Behind the Scenes with Cynthia Cohn: How She Built a Values-Driven Real Estate Business
Interview by Pierre Galant
In this conversation, I sat down with Pasadena-based real estate broker Cynthia Cohn to talk about entrepreneurship, marketing, growth, and what it really takes to run a well-oiled business with heart.
Cynthia’s approach is a blend of clarity, care, and consistency—and she’s not afraid to get real about how she got here.
Pierre: Cynthia, thank you for doing this. I’ve always admired how organized and consistent you are. You clearly run a tight ship. Can we start with your team? When did you first decide to build one?
Cynthia: I started in 2019. I’d been through a divorce, lost half my wealth, and was rebuilding. I knew I couldn’t grow the way I wanted without support. But I was scared—I didn’t have the confidence I have now.
So I gave myself a three-month plan. I calculated what it would cost to hire a part-time assistant and made sure I had that saved, just in case I didn’t close anything. It gave me peace of mind and clarity. We started with 20 hours a week, then moved to 30, then 40. That’s how the team began.
Pierre: What helped you decide who to hire?
Cynthia: First, I had to get really clear on my values—what kind of service I wanted to provide, what experience I wanted clients to have. Once I understood that, I could look for someone who shared those values. Growth, integrity, protection—those are big ones for me.
Pierre: So once you had that help, what changed?
Cynthia: Everything. I created a job description that took non-income-generating tasks off my plate. That freed me up to focus on clients—face-to-face time, negotiations, showings. I also systematized everything. Every process we use is written down. Every lesson becomes a new checklist.
My goal is that clients never need to call me with questions—because I’ve already answered them, proactively. That’s the standard.
Pierre: That definitely comes through. From the outside, it feels seamless. I’ve also noticed you never cut corners on photography—even on modest listings.
Cynthia: Absolutely not. Every home deserves professional photography, staging when possible, and thoughtful presentation. I treat a $450,000 condo the same way I treat a $3 million listing. It's a matter of respect for the client and pride in the work.
I’m telling a story with every photo—creating an emotional connection, not just listing square footage. I want buyers to see the photos and think, I want to be there.
Pierre: That care shows in your marketing, too. What’s your overall strategy?
Cynthia: Consistency and authenticity. I focus heavily on relationship-based marketing—referrals, networking, staying in touch. I send a weekly email, post to social media five days a week, and host client events. But it’s not all about sales. I share community stories, personal moments, things that show who I am.
I also have a wonderful marketing partner, Jen Gilbert, who helps me stay on track. Some weeks I’m inspired. Some weeks, I have nothing. And that’s okay.
Pierre: You’ve built a reputation that carries weight. When I mention your name, people immediately speak with respect. How do you present all of this in a listing appointment?
Cynthia: At the end of a listing presentation, I want my clients to feel seen. I want them to feel like I understand their goals, their concerns—and that I have a plan to get them where they want to go.
All the prep work—the emails, the confirmations, the printed material I drop off beforehand, the thank-you notes—it’s part of that bigger picture. And no, I don’t win every listing. But I’ve learned not to take that personally. I’m not for everyone. And that’s okay.
Pierre: What would you say to your younger self, just starting out?
Cynthia: Don’t doubt yourself. Everything you need is already inside you.
For a long time, I compared myself to others. But the more I leaned into who I am—what I believe, how I treat people—the more successful and fulfilled I became. That’s the real work.
Pierre: Cynthia, thank you. This was incredibly inspiring—not just for realtors, but for anyone running a creative or service-based business.
Cynthia: Thank you, Pierre. It’s a joy to work with people who also care deeply about what they do.