26th August 2022 / Prue Fletcher: The Landscape Has Changed

When you think of an Auctioneer, in the past you would likely be picturing a well-spoken gentleman in a crisp suit, projecting a large, baritone voice whilst waving his hands high in the sky.

Nonetheless, women around the world are tearing down these perceptions and glass ceilings with gavels of their own and at Fletchers, we are extremely proud of our women for rising to the challenge.

The real estate landscape has changed dramatically over the course of the last 2.5 years with all that's ensued from the pandemic (WFM, tech, rate increases etc), however a few anchors have remained the same. The fast-thinking, multi-tasking, compassionate ability of a woman is quickly shaping up to prove advantageous in the Auction format.

Industry leading marketer, Mohit Bhargava, comments that one thing is quite clear in this newfound world, and that's of the ongoing struggle for industry-leading brands to find a balance between automation and emotion.

Given it is now a requirement for businesses to connect with people emotionally in order to succeed, these innately feminine skills (the ones you can't teach), such as being able to close deals with empathy and/or connect emotionally, are more than a few reasons why the female Auctioneers would be highly desirable, centre stage on a Saturday.

Fletchers, founded in 1919, waited a whole century before their first female auctioneer broke the traditional mold. The honour fell to former Senior Associate, Jane Caulfield (now blissfully retired) who, under the guidance of Real Estate coach Sherie Storor, found her confidence and really led the way in what was very much the start of shifting these goal posts.

Similarly, Christie's was founded in 1766, waiting more than two centuries before they trusted a female auctioneer to head up an evening sale in 1994.

Following suit, Fletchers Partner Sarah Lowry (our current Chief Marketing Officer) has taken a natural leap into this space.

"When I walked out for my first call, whilst I felt some nerves, I was mostly excited as I knew I had the support of my colleagues, family and friends. With the training and peer support at Fletchers, I felt I couldn't be better prepared to really harness my energy into performing as best I could for our clients".

Females are used to feeling a rollercoaster of emotions, and as one stands there with gavel in hand, the excitement, energy, disappointment or elation felt are emotions we can both channel and empathise with, creating an authenticity which can't be matched.

"Sarah's approach is considered yet direct and being a woman also lends itself to a more genuine and empathetic tone – this is particularly reassuring for those buyers with Auction day nerves ."
– Jeremy Desmier (Executive Chairman).

Sarah credits her drive and tenacity to her beautiful Mum and beloved late Father, as well as some wonderful mentors she's been blessed with along the way.

"I have always been given the freedom and encouragement to grow professionally under the Fletchers brand, CEO Bradley Brown and Director's Group, whether that's leading the marketing team, completing my tertiary education or more recently, stepping into the Auctioneering space. We are gifted with a wealth of knowledge within the Fletchers Group, which we are always happy to share with and mentor the next wave of real estate professionals coming through".

Sarah is currently one of only a handful of female auctioneers operating in Melbourne's East, representing homes across some of Melbourne's most prestigious suburbs .

When Sarah is not honing her craft, you'll find her leading our marketing team as our current CMO as well as having earned a double degree in Commerce/Law. An impressive individual who humbly shares her hopes of being joined in the auctioneering space by some of her fellow female agents coming through the ranks.