Towards increasing female employees’ participation in real estate practice: a bifocal viewpoint of the influencing factors

Purpose Gender participation gap appears prominent in the real estate profession, perhaps owing to firms’ unwillingness to engage female employees or the stereotyped perception of female graduates. This study aims to examine the employment considerations of real estate firms and the factors influencing female employees’ participation in real estate practice. Design/methodology/approach This study adopted the concurrent mixed-method research approach. For the quantitative, the study adopted closed-ended questionnaires administered to real estate employers and female real estate employees. From 190 to 125 questionnaires administered, respectively, to the employers and the female employees, only 110 (57.89%) and 73 (58.40%) questionnaires were retrieved from the real estate firms and the female employees, respectively. The qualitative data were sourced through interviews. Using a structured interview guide, 10 interviewees representing employers of real estate firms and 10 female employees were interviewed. While the quantitative data were analysed using descriptive and inferential analysis, the qualitative was analysed thematically using NVIVO. Findings The quantitative inquiry revealed that the major employment considerations are academic qualification, skill requirement, understanding of the local market, professional qualification and salary consideration, among others. The qualitative data also revealed similar results and further revealed other factors including creative and soft skills like computer literacy and positive attitude. Concerning female employees’ interest in real estate practice, factor analysis revealed five factors. These factors include financial and working conditions, the nature of tasks and the industry’s image, the potential for career advancement and economic conditions, the influence of third parties/mentorship and the financial prospects of the profession. Practical implications This study established that gender bias and stereotypes do not influence employment by real estate firms; rather, the firms emphasize efficiency, capacity and profitability factors in their recruitment process. Originality/value The findings of this study could guide in making real estate firms working environment and practice more attractive for female professionals. The finding could also help employers make the internal structure of real estate firms more welcoming for female employees.