A new era of real estate: integrating AI, women’s leadership, and balancing competition with compassion
Imagine walking into a community where the buildings aren’t just structures, but reflections of the people who live and work within them—a place where innovation meets connection, competition blends with collaboration, and technology works hand-in-hand with compassion. This vision isn’t far off. The world of commercial real estate (CRE) is evolving, and the shift is being fueled by a powerful combination of emerging technologies, women’s leadership, and a balanced approach to development.
The Yin and Yang of real estate1
Think of real estate as a well-tuned orchestra. Traditional “masculine” qualities like risk-taking, decisiveness, dominance and results-oriented thinking play the role of the brass section—bold and commanding, laying the foundation of financial success. Meanwhile, “feminine” qualities such as empathy, collaboration, relationship-building and attention to detail act as the strings—subtle yet powerful, bringing harmony and depth.
Historically, the brass section has dominated CRE, driving deals and focusing on the bottom line. But as the world changes, it’s becoming clear that the strings are just as essential for creating a melody that resonates with modern communities. For example, fostering collaboration between stakeholders doesn’t just smooth over tense negotiations; it leads to developments that are not only profitable but also sustainable and inclusive.
One study by McKinsey2 found that companies with more diverse leadership teams—including women and those who champion empathy and collaboration—are 25% more likely to outperform financially. When these qualities come together, they create a symphony of innovation that benefits people and profits alike.
AI: a conductor of change
Enter AI, the newest instrument in the orchestra. Much like a conductor bringing precision to a performance, AI enables CRE professionals to streamline processes, predict market trends, and optimize decision-making. But its true potential emerges when combined with a human touch—empathy, intuition, and creativity.
Consider how AI is helping design urban spaces with purpose. Imagine all developments where algorithms analyze data to optimize green spaces, minimize energy use, and even map out walkable areas that encourage connection and community. When guided by leaders who prioritize inclusivity and well-being, AI doesn’t just cut costs—it helps craft spaces where people thrive.
Women leaders in CRE are at the forefront of this integration. By blending technological advancements with values like collaboration and empathy, we’re ensuring that these tools don’t just serve the market but also the people who inhabit it.
From Blue Zones to big cities
In the world’s Blue Zones, regions known for exceptional longevity and the highest concentration of centenarians, people thrive not because of cutting-edge skyscrapers but because their environments foster connection, purpose, and well-being. These communities are built around principles of collaboration, support, and intentional design—qualities that resonate deeply with the evolving priorities in CRE.
What if we brought the essence of Blue Zones into modern real estate? Picture neighborhoods where design choices—like shared green spaces, walkable streets, and inclusive housing—encourage connection and a sense of belonging. Developers who prioritize these elements not only create healthier communities but also see long-term financial rewards as these areas attract socially conscious tenants and investors, not to mention the significant reduction in health care and mental health care direct and indirect costs.
Balancing profit with purpose
At its heart, CRE is still about making sound investments. And projects that integrate social impact into their DNA often outperform those that don’t. This isn’t just anecdotal; studies have shown that purpose-driven developments yield higher returns by increasing property values, attracting loyal tenants, and creating a ripple effect of economic growth in the surrounding areas.
Consider the metaphor of planting a tree. Traditional developments might focus solely on the immediate fruit—profits. Purpose-driven developments, however, nurture the roots, ensuring the tree grows strong and continues to bear fruit for generations. By integrating competition with compassion, real estate professionals can plant forests, not just orchards.
A vision for the future
The future of real estate isn’t about choosing between profit and purpose—it’s about merging the two. By blending masculine traits like strategic risk-taking with feminine qualities like collaboration and empathy, the industry will evolve to meet the needs of the modern world.
As technology like AI becomes increasingly integrated, it’s crucial to ensure that the human touch remains at the forefront. Much like the symphony that balances brass and strings, cities of the future will flourish when competition and compassion play in harmony.
As a proud woman in this industry and a member of the CREW network, I am honored to work alongside incredible women who are reshaping our urban landscapes. We, women in CRE, alongside our allies, are leading this transformation. We’re crafting spaces that prioritize connection, inclusivity, and sustainability—proving that the best developments aren’t just profitable; they’re purposeful. Together, we’re building not just real estate but resilient communities where people and profits grow side by side, much like the Blue Zones, where community, purpose, and social bonds are key to longevity and health.
And that’s a vision worth investing in!
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1 Disclaimer: In this article, the terms “feminine” and “masculine” qualities are used to reflect a spectrum of traits and approaches in leadership and development, agnostic to gender. The intent is to highlight how diverse strengths, often culturally ascribed to either trait, complement each other for a balanced and impactful vision of real estate and community-building.
2 McKinsey & Company is a global management consulting firm and trusted advisor to the world’s leading businesses, governments, and institutions.
by Aline Zafirian
Commercial and Residential Real Estate Broker
Director, Commercial Sales
Royal Lepage Village – Commercial
Aline Zafirian, an award-winning real estate professional with over 25 years of B2B strategic sales experience with a decade specializing in commercial real estate, has been a top-performing broker at Royal LePage since 2017, earning accolades such as the National Top 50 Commercial Award twice and ranking among Canada’s top 2% brokers. Collaborating with Montreal entrepreneurs, investors and non-profits, Aline goes beyond traditional brokerage, offering end-to-end advisory services. A dual-licensed broker with a B.Comm from HEC Montreal and a graduate as an RBQ General Contractor, she also leads as Director of Commercial Sales at Royal LePage Village, mentoring aspiring commercial brokers.
Translated by the author
