Think of building a tall house with just one pillar — not very sturdy, right? You’d need at least four pillars to make it strong. It’s the same deal when it comes to making a successful business. You’ve got to set up several strong pillars to make it work.

So, what are these four pillars?

We’ve got Cyndi Lesinski here to explain. Cyndi has been working in real estate for more than 21 years and is the CEO of Cyndi Lesinski & Associates, a top 1% real estate team in Southern California.

But Cyndi didn’t always work in real estate. She started as a social worker, wanting to help people and make a positive impact. After 15 years, she realized that what she learned as a social worker could also help people with their homes.

In this chat with Ruben Dua, founder and CEO of Dubb, Cyndi talks about the four important pillars of a successful business: promotion, process, people, and pivoting.

She stresses the need to keep up with changes in real estate, use technology, and take on new challenges, especially in social media. The conversation also touches on the idea that negative thoughts attract more negativity, both in personal and professional life. Cyndi also talks about the common scarcity mindset in business.

Overall, Cyndi’s experiences and perspectives provide valuable insights for individuals entering the real estate business or seeking personal and professional growth.


The Four Pillars of Profitability


Staying True to Yourself and Stepping Out of Your Comfort Zone

When it comes to self-promotion, it’s a common struggle not to cross the line between being confident and being pushy, let alone determine where the line even begins. While the goal is to make people aware of your presence and potentially build business connections, the fear of being too assertive can be intimidating.

This challenge often brings about a lingering anxiety, making us question if there’s a way to effectively market ourselves without overthinking it.

They say to not be pushy and instead focus on building a strong social media presence, connecting with your audience, and shaping your brand. The hope is that, over time, people will naturally show interest and want to collaborate.

For Cyndi, this advice holds up. Staying true to yourself and your work sets the stage for things to fall into place eventually. 

However, you have to understand that part of this is stepping out of your comfort zone.

“I want to be able to sell a home to a current sixth grader.”

This is Cyndi’s real estate mantra. It might sound strange, almost ridiculous, but it actually shows her commitment to putting herself out of her comfort zone—her dedication to learning and adapting, especially with technology.

She recognizes that if she doesn’t keep up with the times, her real estate business may not live long enough to see the realization of her goal to facilitate a home sale for a present-day sixth grader.


Understanding the ways our fear of discomfort manifests is crucial, particularly when it leads to self-scrutiny that results in paralysis. Many individuals post videos on social media, only to feel insecure about their appearance, speech, or harbor general self-doubt.

Here’s the reality check: people are generally not as critical of you as you are of yourself. It’s essential to extend kindness to yourself and acknowledge the effort you’ve invested in putting yourself out there. Respect the courage it takes to embrace vulnerability and recognize that others are likely more supportive than your self-judgment might suggest.

Cyndi refrains from watching her own social media videos. Her perspective is grounded in the understanding that her audience doesn’t demand perfection from her, and she recognizes that there’s no obligation for her to meet such an unrealistic standard.


Help People, Always

Regardless of your market or industry, there will always be someone in need of assistance. While it may not guarantee an immediate business transaction or a closed deal, providing help remains a fundamental and ethical approach. After all, at its core, isn’t sales about assisting people in the first place?

When a prospect expresses a reluctance to buy, it’s essential not to hastily terminate the relationship. It’s plausible that what you’re offering may not align with their current needs. Taking the time to understand their specific requirements can potentially pave the way for a more fruitful relationship in the future.

Consider the possibility of directing them to the services they genuinely need. Such assistance can evoke lasting gratitude, and they might even share their positive experience with friends. Remember, everyone has a friend, and a satisfied client can become a valuable advocate for your business.

Finding an Accountability Partner

If you’ve always wanted to make social media videos but keep putting it off, consider asking someone to be your accountability partner. It’s not always about managing time poorly; sometimes, we just need someone to push us, cheer us on, and keep us committed.


If Nice Guys Finish Last, Do Mean Ones Finish First?

In the course of her career, Cyndi has frequently been advised to pursue a real estate profession due to her “niceness.” However, for Cyndi, mere kindness doesn’t guarantee success. The notion that nice individuals finish last is often posited, but the truth is, it’s not about being mean; it’s about having a strategic approach. Success is not merely a byproduct of niceness; it requires a well-defined process.


When you look back at how your business started and where it is now, what next steps do you think will lead to further progress?

Cyndi initially built a significant career in social work before deciding to pivot into real estate. It’s not that she disliked social work, but sometimes we need to acknowledge that we aren’t destined to remain in one place forever.

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