Guida Sousa

Beginning her professional career as a maths teacher, Guida Sousa now holds a management position in the DECISÕES E SOLUÇÕES (DS) group, and with each day that passes she falls head over heels for the real estate business. As her conversation with V&G develops, she reveals the secret to success, highlighting the importance of self-discovery. As the conversation evolves, DS’ National Coordinating Director explains the dynamics of the company, analysing the impact that the pandemic had on Portuguese companies and, of course, on the real estate group. Times change, desires change, says Guida. With the emergence of COVID-19, customer requirement patterns have changed significantly, disclosing, in this light, the trends of a post-pandemic market. To motivate discouraged souls, Guida presents the female world with a range of advice on the world of work.

«The main lesson we have learned was the importance of the digital world for our business»

Who is Guida Sousa, in general terms?
I am a woman who believes that human potential is unlimited and that happiness and success are within everyone’s reach. In order to achieve this, it is essential to have the right attitude. I like people, getting to know the mysteries of human beings and contributing to their evolution. I believe in God and that every human being’s daily action can contribute towards a better world.

What motivated you to leave teaching for real estate?
My working life, which has lasted 30 years so far, has been of great personal discovery. I started my professional career early, in my early twenties, teaching mathematics, my first great love. It was a fantastic experience, a time in which I discovered how important it was for me to help others discover themselves and to make them understand that achieving success is simple, you just have to want it. With my background in Finance and Management, I dedicated myself to this profession for eighteen years, during which I had great projects and challenges. It was highly enriching, both in technical and personal terms. I have always been attracted to the area of personal development. Perhaps because I think that the biggest and best muscle in the human body is the brain, and knowing how to make good use of it is almost an art. And that is how I became interested in people management and decided to join DECISÕES E SOLUÇÕES, working in coordination at a regional level and, four years later, at a national level.

What are unchangeable values of the DECISÕES E SOLUÇÕES group?
DECISÕES E SOLUÇÕES strives to contribute towards improving the living conditions of the Portuguese population, by presenting the solutions of our partners to reduce financial burdens with loans and insurance, and better housing solutions. It also strives to contribute to the country’s growth, creating new companies and job opportunities for thousands of people. It acts with ethics, integrity and transparency, committing itself to serve with professionalism and honesty, through qualified and dedicated professionals who value and respect people.

Can you give us your assessment of DS for these last two years?
In these two years of the pandemic the DECISÕES E SOLUÇÕES network has achieved the best results ever in all areas of activity. Month after month, we have broken records. Even with an unfavourable economic situation, DS has demonstrated resilience and maintained its rhythm of growth in a sustained manner, registering a 40% increase of turnover in 2021 compared to 2020. These were two equally strong years with the opening of 33 new outlets, from the north to the south of the country. 2022 is already being marked by new achievements and continued growth in all areas of the network.

Do you think that the pandemic was a necessary evil for the development of Portuguese companies?
The pandemic was a worldwide plight that affected the lives of all people and companies, although it is always possible to take positive aspects from every crisis. I think that the most obvious has to do with the digital transition process. Many companies were forced to embrace the digital world in order to continue working. It was a matter of survival. The improvement of websites, the way of interacting with customers and management support software and file security became a reality for many companies that, previously, didn’t invest any effort in that part. At DECISÕES E SOLUÇÕES, we began to look at digital marketing and its importance in a completely different way than two years ago. What had not been considered a priority investment has become absolutely fundamental. 

«Clients now want three and four-bedroom apartments and houses to renovate»

As DECISÕES e SOLUÇÕES’ National Coordinating Director, how do you achieve success?
The half century of life that I have already lived has taught me that in order to be successful in any area it is fundamental to have a purpose in life. I regularly advise my teams to ask themselves three questions: «Where, specifically, do I want to be in six months’ or a year’s time? What legacy do I want to leave in this world? How much am I willing to sacrifice in the next few years?» Reflecting on these three questions will give a good perspective for analysing how our life is now, how we want it to be and finally what we can and need to do to get there. You have to be persistent, know how to hear ‘no’, learn to listen, be curious and be able to count on the help of a more experienced professional.

What are clients’ needs currently?
A DECISÕES E SOLUÇÕES client needs personalised and independent advice, with 360º solutions, with regard to buying, selling and renting property, as well as with regard to brokerage of credit, insurance, remodelling works and house construction. The pandemic led families to appreciate the different areas of properties, especially outdoor spaces, whether a garden, a veranda, a terrace or a yard. On the other hand, «easy access to the Internet» became a consideration, to connect to the world, a direct consequence of telework. Clients now want three and four-bedroom apartments and houses to renovate. However, for the second home market, or for rental properties, the demand for apartments is still on the rise. Location also underwent significant changes. The most sought after locations are now on the outskirts of the large cities, followed by coastal areas and, finally, rural areas, a property profile associated with a more serene environment and greater contact with nature. At this stage, urban centres are only sought after by investors looking for «opportunity properties». In the case of Credit Brokerage, clients from our network of outlets need to know the solutions for home and personal loans that best suit their profile, and also find solutions to reduce their costs, through the transfer of home loans, presented by our banking partners. In the case of Insurance Brokerage, we work with both families and companies looking for the best market solutions.

Is the digital world one of the factors in sustaining a business?
In 2020, the pandemic presented itself as a challenge to businesses. For DECISÕES E SOLUÇÕESoutlets there was a change in service relationships in order to keep them on their feet. The main lesson we have learned was the importance of the digital world for our business, we never talked so much about Digital Marketing. So the way forward is to stand with both feet in the digital age, although you can't replace the charm of personal relationships, especially in real estate.

In which way do the company’s future plans embrace sustainability when it comes to Real Estate, for example? 
Sustainability is a factor to be taken into account when listing property at DECISÕES E SOLUÇÕES. Our clients look for more sustainable solutions, not only because this type of house allows a saving in terms of energy costs, but also means a greater commitment to the environment, in order to minimise the ecological footprint. DECISÕES E SOLUÇÕES real estate branches focus on highlighting sustainable properties when it comes to promotion, firstly because this type of buildings is duly certified, therefore, these are properties with quality guarantee and, secondly, because they have a high environmental, social and economic value that is real, not based on financial speculation. By investing in a sustainable home, our customers are ensuring that they pay a fair price.Our branches are committed to reducing the use of paper by investing in digital, avoiding waste, recycling materials and conducting most of the training sessions and meetings online, promoting the reduction of fuel consumption and associated emissions.

Being a woman, in a management position, in a group like DS, what advice would you give to all women?  Being a woman and being a leader in a group like DECISÕES E SOLUÇÕES was an evolutionary process in my career, in which gender had no influence or impact whatsoever. In this brand meritocracy rules, our employees progress according to their competence, performance, effort, dedication and aptitude for the position. As for my advice to all women, I can share some, such as working with mixed teams; promoting equal opportunities for men and women; believing in ourselves, working on self-confidence, seeking help from a mentor or someone you admire; using emotional intelligence to deal with the normal difficulties of a successful path. Be persistent, because frustration will be part of life; accept what cannot be changed; do not undervalue work, knowing that being a woman, mother and daughter is reconcilable with work; if you want to be a mother, be so without fears and without postponements, because it improves the view of the world and of others, brings new experiences of resilience and self-knowledge, which are very rich and applicable to everyday life at work.