From legacy to future-ready: Barry Plant’s winning formula

From its first office in Templestowe to around 69 offices by 2025, Barry Plant now has an extensive and collaborative suite of offices, dedicated to achieving the best result for their clients.

This year alone, the firm opened eight new agencies, with the network looking to expand further over the coming months.

Barry Plant CEO Lisa Pennell said the firm has been attracting like-minded businesses seeking to rebrand into the tight-knit but welcoming network, where existing owners actively support new ones.

“The brand has community roots, trust-driven reputation, and values-based recruitment, prioritising cultural fit over financial incentives and simply being true to who they are and what they do,” Pennell told REB.

“Barry Plant is a place where success is shared, not hoarded; we help each other and we're not looking for ego.”

Earlier this year, the network validated its position as a leader in the Victorian market, winning Major Network of the Year at the 2025 REB Awards and Innovator of the Year, Major Network at the 2025 REB Innovation Awards.

Pennell said the awards were surreal and very humbling.

“I really quite genuinely did not expect to win either of those awards. It's very humbling to be in this role doing this work, and to have that recognition from the industry has been a wonderful label on the jar for our members and for the public as well.”

While the network celebrated its success, Pennell noted that 2025 was a year of recalibration, as Barry Plant continues to navigate mergers and acquisitions to ensure every territory operates at peak performance and the brand collectively levels up.

“I'm so grateful to have won those awards because, for REB to have recognised our efforts along the way so early in our journey, we still have an enormous amount of work to do to get to where we want to be.”

Innovation

To achieve the network's ambitions, over the past three years, Barry Plant has overhauled every aspect of its franchisor operations – from technology and marketing to HR and finance – rebuilding each with a fresh perspective on a legacy brand.

“There's probably not much we haven't innovated, to be honest,” Pennell said.

“We're already innovating on our innovation, which is how every business should be.

“The new black is unlearning; we have to unlearn every single day the things that we believe to be true because AI is changing the world at an incredibly rapid rate.”

Pennell said that the network's technology strategy has been focused on enhancing customer experience and deepening relationships well before a transaction, rather than simply racing competitors to the listing.

“Throughout the processes, decisions are made in partnership with the teams to ensure innovation remains relevant at the coalface.”

Supported by an investment-ready board, Pennell said the business is now into its second wave of innovation, refreshing its brand, website and value offering while earning recognition through major design awards.

“I'm seeing a lot of businesses in all industries, blowing up customer relationships by misusing tech or misusing AI.”

Pennell said that Barry Plant will continue to use technology strategically to build strong, long-term customer relationships and agents' achievements.

“Our innovation is interesting because a lot of the investment in technology in our industry is all about how we get to the vendor first before other agents.”

“Our focus is very much on technology, improving the customer experience.”

Legacy, culture, and people-first success

While innovation has been driving Barry Plant’s growth, Pennell said its legacy, culture, and people-first approach remain central to its success.

“We have an incredible culture in this business. It's a very deep culture, and it's very unique to our industry.”

“A lot of companies say that, but having been exposed to many of the real estate brands over my 25 years in this industry, I can safely say it is quite a unique tribe.”

She said that the network has been seeking like-minded individuals, from newcomers to experienced operators, prioritising cultural fit over simply recruiting anyone.

“In Barry Plant, we do have a higher average performer outcome; we don't have a long tail, our average agent does perform on average higher than other brands that I've worked in.

“It's important for us that we find the right people. We can teach them the skills we have, the systems that work.”

According to Pennell, Barry Plant consistently achieves higher average agent performance, supported by robust systems and skill development programs.

She said that its culture emphasises collaboration, shared success, and deep personal connections, reinforced through long-standing traditions like the annual family-inclusive leadership conference.

Additionally, the business has also introduced financial benchmarking for directors and incorporated neuroscience-based leadership training to enhance skills and professional development.

“The business focuses on living its values, acting with purpose, and prioritising doing right by customers and each other over ego or financial gain.”

“So we are looking for the right people who are looking to level up their career.”

What’s next?

In the months and years ahead, Pennell said that Barry Plant will continue to look ahead, with a significant focus on innovation and people's success.

She said that the network is set to release an exciting new tech product next year and is constantly innovating across technology, branding, and leadership development.

“We are continually innovating in the way that we are; all of our tech is entirely under consideration all of the time.”

“We're also rebranding our brand in the field, and we'll be relaunching new look signboards next year, which will again be a zig as the industry zags.”

A 12-week onboarding programme for new and junior agents will provide dedicated coaching and accountability, helping them accelerate their careers and connect more deeply with the brand.

Pennell said the network will also continue its longstanding initiatives, such as the auction school to foster collaboration, with additional programmes planned to support agents and directors at all levels.

Overall, she said that Barry Plant has been striving to establish a future-ready network that enhances agent success, strengthens connections, and positions the brand ahead of industry trends.

“We are not interested in putting values on the wall. We're interested in living our values and acting with purpose where we are doing the right thing by the customer and by each other,” Pennell concluded.