For decades, the relocation industry has been shaped by women who did not set out to build careers in talent mobility but stayed because they found purpose in helping people navigate life’s most disruptive transitions.
In conversations with Sandy Lee and Susan Benevides of Plus Relocation, Beth Archibald of Archibald Relocation, and Lynn Breedlove of Berkshire Hathaway HomeServices Premier Properties, a consistent theme emerged: Leadership is forged through experience, empathy, authenticity, and service, not formal titles or linear career trajectories.
Together, their stories reflect the heart of relocation and the wisdom gained from decades of moving alongside others.
The ‘Circular Rope’ of Relocation Careers
Ask these leaders how they entered relocation, and none will describe a traditional career path. Instead, they used a shared metaphor: the “circular rope.” In relocation, there is rarely a clear beginning or end, entry or exit points, where careers evolve organically through relationships and opportunity. People grab onto this circular rope at different points—often unexpectedly—and continue moving, learning, and growing throughout their careers.
For Sandy Lee and Susan Benevides, that rope began in a family real estate company founded in 1968. Lee found motivation in being underestimated early in her career, using this to her advantage to succeed. Benevides, meanwhile, resisted joining the firm, pursuing a career in broadcasting instead. Over time, however, she stepped into leadership, helping transform the company from a traditional brokerage into a global third-party relocation provider.
Beth Archibald’s professional standing in the relocation industry stems from nearly three decades of experience delivering relocation and real estate services. Her perspective has been shaped by both senior-level leadership and extensive personal experience. After relocating 11 times in seven years, she gained firsthand insight into the challenges transferees can face, including limited employer support and being underestimated as the family’s primary decision-maker.
“I got into this business out of revenge,” Archibald says, reflecting her determination to deliver a higher standard of service and respect. Drawing on her experience, she founded Archibald Relocation in 2008 amid an economic downturn. Today, Archibald Relocation reflects her commitment to professionalism, dignity, and client advocacy, with her son Rob now serving as president.
Lynn Breedlove’s career in real estate began with characteristic honesty and humor. She entered the profession in 1985 as a Realtor, after her children went off to school, joking that she needed something more fulfilling than “cleaning the inside of her vacuum cleaner.” When her broker asked her to establish a relocation department, Breedlove welcomed the opportunity, eager to move beyond what she describes as “babysitting agents” in a managing broker role. That decision marked the beginning of a distinguished relocation career where her expertise and service have been recognized across the industry.
Leadership Through Authenticity and Empathy
Despite the different paths, these women share a common philosophy: Effective leadership is being the same person at work that you are at home and in public.
Benevides identifies the COVID-19 pandemic as a defining moment in her leadership. Rather than viewing employees as mere “head count,” she led with vulnerability and emotional connection, an approach she sees as a key strength of female leadership. This mindset helped sustain company culture and resilience during an unprecedented period of disruption. She regularly checked in with employees, simply asking how they were doing and whether they were OK.
Archibald defines leadership through humility and accountability. “Strong people make as many and as ghastly mistakes as weak people,” she says. “The difference is that strong people admit them, laugh at them, learn from them, and that’s how we become strong.” She passionately believes that kindness is not a weakness but a strength, and that people never forget how they were treated.
For Breedlove, leadership is inseparable from service. Her legendary voicemail greeting—“How may I offer you outstanding service?—has remained unchanged for years. She believes a leader’s reputation is built by going the “second mile”: doing more than is required simply because you can. She also stresses the importance of being yourself and showing up authentically in everything you do.
Navigating Work-Life Balance
All four leaders acknowledge the challenges of advancing their relocation careers. Equally important, they speak candidly about sustainability and self-respect. The pursuit of perfect work-life balance, they agree, is unrealistic; intentional boundaries are essential, especially when you have a family.
Lee recalls being dismissed because of her gender, an experience that only strengthened her resolve. Benevides faced a different challenge: transitioning from being perceived as “the daughter” to being recognized as a leader in her own right. Both emphasized the importance of being present when you are with your family.
With transferees, clients, and teams often operating across time zones and under tight timelines, the work can easily extend into every hour of the day. Archibald stated that managing a career in an industry that "never stops" requires intentional boundary setting.
Breedlove encourages women to “demand more respect for yourself” by defining their own standards for availability and setting limitations, such as not answering calls at midnight or simply silencing their phone for the dinner hour.
Mentorship: Being a ‘Sponge’
Across their careers, these female leaders consistently point to one enduring driver of long-term success: mentorship—strengthened by a trusted network of “cheerleaders,” as Benevides describes. They emphasized the importance of self-awareness, an inquisitive nature, and surrounding yourself with people who actively support professional growth. This perspective closely aligns with WERC’s leadership framework and its commitment to developing talent across the global mobility profession.
Mentors play a vital role in building leadership capability by offering strategic perspective, experience-based insight, and thoughtful counsel. Their guidance helps both emerging and established leaders navigate complexity, build credibility, and make confident, informed decisions. Cheerleaders provide an equally powerful form of support. They advocate, encourage, and challenge individuals to pursue new opportunities, take calculated risks, and broaden their impact beyond what they might attempt on their own.
Benevides credits many of her career milestones, including serving as WERC president, holding executive board positions, four Distinguished Service Awards, induction into the WERC Hall of Leaders, and participation on the Relocation Directors Council (RDC) Advisory Committee, to the encouragement of her cheerleaders, which coincidentally included Archibald. True mentorship, Benevides says, requires honest reflection, curiosity, and a willingness to do the work of personal growth.
Archibald encourages those entering the relocation industry to “listen thoughtfully” and “be a sponge,” guidance that is shaped by decades of hands-on leadership. “If you’re going to be successful in this industry, you need to listen. You need to respect those who have come before you. Absorb what they have.”
She has served as president of the RDC and president of the Portland Regional Relocation Group, experiences that reinforced her belief in collaboration and shared learning. Archibald has also been deeply involved with WERC, valuing the relationships and professional growth the organization fosters. A passionate advocate for practical excellence, she was a co-author of the industry‑standard Broker’s Market Analysis (BMA) form, leaving a lasting mark on relocation best practices.
Breedlove echoes this perspective, describing the RDC as her primary source of shared knowledge and professional growth, particularly during her early years as a relocation director. She often notes that the most rewarding part of her work has been “growing people within your company to be better people,” helping team members build confidence and prepare for future leadership roles.
Over the years, Breedlove has remained deeply engaged with the industry as an active RDC member and holder of WERC designations, reflecting her ongoing commitment to professional standards and community. Her service has extended to leadership and mentoring roles across the mobility ecosystem, including past president of Houston Relocation Professionals, with additional recognition through multiple industry awards.
Technology With a Human Core
As the relocation industry continues to evolve, these leaders view technology as a strategic enabler, not a substitute, for human connection.
Lee and Benevides mention using personality tools to align employees’ natural abilities with their roles, fostering fulfillment and productivity in their company. It is a game-changer when you find the right candidate for the right position.
Archibald remains more cautious; she reminds us that while automation is growing, it cannot replace the human element. The personal touch is what makes our industry so successful. As people move from point A to point B, the care and empathy from that personal touch is what truly sets us apart.
Breedlove has embraced emerging tools, including ChatGPT, to enhance clarity and consistency in communication, creating efficiency while preserving professionalism. The result has been fewer follow-up questions and more time for meaningful work.
Across decades of economic cycles, industry changes, and technological advancements, these leaders are united by one principle that relocation is, and will always be, about people helping people.