Rachel El Deir – Founder & Principal


Rachel El Deir, BSc (Hons) PhD CEA – is not your average Estate Agent – with unrivalled qualifications and industry experience, Rachel provides sophisticated real estate services to her discerning clientele.

Rachel has over 20 years experience in research, sales and customer service both here in Australia, and overseas in New York. Her well-rounded skill set is an incredible asset for clients. It means she approaches real estate from an original point of view – with innovative solutions, analytical reasoning and creative strategy. A combination of sales craft and methodical, conscientious research.

Rachel’s leadership extends beyond Rockwood to the wider community, having served on a number of boards, ethics committees, and charity foundations. Her expertise and advice are highly respected and sought after.

With a personal love of Real Estate and wide-ranging experience in property transactions, Rachel tailors a bespoke solution for each of her clients to help them achieve their property dreams.


Paul El Deir – Estate Agent & Auctioneer


Paul El Deir offers a mix of industry experience you simply can’t find anywhere else. For the last 25 years, he’s been regarded as a leading expert in real estate marketing and advertising.

Before joining Rockwood, Paul worked as General Manager for Sales and Marketing at News Corporation, managing the national real estate portfolio and collaborating on strategic initiatives in the inner sanctum of realestate.com.au. Paul frequently presented real estate strategy to the News Corporation Board and executives.

Prior to News Corporation, Paul was the Sales Director for 43 Leader newspaper titles across Victoria, educating real estate agents on how to leverage print and digital media to drive better results. He’s also worked as State Manager for Sensis Classifieds and Chief Commercial Officer for VACC.

Rockwood is the culmination of Paul’s 25 years experience in business and real estate: a quarter of a century’s worth of inside knowledge, sales expertise and media connections. It’s the very best the industry has to offer.