Women leading with data, tech & heart in Real Estate

  • Rubé Bradfield builds a national brand powered by data and teamwork.
  • Debra Maddocks mentors agents with tech-driven, people-first strategies.
  • Lightstone and Prop Data help them deliver trust, speed, and impact.

Agents of Change: Women Trailblazing the future of Real Estate

Nearly half of South Africa’s estate agents are women and many are using technology, data, and empathy to transform the industry. This month we spotlight Rubé Bradfield and Debra Maddocks, two leaders proving that the future of property is as much about innovation and collaboration as it is about sales.

Rubé Bradfield - Building a business, then building others

From intern at RE/MAX to founder and now Principal of Home & Hectare Real Estate under agricultural giant BKB, Rubé’s journey is grounded in vision and resilience. Inspired by her mother’s belief in property as a wealth creator, she launched her own agency and later scaled it nationally with BKB’s backing.

Her leadership ethos is clear: success is shared. She actively nurtures experienced agents, sharing strategies and learning from their insights.

Tech edge: Lightstone underpins valuations and market analysis with credible data, while Prop Data’s listing, marketing, and buyer-matching tools streamline operations. “Digital platforms remove the guesswork,” says Rubé. “Accurate insights build trust and close deals faster.”

Her advice to women: “Don’t just access digital tools — use them boldly to build credibility and your brand.”

Debra Maddocks - Passion, Purpose, and People Skills

Managing Partner at Tyson Properties Helderberg, Debra entered real estate after buying property from abroad — and quickly learned that being an agent requires grit, empathy, and resilience. For her, success is measured in both closed deals and the growth of the agents she mentors.

Tech edge:
Lightstone provides real-time market data for sellers and buyers, setting realistic expectations. Prop Data enables efficient marketing and admin, with personalised landing pages, listing updates, and SEO-rich agent profiles. Debra sees future potential in CRM integration, deal tracking, and digital FICA onboarding to further speed transactions.

“The future of real estate belongs to those who see technology as essential, not optional,” she says. Her advice to female agents: “Tech gives you a seat at the table. Use it wisely.”

Shaping Tomorrow’s Real Estate

Both women stress that mentorship, access, and representation are vital in tech-driven real estate.

Rubé: “Create spaces where women collaborate, share stories, and showcase success using digital platforms.”
Debra: “Be brave, bold, and unapologetically yourself.”

By leading with empathy, innovation, and insight, these agents are doing more than selling properties they’re reshaping the future of South African real estate.

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