The Massimo Show

Commodity brokers walk into a pitch and talk about themselves. Elite brokers walk in already understanding the full landscape of who makes the decision, who influences it, what issues are in play, and what the stakes are for every person at the table. The Massimo Matrix is the proprietary discovery framework that makes that possible — and it's the reason Massimo-trained brokers win exclusives that other brokers never see coming.

The #1 source of income for CRE brokers is the phone call. The #2 source — and the one most brokers almost entirely ignore — is inactive clients. In this live workshop session, Rod Santomassimo breaks down why "past clients" don't exist, how commission leakage silently bleeds your income every year, and the simple three-question system that re-activates dormant relationships. During the recording, participants made live calls — and deals were uncovered in real time.

Most CRE brokers set an income goal and then just work harder. The Massimo Business Plan framework does the opposite — it reverse-engineers from your financial goal down to the exact number of dials you need to make every single day. Once you understand this math, you stop guessing and start executing with precision. Everything comes down to a few key numbers, your ratios, and the discipline to protect your activity time.

Key Takeaways

• Start with your income goal, average deal size, and commission rate — those three numbers tell you how many deals you need
• Work backwards through your conversion ratios to arrive at the exact number of dials per day you need to make
• If you don't track your ratios, you're guessing — and guessing is not a business plan
• Meeting-to-exclusive conversion below 25% means your pitch or offer isn't strong enough — fix that first
• Every dial is worth real money; knowing the dollar value of each activity changes your relationship with prospecting
• Presence activities (2–3 meetings/week, weekly top-100 marketing, daily social) aren't optional — they're the multiplier
• Never prospect without a presence; cold calls into a cold market are the hardest path
• The math doesn't lie — if you do the activity, the income follows

Every CRE broker has faced it — an owner who wants to sell or lease at a price completely disconnected from the market. Walk away and lose the opportunity. Take the listing and waste months going nowhere. Or use one of four specific strategies to bring them back to reality, win the exclusive, and ultimately create a commission opportunity while serving the owner's best interests. Your role is not to sell the property — it's to help the owner make the best possible decision for themselves. That's the educator mindset.

Key Takeaways

• Determine sanity vs. vanity pricing before choosing your approach — emotional decisions need empathy first, data second
• Ask how they arrived at their price and how long they'll wait — motivation and timeline are your real leverage
• A short-term test period lets the market make your argument for you — and earns you a higher fee for the extra work
• Acknowledging the emotional investment before presenting data is what separates great brokers from commodity brokers
• Know your market numbers cold: days on market, number of offers, your exclusive track record — bring them to every conversation
• Cash flow projections at multiple price points make the cost of an unrealistic price tangible and personal
• Your job is to educate, not capitulate — the advisor mindset creates more commissions and better client outcomes

This is a live workshop session built around the Massimo Group's "7 Days" workbook — a structured year-end planning system every CRE broker should complete before January 1st. Over seven focused sessions, brokers review transactions, activities, clients, and mindset; identify what held them back; set financial and business goals; and lock in a refined plan going into the new year. The system works when you work the system.

Key Takeaways

• Complete all 7 days before January 1st — reflection without a deadline is just wishful thinking
• Your conversion ratios tell you exactly where your business is leaking — fix the leak, not the symptom
• Inactive clients are not lost — they're uneducated; they need a reason to re-engage
• Name the specific mindset or discipline issue that held you back — vague restrictions never get fixed
• Your most productive activity should get more calendar, not less; your least productive should be cut
• Financial goals should be "smart but reach" — credible to you, ambitious enough to require real growth
• Your avatar defines everything — if your messaging speaks to everyone, it converts no one
• Qualification filters are non-negotiable; taking the wrong deal costs far more than the commission it pays

Most CRE brokers are afraid of being too persistent. Rod Santomassimo flips that fear on its head: if no one has ever called you a pain in the ass, you haven't come close to your potential. This episode breaks down the presence pyramid, the difference between marketing and prospecting, and why building a relentless personal brand in your market is the most reliable path to inbound business.

Key Takeaways

• Marketing gets you known; prospecting gets you deals — you need both
• Identify your top 100 market influencers and get known by them systematically
• Use all three levels of the presence pyramid — personal, events, and digital
• Monthly physical touches (market reports, newsletters) to your top 100 are non-negotiable
• Build YOUR personal brand — not just your company's brand
• Post daily on social, email 2–3x per week, and always provide genuine value
• Being called a PITA isn't a failure — it's proof you're showing up more than everyone else

Most CRE brokers prospect in silos — they make calls, or they send emails, or they post on LinkedIn. Rod Santomassimo argues that single-channel prospecting is why most brokers plateau. The Eight Asks framework is a multi-touchpoint campaign system where every channel reinforces the others. The magic isn't in any one ask — it's in the campaign.

Key Takeaways

• No single channel is a prospecting strategy — the campaign is the strategy
• Phone calls remain the #1 income driver for top CRE brokers, full stop
• Different asks work better for different demographics — know your audience
• You need 100 A-prospects and 300 B-prospects minimum to run a real campaign
• Outsource list research — never do $5/hour work yourself
• Combine all eight asks and your conversion ratios compound across every channel

Finding business isn't hard — but finding the right business consistently requires two things most brokers never nail down: a crystal-clear picture of who they serve, and a specific, defensible answer to how they serve them. Rod Santomassimo walks through the three-part framework for finding business and shows how specificity in your positioning is the difference between struggling to get meetings and having prospects seek you out.

Key Takeaways

• Every easy way to find business starts with knowing exactly who you're looking for
• Generic positioning kills deals before they start — specificity is your edge
• Demographics + psychographics + situation + stories = a complete avatar
• Know your clients' goals, fears, and frustrations before you walk in the door
• Use AI tools to research prospects and sharpen your avatar continuously
• Once you know who you serve and how, finding, attracting, and prospecting all get easier

Most CRE brokers ask for an exclusive and hope for the best. The Massimo Results Guarantee flips that dynamic — it's a specific, articulable guarantee you offer clients upfront that addresses their deepest concerns about hiring a broker: Will this work? What if it doesn't? In 17 years of coaching thousands of brokers, Rod has seen this one strategy increase conversion rates by 24–25%. The guarantee isn't just a sales tactic — it's a commitment you make to yourself first. It works when you do the work.

Key Takeaways

• A results guarantee increases client conversion rates by 24–25% — it's one of the highest-leverage changes a broker can make
• The guarantee structure addresses promise, risk, fee, and urgency in a single sentence
• Offering a guarantee doesn't lower your fee — it justifies charging a marketing retainer on top of your commission
• The marketing retainer is refundable if the result isn't hit — this removes the client's fear and signals your confidence
• Build your guarantee from your real track record — it must be specific and genuinely deliverable
• Present your guarantee at every new client meeting using a consistent checklist
• The guarantee works when you do the work — it's a commitment to yourself as much as to the client

Rod Santomassimo walks through the critical performance benchmarks every commercial real estate broker needs to know — and measure. Most brokers track closings and commissions but ignore the upstream activity metrics that actually predict results. In this episode, Rod lays out the full pipeline conversion framework, from first calls to closed deals, with specific targets at each stage.

Key Takeaways

• If you're not measuring conversations and meetings, you're flying blind
• A weak pitch win rate is almost always a discovery problem, not a closing problem
• Your value proposition on the phone determines whether you even get to the meeting
• Discipline and execution — not market conditions — drive your conversion rates
• Know your numbers at every stage: the broker who tracks wins