Raising Your Bottom Line: Capitalizing On Your Business Classification-Women-Owned

Desiree Patno

As the CEO & President of Women in the Housing & Real Estate Ecosystem (NAWRB) and Desirée Patno Enterprises, Inc. (DPE) Real Estate Brokerage, Advisor & Investor for AmicusBrain—AI for Aging Population, CSO for ZuluTime, Publisher, Connector and a National Speaker, Desirée Patno’s network and wealth of knowledge crosses a vast economic footprint. With three decades specializing in the Housing & Real Estate Ecosystem and owning her own successful brokerage, she leads her executive team’s expertise of Social Impact, Gender Equality and Access to Capital, and provides personalized consulting services to the Real Estate and Family Office community.

In today’s competitive business arena, a minute detail or decision can mean the difference between long-term success and immediate failure. In the real estate industry, where networking and connections play such a significant role in business performance, what you and your business connote is particularly vital.

As a professional in this highly competitive marketplace, not utilizing the business classifications at your disposal is an oversight. A strategy as old as the industry itself is tailoring to your community. You must play to your strengths, and increasing your business’s appeal to a particular market including potential homebuyers is essential. For women business owners, the utilization of women-owned business classification is vital.

According to 2014 Census Bureau data, there are currently 18,057,000 female homeowners in the United States. As women make advancements in their careers and their wages grow in parity to those of men, women’s homeownership will continue to grow. With this extended buying power, we are seeing the emergence of more women homeowners and a specialized niche for real estate professionals. This growing market is evidenced in the fact that 10 million American women homeowners live alone.

Utilizing the fact that your company is women-owned will situate your business to help potentially capitalize on this emerging market and introduce you to businesses and government agencies that have strong corporate social responsibility.

An incredible value-add to marketing your women-owned business classification is that all employees and independent contractors who hang their license with you will benefit and potentially increase your bottom-line profits.

This is not to say women homebuyers automatically want to work
with women-owned companies, but those who know they want to use a women-owned business from the start will be especially receptive to your marketing. It is about growing your book of business by meeting a demand that is already present.

Promoting yourself as a women-owned business also has the potential of opening business avenues in addition to single women homeowners. As the recent Better Homes and Gardens Real Estate & NAHREP Hispanic Women Survey reveals, when couples buy homes, women often lead the way.
The survey, which focuses on Hispanic buying trends and activity, shows that 73 percent of the women surveyed preferred to work with a female real estate agent to a male. This is a crucial preference because it shows that a majority of women trust other women with the biggest transaction of their lives, buying a home.

The Better Homes and Gardens and NAHREP study also found that of participants currently searching for a home, 48 percent prefer a Spanish-speaking agent. Just as it’s beneficial for Spanish-speaking agents to market themselves as such, women real estate agents need to exploit their identity as women-owned. Marketing to your community is a powerful tool to augment your book of business; it is a valuable resource that can mean higher bottom-line profits.

Buying a home is one of the most important decisions a person will ever make. It follows that within this transaction the need to feel connected with whom your conducting business grows. Buyers want to feel secure and supported; the importance of this purchase weighs heavy, making them feel confident in your ability as an agent is half the battle. Exploit your uniqueness and individuality; in your repertoire, advertising that you might have that sixth sense as a woman, or that you work for a women-owned company, can secure government or privately-held contracts. How powerful!

Become a member of NAWRB today! LEARN MORE

Leave a Reply

Your email address will not be published. Required fields are marked *