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As agent misconduct has become increasingly complex, Barry Plant CEO Lisa Pennell said the simplest solution may lie in reshaping agent culture through genuine empowerment and accountability.
Misconduct in the real estate sector has been a hot topic in the first half of 2025, with illegal practices such as dummy bidding emerging nationwide and garnering significant media attention.
Industry leader and Barry Plant CEO, Lisa Pennell, said the unethical conduct of a minority of agents has come under intense scrutiny, tainting the wider sector’s reputation.
With over two decades of experience in the real estate industry, Pennell has witnessed the increase in sector malpractice, as agents spend more time chasing higher commission figures.
“I’ve witnessed many things over the years, there’s that old saying, ‘Quote it low, watch it go’,” Pennell said.
“There’s lots of sayings like that and deliberate tactics that are used to condition vendors, and get them where they need to be,” she added.
According to Pennell, malpractice has also arisen due to agents’ obsession with their self-image.
“I think back 25 years ago when I first joined the industry and the concept of an agent being so flash and so brand-driven was just completely foreign,” Pennell said.
“Now, I’ve seen all these industry conferences where people are put on stage purely because they write huge numbers and they tell stories about getting up at 4am and going to the gym,” she said.
She took a particular issue with agents who opt to pull up in sports cars and portray a lifestyle of luxury, to stand out among the competition.
Pennell said that agents’ egos were actively harming the public’s perception of the wider real estate sector, finding the flamboyance of wealth to be “a bit disgusting”.
“To some degree it doesn’t feel authentic. It feels very ego-driven, and ego has crept into a lot of industries. I think it’s the beginning of the end if you allow that,” Pennell said.
Pennell said agents’ obsession with projecting a successful image on social media has pushed some to cut corners and use illegal methods, such as dummy bidding, in order to chase ever higher sales figures.
“If you’re only interacting with the customer at the point where they’re thinking of selling, I think that’s the first mistake for a real estate agent,” Pennell said.
Pennell said the public’s widespread distrust in the sector has, in turn, led to more agents providing misleading information when valuing properties.
“A non-ethical person is going to overcook that number, get the listing, and then talk you down. If you’re an ethical person, you’re not going to do that,” Pennell said.
“But because the vendor is predisposed to believe the biggest liar, even an ethical person is going to be almost forced into the position where they have to give the highest possible in their range.”
Following the rise of malpractice in the real estate industry, Pennell said good agents have been facing greater challenges in establishing meaningful and trusting relationships with clients.
To challenge misconduct in the real estate industry, she said that Barry Plant conducts training sessions with its Victoria-wide network, including leadership training to foster a sense of personal accountability.
“We do training throughout the year on specific skills. Whether it’s prospecting or stock management,” Pennell said.
“Compliance training is a huge one because the legislation is very strict in Victoria, and it makes sure that our agents are operating in the right way.”
Additionally, she said Barry Plant’s close-knit company culture has also helped its agents to comply with all professional obligations.
“The result is a community where if someone were to do the wrong thing, the other members would be extremely upset about that,” she said.
Pennell said that the culture of transparency and honesty has also helped in client interactions, with agents taking time to build a relationship with their clients.
“Our very best agents are uncontested when it comes to the appraisal because they’ve already built the relationship, so they’re already the trusted professionals,” she said.
According to Pennell, agents can bypass competition by becoming a trustworthy source for their clients, providing all the information they need to make a decision, instead of giving “inflated numbers”.
“An agent is able to be really honest about feedback, whether it’s offers or just pricing feedback,” Pennell said.
“From my perspective, it’s all interesting information for the vendor to have, provided they understand the veracity of it, which if the trust is there, they will believe in.”
“But if the trust is not there, you’re not going to tell them feedback unless it’s on a piece of paper because they’ll think it’s an offer.”
Pennell said that to be truly successful in the industry, agents should set aside their ego and simply focus on “being human” and relating to their clients.
“How about just being a good human? How about just being truthful, being kind, and explaining all the information to a customer?”
“If you treat the buyer with consideration and respect, you’ll have another sale down the track as well as again and again,” she concluded.
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