Mother-Daughter Duo Putting People First in Property

This Mother’s Day, Woodards Croydon’s Wendy and Sarah Steel are proving that strong family ties
can translate into stronger client relationships.

Their story highlights how a people-first approach is
helping them grow, adapt and deliver better outcomes in a changing rental market.

In an industry where property management is often reduced to processes and compliance, Wendy and
Sarah Steel have built their success on something far harder to replicate, genuine human connection.

The Woodards Croydon mother and daughter team say their approach, shaped by decades of experience
and a shared philosophy, offers a clear lesson for agents.
Better outcomes come from focusing on people, not just properties.

“It’s not the property that needs managing,” Wendy says.
“Property management is actually all about managing people.”

That thinking underpins everything Wendy and Sarah do, including how they approach renters.

“You need renters,” Wendy says.

“If you don’t have a renter, your landlord’s got nothing.”

With more than three decades in real estate, having started in 1988, Wendy is a director at Woodards
Croydon, as well as head of property management.

She heads a team of five, with two new PMs set to join the fold in the coming months.

Sarah joined the business 14 years ago, when she was just 18. Initially Sarah was a receptionist, before
progressing into an assistant role and finally property management.

She says working alongside her mother was difficult initially.

“I never called her ‘Mum’ at the office, it was always Wendy,” Sarah notes.

“But it was difficult, especially when it’s your mum telling you, ‘That’s not good enough. Go and photograph
that property again, or that condition report isn’t detailed enough’.”

Wendy was also conscious of how her relationship as Sarah’s mother might be perceived.

“I thought everyone was going to think she was getting special treatment,” she says.

“In the end, I was probably tougher on her than anyone.”
That early grounding proved invaluable.

Starting from the front desk and working across all areas of the business gave Sarah a deep understanding
of the role and the expectations that come with it.

Over time, what began as a challenging transition evolved into a strong working partnership.

“We’re mother and daughter at home, but at work it’s professional, it’s all about respect,” Wendy says.

For Sarah, the shared experience strengthened their bond.
“Our relationship got stronger because we were experiencing the same things,” she says.

That alignment has also helped drive growth.

The team now manages more than 500 properties and continues to expand, largely through referrals and
reputation.

“We’ve had people rent through us, then come back and say, ‘we loved you, can you manage our
investment?’” Sarah says.

Wendy says a core part of the role is recognising just how stressful finding a home can be, particularly for
renters navigating uncertainty or major life changes.

She believes property managers have a responsibility to guide people through the process, offering
reassurance and support so they feel confident they will land on their feet.

“It’s great when you see someone finding a home… if you hold their hand and guide them through, it tends
to give them a little bit of assurance that it’s going to be okay.”

The path has not been without challenges, particularly as Victoria’s rental laws continue to evolve.

“It’s a tricky time at the moment,” Sarah says.

“Lots of the laws are changing and owners are questioning whether it’s worth it.”

Wendy says new compliance requirements and restrictions around renter applications are reshaping how
property managers operate, but the team is focused on adapting.

“We have adjusted our processes and we will work with it,” she says.

That adaptability is grounded in what they have learned from each other.

“My mum has a good way of dealing with conflict,” Sarah says.

“She’s taught me resilience… how to manage situations without making it personal.”

For Wendy, the lessons have gone both ways.

“She’s taught me to open my mind and to look at things differently,” she says.

More than a decade on, what stands out most is not just the longevity of their working relationship, but what
it represents.

“I’m very fortunate,” Wendy says.

“We’re not just mother and daughter and we’re not just work colleagues, we’re also friends.”