1장
The Billion-Dollar High-Kick: How Anyone Can Master the Art of Selling
When Fredrik Eklund arrived in New York with nothing but sneakers and a dream, few would have predicted that this Swedish immigrant would become Manhattan's #1 real estate broker, star in a hit TV show, and sell over $1 billion in properties annually. Yet his meteoric rise wasn't just luck-it was a masterclass in the art of selling. "The Sell" has become a global sensation, landing on bestseller lists worldwide and earning praise from business icons like Barbara Corcoran, who wrote the foreword. What makes this book particularly fascinating is how Eklund transforms the often-maligned concept of "selling" into something authentic and joyful. As he famously says, "Everyone is in sales"-whether you're dating, asking someone to take out the trash, or interviewing for a job. His signature high-kick, now mimicked by fans globally, represents the perfect blend of professionalism and personality that has made him a cultural phenomenon beyond real estate circles. Even celebrities like Jennifer Lopez and Sarah Jessica Parker have embraced his philosophy that success comes not from slimy tactics, but from being unapologetically yourself.
2장
Finding Your Authentic Self: The Foundation of Any Successful Sale
After my Internet startup Humany.com collapsed during the dot-com bubble, I found myself exhausted and feeling like a failure at 23. This crushing moment became my greatest opportunity-I came out as gay to my supportive family and moved to New York alone, determined to succeed by being authentically myself. This was my first and most important lesson in selling.
The greatest mistake you can make is watering down your true self. Many people hide their authentic personalities out of fear, but this is a costly miscalculation. Whether you're an actress at your first audition or an entrepreneur pitching to investors, establishing trust begins with truth. You must believe in yourself to make others believe in you.
As Picasso wisely observed, "All children are artists. The problem is how to remain an artist once he grows up." I say don't grow up! Find what makes you special-that joy you felt as a child before the world told you to tone it down. The playful kid inside you is the first member of your winning team.
To uncover and express your true self, follow five essential steps: First, look inside to identify your unique qualities and talents, then capitalize on them. Second, develop a signature trademark-like my high-kick-that makes you instantly memorable. Third, get over what others think; those who matter don't mind, and those who mind don't matter. Fourth, discover what motivates you-whether it's achievement, affiliation, power, or some combination. Finally, embrace failure as part of your journey; wear both successes and failures openly.
With celebrities especially, being real is crucial-they're surrounded by yes-people and crave someone genuine. When you're authentically you, you're remembered, talked about, and even bragged about. Your uniqueness creates ripples that extend your reach far beyond what any artificial persona could achieve. Remember: the world doesn't need another carbon copy; it needs the original, authentic you.
3장
Fueling Your Fire: Discovering What Drives Your Success
When I spotted an older gentleman peering through our storefront window, I ignored the "floor time" system and stepped outside to engage him directly. "Screw the system!" I thought. "I need to succeed." After charming him into showing me his apartment, I presented myself as his local broker with international panache despite my nervousness-like a duck calm above water but paddling frantically beneath. My strategy worked-I sold his tiny two-bedroom for $560,000, a neighborhood record. My first commission check of $16,000 felt like "an obscene amount of money for something this fun." By year's end, I'd sold $50 million in property.
Life is short-you must quickly discover what lights your fire! While we once worked merely for survival, today we seek happiness and fulfillment. I don't want to be a zombie working fifty years before enjoying life in retirement. Career fulfillment comes from either what money brings you or the glory your job provides.
My drive comes from loving the spotlight since childhood-I once charged neighbors to watch me perform as a witch on our coffee table. The spotlight, attention, and winning drive me more than money, though I'm not immune to financial rewards (I built a "moneymaking machine" ATM at age five). My business partner John, however, is driven almost entirely by money-when commission checks arrive, "angels sing" and he jumps from his chair, opening envelopes with his special silver letter opener.
If you don't dream big, you'll end up helping others achieve their dreams instead of your own. You must see your dream in vivid detail-feel it, be it, because you don't just have a dream; you ARE your dream. When I was in school, I created and hosted a talent show that's still running today. In real estate, my dream wasn't just making my first deal but becoming New York's number one agent-and I've achieved it!
Break your big goals into smaller steps. Nothing is hard when broken down into achievable tasks. When you feel like giving up, visualize yourself crossing that finish line. My vision was walking through Central Park in an expensive trench coat, having conquered New York as its top seller. Make your dream real by writing it down and taking that crucial first step. Someone has to be the best and living large, so why not you?
4장
The Winning Daily Routine: Structure for Extraordinary Success
After asking my social media followers what they wanted to see in this book, the most popular question was about my daily routine. I'll show you exactly what it takes to sell $1 billion in real estate yearly, with tips applicable to any career.
I have three types of days: Monday-Friday (on hours 5:30 AM-9:30 PM), Saturday (completely off), and Sunday (50% on/50% off). Having one day completely off is crucial-"on" cannot exist without "off." It balances the soul and gives me strength for my intense workdays.
My day concludes with a structured wind-down routine. From 6:00-7:00 PM, I catch up on paperwork, check in with my team, prepare for tomorrow's meetings, and handle media interviews. Between 7:00-7:30, I transition to evening events or showings, always keeping a fresh outfit and grooming supplies in my car to maintain my polished appearance. By 7:30, I try to have dinner with Derek, though I'm still answering important communications until he tells me to stop. At home around 8:00, I struggle to unwind after my intense days-sometimes taking a bath, sitting with my dogs, or enjoying a glass of wine. By 9:45, it's time for sleep-the most important appointment in my calendar that I protect fiercely with an 8-hour block.
The fastest path to success isn't going it alone-it's learning directly from industry superstars. My early career mistake was trying to figure everything out independently. Even working for free alongside a top producer provides invaluable education-observing how they dress, speak, structure their day, handle meetings, and make deals. This experiential learning compresses decades of knowledge into a short period.
To connect with industry superstars, avoid the common mistake of sending lengthy emails-everyone does that. Instead, be boldly different. In twelve years, no one has ever knocked on my office door seeking a job! Show initiative by demonstrating you've done your homework. Like Nathan, who interviewed with me carrying comprehensive lists of Manhattan buildings and developers he'd memorized-he joined my team and closed $60 million in his first eighteen months.
Remember: The superstar's assistant holds the keys to the kingdom. Win them over by researching them first, addressing them correctly, and providing valuable information they'll want to share with their boss. If you impress the gatekeeper, you'll get your face-to-face meeting with the superstar.
5장
The Power of Presentation: Dressing for the Life You Want
Every successful person knows their appearance directly correlates to their performance. If you're poorly presented, you're striking out before you begin. My mother, who worked at NK department store's gift-wrapping counter, taught me that presentation matters as much as what's inside. The same applies to how you present yourself to the world.
I advise new salespeople to put aside 10% of every commission check for wardrobe and grooming-this investment will multiply itself many times over in new sales. Your clothes are your selling costume, so find your signature look that makes you feel like a million bucks. Add splashes of color to break monotony-my colorful socks have become my trademark, helping people remember me.
Polish your shoes, as everyone notices them and they reveal your attention to detail. Invest in quality shoes and maintain them properly. A nice watch serves as your billboard-save for one if needed. Invest in professional haircuts (I spend $275 every three weeks, but started with $12 cuts when I first moved to NYC). Get properly groomed-no nail biting, untrimmed nose hair, or body odor.
And always smile! Smiling makes you look confident, relieves stress, releases endorphins, and gives you a natural facelift. When I'm well-groomed with freshly cut hair, wearing a smile and my tailored suit, I know I can conquer the world. First impressions happen in just 250 milliseconds, so present yourself beautifully every day.
Think about it-would you trust your million-dollar property to someone who can't be bothered to iron their shirt? Would you hire a financial advisor with scuffed shoes? Our appearance signals how much we value ourselves and, by extension, how much we'll value others. When you dress for success, you're not being superficial-you're showing respect for yourself and those you interact with.
6장
The Prizefighter's Approach: Mental and Physical Preparation
After losing the "Rookie of the Year" award despite $50 million in first-year sales, I found myself in the bathroom mirror looking exhausted with bags under my eyes and a swollen belly. At 25, I looked 35. I'd neglected my health while pursuing wealth, dropping the gym, eating poorly, and missing sleep. In that moment, I made a commitment that my health was more important than my wealth.
Focus is the key to a prizefighter's success. Like our caveman ancestors who needed complete concentration to hunt or become lunch themselves, today's winners must sharpen their focus to capture the biggest trophies. I've developed six proven ways to enhance concentration: Stay hydrated-mild dehydration impairs cognitive abilities; Avoid time wasters-the average American spends five hours daily watching TV, that's 75 days annually!; Exercise regularly to release brain chemicals that aid learning and memory; Get 6-8 hours of sleep nightly; Find a trigger like my lip-pursing that instantly brings you back to focus; and Dump negativity-whether toxic friends or painful memories.
Getting daily exercise is non-negotiable for peak performance. The "Dirty Dozen" workout can be done anywhere with no equipment: twelve each of jumping jacks, body-weight squats, push-ups, walking lunges, sit-ups, and chair dips. Repeat this circuit 3-5 times daily. The hardest part is starting-your brain always seeks excuses, but commit to yourself for life, not just the next five minutes.
Everything physical comes back to what you eat. My simple rule: if it's made in a factory, avoid it. I focus on protein and minimal carbs-fish, steak, chicken, colorful salads, nuts-no pasta, rice or potatoes. At restaurants, I order as if I'm already full-choosing what I'd select if ordering again after the meal. Remember, you are what you eat, and studies show thinner people earn 2.5% more than obese counterparts in the same professions.
I'm obsessive about sleep, and you should be too. I need eight hours of quality sleep, which means bed by 9:45 PM for my 5:30 AM wake-up. Invest in a quality mattress-you'll spend one-third of your life on it, and the other two-thirds depends on it. Find your own sleep tricks: warm milk, sex, a long walk, or visualization techniques. Your physical and mental health aren't luxuries-they're the foundation upon which all success is built.
7장
The Charm Offensive: Making Everyone Love You
The first thirty seconds of meeting someone sets the tone for your entire relationship. Successful people are slightly larger than life. I met my husband Derek in Greece by approaching him with humor about our height. By breaking the ice and taking charge in those crucial first moments, you control the encounter and set a positive tone.
You have just thirty seconds to capture someone's attention. I've landed my biggest deals, including meeting my husband Derek, within this timeframe. When I spotted him in Mykonos, I tapped his shoulder and joked about why we were both so tall. Taking charge in those first moments lets you control the encounter and establish a positive tone.
Everyone secretly wants to laugh and have fun-there's no rule against being both professional and entertaining. Laughter is highly contagious and has proven health benefits: reducing heart disease risk by 40%, boosting immunity, and relieving stress. Being the person who brightens the room makes you memorable and magnetic-happy people are winners, and everyone wants to work with them.
Charm is an acquirable skill that makes people want to help you succeed. I practice it everywhere-with customer service representatives, baristas, and strangers in the park. When calling companies, I ask personal questions: "Where are you today?" or "Want to come with me on my trip?" These small investments in others make them more willing to invest in you.
Charming people smile, nod, maintain eye contact, and remember names. We show genuine interest in others' stories, look for common ground, and celebrate others' accomplishments rather than one-upping them. Most importantly, charming people show vulnerability and don't mind looking silly. I once peed on myself during an important meeting while answering emails at a urinal-embarrassing, but sharing such stories makes people laugh and feel connected.
Humor is scientifically proven to boost business. Research shows smiling, happy people make more money, while laughter increases trust during negotiations by 10%. Adults laugh only fifteen times daily compared to babies' four hundred-we've lost our joy! My signature high-kick has become my trademark, spreading like wildfire with fans mimicking it everywhere. Find your own trademark move-something that makes people laugh with you and love you. Today's business world belongs to the charming, not the nasty. When you make someone smile, they see you as non-threatening, and their defenses drop. Leave behind a smile, and you've made The Sell.
8장
The Social Media Revolution: Building Your Digital Empire
When my real estate firm introduced a policy requiring separate personal and professional Facebook accounts in 2006, I immediately objected. "I'm not going to be split into different people," I insisted. "I want my clients to see all the colors of my rainbow." My decision to maintain a single, authentic online presence paid off tremendously-my more than five hundred thousand followers have played a crucial role in my becoming number one.
Social media isn't just important for my business-it's crucial, accounting for more than 25% of my income. Despite its importance, 93% of users have no formal training in it. The results speak for themselves: I launched sales of 11 North Moore in Tribeca with a single Instagram post that generated $100 million in real estate sales in one month. I even sold an $11 million listing through Facebook in 24 hours, earning a $660,000 commission without spending a penny on marketing.
The key to success is authenticity-I've never outsourced my social media presence despite numerous offers from "experts." Your followers can smell fakery, which is why I advise against buying followers (though many of my competitors do). Many pay $9.95 for 5,000 followers from programmers using "bots" that aren't real people with real eyeballs. While they can buy followers and likes, they can't buy comments. My formula: 2-5% of genuine followers like a post, and 30% of those likers comment.
I'm precisely fifty-fifty between the online and offline worlds-and I love it. My perfect moment comes when these worlds collide-like when I'm having a romantic moment with Derek in Paris, experiencing the sunset, the wine, the sensations, and then capturing that moment to share with my followers. In that space between offline and online, as likes and comments pour in, I'm in my element-paying tribute to the moment by making it forever.
Six key trends are reshaping social media: It's now a necessity, not a luxury; Success requires ongoing engagement, not one-off posts; You must be everywhere your customer is; Visual storytelling is essential-think like a storyteller with heroes and villains; Content must be mobile-friendly since mobile is king; and Quick engagement and response is crucial-we live in an era of instant everything.
Instagram is my favorite platform-"my little, colorful square jewel." With over 300 million highly engaged users, it offers six key advantages: linear chronological posts ensuring visibility; a fresh, hip user base; image-focused content perfect for sales; brilliantly simple interface with addictive scrolling; inspiring like-driven engagement; and authentic spontaneity that reveals personality.
9장
The Art of Negotiation: Mastering the Deal
Negotiation is a delicate balance-like a seesaw requiring equilibrium between parties. Having moved beyond the "Dummies" books of my early career, I now share my battle-tested negotiation strategies from billions in deals.
Before entering any negotiation, identify your absolute bottom line-your "floor." This represents the worst deal you'd accept before walking away. When approaching this floor during negotiations, consider strategic withdrawal-standing up, gathering your belongings, and slowly exiting. This often prompts the other party to call you back with a better offer.
I advocate using strategic timing to your advantage. When making The Sell, you want a potential buyer 10 percent frustrated because they aren't getting all the information, just enough to make them want it all. When sending pricing hours after a pitch, it accomplishes three things: it makes clients want your services more; putting it in writing makes it more definitive; and the delay suggests thorough research behind the price.
I've always preferred discussing things in person. When deals aren't progressing, get in a room with the person. This matters because 70 percent of communication is non-verbal-your emotions, excitement and mood are expressed through your body. It's much harder to say no to someone sitting in front of you than in an email.
Listening is one of the most crucial negotiation skills. Active listening techniques include paraphrasing (repeating what someone said in your own words), reflecting (echoing their last few words), asking open-ended questions, and encouraging with nods or simple acknowledgments. My approach is simple: listen more than you speak, utilize silence and pausing, and build rapport and trust to reach agreement.
After my first TV interviews went poorly due to nervous tics, I realized it's more how you say than what you say. Your body language tells a story-be intentional with it. When negotiating, I keep my arms and hands relaxed, never cross my arms, and control my facial expressions. I often zigzag between opposites to create confusion-saying something aggressive like "This offer sucks" while looking cute and boyish, dressing negative information in a cute outfit.
I sometimes throw negotiations into "neutral gear" by becoming emotionless like a robot. Instead of showing happiness or disappointment, I respond with a long "Mmmmmm..." and a blank stare. This confuses my counterpart-they can't tell if I'm agreeing, disagreeing, or even listening. When people become upset, they show their true colors and lose control.
More than 50 percent of people who don't make The Sell fail to do one simple thing: ask for what they want! Remember this simple thought: to get married, one person must ask and the other must say "I do." When you're brave enough to ask, you make The Sell!
10장
Embracing Failure: The Secret to Ultimate Success
Pronoia is the opposite of paranoia-the happy belief that there's a conspiracy that exists to help you. I run my life on pronoia, and you should too. When something bad happens, don't think "poor me"-see it as the universe giving you an opportunity. That flight delay? A chance to finally call your grandmother. Your dog pooped on the expensive rug? A reminder not to be materialistic.
"A smooth sea never made a skilled sailor." Your journey to success will be filled with obstacles: self-doubt, jealousy, impatience, disappointment in others, unrequited love, money issues, and sickness. How well you handle these determines both how quickly you succeed and how much you enjoy the climb. Business is an erratic ride-you will fall, but the trick is how fast you get back up.
A little self-doubt is normal and healthy, but being your own worst critic takes it too far. Don't let self-doubt paralyze you from taking action. When my nasty self-doubt voice speaks up, I see it almost like a map to where I need to go. Identify specific triggers that bring on your self-doubt and address them directly.
Jealousy is perhaps the greatest human flaw. The jealous person is your antimatter-while you're bright and pursuing your goals, they're unhappy and angered by your achievements. We all have a small jealous spot within us, but by acknowledging it, we can contain it. As my mother advised me when I faced jealousy in my career: "Framgang ar den basta hamnden"-success is the best revenge.
Impatience has been my greatest struggle. When things aren't happening fast enough, it feels like failure. Ironically, I'm probably successful because I'm impatient-it pushes me forward. But success requires patience; it's about planting seeds and waiting. Like trees, successes take time to grow.
High expectations often ruin relationships. If you go around expecting things from others, you're setting yourself up for failure. Give love without expecting anything back-it eliminates disappointment. In business, I tell every employee I hire: "I know one day you're going to leave me, and on that day, I'll congratulate you."
Thomas Edison said his success came from thousands of failures. I believe the same. You must trust the universe has a plan for your journey. Remember that failure and frustration are stepping-stones to success. Accept; don't fight; be liquid. The more thankful I am, the more I attract things to be thankful for. As I was once told, "Failure is like salt. It makes success taste delicious."
11장
Savoring Success: The Art of Enjoying Your Achievements
Imagine standing with me in a Las Vegas casino, surrounded by excitement. I lead you to a slot machine and convince you to bet your $26. The reels spin, landing on dollar signs, and boom! Jackpot! That's you right now-you've aligned your fortune and future. Now it's time to reap the rewards of your success.
It's lunacy to cut out small pleasures like daily cappuccinos to save money. We need little luxuries to affirm our hard work is paying off. Americans who skip vacations baffle me-Europeans understand their importance for health and productivity. Studies show skipping vacations increases heart attack risk by 30%, while taking just one extra day off annually would add $73 billion to the US economy.
My top ten treats for savoring success: Fabulous dinner-I might save on lunch, but dinner is on me! Massage-schedule regular relaxation time. Fancy-hotel night-book the nicest room in town. Box seats at concerts-the best seat inspires you to work harder. Take lessons in your passion. Get a housekeeper-come home to clean sheets and folded laundry. Regular spa days make you look and feel good. Buy something fabulous-a shopping spree gives you that extra spring in your step. Fresh flowers-they improve mood and reduce anxiety. Throw parties-be the star and likely gain clients in the process.
Does focusing on your success feel selfish? Then share it! Write letters to those who've supported you, and make it your mission to do something kind for someone else. I love hearing about people buying coffee for strangers at Starbucks, creating chains of kindness that last for hours. There are two types of people: givers and takers. To make The Sell, you need to give more than you receive-whether it's time, attention, or encouragement.
Travel is my favorite luxury. As I write this, I'm on a white-sand beach in the Caribbean sipping rum-my palm-tree dream come true. I take a vacation monthly, even just weekend getaways, and always have a big trip planned-a mini-retirement. I don't believe in waiting until retirement to enjoy life. What if tomorrow never comes? For my wedding, I rented an island for $500,000, finding the perfect spot with palm trees, white sand, and thirty chic bungalows. Crazy? Maybe. But I knew I'd only do it once, creating spectacular memories.
What makes you happiest? Do that as often as possible. Never get so busy making money that you forget to enjoy it. Make a deposit in the account called you. When I'm enjoying myself, I'm making more money anyway-meeting big clients while sipping cocktails in Miami, flying first class to LA, or at restaurants in Saint Bart's. The hardest part of success is learning when to start enjoying it. Knowing how to enjoy success is actually the secret to becoming even more successful.
