Paula Pagano of Hill & Co. Publishes Book on Decoding Irrational Behavior in Buyers and Sellers

Posted by Judy Katz — May 9, 2016

1462814465SAN FRANCISCO, CA - "How Well They Control Their Emotions Determines How Successful the Buyer, Seller or Broker Will Be."  So says San Francisco Realtor Paula Pagano, the author of a new book, Getting the Property SOUL'D: A Breakthrough System for Successful Stress-Free Buying and Selling. Paula, a top producer and broker associate with Hill & Co, will gladly share her hard-won secrets for high-end buying and selling.  

In any market, be it a slow period or a red-hot market, where homes, condos and co-ops are selling at all-time highs, the behaviors, attitudes and actions often appear illogical, and Paula is the quintessential storyteller to decode it all. She tells how a million dollar deal went south because of exclusion of a washer/dryer—and how no one would budge! In another seemingly inexplicable turn-around, a divorced dad said he wanted a family-style home for his children and then closed on a sexy bachelor pad!  

For those considering real estate as a career or already in the profession, Paula shares her secrets to sustainable success.  She shows industry professionals and want-to-be's how to bridge the gap between expectation and reality, and how to compromise to get the deal to the point where everyone wins!  She also shows her fellow realtors--as well as prospective home or apartment buyers and sellers--how to control their emotional responses and, with increased objectivity, calmly and wisely negotiate their way to a successful outcome.

With frankness, warmth and humor, Paula explains: 

  • How real estate is a perfect model for looking at extremes in all forms of human negotiation.
  • How to use emotions effectively in any real estate transaction.
  • The secret to successful compromises for sellers and buyers.
  • The new demographic in real estate sales:  ambitious Millennials!

May we discuss an interview with Paula or a book review?  I would be happy to send you a review copy of her book, which is now on sale at

For more information on Paula’s philosophy of success visit

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