Group co-founder Malcolm Watkins’ trophy home at 4-5 Myvore Court was one of three Ms Case completed on the street within three months — totalling a whopping $50m.
“I’d sold 2 Myvore Court first, then we sold the land next to it at No. 3, and then I sold 4-5 Myvore,” she said.
“I originally sold 6 Myvore Court many years ago as well as 6 Benson Ave — that’s on the corner but fronts onto Myvore — so it’s only 1 Myvore Court I haven’t sold.
“I think Myvore Court needs to be called Case Court.”
Ms Case’s Instagram is a vibrant collection of her family, friends, fashion and cocktails — as well as a glimpse into some of the flashy homes she has the privilege of stepping inside.
Carla Fetter
Jellies Craig, Stonnington
Of the 12 women to make Real Estate Business Top 50 list for 2021, Carla Fetter was the highest ranked at number four.
She said being female was an advantage in real estate and she was excited to see more women choosing real estate as a career.
A high performing team helped her land a spot in the top five, she said.
“I’ve run my own team for around six years now. The award may be for the individual, but in my case it’s a real team effort,” Ms Fetter said.
In the past 12 months Ms Fetter has sold 85 properties with an average price of $1.7 million.
Antoinetta Nido
RT Edgar Toorak
After taking a break from her role as a tax director with Ernst & Young to raise her children, Antoinetta Nido took on a real estate career and now specialises in selling mansions.
“Corporate heavyweights, they appreciate the level of professionalism I bring to the table,” she said.
In the 2020-21 financial year, Ms Nido sold more than $100 million worth of Melbourne’s finest real estate, including high-profile luxury family estates.
She also holds the record for the most expensive Toorak land per square metre ever sold.
Also in 2021 Ms Nido won the award for Outstanding New Agent of the Year at the REIV Awards for Excellence and was a finalist for Residential Salesperson of the Year and Marketer of the Year.
In the past 12 months she has sold 18 properties with a median selling price of $7.03 million.
Bev Adam
Jellis Craig, Brunswick
After 19 years in the industry Bev Adam landed at number 31 in the Real Estate Business Top 50 Agents list.
In the past 12 months Ms Adam has helped sell 57 properties with an average sale price of $1.67 million.
A five-bedroom house at 1 Margaret Grove, Alphington was her biggest sale fetching $5.8 million.
She is the most successful female agent for Jellis Craig in Melbourne’s inner north the self-described “people person” prides herself on the “empathy, passion and skills” she brings to work.
Jenny Dwyer
Belle Property, Melbourne
“Be assertive, not aggressive,” is Jenny Dwyer’s advice to women considering a job in real estate.
“Integrity is everything. But most importantly enjoy the work and have fun – we are truly privileged to do what we do,” she said.
Ms Dwyer has been in the property game since 1991.
“The industry has changed so much since I began.
“There are so many different paths now that you can follow and embrace no matter what stage of life you’re in.
“The constant evolution with technology is creating new ways of marketing and communications that benefit clients from all spectrums of property.”
In 2021 Ms Dwyer sold 43 properties with an average sale price of $1.6 million.
She was ranked number 39 in the Real Estate Business Top 50 agents list.
Elizabeth Kelly
Jellis Craig Brunswick
Described as energetic, motivated and incredibly hardworking, Elizabeth Kelly is one of real estate’s young stars.
Ms Kelly credits her close working relationship with Jellis Craig Inner North Director and fellow team member, Greg Cusack, as being pivotal to her success.
“Aligning myself with an experienced mentor like Greg has been important to my success in real estate,” she said.
Ms Kelly is one of only a handful of female agents operating in and around Brunswick.
“I enjoy this aspect of my role. It can be advantageous being the only woman.
“In my experience, people tend to gravitate towards female agents,” she said
“The customer service and attention to detail I provide give me an edge.”
In the past year Ms Kelly has sold 93 properties with a median sale price of $1.38 million.
Rebecca Stepnell
Jellis Criag, Ballarat
The surge in interest in regional properties has made life busier than ever for Ballarat agent and mum to four Rebecca Stepnell.
In the past 12 months she has sold 104 properties with each house being on the market for a median of just 15 days.
“The growth and interest in my hometown of Ballarat is amazing and I enjoy talking to potential buyers about our schools, sporting clubs, restaurants, etc,” she said.
“Personally, it has been great, as (2021) has been my best year in real estate to date. However, COVID-19 has thrown many challenges at all of us, and I have felt this particularly as a mum.”
Like many women in real estate selling homes was not her first career choice.
She spent 16 years working as a registered builder in architecture and design before making the switch.
“Working with local builders and developers on their own projects; townhouse designs, new homes, land subdivisions etc., was fascinating and made me realise I could possibly do more with my skills and offer this advice from another direction.
“I don’t take for granted the flexibility real estate offers you as a working mum, and I can see this career path continuing for a very long time.”
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