A very effective marketing machine sees Grubisa quoted as an expert in a range of articles about property and finance. Publications that quote her include Starts at 60, Australian Broker, Money Management, My Business, Tweed Daily News, Finance, nested.com – the list goes on.
Grubisa’s ‘rags to riches’ story was eagerly picked up by a range of publications, including the Sydney Morning Herald. The story goes that the GFC wiped out the value of the barrister’s family’s $20 million investments to less than the debt, leaving her homeless and sleeping in her mother-in-law’s lounge [more recently on her website she says this was due to an “unexpected legal wrangle” putting a stranglehold on her cashflow]. Whether true or not, something convinced her that she could make more money spruiking courses than being a barrister. Within 6 months of being “homeless” Grubisa was on Channel 9’s A Current Affair promoting herself as the “Debt Busting Barrister”.
In 2020 however, some journalists started to question Grubisa’s methods.
The Independent Australia published many articles including:
Mainstream media picked up the story again in April 22 when she received a 4 year ban from ASIC
Like many businesses, Grubisa pays for good publicity. The website for Online Marketing Gurus says:
“Another example is Dominique Grubisa who heads up a wealth creation training business called DG Institute. The media are always talking about property and real estate so we regularly pitch her forward with a range of angles on this topic. As a result she was featured on TV about 8 times last year and we’re hoping to blow that number out of the water this year.”
Word Storm Public Relations says “As a result of consistently appearing in the media, Founder Dominique Grubisa has become a ‘go-to’ media spokesperson for the property industry.”
Even Grubisa’s submissions for business ‘awards’ are written by Monica Rosenfield, who promotes her expertise in knowing what the judges are looking for.