The woman who founded South Africa’s largest real estate company 

In the seventies, Pam Golding founded South Africa’s largest independent real estate company as a housewife with no start-up capital.

Real estate giant Pam Golding is now a household name, but the company was born from one woman’s hobby and entrepreneurial flair. 

Pam Golding was born in Umtata on 12 September 1928 during difficult times. “Living in Umtata during the war, they didn’t have much, but they lacked nothing,” said her son, Peter Golding.

She matriculated from Collegiate School for Girls in Port Elizabeth, where she was awarded a scholarship to the University of Cape Town. She earned a BA degree in English and Psychology (Hons).

Her career began with roles as an assistant to the Student Advisor at the University of Natal Pietermaritzburg, a sales agent for the Junior Literary Society, and a sales promotion and marketing assistant at the Caltex head office.

Her interest in real estate was sparked in the early 1960s when she was raising her young children. At the time, it was more of a hobby than a career, which allowed her to work from home. 

After she bought the family’s first home, the idea of starting her own real estate company began to take shape.

She enjoyed the experience so much that she had casual conversations with others in her network about buying and selling property, giving ad-hoc insights or advice when asked and then referring those people to a realtor. 

Eventually, this process piqued her interest, and she began exploring ways to directly meet the real estate needs of those she was advising, focusing on their property sales and purchasing requirements.

In 1976, Golding realised her dream by founding her own real estate marketing company, Pam Golding Properties, with just one salesperson and no start-up capital.

She credited her husband with giving her the ticket to her success in persuading her to make the business personal by putting her name on it and a photograph on the advertising masthead.

The economic climate was challenging, but she was not deterred. “People told me I was mad to start a business in the market as it was then. But I thought to myself, if I can survive in this market, business will fly when things improve.”

The first sale she concluded was that of Laundry Cottage in Kenilworth.

Although she initially struggled to raise capital, Golding overcame this challenge, and the business saw steady growth over the first few years. 

In 1979, Pam Golding Properties expanded, moving into its first office in Kenilworth. The company had a staff of five estate agents and an accountant.

The business boomed in the 1980s, leading to the opening of two more branches in Cape Town’s Fish Hoek and Sea Point in 1981.

In 1986, the group opened an office in Motcomb Street in London and became the first South African real estate company to market local properties abroad.

“I heard about Pam long before I met her. She was the talk of the town,” the Consultant Director of UK-based property group Savills recalled about this time. 

“Everyone in London was saying: ‘Have you met Pam Golding?’ She sort of sashays down Sloane Street every day. She is an agent par excellence. She just lives, thinks, and breathes it. She’s glamorous, she’s attractive, she’s charming.”

As part of its global strategy, Pam Golding Properties formed a strategic alliance with Savills, one of the world’s largest property groups. This alliance provided access to a network of 500 offices worldwide. 

In the late 1980s, Golding set her sights on Johannesburg. She arrived in the city unknown, with no stock, agents, or office.

She placed an advertisement in the Star Property Guide inviting agents interested in selling high-end properties to meet her in a suite at the Sandton Sun. 

Six agents were recruited that day. The team grew to 26 in the first year and doubled in size 18 months later.

Golding continued to expand the company nationally, launching its franchise operation, Pam Golding Franchise Services, in 1993.

She was passionate about South Africa and committed to promoting the country on the global stage. “Pam was involved, she was interested, and she was current,” her daughter, Jilly Drummond, said.  

“She served on committees with prominent leaders and captains of industry from around the world. She took every opportunity to host international forums at home and connect South Africans, particularly business and women leaders.” 

“It was her fierce sense of loyalty to her country that made her a forerunner, and this, together with her authenticity and warmth, enabled her to establish sincere connections with her distinguished international colleagues.”

Among Golding’s titles and accolades are a position on the John F Kennedy School of Women’s Leadership Board, a trustee of the Desmond Tutu Peace Trust and the World Wildlife Fund, and Patron of the Heart of Healing. 

In 2008, she was awarded an Honorary Degree of Doctor of Philosophy in Business Administration from Walter Sisulu University.

In 2009, she was named Achiever of the Year by Business Against Crime in the Western Cape and received a Lifetime Achievement Award at the Ernst & Young World Entrepreneur Awards. 

One of her points of pride was being phoned at 06:30 one morning by former president Nelson Mandela, who asked her to find a home in Houghton for him and his wife, Graca Machel.

“At first, I thought it was a practical joker. But he had that unmistakable voice. Well, I got out of bed and put on my gown. I couldn’t possibly chat to the president in my nightie,” she had said.

Golding died at her Constantia home in Cape Town in 2018 at the age of 90. Her son, Dr Andrew Golding, continues to run the business as chief executive. 

Today, the business has won 77 awards and has a well-established reputation as a market leader, with a global network of over 300 offices.

“Funny thing about something that’s larger than yourself. It’s not yours to own. It’s there to pass on. Forty years later, I know that nothing worth having is ever made alone,” Golding said.