In the vibrant world of Brazilian real estate, Tatiana Reis stands as a remarkable businesswoman who, against the current, has carved a niche for herself in the high-end property market. Founder of Espaço Reis Imóveis, Tatiana’s journey unfolds in a landscape dominated by male leaders. Breaking through barriers, she not only leads with distinction but also challenges the conventional narrative in an industry where success stories are often penned by men. Let’s delve into the narrative of this business maven who decided to make a mark in a tourist city, becoming a reference in the realm of high-end real estate.
- Your decision to move to a tourist city and specialize in high-end real estate is intriguing. What inspired this bold move, and how has it shaped your professional journey at Espaço Reis Imóveis?
I used to work as a sales manager in a big pharmaceutical multinational, but it wasn’t making me happy. The constant travel kept me away from my kids, so I took a leap and decided to start my own business. In 2014/2015, I ventured into the high-luxury real estate market in Barra da Tijuca-RJ, where I was living at the time. Back then, real estate wasn’t viewed as a lucrative profession in Brazil, but I saw potential. I delved deep into the market, bringing all my sales and people management skills to the table.
Starting in a highly competitive scene in Barra da Tijuca, I stood out by applying my knowledge from the pharmaceutical industry to real estate. Serving celebrities and famous personalities, I worked with an American model company, infusing my expertise from various fields and an international service approach.
However, a family robbery in Rio de Janeiro prompted us to seek a safer and better quality of life. We chose Búzios, a place we loved as tourists, to settle down. In a market dominated by male-led agencies and lacking in technology, I introduced a fresh methodology to Búzios, combining commercial aggression with people management skills. Today, I’m proud to be a reference in the high-luxury market of a tourist city that attracts customers from around the globe. Búzios, with its incredible beaches and a resort in one of the world’s most coveted locations, has become our new home.
- In a real estate industry where male leadership prevails, you’ve not only established a female-led company but also lead a team that challenges the status quo. Can you share some insights into the dynamics of having a predominantly female leadership in Espaço Reis Imóveis?
When I arrived in Búzios, I was 38 years old, with a huge professional background from other sectors, full of different ideas, but I was a relatively new real estate agent. I thought (in my opinion) that when I arrived I was looked down upon by the “lions” of the city, owners of old and successful real estate agencies in the city, but I continued my process, I selected new people in the segment and trained and qualified, avoiding brokers’ vices I think it was one of my differentiators, my brokers who started this challenging journey are with me to this day (90% of them), we grew together, we fulfilled clients’ dreams together and our dreams together, I saw professionals realize their dreams and grow financially, creating financial independence for them, buying their houses, changing cars, buying land, changing their lives. I didn’t just change my life, what makes me happier is that I changed the lives of other people who work with me and are with me to this day, I am very grateful that they believed in me and joined me in this endeavor. I also highlight that today I have both men and women as associate brokers. And I respect them equally. I have male and female managers. I firmly believe that valuing our partners is one of our differentiators.
A curiosity is that when I started in this market, some brokers, when I asked for a partnership, refused to form a partnership or accepted the partnership wanting to earn more than me and today they look for me to form a partnership. Because they know that my team makes a difference in the city’s real estate market.
- Espaço Reis Imóveis seems to prioritize a personalized and confidential service for its clients. How do you ensure that your team is trained and equipped to provide the best customer service, especially in the high-end property market?
We are aware of all the changes that the market has offered, today it is no use just offering a differentiated service, it needs to have differentiated marketing, professional photos, and very well-edited videos. Digital marketing has become increasingly prominent and necessary. There is no more space for average materials and ugly/unworked photos, there is no more space for brokers who do not accept publishing their material on social media and publicizing themselves (publicizing themselves as professional and sometimes personal) on social media, there is no more space for materials without quality properties. There is no more space for professionals who do not update themselves periodically. There is no more space for professionals who are not dedicated 100% to brokerage, your earnings are proportional to the investment of time you offer to your work. Brokers who work 4 hours a day today don’t sell. Brokers who sell work more than 8 hours a day, it is the assertive, fast, and effective service that initially sets us apart. I always say that our earnings are proportional to the time dedicated to working daily.
- The real estate industry in Brazil has historically been male-dominated. How did you overcome challenges and stereotypes to build a successful career, considering your solid academic background and professional training?
Even in today’s world, where we see many successful female brokers in Brazil, there’s still a prevalent challenge. Most of us either work under male leadership or independently, mainly due to lingering biases. It might sound absurd, but there are still some men who struggle with the idea of being led by women. Some buyers resist negotiating with a female leader, and I’ve faced my share of prejudice in these situations. It can be tough – from condescending remarks to outright disrespect. However, I persist, sometimes having to assert myself more firmly to prove my capability.
Dealing with this involves showcasing competence and a deep understanding of the job. I’ve found that gradually, even the most skeptical clients are forced to acknowledge my skills. Some even turn into friends and loyal customers once they realize my capabilities are just as strong as any man’s. It’s important to note that amidst these challenges, there are incredible clients and supportive builders who’ve always trusted me.
While my solid professional background, including experiences with companies like Johnson & Johnson, Novartis, and Roche, along with academic achievements like postgraduate studies and an MBA, have undoubtedly played a significant role, it’s an ongoing journey to break down these societal biases.
- Espaço Reis Imóveis has expanded its services internationally, establishing partnerships in Portugal, Orlando, and Miami. How do these international connections enhance the opportunities for your clients and contribute to the success of your company?
Unlike American companies that work in Brazil offering expertise from abroad, I am very proud to say that I am a Brazilian company, with female management that takes our expertise outside the country. We offer international partnerships because I consider this globalization necessary in the current market. I have partners in these locations who bring us clients from the United States (Miami and Orlando), Portugal, and Canada. In addition to providing support to our seller and buyer clients who wish to invest in these locations, it offers us learning, because each country has a different way of working and I think this only makes us stronger. If I am interested in expanding Espaço Reis to these countries? Not for the time being. But maybe one day. It’s not out of my planning. But I really want to continue this “crossover” with real estate agencies from other countries and other markets.
- Your company not only focuses on buying and selling properties but also engages in rental management. Can you elaborate on how this diversification has contributed to the growth and success of Espaço Reis Imóveis?
Initially, we started with a focus on sales and fixed rentals, but we understood that Buzios is a tourist city and very good for investments with the aim of seasonal (short-term) rentals, so I started to receive huge demands from customers who bought with us and wanted to leave their properties for our administration so that we could rent them (fixed/long-term or seasonal/short-term). They felt safe knowing they wouldn’t buy and then abandon them. So we understand that today the customer who buys wants us to manage the rentals, and the customer who rents with us, after a while buys with us so we close an entire service cycle. I sell, monetize the property, take care of the property, and offer all services to the company’s clients. Our brokers are trained to act actively throughout the cycle. I have no doubt that meeting all these points demonstrates the confidence necessary for the customer to carry out more transactions with Espaço Reis. I confess that it is not easy, because we depend on a good team. Selling is very easy, but looking after, caring for, and monetizing the client’s assets requires a lot of dedication and a differentiated team. It’s not easy to be good in all areas. When we focus on a service we have more chances of success, but that’s it, we don’t intend to abandon our customers after they buy from us.
We also offer advice on renovation and construction, if this is in the client’s interest.
- Family appears to be a cornerstone of your success. How do you manage the delicate balance between entrepreneurship and family life, and what role has your family played in your journey?
I truly believe that having a strong family foundation makes everything in life much smoother. My parents have been happily married for 50 years, running their own businesses, and I’ve learned invaluable lessons from them. Celebrating 20 years of marriage myself, I’m fortunate to have a husband who supports, respects, and actively contributes to our family life.
For me, family is the driving force. While I have a passion for my work, cherishing moments with my loved ones is non-negotiable. Whether it’s being involved in my children’s school activities or social events, I make it a point to be present. Balancing my workaholic tendencies has been a journey, and leaving a successful job at a multinational company was a conscious decision to have more time for my family without losing touch with who I am.
The key to achieving this balance lies in trust – trusting my colleagues and partners. I invest in training and developing professionals who can seamlessly step in for me when needed. Unlike some leaders who hold back knowledge, I believe in sharing everything I know. I focus on cultivating leaders rather than mere executors, and I’m not afraid of them surpassing me. In fact, I actively encourage my team to participate in negotiations and understand the entire sales process. Transparency is vital, and I keep the doors open for them to learn and grow.
Ultimately, my family remains my top priority, and I’m committed to navigating both the professional and personal aspects of life in a way that aligns with my essence.
