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”.
However, recent media has been less kind.
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.