Agents will soon have the chance to learn about marketing and digital disruption from one of the world’s best businessmen and Australia’s three best agents.
Sir Richard Branson will be the star attraction at the Titans of Real Estate conference, which has been organised by real estate coach Glenn Twiddle.
He will appear alongside four of the best performers from this year’s Top 100 Agents ranking – number one James Tostevin, number two Alexander Phillips, number three Marcus Chiminello and number nine Adrian Bo.
The line-up will also include John McGrath, Tom Panos, Mat Steinwede and Manos Findikakis.
Sir Richard Branson will discuss digital disruption, including how he might disrupt the industry if Virgin decided to move into real estate.
Mr Twiddle told REB that the industry is “ripe for the picking”, pointing to an unflattering mystery shopping exercise that he and his team conducted.
Of the 150 open homes they attended, 109 agents failed to follow up, 47 agents made females feel unwelcome and five agents failed to appear, he added.
Mr Twiddle said attendees will learn about business models from other industries, and how they use marketing to draw in clients rather than having to hunt them down.
The event will discuss how leading attraction businesses like Apple can get people to queue outside their stores for new products, or how Virgin can boost a product just by attaching its name to it.
“It's like we are in a little world of our own that copies each other but doesn't look terribly often at how other businesses function,” Mr Twiddle said.
“Other businesses most effectively attract new business by marketing well to bring clients to them, and yet we are constantly told, ‘prospect, prospect, prospect’, and beg clients to let us appraise their properties.”
[Related: How to crack the Top 100 Agents club]