Inspiration

The Paddi Lund Interview

RAT 30 (Rawlings Agency Tips )The Critical Non-Essential interview

A few days ago, I had the pleasure of getting up at 4:30am with Clare Bettelley, Editor of The Negotiator Magazine.

Before you jump to any conclusions, I have to point out that I was at home in Gloucestershire at the time, and she was at home in London. We had agreed to hold an early morning conference call to conduct a telephone interview with Paddi Lund in Brisbane on behalf of The Negotiator.

If you are one of those sad but strangely enlightened estate agents who has read my various columns in the estate agency press over the years, or listened to some of my CD audioseminars, you might remember my reference to Paddi Lund as the whacky dentist-turned-business guru who coined the term “Critical Non-Essentials”. (You can hear a recording of the interview by clicking this link)

In estate agency, Critical Non-Essentials focus on the importance, not so much of what you do as an estate agent, but who you are, and how you can capture that attractive intangible that I call “professional style”. This can be harnessed to make a real difference when picking up instructions, and managing your reputation. (You can read my article about this called "Critical Non-Essentials" via the "Inspiration" page)

I’m delighted to announce that Paddi is over here for a rare visit in October and will be presenting his brilliant seminar “Transforming the Experience”, which will help you think about new angles on your business – including how to “control your clients”!

I have arranged a special deal with Paddi whereby any of my clients or readers of The Negotiator Magazine who attend will enjoy access to much of Paddi’s subscription-based and CD recordings without charge, as well as an exclusive post-event webinar on how specifically to implement the ideas discussed, in an estate agency context.

I’ll certainly be there, and I do hope you will be able to join me.

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© Richard Rawlings 2010
Richard Rawlings is the founding director of Estate Agency Insight, which specialises in helping estate agencies harness opportunity through innovative method, marketing, publicity, and training. He can be contacted at or on 0845 838 1354.

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