Noeleen Naidoo

Noeleen Naidoo, principal and owner of Ingwe Property Group, has built a career defined by hard work, perseverance, and a deep commitment to people. Leading a company that has thrived for 25 years, with its head office in Pinetown and satellite branches in Winston Park and Umhlanga, Noeleen’s vision has helped the business grow and adapt in an evolving industry.

Life moved quickly for Noeleen—marriage and mother- hood came early, leaving little room to pursue personal dreams. However, she reflects that her greatest sense of fulfilment now comes not only from realising her own goals but also from helping others achieve theirs.

Her entry into real estate was unplanned. After leaving school, she joined the workforce out of necessity, driven by the need to earn a living. “I spent time in the hospitality industry and financial institutions before realising my passion for people. Real estate became the platform where I could fulfil that purpose,” she explains.

Noeleen has seen her business grow from serving the affordable housing market to accommodating a diverse range of clients, from first-time homeowners to high-end property investors. “Ingwe Property Group is confident in our ability to provide exceptional service,” says Noeleen.

Over the years, she has mastered various aspects of the real estate business, from contracts to marketing, and from paper-based systems to the digital era. Recently, she completed an entrepreneurship course with the Gordon Institute of Business Science (GIBS), focusing on financial and business management. In line with her passion for people and mentorship, she is also pursuing life coaching and Neuro-Linguistic Programming (NLP).

Reflecting on her journey, Noeleen credits her family, particularly her late mother, as her greatest inspiration. “My mother always said, ‘Hard work will never kill you,’ and she lived by that belief.” Raised by her aunts and grandfather after her mother’s early passing, Noeleen learned the value of determination and resilience. Her grandfather’s story of immigrating to South Africa as a nine-year-old boy further fuels her drive to create a legacy. “Their lives have taught me that no matter how you start, it’s what you do with the journey that counts.”

Perseverance, Change, and Impact
Noeleen’s likens her success to standing at the edge of the Red Sea, with no choice but to move forward. “There was no turning back. I had to persevere,” she says, adding that “Change is the only constant.” One of the most notable shifts has been the formalisation of the industry, with the introduction of qualifications like the NQF4. Noeleen views these developments positively, as they ensure that agents are well-trained and take their careers seriously. “You can’t just wing it anymore; you need to come prepared to work, learn, and grow.”

Her commitment to mentorship is evident in her focus on training. “As the industry becomes more formalised, it’s essential that agents are skilled and knowledgeable. That’s why I’ve prioritised training at Ingwe Property Group. Our agents are lifelong learners, and I take responsibility for ensuring they are well-prepared for the challenges they’ll face.”

Noeleen has made it her mission to provide oppor- tunities for young people, especially school leavers seeking a way into the workforce. “Our company’s slogan is ‘making a difference,’ and we live by that every day,” she says proudly.

Her approach to leadership is deeply relational. She fosters strong bonds within her team, encouraging open communication and mutual support. “Real estate is a tough industry,” she admits. “We spur each other on, and we grow stronger together.”

Like any entrepreneur, Noeleen understands that business comes with its share of challenges as nothing is guaranteed. However, she views challenges as opportunities for growth. “Business is like riding a wave— you have ups and downs. The key is to stay resilient, adapt, and keep moving forward. It takes a thick skin and innovative thinking, but there’s always a way through.”

One of the toughest periods in her career was the 2008 financial crisis. “I was on holiday when I got a call from the office saying the banks had stopped lending 90% loans; the maximum was now 80%. I remember thinking, ‘Who has a 20% deposit lying around?’” Though the industry was in turmoil, Noeleen stayed resolute. “It was a tough time, but here we are, years later. In those moments, you have to focus on the positives. Homeownership is something people should never put off if they can help it, and we encouraged our clients to keep moving forward.”

Noeleen’s drive extends to her community. “We’re not just selling homes, we’re making a difference in people’s lives, and that’s reflected in how we engage with the world around us.” For her, being a business owner is about making a meaningful impact. “That’s my greatest joy and proudest achievement—knowing I’ve helped change people’s lives, whether through the homes we sell or the community work we do.”

Her hands-on approach during crises, including floods, pandemics, or social unrest, reflects her belief in leadership through action. “We don’t wait for others to step in. We get out there and do what needs to be done.”

With franchising on the horizon for Ingwe Property Group, Noeleen believes her company is poised for greater success. “I believe we have something special to offer,” she says. In addition, Ingwe’s licensed training academy now offers qualifications in real estate, which Noeleen hopes will attract young people and bring more diversity into the industry. She is passionate about playing a pivotal role in ensuring that change. Noeleen envisions a more dynamic real estate sector, moving away from the traditional image of it being a career for retirees.

Despite her numerous commitments, Noeleen finds time for personal interests, particularly her faith and fitness. “I’m an energy bunny!” she laughs, sharing that she rises at 4 a.m. to fit in her workout routine, a testament to the vitality and enthusiasm she brings to all areas of her life.