Nearly half of all Estate Agents in South Africa are women – and many of them are transforming the industry from the inside out. Two standout leaders, Rubé Bradfield and Debra Maddocks, represent the grit, innovation and people-first ethos driving the new era of real estate.
Image above: Rubé Bradfield, Principal at Home & Hectare Real Estate.
Building a business, then building others
Principal at Home & Hectare Real Estate, Rubé Bradfield’s journey from intern to founder to national leader has been a powerful lesson in the value of long-term vision. Inspired by her mother’s belief in property as a path to financial freedom, Rubé entered the industry at RE/MAX, launched her own agency, and eventually joined agri-giant BKB to launch Home & Hectare.
“It was empowering and a moment of validation - not just for the hard work and risks I had taken, but also for the value of being able to build the Home & Hectare brand and then see it recognised and scaled nationally.”
At the heart of her leadership approach is collaboration. Rubé finds great purpose in nurturing experienced agents, sharing strategies, and learning from their insights. “Team success is the driving force behind my commitment to making an impact,” she says.
Technology plays a critical role in her team’s success. Rubé uses Lightstone to back up valuations and market analysis with credible data - giving clients confidence and helping agents close with trust. Prop Data has become an operational must, with listing management, marketing automation and buyer matching tools keeping her team ahead of the curve.
“Digital platforms and data have removed the guesswork. Accurate insights make our advice more credible and our client relationships stronger,” says Rubé.
As a woman in a traditionally male-dominated sector, especially agricultural property, Rubé has relied on continuous upskilling, strong networks, and the backing of a national brand. Her advice to young women in real estate? Don’t just have access to digital tools, use them boldly to build your credibility and brand.
Image above: Debra Maddocks, Managing Partner at Tyson Properties Helderberg.
Passion, purpose, and people skills
Managing Partner at Tyson Properties Helderberg, Debra Maddocks while she was abroad, started buying properties in South Africa only to realise that being an agent required much more that good instincts.
“I discovered that being a real Estate Agent takes grit, empathy, strong problem-solving skills and a mindset built for resilience,” says Debra.
What started as a career opportunity soon became a path of self-discovery. Debra sees her success not only in deals closed, but in the growth and confidence of the agents she’s mentored. “It’s helped me figure out who I am, what I stand for, and the kind of impact I want to make,” she says.
That impact is rooted in tech-enabled service. With Lightstone, Debra and her team present real-time data during mandates, helping sellers set realistic expectations and buyers make confident decisions. Prop Data, on the other hand, enables efficient marketing, admin, and lead generation from personalised landing pages to quick listing updates.
“Each agent has a digital home – their own listings, sales, interviews – all boosting SEO and creating a tech-savvy impression in a competitive space,” she says.
Debra also champions innovation. She sees future potential in even deeper platform integrations - such as Prop Data introducing CRM tools, deal tracking dashboards, and online FICA submissions for faster onboarding. “The future of real estate belongs to those who embrace technology not as a trend, but as a business essential,” she explains.
Her advice to female agents is clear: embrace technology and data not only to stay competitive, but to lead with confidence. “Tech gives you a seat at the table,” she says. “Use it wisely.”
Shaping tomorrow’s real estate industry
Both Debra and Rubé believe that mentorship, access, and representation are key to supporting women in tech-driven real estate roles. “Create spaces where women can collaborate, share stories, and showcase success using digital platforms,” says Rubé.
Debra adds, “It’s about being brave, bold, and unapologetically yourself.”
These women are redefining what it means to lead with empathy, innovation and insight. They’re not just selling properties - they’re shaping the future of property itself.
