As the largest Victorian-only real estate network, Barry Plant is set to continue shaping industry standards through Woodward’s innovative approach.
For more than 30 years, Lee Woodward has been both a high-performing agent and a transformative force in real estate training, leadership and buyer engagement.
Now, he brings his extensive experience to Barry Plant, offering agents across the network the opportunity to learn from one of the industry’s most influential figures.
Ultimately, it was Barry Plant’s culture that sealed the deal. In a sector marked by frequent turnover, Lee was struck by the longevity of the team and the depth of experience across the network.
That kind of stability reflects strong, values-driven leadership.
He described the group as modern, motivated and cohesive – a combination of seasoned professionals and emerging talent with a hunger to grow.
His mission is now clear: to help shape the next generation of Barry Plant leaders, because excellence in listing doesn’t automatically translate to excellence in leadership.
“It’s a real full-circle moment for me,” Mr Woodward said.
“More than a decade ago, Barry Plant purchased my audio library for internal training.
“Now, CEO Lisa Pennell and the group’s growth team has brought me on board to deliver my in-person 2025 training programs.
“I’m seeing firsthand how the group has evolved – and watching the success of people who once trained using my materials is incredibly rewarding.”
What makes this partnership truly unique is the natural alignment between Lee’s philosophy and the Barry Plant culture.
As Lee puts it, “You can’t read the label from inside the jar” – a belief that led Barry Plant’s leadership team to bring in an external expert to elevate the skills and capabilities across the group.
“They wanted a different perspective.
“What struck me straight away was the number of long-term team members still with the brand. In an industry known for high turnover, Barry Plant’s continuity stands out.
“The leadership is modern and forward-thinking, and the culture is vibrant. It’s a happy, motivated team – not something you see everywhere in real estate.
“It’s a group I’m genuinely excited to work with.”
Lee’s renowned Complete Salesperson Course has been completed by over 10,000 agents and is widely regarded as an industry benchmark.
High-profile figures such as Phil Harris and Michael Dowling credit the program with laying the foundation for their now thriving careers.
Many of the country’s most successful independent agencies have been built by agents who adopted Lee’s frameworks, mindset and methodologies.
Now, those same tools are being delivered to Barry Plant.
The first leadership session with Lee was such a resounding success that the second had to be moved to a larger venue to meet the overwhelming demand.
Chris Hill, Director of Barry Plant Warragul – Drouin, attended the first leadership session with Lee and had high praise for the experience.
“To put it simply, the first session was incredible, and I know everyone who attended would agree,” he said.
“It’s a real game changer for business owners and leaders, providing clarity and focus on what truly matters.”
It’s a level of excitement shared by Barry Plant CEO Lisa Pennell, who emphasised the immense value of having Lee Woodward join the network to deliver cutting-edge training to the already thriving Barry Plant group.
“The greatest opportunity in real estate, as I see it, lies in leadership. People today are seeking more purpose, and creating high-performing, fulfilled teams is essential to shaping our future,” Ms Pennell said.
“Lee Woodward is a name that holds enormous credibility in the real estate industry.
“His programs have been the foundation of countless successful careers, and securing his expertise to deliver tailored, future-focused training for our agents and leaders in 2025 gives us a significant edge in a highly competitive market.
“Lee brings decades of hands-on experience, and we’re thrilled to be able to draw on that knowledge as we continue to evolve and grow.”
