Fanny Fröjd aims to claim a spot at the decision-making table within a sector often dominated by long-standing hierarchies. As a finalist for the “Young Property Woman of the Year 2026” award, the 30-year-old from Stockholm positions herself as a challenger to the status quo within the real estate industry. Her ambition extends beyond project management; she seeks to influence strategic direction and give greater weight to the tenant’s perspective in commercial deals. She wants to be an established leader and inspirator.
The competition forms part of the “Fastighetskvinnan” seminar taking place on September 8 at Berns Salonger in Stockholm. Registration for the event closes on Wednesday, August 28, with Newsec serving as the sponsor for the award. The jury, comprising Kristina Alvendal, Biljana Pehrsson, Johanna Skogestig, and last year’s winner Elin Andersen, selected three finalists. One of them will take home the title.
Related: IF Metall buys Vasastan property from Unionen
A Career Built on Human Connections
Fröjd’s career began as a project coordinator at JLL, where she found her niche advising large corporations and tenants. She describes herself as a generalist with a holistic view, which she believes is suited to handling the human elements of the role. Her primary drive is combining knowledge, strategy, and relationships to create a physical result—specifically, a workspace tailored for a business. “My journey started as a project coordinator at JLL, where I got stuck advising large companies and tenants and being their bridge to the real estate industry,” she explains. “As a generalist with a holistic perspective, my strengths fit well for handling all parts of the role, and above all the human meetings the role requires.”
Beyond her professional work, she spends her free time with friends and family, traveling, and working on various home projects. These activities likely provide a balance to her intense focus on building and real estate, though her professional drive remains her priority.
Strategic Vision and Leadership Goals
Looking at the next five years, Fröjd aims to drive strategic questions at a higher level. She wants to build stronger collaborations by aligning the interests of tenants and landlords, merging design and flexibility with building technology. She also plans to connect office investments directly to business utility.
Related: Location Matters More Than House in Property Value
Looking further ahead, ten years from now, her goal is to sit at the table where she can influence her team, the company, and the industry’s direction. She envisions herself as an established leader who is willing to challenge the sector, with a specific focus on the tenant’s viewpoint. By combining business acumen with inclusive leadership, she hopes to pave the way for the next generation of young people in the field.
The Award and the Leadership Prize
The “Young Property Woman of the Year” award is for women born in 1991 or later—making the maximum age 35—who take on challenges and show potential to become future leaders. The winner receives a leadership program called “Det personliga uttrycket” from Ledarstudi. This is a rich and unique program where tools from the theater world play a central role. It focuses on developing communication skills, body language, and presence as a leader. The program is conducted in a small group with individual guidance, making it a very personal development journey.
Competition Details
The other finalist is Josefin Holm, a director at CBRE. The public will see presentations from all three finalists over three days. The selection process emphasizes the candidate’s ability to be a role model and their potential to lead the industry forward.
Related: Creating the Perfect Charcuterie Board
The real estate market is highly competitive, and standing out requires more than just technical skill. It often demands a distinct personal style and the ability to communicate effectively under pressure. The leadership prize specifically targets these soft skills, suggesting that mastering the “personal expression” might be just as important as understanding market trends for aspiring leaders. However, the “Det personliga uttrycket” program delivered by Ledarstudi focuses on developing one’s communicative ability, body language, and presence as a leader. This suggests the industry is placing a premium on personal branding and soft skills alongside technical knowledge. For a young woman entering a male-dominated field, mastering non-verbal cues might be as important as financial modeling or lease negotiation.
The application deadline is strictly today. Interested parties must register by then to attend the Berns Salonger event.
