What’s in a name?

A new supplier to the industry has chosen the name MAD.

It may sound bonkers, but founder David Perrin says it is completely logical.

Perrin, who founded his consultancy in September, claims he has the inside secrets of growing market share, business retention and diversification – among others.

His 25-year track record covers roles across estate agency, lettings, new homes, asset management and relocation.

He has worked for both corporates, including Countrywide, and independents, and says he offers experience rather than theories.

His consultancy will work with any type of agency model but he cautions: “The reality is that the industry involves consumers, and consumers have different ways in which they like to purchase goods or services.

“So as a nation we are not yet ready to accept a full transition into an online-only model.

“However, regardless of what methodology works best, the real winners will be those companies who embrace change and adapt to market conditions. ”

But what does MAD actually stand for?

Well, it could be short for Madonna, or stand for Mutually Assured Destruction, or the Museum of Art and Design.

In this case, we are told the initials stand for Making a Difference