The presence of women in the real estate market receives special attention from CRECI/SC | Advertising Special – CRECI/SC

In women’s month, marked by March 8, the Regional Council of Real Estate Brokers of Santa Catarina (CRECI/SC) took stock of the main actions that respond to the increasingly important role that women play in society and, particularly , in the real estate market.

With innovative work and concrete solutions to the demands of the category, CRECI/SC helps to build a market conducive to the growing number of real estate brokers duly accredited by the Council, an essential condition for the legal exercise of the profession.

To give you an idea, while the historical percentage was approximately 33% of women in relation to men, in the last two years this number has jumped to 40%.

Aware of this growth trend, CRECI/SC has carried out activities that effectively value real estate brokers.

In 2023, among the 12 Thematic Commissions created to deal with matters of interest to the category, the Women Broker Commission was established. The group published a special booklet on the issue of harassment, organized events with hundreds of women and participated in lectures organized by CRECI in São Paulo (Combating Violence Against Women) and CRECI in Rio de Janeiro (Women who Build – Part 2) , in both represented by real estate brokers Andréia Schneider and Lilian Gutierres.

“The creation of the CRECI/SC Women’s Real Estate Broker Commission was a big step towards developing concrete actions and our participation in this event in São Paulo shows the Council’s appreciation of women”, recalled Andreia Schneider.

Lilian Gutierres highlighted “the excellent content of the CRECI/SP Program and the lectures given, which will certainly help a lot in the work we are carrying out in an unprecedented way with real estate brokers in Santa Catarina”.

Among Brazilian real estate agents, 61% said they had suffered sexual, moral or verbal harassment, with 21% not reporting it for fear of losing their job and because they did not believe in punishment. The data comes from the Women in the Real Estate Market survey, carried out in 2021 by Datastore, in partnership with real estate marketing specialist Raquel Trevisan and the Women in Real Estate movement.

Concerned about this reality, CRECI/SC launched the booklet “No, no, understand?”, which addresses the topic of harassment.

The material provides, among other information, some important tips for preventing harassment. In addition to suggesting companies have governance to deal with these situations, with investigation, code of ethics and monitoring mechanisms, other attitudes can help in the daily lives of real estate brokers:

• Require photo identification from all people who visit the property;
• Ask to fill out a visit form with the right to film the service for your safety;
• Panic button connected to the responsible real estate agency or other contact for immediate help;
• Women must always have a protocol for sharing their location, and need to be careful about the time, that is, always go at the scheduled time, preferably during the day;
• Being accompanied is also appropriate, especially in more inhospitable environments that are unknown to the professional;
• You should never leave the key in the door, but keep it in the possession of the broker, so that escape routes are always open and available.

“Addressing the issue of harassment seriously is one of the commitments fulfilled by our management and we did this with the booklet and other initiatives”, recalled the president of the Council, Fernando Willrich.

Another example was the meeting held with the Coordination of the Police Department for the Protection of Children, Adolescents, Women and the Elderly (DPCAMI) of the State Civil Police, to seek support in combating sexual harassment and discrimination that affect the professional practice in the real estate market. The meeting began a union of efforts to implement CRECI/SC actions, aligned with public policies.

“With this and other concrete measures that we are taking, including a survey of the state reality of harassment in the state, CRECI/SC contributes to the construction of a society and a better market, where people can live free from discrimination and work with dignity”, highlighted 1st vice-president Rúbia Tânia Welter, who invited vice-governor Marilisa Boehm to participate in the campaign to combat harassment of women in the real estate market.

The entity wishes to rely on the vice-governor’s vast experience in the area, such as the creation of the first Women’s Police Station in Joinville and the confrontation of the most varied types of violence during her career in the Civil Police. The initial idea is for the vice-governor to give speeches at events organized by CRECI/SC throughout the state.

A year ago, also during Women’s Month, a lecture promoted by CRECI/SC made history by taking an audience of more than 500 real estate agents to the auditorium of Expocentro Balneário Camboriú Júlio Tedesco. On the occasion, the audience heard tips from best-selling writer and mentor Chai Carioni for a better positioning of women in the market. The activity was part of more than 100 free events promoted by the Council in 2023, the entity’s fiftieth anniversary year, and which brought together a total of 12 thousand real estate agents, in 40 municipalities in the state.

After this success, Chai Carioni will be back to close the schedule of the mega event that CRECI/SC will hold on the 29th and 30th, at Espaço FG, in Balneário Camboriú. There will be several lectures, with prominent names such as Rafael Landa, Patrícia Fernandes, Wagner Bonatto, Edgar Ueda, Janessa Testoni (“What is my place?”), Andréia Malutta (“Career and Mental Health”); Marcele Machado, Karina Smaniotto, Vivi Mondardo and Lilian Gutierres (Panel “Towards the top”), in addition to the panel “Successful experiences in the real estate market”. The opening will be made by president Fernando Willrich.

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