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

Many #CRE brokers don't realize we have a coaching program for those who aren't yet earning $100,000, regardless of years in the brokerage. Here are some of the wins our participants shared yesterday, who are in week 7 of our 12-week CRE Start program. If you are not yet making six figures and want stronger pipelines, DM me for details.

Stay comfortable, or step forward? Mark Bratton faced that choice early in his career. After college, he moved to Hawaii to sell residential real estate within his father’s resort development. Two years later, a $45M personal guarantee was put on the table. His father chose to retire instead of taking the risk. That moment changed everything. Mark pivoted into commercial real estate and development in Honolulu, where he truly wanted to build his name. Lessons from our conversation: → Your first role isn’t your final destination
 → How leaders handle risk teaches you everything
 → When someone steps away, it may be your time to step up
 → Growth requires bold moves When the path shifts, will you? Listen to the full episode here: open.spotify.com/episode/1h4MA1…

Why do I let a basketball game impact my emotions?

How CRE Brokers Are Using AI to Win More Listings | The Massimo Group AI is not your replacement. It is your amplifier. Your relationships still matter. Your market knowledge still matters. Your instincts still matter. What changes is your preparation. The broker who prepares better wins. The broker who follows up faster wins. The broker who shows up sharper wins. AI helps you do all three. Less time on tasks. More time on people. That's it. That's the game. On March 26th, we are running a 2-hour workshop: AI Workflows for CRE Brokers. We show you exactly how to apply this in your business. Register here: go.massimo-group.com/ai-workflows-f…

You track everything… Dials. Emails. Meetings. And still feel stuck. Why? Because you’re tracking the wrong things. Not all KPIs matter. Some brokers need more conversations. Some need more visibility. Some need more opportunities. Different problem. Different metric. One broker had zero social presence. Now? #1 influencer in CRE. What changed? The KPI. Stop measuring activity. Start measuring what actually drives income. Find the bottleneck. Track one or two numbers. Relentlessly. That’s how you take control of your business.

@TAYVAY_ Keep on leading the way @TAYVAY_ Yes Manus, and Genspark and Claude Code are soon to be to many what Chat GPT was a year ago.

AI if fucking wild. I had a client reach out to me about putting together a BOV on their property for something that they are not looking to sell, but need it for their records. I didn't want to take time away from my marketing team so I just added the excel and a previous BOV that I had done and said " Create a BOV from this excel using the branding in this PDF" That's it. And in about three minutes I had an insane quality BOV that would have taken my team at least an hour to put together. Shoutout to AI for CRE Collective for putting me on to Manus. @JakehellerAI

@_BoostNOI Thanks for the shoutout!

🏆 BoostNOI Top CRE Influencer: @MassimoGroup Best selling author of Brokers Who Dominate, and one of the most respected voices in commercial real estate. His content helps brokers think like business owners and build scalable systems for long term success.

@_BoostNOI Wow. Thank you for the kind words and the recognition. Let’s keep on growing.

Modernization isn't just about "new" tech; it’s about compatible tech. Before you sign your next vendor, use BoostNOI to ensure they integrate seamlessly with your existing ecosystem.

Most brokers want to improve their business, but do not change how they operate. That was exactly where Bryan Holt, found himself. Before joining The Massimo Group, Bryan had no shortage of ideas. The challenge was turning his ideas into tangible systems and processes. His business would often try new things. New ways to pursue business. New approaches to prospecting. But without a system of accountability and structure. Most of those ideas never made it into consistent action. When Bryan began coaching with us, the first shift was simple. We started tracking the business and the daily inputs. This helped us find out exactly what was working and what was not. Once Bryan and his team could clearly see what was working and what was wasting time, the focus became much sharper. Instead of chasing more ideas, they began building systems. We leaned heavily into our team modules and business modules. The focus shifted toward structure. Clear roles, clear responsibilities, and clear expectations for how work actually gets done. The result was not just more deals. The result was a stronger business. Bryan streamlined the way his team operates. Productivity across the team increased dramatically. Bryan was able to stop working late nights and weekends. He’s been able to spend more time at home and at the gym. He no longer fears the potential impact on his business. If you're a CRE broker looking to dramatically improve your business, please reach out to us. DMs are open.

Savills' buying of Eastdil Secured has everyone talking. Understandably so, as a $1.1B deal tends to get attention. But while everybody else is looking at headlines or valuations. I tend to focus on something much simpler than that… I focus on the people. Because in brokerage, the real value does not sit on a balance sheet. It’s the brokers and employees who walk out the door every night. Savills clearly sees an opportunity here to expand its global capital markets reach. That is the strategic headline. But the real question now is talent. Can they keep the producers who built Eastdil’s reputation in the first place? If the key teams stay and continue to perform inside the new structure. This could be an incredibly powerful and successful move. If they do not, the market will respond very quickly. Competitors will recruit aggressively. There is also a clear parallel here: When JLL acquired HFF in 2019 A large services platform purchased a specialized capital markets firm. Or how about when Cushman & Wakefield purchased Massey Knakal for $100 million? The multi-year employment agreements sent a clear signal. Protect the talent → Protect the relationships → Protect the production Because in this business, that is what ultimately determines success. From where I sit as a coach who spends every day working with brokers. The lesson is straightforward: - Strategy matters - Capital matters - Brand matters But talent always decides the outcome. The true narrative behind this deal will unfold over the next 12–24 months. Read the full CoStar article where I break this down here: costar.com/article/105136…

A full pipeline feels like progress, but that can be deceiving. Most brokers I know who are grinding through six, seven, eight deals at once have one thing in common: their year-end commission number never reflects the effort they put in. Not because they worked the wrong hours. Because they worked the wrong deals. There are two qualifying filters that separate the brokers building real businesses from the ones staying perpetually busy: deal fit and motivation with urgency. Most brokers skip both entirely. Deal fit isn't just about whether the opportunity looks good on paper. It's about whether it belongs in your pipeline, given the broker you're trying to become. And motivation? The surface reason a client gives you is almost never the reason a deal closes, or falls apart. Get these two filters right, and your pipeline stops being a source of stress and starts being a source of real income. This week's newsletter breaks down exactly how to apply them, starting with the deals already sitting in your pipeline right now.👇 Read more here: massimo-group.com/cre-brokers-ho…

Years ago, Wharton professor Adam Grant defined success as making others successful. That definition has stuck with me since I started my business. When I started building Massimo, I thought fulfillment would come from: 1. Building systems 2. Creating frameworks 3. Seeing the metrics grow And yes, building something from scratch is deeply meaningful. But that has not been the most fulfilling part. The part I did not expect is what happens outside our walls. - I watch brokers travel the world - I see them renovate their homes - Put their kids through college And I know that income came from disciplined prospecting plans. Structured presence strategies and accountability around KPIs. When you coach over 4,200 brokers, you start to see the ripple effect. It is not just a bigger GCI or out-earning peers by 7X It is about lifestyle, options, and confidence at home. I agree with Professor Grant and recognize that every client defines success in their own way.

@JasonReising CRE Launcher. CRElauncher.com In a great AI bots both texting and calls can get results within days.

@MassimoGroup What are your top AI tools to sell a building in 30 days?

The End of the "Long-Term" Excuse If you’re still asking for a 12-month listing, you aren't just old school, you’re obsolete. I’ve studied AI every single day for years. Even this morning, I spent an hour on it before most of you had your first coffee. Here is the reality of the market right now: - Speed is the only currency. If you need 12 months to sell a property, you’re admitting you don’t have the tools to do it faster. - AI isn't a "maybe." It’s the difference between a stable, growing firm and a "one-man-show" coach who’s about to be left behind. - The 1-Month Guarantee. Our clients can walk up to an owner and offer a one-month agreement. Why? Because our AI-driven process does in 30 days what takes your "traditional" broker a year. Who would you hire? The guy who needs a year-long safety net, or the guy who has the tech to get it done now? You can ignore this. You can call it "hype." But while you’re waiting for things to go back to "normal," we’re catapulting past you. Integrate AI into your everyday practice, or prepare to be a footnote. The choice is yours. Speed is ours.

Here’s the hard truth about brokerage: It’s not who you know. It’s who knows you. If your market doesn’t know you… you’re invisible. I break down the Presence Pyramid and how top brokers build real market presence. Watch the full video here: youtu.be/ew2LPI9qWOM

Most CRE brokers think their competition is: - The broker down the street - The big national shop - The hungry junior But that’s not true. Your real competition is randomness. - Random prospecting - Random marketing - Random follow-up Randomness is why good brokers still live in: - Feast and famine - Emotional rollercoasters - The “one deal away” mindset Randomness has a cousin whose name is hope**.** Hope is not a strategy. Hope is what people do when they don’t know the math. Here’s the shift that will change everything for these brokers: Stop “doing activities.” Start running a pipeline machine. A machine has: - A weekly outreach cadence - Clear targets (who you’re pursuing) - Conversion tracking (meetings → proposals → wins) - A follow-up system that doesn’t depend on your memory - A positioning message that makes you the obvious choice When you do that, something happens that most brokers never experience: You stop feeling hunted by the calendar. You start feeling like the CEO of the business. And in CRE, that’s the difference between: A good year and a dominant year. If you’re producing but still feel the stress… It’s not because you’re not talented. It’s because the business isn’t engineered.

The hits keep coming! Just learned that one of our coaching clients, who works for an independent firm, beat out two of the largest international brokerages for a $20 million+ listing using our proprietary presentation format. I love this business!

Most brokers track the wrong numbers. And then wonder why results stall. KPIs are not optional in brokerage; you are an independent contractor. And CEOs do not run businesses on hunches or feelings. They run them on data. Now, this is where most brokers become confused. They overvalue activity metrics and undervalue outcome metrics. They brag about dial attempts and celebrate meetings scheduled. But those are lead measures that only matter if they convert. The reality is this: a dial attempt means nothing if it does not become a conversation. A scheduled meeting is meaningless if it is canceled. For example, let's say I am coaching a broker and I can only see three numbers. These are the ones I want: 1. Conversations held 2. Meetings held 3. Exclusives secured - Conversations held is the first real indicator of pipeline health - Meetings held tell me your positioning is strong enough to get booked - Exclusives secured tell me you can convert trust into control Everything else is downstream. If your conversations are weak, your meetings will be weak. If your meetings are weak, your exclusives will be weak. And then brokers blame the market. Knowing your numbers is not enough. You must manage them weekly. Because knowing is not doing.

@RosaApostol03 Accepting my current level of “success” whether that be defined by income, time, or my family

@MassimoGroup When the business fits your life the pressure to escape disappears What is one decision that helped your business support your lifestyle instead of controlling it?

People ask me all the time: “Rod… when are you going to sell the company?” My answer? Never. Because this isn’t an exit strategy. This is my life. Too many professionals build businesses they’re trying to escape. Wrong model. Build a business you don’t want to leave. A business that supports your lifestyle. Your family. Your freedom. That’s the real win. Not the exit.