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“Our Virtual Event Made $300K…and We’ll NEVER Do It Again”
Rod Santomassimo has built the #1 coaching firm in commercial real estate.
400 active clients. 40 staff coaches.
High dollar live, in-person events that get 30% of the room signing up for coaching.
Generating millions in coaching contracts.
So Rod thinks, Why not go big and global with a virtual event?
This is the story of the virtual event that made 6 figures…but triggered that “never again” response…and the strategies he’s returned to.
Non-Obvious Insights from our Conversation:
Conversion Rate is Everything
“So I said, we can actually go bigger. Rent the Vegas studio Tony Robbins rents, invest $200,000, spend six months of my life, make it global, translate in every language, have eight speakers for one day, all sitting in front of a screen.
It didn’t suck, it was a nice event. But it wasn’t anything near the experience of sitting there live…like a prospect sitting next to one of my clients, [with] a client saying, ‘You gotta do this!’
So the translation to conversion was so much less. And the effort was so much more.” - Rod Santomassimo
When you host or speak at in-person events, you have two factors in your favor:
* Group dynamics - If you can get the audience emotionally moving in one direction, you can turn “mob mentality” into sales
* Social proof - When the audience is full of coaching clients sitting next to prospects, that’s unbeatable social proof
But those dynamics aren’t the same on virtual events, and that difference goes directly to the bottom line.
To Make Virtual Events Work, Cut the Complexity
“Did we make money [on the virtual event]? Yes. Between the gate and the conversion [to new coaching contracts], we probably made $300k. And I spent six months of my life doing this. My hourly rate is a lot higher than that. So it just wasn’t worth it to me.”
It’s the complexity that killed it. The venue, the language translation, the sheer scale.
Taking Rod out of activities that would have been far more profitable.
So that’s what he’s going back to.Physical in-person events, first.
That’s been his most effective and most consistent form of sales and marketing.
He’s also thinking about a series of scaled-down virtual events.
“We might do another live virtual event, but nothing near the scale. And I could do it from a studio up the street for $10k versus $200k.”
Done-for-You Content Production & Strategy - We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.
Click here to learn more and schedule a Free Brainstorm Call.
Steal This:
Rather than just trying to get on other’s stages, podcasts or shows…think about what kind of virtual event you could offer.
Don’t go huge. Think hyper-targeted.How can you solve ONE problem for a small group of prospects.
While you’re at it, think about who would be a natural co-host and co-sponsor of that event.Someone with an audience or email list of potential prospects. A strategic partnership might unlock a whole new avenue of growth.
Quick Links & Resources
Massimo Group website
Rod’s story
Rod’s books
The Massimo Show on Apple Podcasts
Residential and commercial sides don’t talk to each other much, even in the coaching space. I’m so glad Rod’s team reached out because the conversation was a blast. Rod’s energy and enthusiasm jumped off the screen, and he was absolutely open and transparent. Reach out and connect with him, and if you need a great podcast guest, let me know. Happy to make an introduction!
-Matt
Agency Founder & Author of MicroFamous
Want to go deeper?
Check out the bonus insights below, or if you prefer to listen to the full conversation, click on the audio file for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify.
Bonus Insight: You Only Need ONE Book to Hit
“So [the approach of ]that first book was ‘Go out and just interview.’ This is the easiest way to write a book. Go out and interview the top producers, tell their stories, and thread in your theme through the fabric of the book.
That book became a bestseller for the commercial brokerage space. Within three years, I was the #1 coach everyone knew about because of the book.”
I’m also a big fan of interview-based books because they’re a perfect companion to hosting a show, YouTube channel or podcast. The show and book run in parallel, complimenting and reinforcing each other. Thanks to AI tools, if you’re already running a show, turning that content into a book is easier than ever (when AI tools are used very diligently and carefully).
Bonus Insight: Higher Fees→Better Results
“[The book] gave me a level of authority, and a command of higher fees, even more importantly, right? Because higher fees, more commitment. More commitment, better results.”
This is a challenge I see with coaches who have a heart for beginners and strugglers…and go straight to group coaching offers so they can be “affordable.”
When coaching is TOO affordable, it’s too easy to disregard. You get half-hearted commitment, and the clients get half-hearted results.
The right book can change all that.So can hosting the right show, in my opinion. I’ve seen it and lived it.
When you put high quality content into the world, you create a cycle of…
* authority status
* commanding higher fees
* clients who commit and execute
* results they can’t stop talking about
* testimonials and success stories that get prospects to buy
That’s a cycle you’ll want to stay in for your entire coaching career.
PS If you’re a coach, speaker or author here’s how our agency can help…
Done-for-You Content Production & Strategy - We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.
From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.
We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content.
Then we launch your flagship video show - supported by audio podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.
Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.
So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com
View all episodes
By Matt JohnsonRod Santomassimo has built the #1 coaching firm in commercial real estate.
400 active clients. 40 staff coaches.
High dollar live, in-person events that get 30% of the room signing up for coaching.
Generating millions in coaching contracts.
So Rod thinks, Why not go big and global with a virtual event?
This is the story of the virtual event that made 6 figures…but triggered that “never again” response…and the strategies he’s returned to.
Non-Obvious Insights from our Conversation:
Conversion Rate is Everything
“So I said, we can actually go bigger. Rent the Vegas studio Tony Robbins rents, invest $200,000, spend six months of my life, make it global, translate in every language, have eight speakers for one day, all sitting in front of a screen.
It didn’t suck, it was a nice event. But it wasn’t anything near the experience of sitting there live…like a prospect sitting next to one of my clients, [with] a client saying, ‘You gotta do this!’
So the translation to conversion was so much less. And the effort was so much more.” - Rod Santomassimo
When you host or speak at in-person events, you have two factors in your favor:
* Group dynamics - If you can get the audience emotionally moving in one direction, you can turn “mob mentality” into sales
* Social proof - When the audience is full of coaching clients sitting next to prospects, that’s unbeatable social proof
But those dynamics aren’t the same on virtual events, and that difference goes directly to the bottom line.
To Make Virtual Events Work, Cut the Complexity
“Did we make money [on the virtual event]? Yes. Between the gate and the conversion [to new coaching contracts], we probably made $300k. And I spent six months of my life doing this. My hourly rate is a lot higher than that. So it just wasn’t worth it to me.”
It’s the complexity that killed it. The venue, the language translation, the sheer scale.
Taking Rod out of activities that would have been far more profitable.
So that’s what he’s going back to.Physical in-person events, first.
That’s been his most effective and most consistent form of sales and marketing.
He’s also thinking about a series of scaled-down virtual events.
“We might do another live virtual event, but nothing near the scale. And I could do it from a studio up the street for $10k versus $200k.”
Done-for-You Content Production & Strategy - We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.
Click here to learn more and schedule a Free Brainstorm Call.
Steal This:
Rather than just trying to get on other’s stages, podcasts or shows…think about what kind of virtual event you could offer.
Don’t go huge. Think hyper-targeted.How can you solve ONE problem for a small group of prospects.
While you’re at it, think about who would be a natural co-host and co-sponsor of that event.Someone with an audience or email list of potential prospects. A strategic partnership might unlock a whole new avenue of growth.
Quick Links & Resources
Massimo Group website
Rod’s story
Rod’s books
The Massimo Show on Apple Podcasts
Residential and commercial sides don’t talk to each other much, even in the coaching space. I’m so glad Rod’s team reached out because the conversation was a blast. Rod’s energy and enthusiasm jumped off the screen, and he was absolutely open and transparent. Reach out and connect with him, and if you need a great podcast guest, let me know. Happy to make an introduction!
-Matt
Agency Founder & Author of MicroFamous
Want to go deeper?
Check out the bonus insights below, or if you prefer to listen to the full conversation, click on the audio file for the full chat, or search Real Estate Thought Leaders on Apple Podcasts and Spotify.
Bonus Insight: You Only Need ONE Book to Hit
“So [the approach of ]that first book was ‘Go out and just interview.’ This is the easiest way to write a book. Go out and interview the top producers, tell their stories, and thread in your theme through the fabric of the book.
That book became a bestseller for the commercial brokerage space. Within three years, I was the #1 coach everyone knew about because of the book.”
I’m also a big fan of interview-based books because they’re a perfect companion to hosting a show, YouTube channel or podcast. The show and book run in parallel, complimenting and reinforcing each other. Thanks to AI tools, if you’re already running a show, turning that content into a book is easier than ever (when AI tools are used very diligently and carefully).
Bonus Insight: Higher Fees→Better Results
“[The book] gave me a level of authority, and a command of higher fees, even more importantly, right? Because higher fees, more commitment. More commitment, better results.”
This is a challenge I see with coaches who have a heart for beginners and strugglers…and go straight to group coaching offers so they can be “affordable.”
When coaching is TOO affordable, it’s too easy to disregard. You get half-hearted commitment, and the clients get half-hearted results.
The right book can change all that.So can hosting the right show, in my opinion. I’ve seen it and lived it.
When you put high quality content into the world, you create a cycle of…
* authority status
* commanding higher fees
* clients who commit and execute
* results they can’t stop talking about
* testimonials and success stories that get prospects to buy
That’s a cycle you’ll want to stay in for your entire coaching career.
PS If you’re a coach, speaker or author here’s how our agency can help…
Done-for-You Content Production & Strategy - We turn raw footage into professional YouTube videos, podcasts and email newsletters. All with zero overwhelm, guaranteed.
From Michael Maher and Lars Hedenborg to Jeff Cohn and Marki Lemons Ryhal, we’ve been the content team behind many of your fellow real estate coaches, speakers and authors.
We start every client engagement by developing your ‘Signature Talk’ - So you have a message you’re excited to take to stages, guest interviews and all your content.
Then we launch your flagship video show - supported by audio podcast and email newsletter, delivered with pro-quality and relentless consistency. We promote with short video clips and social posts on any platform where you’re active.
Each month we give you research-based video title and topic ideas, scripts, outlines, even slides. Plus all the support you need to stay consistent, from email updates to strategy calls.
So if you’re not putting out the quality of content…consistently…to become the thought leader you’re meant to be, let’s talk. Click here to learn more and schedule a Free Brainstorm Call.
This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit rethoughtleaders.substack.com