Downsizing in B.C.’s commercial real estate industry could have an unintended bias, with experts signalling women may be hit hardest by layoffs.
“When we look at something like marketing or communications, one of the key aspects of that is being able to relate to people well, to communicate. These are all more stereotypically feminine attributes or skills. And so it makes sense that women would naturally be able to see themselves more in those types of jobs.”
“Marketing and communications have long been considered an essential part of the bottom line that supports the sales program. And while that is still true, it is challenging to accurately determine the impact a campaign, published article or outdoor signage board has on your company.” Women represent 36.7 per cent of the commercial real estate industry in Canada, the U.K. and the U.S. as of 2020, according to a study by industry association Commercial Real Estate Women .
In addition, marketing teams are playing an increasingly crucial role in Vancouver’s changing real estate market.
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