Building From the Ground Up: A Leadership Journey in #GiveToGain

Why It Matters

EmpowHER institutionalises gender‑focused development, addressing talent retention and leadership gaps in a sector where women already represent half of agents. The initiative signals a shift toward purpose‑driven growth, aligning ESG goals with business performance.

Key Takeaways

• ERA’s project marketing sold 60,000 homes, 450 projects.
• EmpowHER launched to mentor and elevate women leaders.
• ESG initiatives include energy‑saving office policies and community programs.
• Partnerships with NTUC SISEU provide benefits and training for agents.
• Flexible work and mentorship aim to retain female talent.

Pulse Analysis

Doris Ong’s trajectory illustrates how ground‑level exposure can fuel strategic leadership in Singapore’s competitive real‑estate market. Starting as a management trainee, she rotated through sales, negotiations, and project marketing, eventually overseeing a portfolio that moved more than 60,000 new homes. This hands‑on foundation gave her a granular view of buyer behavior and agent challenges, informing ERA’s data‑driven marketing tactics and reinforcing the company’s reputation for delivering large‑scale developments efficiently.

Beyond sales, Ong has embedded ESG principles into ERA’s corporate DNA. The firm’s sustainability pledge includes practical measures such as setting office air‑conditioning to 25 °C and adopting business‑casual dress codes to cut energy use. Strategic collaborations with NTUC‑affiliated SISEU and the North West Community Development Council extend benefits—healthcare discounts, leadership training, and family support—to agents and their families. Community‑centric programs like Project Sunshine 2025 and the SADeaf Walk have reached thousands, demonstrating how real‑estate firms can generate social impact while strengthening brand loyalty.

The launch of ERA EmpowHER marks a decisive step toward gender parity in leadership. By structuring mentorship, fostering a supportive community, and linking ESG outcomes to career advancement, the council creates a pipeline for women to assume senior roles. Flexible work arrangements and clear development pathways address the unique challenges faced by female professionals balancing career and family. As women comprise nearly half of ERA’s Trusted Advisers, EmpowHER not only boosts retention but also positions the company as a benchmark for inclusive, purpose‑driven growth in the broader property sector.