CREW Network’s Wendy Mann Sees ‘A Pivotal Moment’ for Women

In 1989, women were under-represented among the rank and file of commercial real estate, let alone in the C-suite. That year, what was then known as the National Network for Commercial Real Estate Women was formed, and began making inroads toward addressing this imbalance.
Today, CREW Network counts some 12,000 members in more than 75 markets globally. As CREW Network celebrated its 30th anniversary, the organization determined that now was the moment for a rebranding. Connect Media sat down with Wendy Mann, CEO of CREW Network, to chart the group’s present and future, while also reflecting on what it has accomplished in the past 30 years.

Q: What made CREW Network’s 30th anniversary the right time to rebrand?

A: Leadership recognized that we are at a pivotal moment in time for women. We have been organized since 1989, we have been benchmarking the industry since 2005, and while there has been progress, there is still a long way to go to equity and parity. As such, in celebrating our 30th anniversary, it made sense to honor our past while making a decisive statement for our future.

We are putting CREW Network in a prime position to advance not only gender diversity, but all of diversity, equity and inclusion for the industry moving forward. This pivotal moment embraces all women and those not represented in our industry. The tipping point is now for companies to partner with CREW Network to ensure their workforce is diverse, their culture is inclusive, and their stewardship of employees is equal.

Q: How did the rebranding grow out of CREW’s mission and focus?

A: In 1989, it was difficult if not impossible for women in commercial real estate to get a seat at the table, let alone a voice in a board room and access to deals. The organization was founded so that women in the industry could connect with one another and give and get business through our network.

The industry and business landscape have changed in the past 30 years, and so has our organization. Today, CREW Network is a forward-thinking, global business organization with 12,000 members in more than 75 major markets. This new visual identity represents the bold and modern organization that is CREW Network. We are focused first on the success of our members, as the place for commercial real estate women to become more successful business professionals, deal makers, and leaders. Our new brand is also a statement of our intentional commitment to transform the commercial real estate industry to be diverse, inclusive and equitable for all.

Q: Is the rebranding intended more to deepen the sense of group identity for current CREW members, or to convey an idea of what CREW is about to potential members? Or both?

A: Both. We spent countless hours with many voices at the table talking about who we are as an organization and how we want to be known in the commercial real estate industry. Today, we are even more business-focused as we have an active digital platform that connects business partners and deals across our membership. We have increased our focus on leadership skills development, and we are the key organization driving talent into the industry through our career outreach programs.

Additionally, we are the leading researcher on women in the industry. In our next edition (2020), we will expand that to be inclusive of other diverse populations in the industry. So, our brand has changed: we are a leading business organization driving diverse talent, leadership and business in the industry. We want the industry to know who we are today.

Additionally, we have invited each of our 77 CREW Network chapters and global affiliates to align with our new brand.

We know that we are stronger together, and our brand unity is raising the stature and visibility of CREW globally. In addition to a new brand, we are undergoing an image campaign to showcase our new identify, share our new brand and message, and invite the industry to join and partner with us on our mission to transform the industry by advancing women globally.

Q: The business world generally, and commercial real estate in particular, was a very different place when CREW began. How has the organization’s mission evolved since 1989, and how has it remained consistent?

A: CREW Network has been benchmarking women in the industry for nearly 20 years. What has changed most is that there are more women in the industry than ever before. We are seeing more young women in university programs as well. Yet, there remains a barrier to women in the C-suite and executive management.

While our organization has grown and evolved, our mission has remained the same—to advance women in commercial real estate. Our focus and initiatives have expanded to not only advance women, but to also grow the talent pipeline, create a more diverse and inclusive industry, conduct important industry research, and transform the industry.

For comments, questions or concerns, please contact Paul Bubny