We were lucky to catch up with Donna Cecchini, PCC recently and have shared our conversation below.

Donna, appreciate you joining us today. Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?

Success is such an interesting word and concept, really. It is very personal; how I define success might be very different than how you might define success. However, no matter your definition, an essential ingredient to actually reaching your desired state is understanding your WHY. Let me tell you are story: When I was launching my real estate franchise back in 2009, my daughter was five and my son was seven. During that time, I was going through a divorce and placing all bets on the success of my franchise’s launch. All of my money was being poured into the company and at this time. This required me to sell while building the business. That day, I was focused on calling “for-sale-by-owners.” My least favorite activity! Yet, I was determined that I would succeed. Well, as you can imagine, I was thrown a curve-ball. I received a call that my children’s school was closed early for snow and I had to go get them early. Every part of me wanted to use this information as a reason not to make those calls that day. Instead, I picked my kids up and brought them back to the antiquated coffee shop that we were using as a temporary office. Sitting across from me with their coloring books, I explained what I was doing and WHY it was important that I spend the next two hours making these calls. I put my headset on and began my mission. Phones were answered, people were receptive, and people were rude. It didn’t matter. I watched my kids watch me and I persisted. I showed up for me, for them as a responsible parent, and for the business that allowed me provide a lifestyle for my family that included me being present- even if that day it was simply as a role model. That year, and with that mindset, I was able to take my kids on the vacation we put on our family vision board AND successfully launch my business.

Donna, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Over thirteen years ago, while going through a divorce and raising a seven and five-year-old, I decided to take my knowledge of the real estate industry, gained from actively selling real estate as a managing broker, to launching my own brokerage. As the owner and operating principal of the franchise, I grew this business from two to over one-hundred associates. As you can imagine, this kind of growth did not come without fears and failures. I “grew up” professionally and gained knowledge that I enjoy sharing with my clients today. During the growth phase of my business, I earned my DISC certification to help leaders and producers communicate efficiently and effectively.
I also earned my meditation and mindfulness certification to help others understand how to work powerfully without losing their health to the stress that often follows owning a business and high-pressure positions. I have since retired as the operating principal, sold the company and has stepped fully into my passion and second business, a
coaching and consulting company, Attra. Today I help business owners, executives and the employees/producers working with them, turn their vision and goals into reality. I finds that even with the clearest vision, sometimes
people struggle with follow-through and overwhelm from expectations to hit big goals and a long to-do list. Soon their excitement can shift to discouragement, and eventually many people lose sight of the dream. For other clients, the challenge may be more, “Where do I start?” I work with them to map out a plan, execute it, and remain accountable while checking in with what might be getting in the way, or as I say, “blocks and old agreements.” Using a wholistic approach, I work with clients to run their businesses and lives with a focus on leadership, communication, productivity and mindfulness. I do this through one-on-one coaching, team coaching, workshops, classes, and large group presentations/speaking engagements.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

The most important piece of your reputation is not what you say, but what you do and how that makes people feel. When I first launched my real estate company I had competitors actively working to ruin my reputation because if I wasn’t “good” then they had nothing to fear and people would not leave their companies to partner with me. This was not fun, and I was young. In the beginning it was so hard not to take these attacks personally. Then I realized, it was up to me to tell my own story. I decided the way to rewrite these false stories being told about me was to show up the way that I am. Time and time again. I told my story, but I lived it to. When people were in front of me, they knew I was present, I cared, and that I would do what we discussed and I promised. My reputation for keeping information confidential and listening without judgement spread. I also showed people by locking arms with them how to find their next steps when the world/business/relationships felt like they were closing in on them. I taught them how to challenge their limiting beliefs by challenging my own and sharing for a vulnerable real space. I taught classes and shared.

Can you tell us about a time you’ve had to pivot?

My original degree is in education, specifically secondary English education. That’s right, for seven years, I taught high schoolers. I might have learned my largest lessons from these days in the classroom. However, it was becoming a mom that transformed not only my life, but business trajectory. My son, Carson- 21 years ago- was born and about ten months into motherhood, I learned that he was profoundly deaf. After researching the different ways to communicate with deaf individuals and reading the book, “Choices In Deafness” I decided to use the auditory oral approach with my son. I was so excited because it meant what I feared was impossible for Carson was possible, he would learn to speak with the use of his cochlear implants. I travelled back-and-forth during the weeks to have him attend a school with this focus that was about three hours away. During that time my daughter- Brittan, now 19- was born. Although it was working, I knew Carson needed more. We found a school that integrated hearing peers into the classroom and taught from a wholistic approach. We moved again. This school was amazing, yet everything I did was about language acquisition and opening doors for my son. It was at this time that I began running- thought they may find me dead on the side of the street as I ran to the cul de sac. It was my stance that as I asked my son to learn how to use his cochlear implants and manage what felt like the impossible at the time, I needed to challenge myself as well. On those streets, I realized that I couldn’t go back into the classroom and not be there once Carson began kindergarten. I couldn’t teach others at the risk of my son needing me. This is when I noticed the real estate for sale signs in the neighborhood. I quickly developed a plan to begin a new career and become an agent. From there I was able to join a team, learn, and eventually launch my own franchise. I ran and grew this franchise to 100+ associates. It allowed me the freedom to be were I needed to be when I needed to be there. But, I missed the teaching and prepared for my next steps- earning my PCC with the International Coaching Federation and launching my second company, Attra.

Contact Info:

• Website: https://www.attraguide.com/
• Facebook: https://www.facebook.com/attraguide
• Linkedin: https://www.linkedin.com/in/donnacecchini/