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.