ELEVATEGUEST INTERVIEWSTHE ELEVATE PODCAST

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

Samantha McLean Samantha McLeanFebruary 11, 2020
1 minute read

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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.

Download the action guide for this episode with more links and resources at https://eliteagentelevate.com

“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.

Resources:

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For access to Lisa Pennells’s Action Guide click here

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Samantha McLean Samantha McLeanFebruary 11, 2020
1 minute read
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Samantha McLean

Samantha McLean

Samantha McLean is the Co-founder and Managing Editor of Elite Agent, Australia's trusted platform for real estate news, insights, and community connection. With over 20 years in sales and marketing across respected global companies, Samantha brings practical expertise and thoughtful leadership to the industry. Since founding Elite Agent, Samantha has grown the brand from a magazine into a dynamic media hub that includes the Elevate podcast, daily newsletters, and engaging industry events. Her approachable style and genuine curiosity have earned Elite Agent recognition, including multiple Mumbrella awards for excellence. Samantha is passionate about exploring how technology, especially artificial intelligence, can improve productivity and client relationships without losing the essential human touch. She regularly discusses these topics with industry experts on the Elevate podcast. She holds a Bachelor of Business from the University of Technology Sydney. Connect with Samantha at Elite Agent or aipoweredagents.com or visit her personal website samanthamclean.com.