Getting the Property SOUL’D

A Top Realtor Shares Her Insights, Strategies and Outrageous Stories

Paula Pagano
Being Successful in San Francisco

Becoming a Successful Real Estate Agent in San Francisco

When you spend decades of your life in an industry, you tend to learn a lot. Not only about the industry itself—in this case real estate—but also about human nature. In Paula Pagano’s case, given that she was working in a rather rarified environment—San Francisco real estate, where many homes, condos and co-ops properties are luxurious—the behaviors, attitudes and actions she witnessed were often seemingly illogical: million dollar deals that went south because of the inclusion or exclusion of something as simple as a shower curtain or the last few dollars, a buyer who said he wanted a comfortable family-style home for his children but secretly longed for more of a sexy bachelor pad and negotiations that brought out the competing hidden agendas of the buying or selling couples—or couples about to uncouple.

Whether you are a seasoned professional in the real estate arena, want to become a successful real estate agent, or are someone who is currently in the market, buying or selling a property, you will learn a great deal from this shocking yet uplifting book about human nature. The rare frankness with which the author tells her own story, and the stories of others with whom she has worked over the years: her fellow real estate agents, her buyers and sellers, her friends and associates, will provide you with an understanding of what to do and what not to do that you could not find anywhere else.

Frankly, even if you are someone who will never move from where you are now, this book is a must-read for the insights it provides into why many of us behave as we do at life’s many crossroads.

This is not about haggling over the price of a pair of shoes or even a car: this is the ‘Big Time’. One mistake can cost you a lot, whichever side of the table you are on. If you want to understand what successful real estate really is and see it as a metaphor for human relationships, and meet one of the most remarkable women in this fascinating field—read Getting the Property Soul’d!