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Time to rid industry of poor public perception

Time to rid industry of poor public perception

by Reporter 1 comments

Stacey Moseley

Public perception of the real estate industry is at an all time low and it is time to do something about it, a senior industry professional has declared.

“No one network alone has the power, or the money, to make the change that needs to be rippled across the entire industry,” Ben White, non-executive director of Ray White, told Real Estate Business.

“At the moment it is the worst parts of our industry that are holding the rest of us back.”

Mr White plans to resolve this “serious challenge” at the 2012 Wealth Conference.

The conference is driven by Ray White but invites all members of the industry, especially non-Ray White members, to participate in the debate.

“I want to get a room full of people who are prepared to change the industry, and that means people from all groups and networks and even independent agents,” he said.

“Some people are having a hard time getting their heads around this, but in order for us all to be more successful we must come together and change how our industry is perceived.

“Ray White can’t do it alone.”

The theme of the 2012 Wealth Conference is 'Breaking Out'.

According to Mr White, the agenda is tailored to those in the real estate industry who want to break out from some of the constraints that hold the industry back.

“Our ambition is to once and for all deal with the perception that landlords want to choose an agent based on price, and to debate, develop and launch programs and resources that we will need to transform our growth potential and profitability,” he said.

This year the annual Wealth Conference will be held on the Gold Coast at the RACV Royal Pines Resort on June 3-4.

And while Mr White emphasised the serious side of the conference, that didn't mean attendees wouldn't get a chance to relax.

“It is probably bad to say, but one of the best parts about the whole conference is the party,” Mr White said. "We have a great time every year.”

This year the theme for the gala ball is “Vegas”. Prizes will be presented to the best dressed individuals and agencies.

“People take the dress up very seriously, make sure if you are coming along you get dressed up,” he added. “I’ve been working on my own costume for about three months and it could involve a live animal…”

For more information on the conference click here

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