Season 2 Episode 4

The Hot Seat with Ray Ellis

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Eva and David chat to the CEO of First National Ray Ellis, where we gain his insights on where the industry is now and where Ray sees it going in the future.

Ray comes from a very varied background running a Casino/ Transportation Company, Managing an AFL club, owned an Advertising agency, Managing Director for Asia Pacific and started off his career in insurance before his role for the last 14 years at First National.

In our interview they discuss why the industry needs to be more adaptive to change and why a defined point of difference is more important today than ever before, The importance of an agency becoming the Lord Mayor of their area, becoming an expert and using that to get more business than your competitors, the change in dynamics in the Australian population, how we’re becoming a rental society and how it’s impacting the industry and so much more.

Show Notes

2:13 – Ray’s history before First National where he ran a Casino/ Transportation Company, managed an AFL club, owned an Advertising agency, Managing Director for Asia Pacific and started off his career in insurance and how it’s all about change

2:55 – How Ray’s experience across different industries has been critical in his role as a CEO

4:04 – How the biggest industry in Australia is Real Estate and Property Management and why we need to lobby for that industry

4:49 – Why is disruption is just called ‘Business’ and how companies that resist change fail

5:19 – Why the local real estate agency will always be the best source of information above any apps and software  

6:07 – Why the industry needs to be more adaptive to change and why a defined point of difference is more important today than ever before
7:09 – Trends in the industry that we need to adapt to the consumers preferred method of communication and how it’s all about change

8:35 – The fabric of First National and how they use it to differentiate their brand

10:09 – The importance of an agency becoming the Lord Mayor of your area, becoming an expert and using that to get more business than your competitor

12:43 – Why the best thing about the industry is “People talking to People” and why it’s important to constantly work on your communication

13:41 – The importance of property managers as Asset Managers and why it can be challenging because of Human Behaviour

15:02 – App developers and how they are working hard to take a slice of an Agencies pie

17:15 – The change in dynamics in the Australian population, how we’re becoming a rental society and how it’s impacting the industry

18:50 – Why choosing a property manager based on fees devalues your asset and how as a property manager you can elevate yourself above the fight on fees

20:16 – Special advice for a person coming into the industry today and how to succeed

22:00 – Ray’s Hot Seat Questions

Contact Ray Ellis

Website: rayellis.com.au