In celebration of International Women’s Day, Property Finder is scaling up its efforts to tackle gender imbalances in the real estate sector by launching the third edition of its flagship ‘SheForShe Empowered by Property Finder’ initiative.
In real estate, men have traditionally dominated leadership roles, with only 3% of brokerage owners being female in the UAE. This significant gender disparity has long highlighted the need for change and the ‘SheForShe Empowered by Property Finder’ programme is actively working to close this gap. The initiative strives to build a more inclusive and equitable real estate industry, where female agents aren’t just breaking barriers – they’re raising the standard for everyone.
Now in its third edition, SheForShe is joining forces with Women Choice, a prominent international organization, dedicated to empowering women and supporting their professional growth. The goal is to mentor and develop up to 300 women, supported by a network of 30 accomplished industry mentors.
Building Connections and Unlocking Opportunities
Launched in 2023, SheForShe initially focused on connecting female real estate agents with trailblazing mentors from diverse industries like technology and innovation, including global brand leaders. Through personalized sessions, women gained valuable insights on everything from personal branding to work-life balance, and even tackled workplace stereotypes head-on.
SheForShe also hosted events where female real estate agents could network, share insights and learn from experts. With a focus on building expertise, the programme ultimately ensures clients – whether buying or renting – receive exceptional, skilled services.
Why Mentorship Matters
Linda Muldoon, Managing Director at The Urban Nest, took on the role of mentor in SheForShe. She’s passionate about helping women succeed in real estate.
“Confidence is one of the key skills we focus on,” says Linda. “It helps mentees trust their abilities and build stronger, more trusting relationships with clients.”
Self-awareness is another important skill. “When women understand their strengths and areas for improvement, they can have more authentic interactions with clients,” she explains.
Mentorship also teaches the value of networking. “Building a professional network opens doors to more opportunities for both agents and their clients,” Linda says. “Long-term relationships can lead to repeat business and referrals.”
Helping Female Professionals Succeed in Real Estate
Jasmine Arora, Property Advisor at Coldwell Banker Swap, participated as a mentee in SheForShe. The experience had a major impact on her career.
“Being part of this programme has been empowering,” Jasmine says. “I felt supported and grateful to be part of this community.” Jasmine was inspired by her mentor, Linda Muldoon, and other women leaders in the programme.
“Meeting Linda was a turning point,” she shares. “She has a successful career and a family, and seeing how she balances both made me realize I don’t have to choose one over the other.”
Jasmine’s confidence grew through the programme. “I feel unstoppable now,” she says. With Linda’s support, Jasmine finally pre-launched her online course, something she’d been putting off for a long time.
“SheForShe showed me that when women support each other, incredible things happen,” Jasmine adds. Her experience with the programme also transformed the way she builds relationships with clients. “I’ve learned to listen more and understand my clients’ needs,” she says. “Buying a home is one of the biggest decisions in life, so I approach every client with that in mind.”
What’s Next for SheForShe
Set to launch in September 2025, the third edition of SheforShe will scale up its efforts to reduce gender inequality in real estate by introducing a hybrid format in partnership with Women Choice, offering 36 hours of e-learning, multimedia content and podcasts.
The programme will also feature weekly mentorship sessions, where 30 experienced mentors will guide groups of 10 mentees through key industry topics. This group format is designed to encourage shared learning, networking and strong professional bonds among female peers.
“We are delighted to partner with Women Choice for the third edition of SheForShe. Their expertise and global perspective align perfectly with our mission to create lasting change in the real estate industry,” said Sevgi Gur, Chief Marketing Officer at Property Finder.
From personal brand development and self-advocacy, to sales strategy and client acquisition, the carefully crafted curriculum is designed to equip women with the skills needed to excel in leadership roles.
“Women belong in every industry, at every level, and real estate is no exception. This partnership with Property Finder is about more than just mentorship and skills; it is about building a strong and supportive community where women lift each other up and redefine what leadership looks like,” says Nezha Alaoui, Founder and CEO at Women Choice.
Leveraging its global expertise, the partnership with Women Choice strengthens SheForShe, transforming it into a powerful platform that delivers the essential resources and support needed to empower the next generation of female leaders in real estate.
