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Purplebricks will replace its CEO in the Australian business, not long after it was forced to revamp its business model here after a serious backlash to its market strategy and amid reports of a rife toxic corporate culture.
Australian CEO Ryan Dinsdale will leave the business to pursue new opportunities, and global chief operating officer Neil Tavender will transition into the role.
The controversial fixed-fee disruptor said that it was mutually agreed that Mr Dinsdale will leave the business but will remain with Purplebricks to support a period of transition until 1 March “at the latest”.
Mr Tavender worked alongside co-founder Kenny Bruce to develop Purplebricks Australia’s new customer and marketing proposition that was launched on 1 October.
Mr Tavender said that since the implementation of its new model, Purplebricks Australia has recorded “significant” increases in instructions, conversions and website visits.
“In my first three months at Purplebricks, I’ve had the opportunity to travel the country and speak with all of our agents and many of our customers.
“It’s clear that Purplebricks has an offer that is compelling to agents and home sellers. Without a doubt, we are the best choice for everyday Australians. While I will continue to drive growth, and have a plan in place to increase our footprint across Australia, I will also have a strong focus on our people and our culture.”
Purplebricks Australia also announced the appointment of Debra Lee, currently COO, as human resources director.
She will work with agents to ensure the business continues to operate in line with its values.
Earlier, the role of national sales manager was filled by Sean Green, who brings with him 20 years’ industry experience.
Outgoing CEO Ryan Dinsdale took on the role two and a half years ago to launch the Purplebricks brand into Australia. During his tenure, the company sold over 4,000 homes and claims to have saved sellers more than $45 million in traditional real estate fees.
The board and management expressed their thanks to Mr Dinsdale for his commitment and dedication to the business.
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