Property Finder has announced the launch of “SheForShe Empowered by Property Finder,” a bespoke program to champion gender equality in the UAE real estate market. Free for all aspiring female real estate professionals, the initiative brings together a diverse line-up of seasoned female real estate players to build the next generation of women leaders in the industry.

According to the Global Gender Gap Report 2022 by the World Economic Forum (WEF), it would take 115 years for the Middle East and North Africa (MENA) region to reach gender parity. The share of women hired into leadership positions in these countries increased from 33.3% in 2016 to 36.9% in 2022. However, progress was slowed during the pandemic with annual hiring rates at 35% in 2019-2020, but increasing to 36% in 2021. In real estate, the global percentage of women in leadership is only 29%, which is lower than all other listed industries.

In light of the above, Property Finder aims to create a more gender-balanced real estate sector in the region by boosting women’s representation in leadership positions. Having both men and women involved in decision-making broadens perspectives, increases creativity and innovation, diversifies the pool of talents and competencies, reduces conflicts, improves the decision-making process, hence improving the economy.

The company has identified several outstanding female leaders who are shaking up the industry. SheForShe Empowered by Property Finder aims to make their stories heard to inspire others and provide a platform where they can mentor the next generation of leaders.

The campaign is chaired by Sevgi Gur, Chief Marketing Officer at Property Finder. Ambassadors and mentors include Alessia Sheglova, CEO of Dacha Real Estate; Safura Abasniya, Partner and GM at Aston Pearl; Kika Pavese, MD of MD Real Estate; Linda Muldoon, owner and Director at The Urban Nest; Wendy Stapleton, MD at Hunt & Harris; Louise Heatley, owner and MD of Exclusive Links Real Estate Brokers; Natalya Muzaleva, MD of RePublik Real Estate; Hanan Janho, MD of Emirates Properties; and Zahrah Bacchus, Director of Key Accounts at Property Finder.

Sevgi Gur, Chief Marketing Officer at Property Finder and Chair of SheForShe Initiative, said, “At Property Finder, we believe we can improve the real estate market in the MENA region by promoting gender equality in the industry. 'SheForShe' is extremely powerful as it is the first platform created by women for the next generation of women. This platform will enable us to share today's female leaders' great stories and collective wisdom to inspire others and help them build their confidence to achieve more.”

The six-month capacity-building program will involve mentorship and extensive training. Highly qualified and experienced mentors will guide the participants on overcoming common industry challenges and coping with changes in this fast-paced setting.

A selection committee will shortlist 20 applicants for an in-person interview, after which 10 candidates will be chosen to participate in the initiative. Women who complete the program will receive a certificate. In addition, SheForShe by Property Finder ambassadors have signed an MOU outlining their promise to raise awareness around the program, its initiatives, and objectives while committing to facilitate a change to make the UAE a more gender-equal market.