Rod Santomassimo, The Massimo Group | CRE Coaching

Commercial real estate broker stuck at $300K, $500K, or $750K? Many of our clients broke into the 7-figure range by following a single, exact step-by-step plan. Now it's your turn. Watch the CRE Broker 7-Figure Blueprint here → youtu.be/amshqg-2e8g

@TheMoRegalado Feels gnarly

@MassimoGroup Looks gnarly

Maybe I too old to play? Nah!

@KyleInserra What s his name?

@MassimoGroup My stepdad coached lax at WM, and family friend as the HC at West Islip

Fellow Ward Melville Lacrosse Alumni We are planning a big gathering to Toast & Roast Coach Joseph Cuozzo. Coach Cuozzo has impacted not only thousands of individual lives but also an entire community, city, state, and the sport of lacrosse itself. Location likely on Long Island or South Florida. Date will be in Q1 2027 More details soon. Spread the word! We want EVERY player or coach who crossed paths with him there. 👉 Please DM me with your status, and please spread the word. Let me know if: ✅ You are in! 🤔 You can spread the word to your teammates 📸 You have photos/videos from your playing days Details (date, location, tickets) to come once we get a headcount. Tag anyone who played for or knew Coach—let's pack the room.

@KyleInserra Proud Patriot!

@MassimoGroup I didn’t know you were a WM alum?!

This is a life when you play in 60+ master lacrosse tournaments in torrential downpours Mornings at the laundromat

A CRE Broker has stiffed me $5k. Like an idiot, I continued working because they said they'd pay me. Last payment received was in March. They owe me for April and May. :::sigh::: It is worth it to get lawyers involved? Or just keep being gently annoying?

@nickeyhorn Me too on the last one!

Divorces .... 0 Proposals .... 1 Marriage ... 1 (16ish years) Children ... 2 Surgeries ... 2 (thumb with pins in 8th grade and hernia last week) Tattoos ... none…. Yet Shot a gun ... Yes Been on tv ... Yes Watch someone die... not the final moments, ALS is cruel. Rode in ambulance ... yep Sang karaoke .... against my will (looking at you @jt_ryder & @sweatystartup ) Rode a jet ski ... nope. Arrested ... 😬yes

@ArdorJim We are so lucky and proud to have you both part of our team!

I was using a keyword to search for a picture in my photos today. The one below popped up. I attended and event called MassimoCon. It was in Texas in 2022. This event changed the way I thought about my business and life. It set me on a journey that I never would have imagined. @MassimoGroup has been part of my life ever since that day. It has helped me grow as a person, a professional and a trusted partner to my clients. One of the speakers and a Marine, (Had to throw in the military part, of course) later convinced me to become a coach. Another major decision. Dirk’s presentation just happened to be the one that helped me identify my value statement that I live by today. @ddirk As I start on one of the largest projects I've ever done, it was a good time for a reflection on how I got here. Goals are very important but remembering how you reached your last ones can guide you through the next ones.

@irbaazkadri Agreed

@MassimoGroup That’s a sharp distinction, though the best companies usually make sales and marketing reinforce each other.

The principle my coach shared that I am focusing on today: "Folks are doing sales because they failed at marketing, Folks are doing marketing because they failed at product" The key here is to focus on your service, make it irresistible and unique.

@CREMattSD What tool will you use to assess?

@MassimoGroup Wow, that is exactly what I was thinking about last night such a good point of view I feel the same way

The chart below outlines the natural behaviors of one of our one-on-one coaching clients. If there's anything I've learned over the last 18 years of coaching thousands of commercial real estate brokers, it is that, yes, we coach the program, but we adapt it to the person.

@SpaceCoastCRE @claudeai Two questions to ask yourself ( not looking for answers) What is your projected cost savingswith these systems in place. And what is your projected commission generation over the next 12 months.

A boutique shop in Melbourne running institutional-grade infrastructure with a team of eight with @claudeai A morning brief that knows about my calls. At 7am it reads my entire team's emails, work texts, and the transcripts of calls from the past 24 hours and writes me one page. What’s on whose desk. Who's waiting on me, what I said I'd do, what's gone quiet. It carries items forward so something I skipped Tuesday is still there Thursday. Wiring in the phone system was key, because the call is where the real information is and is where things fall through the cracks. New listings scored against my buyers. A file of what each active buyer wants, size, use, price, submarket. Every morning it checks everything that hit the market in Brevard against it. Then it creates drafts to customers for me to review. Listing performance pulled automatically. It scrapes our emails, texts, calls and internal notes PLUS the platforms like Crexi and LoopNet for views, saves, and inquiries across all my listings and stacks it up. On the 1st and the 15th that becomes an owner report for every seller and landlord. Blog posts off county agendas. At 10am it reads every commission agenda for the week, local news, and EDC announcements and drafts a post on whatever's worth writing about IN MY VOICE. Social cards from my own deal data. Monthly, it pulls last month's new listings / closed deals out of our pipeline and generates the Just Sold and Just Leased / New to Market graphics with captions and posts automatically to our company social accounts. Lease follow ups. A file with every lease we've done. It finds anyone hitting month 1, month 3, or six months from expiration and drafts / prompts the check-in via email and text. A contract deadline tracker. It sees an executed contract in my inbox, finds the effective date, and calculates escrow, inspection, financing, title, survey, and closing, then drafts the timeline email to the client and all parties on the file. A monthly prospecting list. It reads county parcel data and finds owners worth a call. Ten plus year holds, out of county mailing addresses, people who own multiple parcels, recent sales nearby. Then it writes the reason to call for each one. Reddit and LinkedIn drafts. It finds threads where someone's asking a question I can actually answer and writes the comment. Prompts me to go and hit send. BPOs. It writes the full first draft of every broker price opinion in our exact format and branding, whether it's a business sale or a lease rate analysis. I correct numbers and judgment calls. OMs. Give it the deal file and it assembles the offering memorandum in our template, our branding, our language. The formatting used to take longer than the thinking. Expert witness work. It builds my presentation exhibits for testimony, same format, same branding, from my analysis. Attorney introductions. I asked for every real estate attorney in the county. It built a list of 200 and drafted a personal intro to each one asking for coffee. I deadass have 12 coffee dates next week. Developer matching. I listed a development parcel. It found 37 local developers who build that product type and wrote each one a short pitch with the site details and my bio. Books for my CPA. It read two years of bank statements and built the income and expense workbook. And then the Jobs that watch the other jobs to make sure everything debugs itself. @claudeai is nuts y'all

@rohde88 Ha, I wish, Nope - 1 armed bench presses, 4 sets of 7

@MassimoGroup We curling this boss?

Because “personal bests” are meant to be broken. In every facet of your life.

@KyleInserra Yep, thanks for noticing!

@MassimoGroup I see those Blue Devil blue kicks 👀🤣

What Lionel Messi’s $1.5 Billion Decision Can Teach Every Commercial Real Estate Broker Lionel Messi had a choice. He could accept a reported offer worth as much as $1.5 billion to play in Saudi Arabia. Or he could join Inter Miami for significantly less guaranteed compensation. He chose Miami. At first glance, that decision makes no sense. Why would one of the greatest athletes in history turn down the biggest check? Because Messi was not simply negotiating his salary. He was negotiating his share of the value he would create. And that is a lesson every commercial real estate broker needs to understand. The Headlines Focused on the Money When Messi signed with Inter Miami, most people focused on his annual compensation. They asked: How much is he making? How does it compare to other players? How much money did he leave on the table? But the salary was only one part of the deal. Messi reportedly negotiated additional economic benefits tied to the growth he could generate for the league, its media partners, its merchandise partners and the Inter Miami franchise. Why? Because Messi knew he was not simply another player being added to a roster. He was an economic engine. People would buy tickets because of him. They would purchase streaming subscriptions because of him. They would buy jerseys because of him. Sponsors would pay more because of him. The franchise would become more valuable because of him. Messi understood something most people miss: The person creating the value should participate in the value. Most Brokers Still Think Like Employees Commercial real estate brokers are independent contractors, business owners, and advisors. At least that is what we tell ourselves. But too many brokers still negotiate and operate like employees. They focus on the immediate fee. “How much is the commission?” “What percentage am I getting?” “How quickly will I get paid?” Those are reasonable questions. You should get paid for your work. But they are not the only questions. The better question is: How much value am I creating, and how can I participate in that value? A broker may help an owner reposition an underperforming property. A broker may uncover an off-market acquisition that generates millions of dollars in equity. A broker may structure a lease that allows a company to expand, recruit talent and grow revenue. A broker may assemble multiple parcels and create a development opportunity that did not previously exist. A broker may introduce the right investor, tenant, lender, developer or operating partner. That is not simply “doing a deal.” That is creating value. Yet most brokers collect one commission and walk away. The Broker’s Version of the Founder’s Contract I am not suggesting you should stop charging commissions. I am suggesting you should stop viewing commissions as the only way you can be compensated. Your compensation can have layers. Layer 1: The Commission This is your base compensation. You lease the space, sell the property, complete the assignment, and earn your fee. This is important. It keeps the business operating. But it is transactional. You complete the deal, get paid, and start over again. Layer 2: Performance-Based Compensation This is where your compensation is tied to the outcome you help create. Perhaps you receive an additional fee if you exceed a certain sale price. Perhaps you earn a percentage of savings you negotiate for a tenant. Perhaps you receive a success fee when an assemblage closes. Perhaps your fee increases if you secure specific terms, timing or economic results. The better the outcome, the better your compensation. You are no longer being paid only for activity. You are being paid for performance. Layer 3: Ownership This is where the broker starts thinking differently. Instead of receiving all your compensation today, you participate in the future value of the opportunity. That may mean investing a portion of your commission into the deal. It may mean accepting a smaller fee in exchange for equity. It may mean participating in a development, fund, operating company or property. It may mean negotiating carried interest, profit participation or another form of ownership. This is not appropriate for every assignment. It carries risk. It requires proper legal, tax and regulatory guidance. But for the right broker, with the right client and the right opportunity, ownership can change the financial trajectory of a career. Stop Asking Only, “What Is My Fee?” Ask better questions. What value am I creating? How large is the opportunity? Am I simply executing the transaction, or am I helping create the transaction? Would this opportunity exist without my relationships, knowledge or strategy? Can I invest alongside the client? Can part of my compensation be tied to performance? Can I participate in the upside? Most brokers never ask. They assume the only option is a commission. Then they watch their clients build wealth from opportunities the broker helped identify, structure, and close. The client owns the asset. The broker owns the memory of the transaction. That is not always wrong. The client is taking the capital risk. But brokers should at least understand the difference between income and ownership. Income pays you once. Ownership can continue paying you. Build the Skills That Give You Leverage Messi could negotiate an extraordinary deal because he possessed extraordinary value. The same principle applies to you. You do not earn better terms simply because you ask for them. You earn better terms because you bring something difficult to replace. Market intelligence. Relationships. Access. Negotiating ability. A proven process. A recognizable brand. The ability to consistently generate opportunities. The ability to turn complexity into clarity. The ability to create results that other brokers cannot. If the client views you as one of ten interchangeable brokers, you have very little leverage. If the client views you as the person who can create an outcome they cannot achieve without you, the entire conversation changes. This is why authority matters. This is why specialization matters. This is why your database, reputation, process and market presence matter. You cannot negotiate like Messi while presenting yourself like a commodity. Think Beyond the Next Commission The commission matters. But the next commission cannot be your only strategy. The best brokers are building assets beyond their current pipeline. They are building relationships that compound. They are building databases they own. They are building brands that attract opportunities. They are building systems that produce predictable business. Some are also building investment portfolios and ownership positions that create income beyond brokerage fees. That is the shift. From chasing transactions to creating enterprise value. From earning income to building wealth. From being paid for your time to participating in the value you create. Messi did not simply choose a different team. He chose a different compensation model. He bet that his presence, performance and brand would create enormous value. Then he structured his agreement so he could participate in that value. Commercial real estate brokers should take note. Do not discount your value. Do not give your expertise away. And do not assume the commission is the only opportunity sitting on the table. You may not be Lionel Messi. Neither am I. But you can begin thinking the way he did. Because the most important question is not simply: How much will I get paid for completing this deal? It is: How can I participate in the value I am helping to create? And a big thanks to @sharran for the story of Messi

Broker Who Dominate has sold at least one copy a day for the last 14 years. And this month it’s averaging 2 a day.

@ArdorJim Yes!

Since veggies are bad for you right now, I made a different side dish .