Pay It Forward: 'I Dress The Way I Dress. I Speak The Way I Speak And I Don't Apologize For It,' Says Lissett Calderon President and CEO of Neology Life Development Group

What has been your biggest challenge or obstacle as a woman in your particular role/? How have you overcome those obstacles? The biggest challenge has been not having anyone at the table that looked like me. While many may view being a woman in real estate development as a disadvantage, to me, it has also been an incredible advantage. I believe there’s strength in different perspectives, being underestimated and defying convention. As a woman in this industry, I dress the way I dress; I speak the way I speak, and I do not apologize for it. With this kind of mindset and confidence, I have been able to go far and achieve my goals. That’s not to say I didn’t encounter naysayers and comments from counterparts along the way, but I didn’t let it bring me down or affect my determination.

Had I listened to the bankers who laughed at me or called me crazy 20 years ago when I went to their offices to seek financing to develop my first project along the Miami River, I would not be where I am today. I believed in myself more than anyone did and if I was going to bet on someone, I was going to bet on myself. I am proud to be one of Miami’s leading developers having reimagined the historic Riverfront and building over 1,500 units along the Miami River. Today, my company, Neology Life Development Group, is once again bringing that same vision and reimagination of a neighborhood into Allapattah, one of Miami’s next emerging neighborhoods with 1,100 units completed or underway in the neighborhood. Our company developed and delivered the first lifestyle driven residential project in March of 2021 known as No. 17 Residences Allapattah, consisting of 192 attainable luxury units.

Where would you say commercial real estate needs to improve for women? Thankfully, the commercial real estate industry has made strides in the right direction. I am also grateful that I am based in Miami, as I do believe there is no greater city to do what I do. Miami has been built by immigrants and entrepreneurs who, through hard work and perseverance, have become an integral part of its business community. Of course, improvements can always be made. Inspiring and encouraging the next generation, and particularly young women, about pursuing the opportunities available to them in real estate is critical to ensuring the growth and career development of women in the industry. We must proactively refresh our hiring funnel strategy if we wish to see more women rise to the top and encourage women to enter the industry in the first place. This is why I spend time serving as a mentor and speaking at panels to encourage more women and minorities to consider pursuing careers in commercial real estate.

When I started my journey, I was told there was no place for women in real estate development and to continue on my banking path. Today, I tell my daughters to pursue whatever their passion may be, and secretly hope that their passion is real estate like it is mine. My advice to, and expectations of my girls, is if they want to pursue a real estate career is to start at the bottom and spend time learning all aspects of the business and experience first-hand each aspect of the job so when they reach the top they know their business better than anyone else.  As they strive to get to the top, I hope my girls, and all girls everywhere, always remember there is nothing wrong with being ambitious. They can be fierce and female at the same time.

How can women better position themselves for success both in general and in your specific area of focus? Take the chance, chase the opportunity, and always say yes to the challenge even if it scares you. I hope my time working in this male-dominated industry over the last 20 years inspires women to reach their goals. I know I don’t look like most developers out there and hopefully people who do look like me are encouraged to get into the business and chase their dreams. I am proud to see the movement we are now living of women collaborating to build each other up, rather than tear one another apart. This is true across the board, not just in real estate but in most industries.

What is the best piece of advice you have received that has helped you succeed in your industry?  One piece of advice I live by is plain and simple: never be afraid to fail. My grandmother, Fidelia, who was the granddaughter of a Cuban senator and left her home country to come to America in pursuit of a better life, took a job as a housekeeper after arriving in Miami. To my grandmother, there was no shame in hard work, and my parents instilled that same work ethic in me. She was a housekeeper, but she taught me to believe in myself, to trust my instinct, work hard, never fear failure, and always speak up. This is the same advice I passed along to my three daughters and would share with any young woman or man looking to succeed in today’s society. I often say that with enough passion, discipline, and determination, your dreams will become reality. 

What, in particular, can women bring to the table as the industry continues to grapple with the COVID19 Crisis? The ability of a woman to multitask is unparalleled – just ask any working mother who has had to juggle her professional obligations, her children’s move to remote learning simultaneously, and her aging parents’ medical appointments. Women also offer a different perspective and approach than men. In today’s competitive world, having multiple views is needed, especially in an industry like real estate and a market like South Florida, which caters to a diverse community of end-users. In addition, as I led Neology Life through the pandemic, I found constant communication, transparency, and the ability to quickly pivot, has been critical to navigate these challenging times.

Would you advise your daughter to begin a career in CRE?  I would love nothing more than if one, or all, of my daughters chose to follow in my footsteps and eventually take over the company. As a mom of three young women, I would say the odds are in my favor as all three love to come to the office already and enjoy driving around with me on the weekends looking at sites. I may be biased, but there is no greater career than real estate development, where the ability to use both the left and right side of the brain is equally important and you have the chance to take an abstract dream and turn it into a concrete reality.

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