The Sell

“Always remember, when selling anything, you're not just selling a product—you are selling yourself.”

1: You Are Your Own Brand

Selling isn't about pushing a product or service—it's about selling you, the person behind it. People are drawn to enthusiasm, authenticity, and confidence. By understanding your strengths and weaknesses, you can present yourself in ways that leave a lasting impression.

Eklund’s real estate success skyrocketed because he embraced his own brand. From his Emmy-nominated reality show to his adventurous persona (like his memorable high-kick move), it’s his vibrant personality that makes him unforgettable. Customers weren’t just purchasing penthouses—they were buying into the exciting experience he created.

Authenticity and confidence help you stand out in crowded industries. Whether you're selling apartments, software, or ideas, it’s the personal connection (not just the product) that seals the deal.

Examples

• Fredrik used Million Dollar Listing New York to portray himself as trustworthy and fun, attracting more high-profile clients to seek him out.
• His iconic high-kick became his trademark, distinguishing him from other salespeople.
• People remember confident and unconventional approaches, such as his enthusiastic attitude during meetings.

2: Understand Your Motivation

Knowing what drives you is key to staying aligned with your work and passions. When you identify your personal values and desires, you’ll find joy—and ultimately success—in what you do.

Eklund left Sweden and its cultural restraint, termed “Jantelagen” (which discourages standing out), to thrive under the spotlight in the United States. His move wasn’t about rejecting his roots, but finding an environment where he could fully express his ambitions.

To fuel ambition, keep big dreams at the forefront. If you’re unclear about what makes you tick, you risk building someone else’s dreams instead of your own.

Examples

• Eklund left Sweden because he realized the cultural norm to downplay individuality didn't suit him.
• He worked to fulfill his goal of not just buying property but delivering exceptional, star-quality service.
• Following dreams responsibly—while staying passionate—helped him achieve monumental success.

3: First Impressions Matter

People judge competency and trustworthiness in moments, not minutes. Dressing well, staying healthy, and radiating positivity can make or break an opportunity before you even speak.

Eklund emphasizes thinking of oneself as a well-wrapped gift. If the outside presentation is sloppy, people won’t gravitate toward what you offer. He recommends allocating 10% of commissions towards personal upkeep, ensuring confidence exudes from every first impression.

Beyond appearance, taking care of your health—with exercise, thoughtful eating, and solid rest—is essential for a sharp and charismatic presence.

Examples

• Studies show people assess you within 0.25 seconds, making dressing intentionally worthwhile.
• Eklund prioritizes being well-groomed—with bold, standout-suited styles reflecting his energetic personality.
• Skimping on sleep or fitness might dull even the most promising entrepreneurs' energy.

4: Social Media as Your Stage

A brilliant product doesn’t sell itself—it needs an audience. Social media connects brands (and people) with their customers when used authentically to share stories, thoughts, and updates.

Eklund views social media as an extension of yourself, emphasizing that managing it personally ensures your voice shines. Consistency across platforms is fundamental. It’s not just about posting—it’s about engagement and inviting customers into your world.

Social media organically expands your reach because customers who connect with you will enthusiastically spread the word to others.

Examples

• Eklund posts charismatic real-estate tours online, drawing millions to engage with his listings.
• Maintaining uniform screen names and themes across platforms makes his brand recognizable instantly.
• Customer referrals serve as “free advertising,” which online engagement ensures.

5: Master the Power of Negotiation

The first ten minutes of any meeting can shape the deal’s success or failure. During this window, it’s important to grab attention, highlight strengths, and foster dialogue that makes customers feel heard.

Negotiation, Eklund shares, is like dating—you don’t jump straight in with demands. Pace discussions, letting both sides understand how the deal benefits them. Stay composed, even when emotions run high, to maintain professionalism and balance.

Body language, meanwhile, says as much as words do. Avoid reactions that could stealthily harm a negotiation's momentum, showing calm confidence instead.

Examples

• Eklund suggests talking about memorable topics like family (e.g., mentioning a visit from his grandmother) to create a more personal tone in hard negotiations.
• He carefully studies his clients' goals to propose mutually rewarding solutions.
• He reminds us that excited body language could unintentionally weaken your leverage.

6: Build a Winning Team

Every leader needs strong team members to scale. Eklund advocates hiring individuals with diverse skills—people who complement, not copy, you—encouraging them to learn and grow without fear of mistakes.

Celebrate small achievements and support connections among team members. A positive work atmosphere isn’t just an asset—it’s key to retaining top talent.

Success multiplies when teams align toward shared goals in environments where their value is recognized and rewarded.

Examples

• Eklund pays generously and constantly praises his team, which has created loyalty and retention.
• He insists on welcoming mistakes as stepping stones to growth.
• Diverse skill sets—beyond his real estate expertise—helped scale his business ventures.

7: Positive Media Attention Matters

Media serves as a credibility amplifier. Authentic exposure makes you—and what you offer—trusted in public perception.

Eklund leveraged a reality show to establish his star power, but lesser-known professionals can gain recognition through smaller, strategic tactics. Responding to media opportunities, actively sharing perspectives, or hosting events can build visibility.

Being part of broader conversations (e.g., trending news) allows you to subtly reinforce your brand.

Examples

• Appearances on news or radio, or interviews, elevate perceived credibility.
• Eklund famously hosted unique events—like book signings—to grab public attention.
• Platforms like HelpAReporter.com can connect anyone with journalists seeking expert opinions.

8: Stay Positive Through Setbacks

Every professional stumbles, but resilience is how you turn things around. By believing that challenges exist to propel growth, you can reinterpret setbacks as learning opportunities.

Adopting a pronoia mindset—the belief that life works in your favor, not against you—Eklund frames hardships constructively. Celebrate progress, even in small ways, to keep spirits high.

Reward systems promote motivation to recharge while guarding against burnout in demanding environments.

Examples

• Eklund bounces back from project failures by assigning them lessons instead of blame.
• Pronoia-inspired actions (like acting confidently during downturns) helped secure big wins after struggles.
• Restoring optimism converts customers hesitant about tough deals.

9: Reward Your Efforts

What’s success without joy? Celebrations and vacations renew both mental and physical energy, increasing efficiency when work resumes.

Eklund encourages “living in the now,” acknowledging accomplishments, even small ones. Whether it’s splurging on fine dining or taking vacations, allowing personal moments of luxury improves overall productivity.

Taking breaks isn’t indulgent—science demonstrates its necessity for long-term wellness and avoiding burnout.

Examples

• Americans skipping vacations face worse cardiac health (proven by National Institutes data).
• Eklund recharges with glamorous downtime, returning sharper as deals demand sustained performance.
• Treating others to moments of generosity keeps happiness reciprocal.

Takeaways

1. Take charge of your personal branding by identifying one unique signature trait or habit everyone remembers about you.
2. Dedicate intentional time each day for personal upkeep—through fitness, proper rest, or wardrobe improvements.
3. Use media creatively—such as pitching expertise to journalists—to strengthen credibility beyond your usual network.