Education and service key to woman’s success in male dominated industry

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Laura Martin attributes her success in a male dominated industry to education and presence.

The owner of SVN/Latus Commercial Real Estate in Camp Hill said while her industry is “a man’s world,” it’s been good for her.

“I like doing things differently and continuing education helps me compete,” she said.

In fact, last year, she and her four female agents doubled their income over last year and saw a 99% increase in 2022 over 2021.

But her path hasn’t always been without challenges.

“I was driving a minivan to a listing and the client pulled up in a fancy car. He told me I needed a better car,” she said, noting he probably wouldn’t have said that to another man.

“I told him to buy the building and I’d buy a nicer car. He did and I did,” she laughed.

“I’ve been around a long time, and I think the biggest thing in this industry is reputation.”

While the commercial real estate industry doesn’t have many women, Martin said the central Pennsylvania market is small and people know who she is.

“I consistently produce, I’m reliable and I tell the truth,” she said of her success. “I don’t think I ever felt like someone didn’t want to work with me because I’m a woman.”

When she encounters someone who does try to treat her differently, she said she pushes back politely and shows them her worth.

“Some, especially early on, wanted to pay lower splits,” she said by way of example.

Martin started Latus in 2005 as a boutique real estate firm. In 2018, she joined SVN, a national franchise real estate firm after running into clients who wanted a national brand.

“I met them and realized it was a good fit for us,” she said because the franchisees help each other when issues arise.

Each franchise is independently owned, but Martin said SVN takes boutique companies and connects them with each other through trainings and conferences. Only 5% are owned by women, she added.

“Most nationally affiliated firms are owned by corporations,” she said. “I’ve done a lot of work with other SVN offices. We can refer clients and get information when issues arise.”

She cited the sale of the former HealthSouth building in Mechanicsburg. Because it was a medical facility, Martin reached out to others in the SVN pipeline for advice on what needed to be done.

This past March, Martin was named Managing Director of the Year by SVN, the first female to receive the honor. And her office finished in the top 30 of more than 200 SVN offices nationwide.

Martin said she enjoys mentoring other women, especially those she hires with no experience. She said she likes taking on people who are looking to change careers and teaching them the ropes.

“They’ve done really well. They shadowed me and now their numbers are incredible,” she said. “It’s about differentiating yourself and following through to make the deal.”

Martin said she loves the industry because no two days are the same. She would like to see more women joining the ranks.

“Men like to talk sports. Women add value by offering a different perspective,” she said, noting they are usually problem solvers.

“It’s a very rewarding career with a lot of flexibility,” she said. “It’ great for women because we are known for getting things done. Women are very resourceful.”

In fact, Martin said she is looking to expand her staff and while she doesn’t rule out hiring men, she looks forward to supporting women that want to make the change.

“I believe in paying it forward. That’s what it’s all about.”