Putting your best brand forward: Lisa Pennell

"Something I have constantly checked myself on is that I'm not working too long. I think when you work too long, you actually become less productive. It's really important to stay engaged with the network, to take time out, to have conversations with people because you can completely reset your thinking by stepping away." - Lisa Pennell

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With 20 years of experience in the real estate industry working with several major brands, Lisa Pennell is currently the head of marketing for the Ray White Group, specialising in brand protection and crisis management.

“The most interesting thing about the marketing landscape is that it has changed dramatically in the last few years with the advent of digital, and obviously the internet has changed the game entirely.”

Some of the topics I discussed with Lisa include:
  • Lisa’s background with Ray White and why marketing in the group has more of a strategic business focus
  • The real estate industry’s response to the bushfire crisis
  • Staying on brand and Ray White’s successful foray into big campaigns, including the four key factors they pride themselves on meeting
  • Social media marketing and how to stop yourself from falling into the trap of ‘vanity metrics’
  • The social media playbook and how the group supplies compelling brand content that can be customised for local markets
  • Where great marketing ideas come from and some insight on how they manage 52 different campaigns in a year
  • The need to ‘customise’ those campaigns for individual offices and agents
  • The Leadership Diaries questions: including what Lisa learnt from her first job, the top quality she looks for in an employee and why working harder and smarter, not longer, makes for greater productivity
  • Why trusting your team is one of the most important aspects of leadership.


Connect with Lisa Pennell:

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For access to Lisa Pennells’s Action Guide click here

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Samantha McLean

Samantha McLean is the Co-Founder and Managing Editor of Elite Agent and Host of the Elevate Podcast.