‘Nigerian women entrepreneurs should focus on literacy, technology, and networking’

Imelda Usoro Olaoye is the Founder of Thinkmint Nigeria a marketing firm specialising in real estate sales, marketing, and consultancy using new tools, technology, and methods. Established in 2020, it has branches in Lagos, Nigeria, and Estonia, Europe. She is also the founder of Business Women Hub, dedicated to supporting female-owned businesses. Olaoye holds a degree in Biochemistry from the University of Port-Harcourt and has honed her skills in digital marketing, PR, advertising, and business practices from the Edinburgh Business School. In this interview, she speaks on thriving in the real estate sector and empowering female owned businesses.

Share some highlights from your journey in the world of real estate.
My journey in real estate has been dynamic, evolving from sales and marketing to full-scale business development and strategic brand positioning. I have had the privilege of leading high-impact projects, from managing large-scale real estate exhibitions and trade shows to launching Real|Life Magazine and the Real Estate Discussions and Awards (REDA). Through Thinkmint, I have facilitated real estate transactions, promoted investment opportunities, and built strategic partnerships that have significantly contributed to industry growth. Furthermore, assisting others in reaching their real estate objectives has been one of the most rewarding parts of my journey. Making a difference in other people’s lives, whether it is by assisting a family in finding their ideal house or offering advice on their first investment property, the journey has been immensely fulfilling.

It has also been immensely satisfying to see my investment portfolio increase, expanding into a variety of real estate markets, including commercial, residential, property management and now mortgages.

Talk to us about your vision for Thinkmint, what informed the initiative?
Thinkmint was conceived to create an ecosystem where real estate, media, and digital marketing seamlessly integrate to provide value-driven solutions. I saw a gap in the way real estate transactions and investments were being marketed and decided to leverage technology, content marketing, and events to bridge that gap. Thinkmint continues to thrive as a platform to connect investors, developers, and industry professionals, making real estate opportunities more accessible while fostering thought leadership and industry conversations.

The vision for Thinkmint revolves around creating a platform that leverages technology to make real estate transactions more transparent, efficient and accessible for everyone.

What inspired you to pursue a career in real estate?
Real estate is an industry with limitless opportunities—it is both an economic driver and a means of wealth creation. My passion for marketing and business development naturally led me to real estate, where I realised that effective branding and strategic positioning could significantly impact property sales and investment decisions. I wanted to contribute to creating more visibility for real estate businesses, ensuring that investors, homeowners, and developers could make informed choices through powerful storytelling and strategic marketing. It is highly alluring to have the chance to assist others in finding their ideal homes or in making prudent financial choices. It is incredibly fulfilling to realise that you have contributed to such a significant aspect of someone’s life. Additionally, there are many different job options available in the real estate sector, ranging from property management and real estate development to residential sales and commercial leasing, because of this diversity, there are constantly new things to discover and unique problems to solve.

How has the emergence of technology impacted the real estate space?
Technology has completely transformed the real estate industry. The rise of PropTech, virtual tours, AI-driven property listings, blockchain transactions, and data analytics has made property buying and selling more transparent, efficient, and user-friendly. At Thinkmint, we leverage technology for digital marketing, using targeted campaigns, lead generation strategies, and SEO-driven content to enhance real estate visibility and transactions on our 360° listing platform www.thinkmint.ng/buyrealestate. The integration of digital tools has made it possible for investors to explore properties remotely, reducing barriers to entry in the market.

What major evolutions do you predict within the space over the course of the next decade?
Over the next decade, I see sustainability, smart housing, and AI-driven real estate solutions dominating the industry. As cities grow, there will be a shift toward green buildings, energy-efficient homes, and digital financing models, including blockchain for transparent real estate transactions. Additionally, big data and predictive analytics will play a huge role in determining market trends and investment hotspots.

How do you hone your skills in digital marketing, PR, advertising, and business practices?
Continuous learning is key. I stay updated through certifications, industry reports, networking events, and professional courses in digital marketing, PR, and business development. Attending industry conferences, search engines and social media sites like the Real Estate Discussions and Awards, Facebook, YouTube, Instagram, Linkedin and Tiktok, to interact with other professionals in the field is another beneficial strategy. Hands-on experience has also been invaluable—I consistently test new marketing strategies, analyse performance metrics, and adapt to emerging trends to ensure optimal results. My role at Thinkmint allows me to experiment with creative branding techniques and refine my expertise in real estate marketing. It is important to mention that every part of our journey at Thinkmint Nigeria is digitalised; from prospects, to closed sales, inspections, property enquiries, reports, meetings etc. Recently, I have included drone piloting to improve my advertising and content creation skills as I realised that to stay ahead in the market, a proper presentation of projects and properties is highly needed. We will be seriously implementing virtual tours of projects to cater most especially to our prospects in the diaspora. Lastly Thinkmint Nigeria is a partner in the soon to be launched Green Mortgage platform; an online platform for loan processing in Nigeria. We have successfully facilitated the disbursement of loans since inception in 2020 and have now decided to digitalise the process. The platform is expected to be fully activated by the end of the first quarter of 2025.

How are you empowering female-owned businesses through the ‘Business Women Hub’ initiative?
Business Women Hub under the NGO Entrepreneurial Growth Initiative for Women was created to support, mentor, and connect female entrepreneurs, providing them with the tools, resources, and networks needed to scale their businesses. Through workshops, networking sessions, mentorship programmes, and funding insights, we equip women with practical knowledge on branding, marketing, and strategic business growth. We recently signed up a partnership with the European Business University awarding hugely discounted scholarships on select courses for members of the community. Business Women Hub also creates a supportive environment where women can share their challenges and successes without judgment which would encourage open dialogue and learning. My goal is to see more women-owned businesses thrive, not just locally but also on a global scale.

What are the major challenges that female-owned businesses face in Nigeria?
Women in business often face challenges such as limited access to funding, societal biases, inadequate mentorship, and market visibility issues. Many female entrepreneurs struggle to access financial support or investment opportunities due to outdated perceptions about women in leadership roles. Additionally, balancing business with other responsibilities can be a challenge, which is why networks like Business Women Hub, are critical in providing the right support system.

What do Nigerian women need to do differently to position their businesses for success?
Nigerian women entrepreneurs need to prioritise financial literacy, leverage digital technology, and actively build strong networks. It’s essential to embrace personal branding, develop competitive business strategies, and seek mentorship from industry experts. Women should also take advantage of funding opportunities, grants, and accelerator programmes designed to support female entrepreneurs. Embracing digital platforms for marketing, sales and operations can expand market research and improve efficiency. Basically, utilising social media and e-commerce can help female entrepreneurs connect with a broader audience. This is why we set up the e-commerce and store front for Business owners in the community. With their store front, they have a unique website and dashboard that allows them to sell on the platform, free of charge. We encourage more women to use the platform to sell their products; especially for those that cannot afford the technicalities and modalities of owning their own website. We also encourage people to support this platform as a way of encouraging the growth of female businesses.

Another important point is in identifying what sets their businesses apart from competitors and clearly communicating that value to customers or clients can help attract and retain customers/clients, as well as understanding the target market and tailoring products or services to meet their needs is crucial. The 2025 Business Women Hub Conference in celebration of the International Women’s Day scheduled to hold on Wednesday 27th March, 2025 in Lagos is a major event curated to educate female entrepreneurs especially those in their first five years in business on major skills and insights for business growth.

What is your life mantra?
As a brand at Thinkmint Nigeria, our mantra is “home ownership through low entry fees, flexible payment plans and most importantly no agency fees”. As an individual, I would say “Success is not just about achieving goals; it’s about creating impact and opening doors for others along the way.”