Carmel Baker discusses her rise to the CEO role at Hodges Real Estate. She also offers profound and inspiring advice for women about building successful careers and achieving solid financial goals.
Can you tell us about your journey to becoming CEO of Hodges?
I’ve been in franchising for over 16 years now, so it’s certainly been a solid part of my background. I began my career many years ago in an accounting environment. I soon learned that, while I had an appreciation for the monetary drivers of the business, to be able to progress to management I needed to have some sales skills in my toolkit.
That lead me to various sales and management roles that eventually turned into a direct-sales business. There was an opportunity to franchise that business, so I lead that business through a franchising journey. That started a passion for me in the franchising field.
What do you attribute your success to?
I’ve always looked at roadblocks as challenges that I’ve needed to find solutions for. So, throughout my career, I’ve been quite action orientated and goal orientated. Many years ago, my father said to me, “Nobody owes you a living. You need to make your own in life.” And that’s a mantra that’s stayed with me to this day. I don’t wait for things to happen. I don’t wait for a tap on the shoulder for something to happen. I carve out those opportunities, and that’s part of who I am as an individual.
Have you faced particular challenges because you’re a woman?
It’s an interesting question. There’s no doubt that all the industries I’ve worked in have been male-dominated industries. I haven’t felt the glass ceiling, to use a term that is often referred to. Perhaps that’s because of my resolve to open doors and get things done. Because I’ve been quite action and goal-oriented throughout my journey, I haven’t experienced the glass ceiling.
I’ve certainly been involved with lots of companies and boards that were male driven. In fact, I don’t recall, in the last 10 years having a female in a position above mine, so that’s quite significant in itself.
Something that I’ve observed over my journey is that, even for something as simple as when men and women negotiate pay rises, they do it quite differently. I’ve found that, for the women I’ve managed, negotiating a pay rise is usually based on an emotional link. For example, they might say they are very loyal to the business. Whereas the men who have reported to me, and have asked for a pay rise, they clearly define their value to the business. They articulate what they mean to the business in a practical sense, as opposed to a loyalty sense. It’s interesting. That’s certainly an observation and approach that I’ve observed.
Do you have any advice for women who are looking to progress their careers?
For me, the biggest piece of advice is ‘don’t wait for something to happen.’ Don’t wait for someone to come and tap on the shoulder. You need to be able to articulate the value you add to any business at any point in your career, and you need to be able to convince the team you work with that you’re worthy of the next position.
Also, when that career progression isn’t available in the industry or the company you’re in, because of circumstance or company size, you need to recognise it’s time to move away from that business to progress your career. So, if career progression is the next thing for you, then you need to seek out that opportunity.
From a property-industry perspective, I think it’s important for me to highlight there are many opportunities for women in senior leadership roles. In my observation, it’s an industry that favours an entrepreneurial spirit and hard-working people that are ambitious. And I don’t believe that’s a gender specific arena. It’s hard work that typically defines success in the property industry.
I’m passionate about helping other women succeed, and achieving solid financial goals for themselves and their future. Mentoring is something I enjoy doing across the industry, and across the fields I’ve worked in. Quite often, women feel as though they are not afforded the same opportunities as men. So I’m quite passionate about sharing my thoughts with other women, and encouraging them to succeed, and encouraging them to drive their goals forward.
If I can pave the way for other people to be successful, I’ll certainly feel I’ve added some value.