From Newsrooms to Negotiations: Erika Ferrati’s Journey to Purpose-Driven Real Estate
How a former journalist turned a personal crossroads into a conscious, client-centered real estate empire.
When Erika Ferrati left behind the fast-paced world of journalism, she wasn’t walking away from her passion—she was refining it. Driven by a desire to stay rooted in her hometown while raising a family, Erika sought a new professional path that honored both her independence and her values. What she found was real estate—but not in the traditional sense. With a journalist’s ear for nuance and a visionary’s heart for impact, Erika founded DimorEtica, a real estate agency grounded in ethics, empathy, and environmental sustainability. Today, she leads a growing company with three distinct departments, including a luxury division aligned with global standards, while staying true to her core belief: business should be beautiful, ethical, and deeply human.
Your career began in journalism before transitioning into real estate—what inspired that shift, and how has your background as a journalist influenced your approach to real estate?
The shift came from a personal need: I was looking for a professional path in my hometown that would allow me to be a present mother without giving up on my identity as an active, independent woman and entrepreneur. Journalism taught me how to listen, how to ask the right questions, and how to understand what lies behind people’s words—skills that are essential in real estate as well. Truly understanding a client’s needs is the foundation for delivering a service that is both tailored and valuable.
Managing a company with three departments—including a luxury division affiliated with Luxforsale—must come with its challenges. How do you ensure quality and consistency across such varied market segments?
Our agency is called DimorEtica, a name that reflects our philosophy: doing business with a conscience, and sending a message built on respect, transparency, and professionalism—no matter the client or the market segment. We believe in a concrete, ethical, and sustainable approach. For years, we’ve embraced eco-conscious values: for every closed deal, we plant a tree or adopt a beehive. Even our business cards are made from seed paper, so that at the very first meeting, we offer clients the gift of a small plant.
Managing diverse departments—from residential to luxury—requires structure, but more importantly, it demands consistency in values. We work every day to maintain high standards, but always through a human, personalized approach grounded in listening. For us, quality isn’t a label—it’s a commitment we uphold in all the small but meaningful actions that define who we are.
You’ve mentioned a love for writing, cooking, and Eastern philosophy. How do these passions influence your day-to-day life and leadership style?
Writing helps me organize my thoughts and approach situations with greater clarity. Cooking, on the other hand, is about care, creativity, and connection—values I also bring into my team leadership. Eastern philosophy and meditation teach me to accept uncertainty, stay present, and avoid reacting impulsively. This translates into a leadership style rooted in active listening, calm decision-making, and trust in people’s timing and potential.
Meditation and mindfulness are powerful tools. How have these practices supported you in managing stress and maintaining clarity as an entrepreneur?
Meditation has become an essential part of my life, especially during high-pressure periods. It helps me slow down, observe emotions without being overwhelmed, and make clearer decisions. Running a business means facing unpredictable days—and having mental space to stay centered makes a real difference. It’s a way to refocus on what truly matters, without losing sight of the bigger picture.
Looking back at your journey from classical studies to entrepreneurship, what has been your proudest moment so far?
One of the most meaningful milestones was opening our second office in Florence. It marked a tangible step forward—an achievement built slowly, through consistent effort, ethical work, and genuine relationships. Seeing our team grow, become independent, and carry the vision forward with passion is a kind of success that goes beyond numbers.
What advice would you give to women who are considering a major career change or stepping into the world of business with their partner?
I would say: truly listen to yourself. Don’t let fear or external expectations hold you back. Changing direction is challenging, but it can also be the most authentic choice. Building a business with your partner requires clear boundaries, mutual respect, and the ability to separate personal life from work. For example, my husband and I have set a rule: we don’t talk about work when we’re having dinner with our daughters. But it can also strengthen your relationship and create a shared vision where both feel empowered and valued.
