Brokerage performance drivers amongst married working women in an emerging real estate market

Abstract

Purpose

A perusal of extant literature suggests asymmetric devotions in empirical research that overlooks unique social and industrial dynamics of married working women in highly competitive male-dominated industries. Drawing on the social role theory, the study addressed this asymmetry by proposing a multivariate regression model that examined performance drivers of married female real estate brokers, as mediated by organizational, cognitive and social influences.

Design/methodology/approach

The study employed a descriptive design. A structured electronic questionnaire was used to collect data from a sample of 256 married female brokers who are active on online messaging platforms. Snowball sampling was used to reach the research participants. Collected data were subjected to multivariate regression analysis.

Findings

The results infer that social influences were the most significant drivers of married female brokers in the real estate industry (r = 0.932, p < 0.05, F = 556.581). Significant interventions of diversity management, work-life balance, family support and access to economic opportunities were found.

Practical implications

In acknowledging the societal stereotype and culturally imposed burdens married women face in emerging economies, the study advanced theoretical, practical and policy initiatives for a more inclusive, supportive and learning-oriented work environment.

Originality/value

The novelty of the paper lies in its exposition of the unregulated real estate brokerage market in an emerging economy and the dynamic organizational, cognitive and societal influences of married female brokers.

Citation

Obi-Aso, N.E., Ewurum, N.I. and Ewurum, I.C. (2023), "Brokerage performance drivers amongst married working women in an emerging real estate market", Property Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/PM-06-2023-0053