With over 24 years of expertise managing multifamily units, commercial properties, and vacation homes, Salima Jaafari has firmly established herself as a trusted leader in the property management industry. She serves on the Board of Directors of the Real Estate Institute of Canada (REIC) and is an active member of the Institute of Real Estate Management (IREM), Canada Chapter. As a former President and Chair of the IREM Quebec Chapter, her leadership and contributions have significantly influenced property management practices. As the founder of JAAFS Property Management Inc. in Montreal, Canada, she has transformed her vision into a thriving enterprise renowned for its innovative strategies and exceptional client service. In an insightful conversation, Jaafari reflects on her remarkable journey, offering a glimpse into her professional evolution, leadership philosophy, and the invaluable lessons she has gleaned while navigating the dynamic and challenging world of property management.

• What initially drew you to this industry, and when did you realize it was your passion?

My journey into the real estate industry was unexpected. I began with a bachelor’s degree in applied foreign languages, focusing on French, English, and Italian. After completing my studies, I spent three years working in the Commercial Section of the Portuguese Embassy in Tunisia, honing my skills in diplomacy and cross-cultural communication.

In 2001, my career took a pivotal turn when I moved to Canada and joined Groupe Molesini Inc., an Italian company based in Montreal. The leadership at Groupe Molesini was nothing short of inspiring—visionary professionals who were deeply passionate about their work and generous in sharing their expertise.

Over time, with their support, I gained hands-on experience across various domains, including administrative operations, construction processes, sales strategies, and promotional activities. This exposure allowed me to develop a strong foundation in the industry and ultimately specialize in residential and commercial property management.

• What were the key turning points or milestones as you progressed in your career?

In 2013, I began investing in residential rental properties, which sparked a deep appreciation for the importance of professional development in the real estate sector. A significant milestone came in 2017 when I earned the prestigious Certified Property Manager (CPM) designation.

By 2018, I was ready to channel my expertise into a larger vision. With support from my family and valuable mentorship from seasoned professionals, I founded JAAFS Property Management Inc. What started as a personal endeavor has since evolved into a thriving company that manages a diverse portfolio, including residential, commercial, and vacation properties.

• What has been your most effective approach in motivating and guiding teams?

I have always prioritized building strong, effective teams, as I firmly believe that the success of any business is rooted in the strength of its people. By fostering open communication, encouraging collaboration, and cultivating a positive work environment, I aim to create a space where everyone feels motivated and empowered.

When teams feel supported and engaged, their productivity naturally increases, leading to better outcomes. In property management, this approach is incredibly vital as it ensures that we consistently deliver exceptional results while maintaining a high standard of service for our clients.

• How do you balance the demands of leading a company with your personal and family life?

Balancing property management with family life is an ongoing challenge, especially given the unpredictable nature of the work. Emergencies such as a burst pipe, a tenant complaint, or a sudden maintenance issue can arise at any moment, often disrupting even the most well-planned day.

Through the years, I’ve realized that true success isn’t about creating a perfect divide between work and home but finding a sustainable balance that works for both. My family has played a pivotal role in this journey, understanding and supporting me in responding to work demands while safeguarding our time together. I’ve become more strategic in delegating tasks and building a reliable team and network to handle urgent matters when I need to focus on family.

At the core of everything I do is my personal well-being. I’ve learned that being effective at work requires physical and mental resilience. By committing to regular exercise, taking time for reflection, and establishing clear boundaries between work and personal life, I ensure that I remain sharp, focused, and able to perform at my best.

• What would your advice be for budding leaders entering this industry?

Build Strong Interpersonal Skills: Effective communication and relationship-building are paramount in property management. Working with a diverse group of tenants, property owners, and contractors can be challenging, so connecting and communicating clearly is essential for success.

Stay Current and Compliant: The real estate market and regulations are constantly evolving. Staying informed about the latest laws, regulations, and market trends is critical for maintaining compliance and making informed decisions.

Focus on Tenant Satisfaction: Satisfied tenants are more likely to remain long-term and take better care of the property. Prioritizing their needs and promptly addressing concerns fosters positive relationships and enhances your reputation with tenants and clients.

Embrace Technology: Technology can significantly streamline your work and improve service delivery. Don’t hesitate to leverage tools that can make your job more efficient and elevate the quality of your service.

Network and Build Relationships: Connecting with other professionals in the industry, such as property managers, contractors, and service provider,s can provide valuable insights and opportunities. Networking at local events can open doors to new partnerships and business opportunities.

Be Resilient and Adaptable: The property management industry is fast-paced and often unpredictable. Developing resilience and adaptability will enable you to navigate challenges and find solutions to complex problems.

Invest in Continuous Learning: Earning professional certifications, such as the Certified Property Manager (CPM), Accredited Residential Manager (ARM), or Certified Leasing Officer (CLO), will not only differentiate you from others in the field but also ensure you stay ahead of industry trends, technologies, and best practices.