How to Thrive as a New to the Business (N2B) CRE Webinar

CRE brokerage does not come with a playbook or a manual.  It is super easy to get into CRE, but very difficult to survive – let alone thrive.  In this webinar, we discuss:

  • How the N2B broker should spend their time to rapidly ramp up their career
  • How to implement a targeted prospecting system to generate consistent deal flow
  • How to track your metrics and analyze your pipeline

For more information on the N2B Program through the Massimo Group, CLICK HERE.

Win More Meetings with the New AIDA Technique

“Put that coffee down.  Coffee is for closers.” ~ Blake

In 1992, a movie came out titled Glengarry Glen Ross based on a play of the same name.  It is a classic sales movie – more for the cast than the ethics for sure.  You get to see Al Pacino, Alec Baldwin, Jack Lemmon, Kevin Spacey, Ed Harris, and Alan Arkin.


In one scene, Blake, played by a young Alec Baldwin, holds a meeting with the sales staff.  In that meeting, he introduces to the team the AIDA method of prospecting.  (If it weren’t so R rated, I would provide a youtube link to this scene.)

  • Attention – “Do I have your attention?”
  • Interest – “Are you interested?  I know you are ‘cuz it is…”
  • Decision – “Have you made your decision for Christ?”
  • Action – “And action.”

You can trace the first iterations of this method all the way to the 1900’s.  At the Massimo Group, we believe this method is outdated.  So we’ve come up with our own version.  Our version allows anyone in sales to secure more meetings through their prospecting.

AIDA the Massimo Way

  • Attention – In Glengarry Glen Ross, they used manipulation and trickery to gain the attention of their prospect.  You need to get the attention of your prospect by making the call (or letter or meeting) about them right away.  Too many brokers call and drone on about me, me, me.  I promise you that your prospect doesn’t care.  They care about them.  You need to make the call all about them.  They are asking the question to themselves – “So what?”  You need to be answering that question.  Get there attention by asking great questions – about them.  Demonstrate your insight and expertise in terms of them.
  • Involvement – Here is where our AIDA starts to differ from the movie’s.  You need to show your prospect how much better their business, situation, and/or lives will be with your involvement.  In the attention stage, you learned what their situation was.  Now you share with them how you can improve the situation through your involvement.  And again, always in terms of them.
  • Data – You are going to give them something for free.  As we’ve been teaching this method to our clients, this is the one some brokers start to choke on.  Times have changed.  You want to give them something for free for at least three reasons.
    1. You want to demonstrate your value up front.
    2. Giving them something of value initiates the beginning of the relationship you want to build with them.
    3. It uses the mental trigger of reciprocity.
  • Action – I’m going to try not to preach here.  Most brokers or salespeople are terrible at this.  You must ask for the business.  I’ve seen so many go in and give a great proposal presentation.  It is customized to the client.  It addresses their needs.  Then they walk out and hope to get a call.  You have to give the prospect a clear call to action.  Are you sending a letter?  The next action step is a phone call.  Are you on the phone?  Your call to action is to ask for the meeting.  Are you in the meeting?  Then ask for the business.  It isn’t rude.  It is crucial.

So now it is time for you to consider your own prospecting.  Do you gain the attention of your prospect by making it all about them?  Do you help them consider how much better their situation would be with your involvement?  Are you giving them something of value – up front – for free?  Are you asking for the business?  If not, you have a great opportunity for some improvement.

So here is my call to action.  If you found this information valuable, would you consider tweeting this post to your followers?  All you need to do is click on the box above this paragraph.  I would be grateful.

You can also download the AIDA the Massimo Way PDF by clicking the button below.

Download the free PDF!

And I do have a question.  I’m working on a post that describes different ways to give ‘data’ for free – up front. What are some ways that you do this?  I’d love to hear your suggestions in the comments section.

Free Webinar - How to Thrive as a New to the Business Broker

Join Rod Santomassimo, founder and president of the Massimo Group, and I as we share how to thrive as a N2B broker.  We are also going to announce two exciting offers during the webinar.

If you are a CRE broker with 2 years of experience or less, you should be on this webinar.  If you employ new brokers, or are trying to recruit them, you should be on this webinar.

The session referenced in this video filled up so quickly we had to open up a 2nd session.  The second session is at 3pm Eastern today.


Increase your Prospecting Effectiveness by Utilizing these 11 Triggers

When an emotion is triggered in your brain, your nervous systems responds by creating feelings in your body (what many people refer to as a “gut feeling”) and certain thoughts in your mind. ~ Mary Lamia, Ph.D., clinical psychologist

From 2002 – 2004, I was stationed in Georgia.  One day, a door to door salesman came to our door selling a “world-changing” vacuum cleaner.  The first thing he did was offer me a free hat because I had opened the door.  He then went into his pitch.  I politely interrupted telling him we weren’t interested.

Maximize your prospecting with emotional triggers

Maximize your prospecting with emotional triggers

He then asked me a second request.  Would I allow him to give me a demonstration?  If nothing else, he would clean part of our house for us.  I said yes.

One hour later, he was still in my home.  Truth be told, I’ve never been more impressed with a vacuum cleaner.  The only thing that kept me from buying it was it was very expensive.  We simply didn’t have the money.

This salesman did a fantastic job using emotional triggers to get a desired result from me.  And it worked…almost.  Emotional triggers fall in the realm of evolutionary psychology.  Essentially, triggers are events and tactics that “trigger” certain emotions.  If you understand emotional triggers, you can use them to your advantage.

Everyone in sales should use emotional triggers in their prospecting to produce the results they desire.

11 Triggers to Maximize Your Prospecting

  1. Stories – Use stories any time it is appropriate.  We have been trained from the beginning of time to listen to stories.  More than that, stories help your prospect identify with you or with your current clients.  Notice that nearly every post I write starts out with a story.  I’m trying to pull you in.  You want to do that with your prospects.
  2. Reciprocity – Reciprocity is the idea that if I give something to you, you naturally want to return the favor.  This is a very powerful trigger in our culture.  Notice the vacuum salesman gave me a free hat when I answered the door.  He was using the mental trigger of reciprocity on me.  So what could you offer your prospects for free to encourage them to meet with you?
  3. Follow-up Question – I want you to circle this one in your mind.  It is very difficult to say no to someone twice in a row.  This is why you should always have the back up request ready.  Notice how the vacuum salesman had his second request ready when I declined his initial pitch. When you call a prospect, always have the second request ready.  You will be amazed at the results.
  4. Events – People love to be a part of something bigger than themselves.  Whether it is a webinar, a golf outing, a broker or investor forum, or anything else you can think to create, events draw people.
  5. Proof – Be ready with testimonials to back up any of your claims or benefit statements. Testimonials or case studies are so powerful because they validate what you say.  If someone calls me on the phone and says they are awesome, that is marketing.  I probably won’t believe it.  However, if I read a testimonial about how awesome someone is, I am likely to believe it. Remember these stats.  90% of people believe an endorsement of a product/service from someone they know.  70% of people believe an endorsement from someone they don’t know!
  6. Social Proof – Social proof is different than proof as it communicates what others are doing.  I was at a trade show recently in San Diego.  My colleague and I were trying to find a place to eat dinner.  We walked by this really cool looking restaurant but there were only 4 people in there. We waited for 30 minutes to get into the place next door because it was busy.  Use social proof to your advantage.  How many clients do you have?  How many people are registered for webinar?  How many yard signs does a particular candidate have around town?  These are all forms of social proof.
  7. Authority – People tend to follow or believe those with authority.  The best way to establish authority in your industry and market is to demonstrate your expertise by publishing.  Lucky for you, it has never been easier to pull this off.  I explain to you how in this post.
  8. Scarcity – TV commercials do this all the time.  A special offer is only good for the next 10 callers.  When there is less of something, people naturally want it more.  If you are in CRE, you certainly know this to be true relating to value of a property.  Use this to your advantage.
  9. Urgency – Urgency goes right along with scarcity with a small difference.  Urgency deals with a deadline.  This deal is only good for the next 3 days, etc.  Urgency helps people pull the trigger. Urgency must be real or it loses its power.  There is a jewelry store downtown that has a going out of business sale every 6 months trying to create a sense of urgency. Well, that isn’t true so this trigger has lost its power for them.
  10. Likability – People do business with people they like and trust.  It is as simple as that. There is a danger here, however.  Authenticity matters more.  So be as likable as you can while still be authentic.
  11. Reason – Any time you are prospecting, especially by phone, the person on the other end is asking themselves one question.  “So what?”  You need to be answering that question. Give them a reason why they need you – why they should meet with you.  Any time you are going to share something you do or sell, always take it a step farther and tell them how that benefits them.  Don’t leave that up to them to figure out.

Now you may be thinking, this is all manipulation.  But it all depends on where you are coming from. If you start from the place where you are actually trying to bring people value and put people’s best interests in front of your own, you have nothing to worry about.  However, if you are out for what you get out of it…

So here is what I’d like to hear from you in the comments below.  How can you employ these triggers to generate more meetings without manipulating your prospects and being viewed as a used car salesman?  I’d love to know what you think.

As a special gift, I have created a free PDF of these 11 mental triggers to maximize your prospecting. If you would like to download them, simply click on the button below.

Download Your Free PDF


Wow!  Because of the overwhelming demand and the fact that the first session filled up so quickly, we have decided to open a second session of the free webinar:  “How to Thrive as a New to Business Broker”

Free Webinar:  Join me and Rod Santomassimo, founder and president of the Massimo Group, as we share the keys to thriving in Commercial Real Estate as a new to the business broker.  In this webinar, we will show you:

  • Keys to success for new to business brokers
  • What it takes to create a solid start to a prosperous career
  • Specific strategies and tactics that will help you generate early income

This webinar is guaranteed to give you actionable tactics you can immediately apply to your business.  If you are a new to the business broker, or the broker/owner who employs them, you want to be on this webinar.

Plus, we will be announcing two special offers to attendees.

Join hundreds already registered for the call, and I look forward connecting with you soon!

Date: January 23, 2015
Time: 3:00 pm Eastern
Event: 2nd Session | Free Webinar: How to Thrive as a New to the Business Broker
Topic: How to Thrive as a New to Business Broker
Sponsor: The Massimo Group
Venue: Live Webinar
Public: Public
Registration: Click here to register.

Free Webinar:  Join me and Rod Santomassimo, founder and president of the Massimo Group, as we share the keys to thriving in Commercial Real Estate as a new to the business broker.  In this webinar, we will show you:

  • Keys to success for new to business brokers
  • What it takes to create a solid start to a prosperous career
  • Specific strategies and tactics that will help you generate early income

This webinar is guaranteed to give you actionable tactics you can immediately apply to your business.  If you are a new to the business broker, or the broker/owner who employs them, you want to be on this webinar.

Plus, we will be announcing two special offers to attendees.

Join over 150 already registered for the call, and I look forward connecting with you soon!

Date: January 23, 2015
Time: 1:00 - 2:00 pm Eastern
Event: Free Webinar: How to Thrive as a New to the Business Broker
Topic: Free Webinar: How to Thrive as a New to the Business Broker
Venue: Live Webinar
Public: Public
Registration: Click here to register.

Webinar:  I am excited about being the presenter during tomorrow’s webinar hosted by Matthew Smith of RealNex featuring the Massimo Group – History is a Great Forecaster – Identifying Future Income Opportunities.  In this webinar you will learn:

  1. Methods of collecting historical data
  2. How to use tools already at your disposal to become the recognized expert in your market
  3. How to use historical transactional data to identify trends
  4. How to use market data to close for more meetings

Join over 500 already registered, and I will see you tomorrow!

Date: January 14, 2015
Time: 3:00 - 4:00 pm Eastern
Event: Free Webinar: History is a Great Forecaster of Future Income Possibilities
Topic: History is a Great Forecaster - Identifying Future Income Opportunities
Sponsor: RealNex
Venue: Online Webinar
Public: Public
Registration: Click here to register.

8 Reasons a Coach Can Take You to the Next Level

“Clock in – let’s go to work!” ~ Bobby Grant

I ran cross country and track in high school.  I was active duty Marine Corps for 5 years, 2 months, and 4 days (who’s counting?).  In the ten years I’ve been out, I’ve gone through spurts of working out.  Nothing has prepared me for this.

couple woman man exercising workout

One of my goals for 2015 is to work out with a personal trainer 2 times a week.  I’ve never done this before.  I’ve been active my entire life.  I know how to work out.  However, I want to get in the best shape of my life.  I want to be able to out-play my 3 kids.  I want to become the best version of myself and maximize my effectiveness.  I want to be healthy for as long as possible.

I love when my trainer says the quote above.  It motivates me.  It reminds me that the breath I’m trying to catch can be caught later.  I’m there to work.  After just a couple workouts, I regret that I haven’t worked with a trainer sooner.

You may be thinking, “I don’t need a trainer/coach.”  Consider this.  The elite in any industry have coaches.  Obviously, all elite athletes have coaches.  Did you know that most of the CEO’s for fortune 500 companies have coaches?  The best of the best rely on coaches.  It is the mediocre and average who think they don’t need it.

I believe every person should have a coach for the following 8 reasons.

8 Reasons You Should Have a Coach

  1. Coaches provide accountability – We could stop with this reason and it would be enough.  Accountability drives growth, and we should all be in the process of growing. A coach understands what you have committed to and holds you to it.  They require you to answer for your results – good or bad.
  2. Great coaches give encouragement according to the need of the moment – If you have a bible, look up Ephesians 4:29.  The phrase “need of the moment” is huge. When I’m taking too much time to catch my breath in between sets, Bobby gives me the “Clock in – let’s go to work” line.  It is what I need in that moment.  He also checks in on me during the day offering encouragement.  Sometimes I need a pat on the back. Sometimes I need a boot up the rear-end.  A good coach knows the difference and adjusts.
  3. Coaches uncover blind spots – For months now, I’ve been working out on an elliptical – 45-60 min at a time.  I am good to go on that machine.  But last week, I worked out with big stinkin ropes.  I discovered I have muscle groups that are weak.  A great coach will be able to look at your business or your skill set and uncover blind spots you didn’t know were there.
  4. Coaches are an independent set of eye balls – Coaches are not in the weeds with you every day.  They have the advantage of distance.  This allows them to objectively analyze what is going on (unless you coach the Cleveland Cavaliers).  This benefit is huge as it can give you clarity of purpose when you otherwise would have none.
  5. Coaches have expertise in areas I’m weak – whether I realize it or not - Similar to being able to see your blind spots, coaches should have expertise you don’t have.  They should challenge your thinking.  They should force you out of your comfort zone which leads to growth.
  6. Coaches push you – Sometimes you need a push.  I have coaching clients who don’t realize how good they can be.  It is my job to push them to realize their potential.
  7. Coaches save you time – Every day I workout with Bobby, I get more accomplished in 25 minutes than I would in an hour on my own.  The reason is he thinks for me.  I am reaping the benefit of his expertise which frees me up to get more done in less time. Further, this means I have more time to focus on the things that only I can do!
  8. Coaches help you sharpen your ax – Have you ever heard the phrase, “Work on your business instead of just in your business?”  Coaches force you to pause and evaluate. They force you to think strategically – not just tactically.  They force you to sharpen your ax making you more effective in everything else you do.

I’m sure there are more reasons to hire a coach, but these are my eight.  Success leaves clues. So here is the real question you should be asking yourself right now.  Are you going to do what the elite do and get a coach?  Or are you going to join the ranks of the average and go it alone?

I would like to ask a favor.  I believe many people need to hear this message.  I know the readers of this blog care about personal development and becoming the best versions of themselves.  Would you consider emailing this post to someone you think needs to hear this message?  I would be grateful, and so will they.

As always, I’d love to hear your thought in the comments below.

How You Can Use the 7 Levels of Personal Development to Become More Valuable

You will be the same person in five years as you are today except for the people you meet and the books you read.  ~ Charlie “Tremendous” Jones.

I love this quote.  I was listening to Tony Robbins this morning while working out, and he said something to the tune of, “If you want to make more money, become more valuable.”  This is what I’m talking about when I write about personal development.  How can we become more valuable?  In our careers?  In our relationships?  In life in general?

Photo by

Photo by

I may have told this story before, but my 2nd grade teacher changed my life.  I used to cut up my worksheets and send notes to the girls in class.  Mrs. Hastings moved my desk behind hers separating me from the rest of the class.  She then pulled the best out of me.  She introduced me to what achievement felt like, and I liked it!

The Marine Corps introduced me to what excellence felt like.  They demanded it.  Boot camp was the first time I experienced a culture of excellence.  Until then, I’d done just enough to achieve and meet expectations.  Exposure to the Marine culture taught me how to dream about what was possible.  I’m so thankful to have had that experience.  It unlocked a passion in me for personal development – or becoming more valuable.

Every person can continuously become more valuable by focusing on these 7 levels.  These levels are listed in no particular order but have varying costs.

7 Levels of Personal Development

  1. Solo Personal development – This first level includes what you can do on your own, or by yourself.  Research a topic on the internet.  Read books.  Attend a conference.  These activities require no interaction with anyone else.  For 2015, I have a goal to read 15 books (12 non-fiction) and attend 2 conferences (NMX and ICON).  I want to always be learning, growing, and becoming more valuable.
  2. Take a Class – Maybe you want to improve your health.  Sign up for a martial arts class.  Maybe you want to impress your friends with a new skill.  Take a cooking class.  In commercial real estate, I would recommend you take CCIM courses.  They certainly make you more valuable to your clients.
  3. Peer Groups – It seems like I’ve participated in peer groups since high school.  These are small groups of your peers who meet on a regular basis for a specific purpose.  I currently meet with a group of Christian businessmen on Thursday mornings.  We study the bible one week and work through a business book on the off weeks.  I’ve been in couples groups, men’s groups, etc.  They are incredibly valuable.  Beyond personal development, they offer community and accountability.  I highly recommend!
  4. Mentoring – Here is where the commitment level really ratchets up.  You seek out someone and ask them to pour into you.  What you are looking for is someone who has achieved something you would like to achieve – someone who is farther along than you.  I’ve had the privilege of having incredible mentors throughout my life (thank you dad, Brian, Rick, Bill, Wayne, Bob, Eddie, David and Mike).  Each time, they have made a serious commitment to me – to meet regularly, think for me, etc.  It is a serious thing to ask someone to mentor you.  It is also an honor to be asked.  I mentor two guys in their early 20’s.  We spend a couple hours together on most Thursday evenings after my kids go to bed.  They don’t know it, but I get more out of it than they do.
  5. Mastermind groups – Mastermind groups are similar to peer groups but on steroids.  They are hyper focused on a specific purpose and sometimes have a guru-type leader. They often cost money to participate.  I have never participated in a mastermind group but have heard rave reviews about them.
  6. Virtual Mentoring – There are some people who simply aren’t available to you.  However, if they write or blog, they could function as a virtual mentor for you.  Michael Hyatt is like that for me.  I have met him a couple of times, but he may not know me from Adam.  However, I’ve read his books.  I read his blog.  I listen to his podcast.  I’ve gone to his conferences.  He doesn’t know me, but I know him well.  Through the power of platform and publishing, he has poured into my life.  You can find a virtual mentor as well, and you should!  As an example, here is a link to how you can pick Michael Hyatt’s brain –
  7. Hire a coach – This is the most involved and costly of all these levels of personal development.  I would say without hesitation that it is also the most effective – maybe by multiples.  I will expand on this in a not too distant post, but consider this.  Top performers in every industry have coaches.  That is a clue.  CEO’s of the fortune 500 have coaches.  Kobe Bryant is coached all season long.  Then, in the off-season, he’ll head to Texas to get more coaching from the greatest big man ever – Hakeem Olajuwon.  Hiring Rod Santomassimo and the Massimo Group to coach me was the single best move of my career.  Coaching moves the needle.  It can take you from good to a top-performer.

So these are the 7 levels of personal development.  My question to you is which are you going to take advantage of this year?  Have I missed something that should have made it on the list?  Let me know in the comments below.

How to Demonstrate Your Expertise by Blogging on These 4 Categories

At the end of this post is an exercise you can download to brainstorm a year’s worth of weekly blog posts in 10 minutes.

I remember the first day after I was honorably discharged from the Marine Corps.  It was the day I started working with my dad in the commercial real estate industry.  I knew nothing beyond what I picked up from growing up with two parents in real estate.  I didn’t have a license.  I didn’t have business cards.  I was as green as they come.  All I wanted to do was hide in my office.

Photo from

Photo from

I remember having the nagging thought:  “Who would want to work with you when they could work with your dad?”  It took me two years to get over that self-doubt.

It is one thing to gain self-confidence, and that takes time.  Your industry also needs to gain confidence in you.  You need to become known as an expert in your field.  I like to talk about this as dominant market presence.  Are you, your company, or your product the first thing that pops into potential clients’ or customers’ minds?

Additionally, if you still haven’t bought the idea that you should be blogging or need help setting up and launching your blog, read this post on the subject.

I believe a blog is the quickest way to gain this dominant market presence.  You can become known as an expert, gain dominant market presence, and cultivate the next generation of clients and customers by blogging in these 4 categories.

Blog on These 4 Categories

  1. Deal Stories – Stories are an incredible way to engage with your audience.  They often allow you to connect with your readers on an emotional level.  This invites your readers into your post and keeps them there.  Stories of real situations are also valuable to your potential future clients.  Plus, stories allow you to demonstrate your expertise without tooting your own horn.  Your deal stories should include these 3 sections:
    1. Situation – Give the context of what was going on.  Why were you hired?  What challenges was your client facing?  Giving the context allows your readers to relate.
    2. Steps – What did you do to solve your clients problems?  What did you do to help maximize your client’s best interests?  Share what happened, but be careful not to sound like a commercial.
    3. Solution – Here is where you describe the results.  This is the culmination of the story.  If done well, the reader will have a better understanding of the service or product you provide and how that product or service can benefit them.
  2. News – Blogging about the news demonstrates that you are in-the-know about what is happening in your industry.  However, the news can be boring.  You do not want to just regurgitate what your readers are hearing from other sources.  If a certain news topic is becoming a topic of conversation at the water cooler, you should blog about it.  Demonstrate your expertise and experience by giving your take.  A word of caution:  only blog about a news topic if it is applicable to your industry.
  3. Market trends – This topic can also be boring so be careful.  I would not blog about market trends more than once a quarter.  However, demonstrating that you are aware of market trends is important.  For some of your readers, this information will be valuable.  It puts you in the position to become a trusted resource for timely information.
  4. 101 Topics – In Commercial Real Estate, every successful investor did their first deal at some point.  Donald Trump did not come out of the womb as an expert.  He had to learn.  By blogging about the basics of your industry, you have the opportunity to educate the next generation of players in your industry.  In the next 20 years, we are about to see the biggest transfer of wealth in the history of the world.  By educating the next generation of your future clients, who do you think will be top-of-mind when the next generation has a need for your product or service for the first time?  You will!

A huge hurdle for many beginning bloggers is the anxiety of knowing what to blog about.  As a bonus to this post, I have included a simple exercise I use with my coaching clients.  In 10 minutes, you can brainstorm these 4 categories and produce a year’s worth of blog topics.

Knowing what you will blog about for the entire next year is like a warm blanket.  This single exercise could lead to your success in building a powerful blog that increases your presence, solidifies you as an expert, and cultivates the next generation of your future clients.

Question: What are you doing to ensure the success of your presence campaign in 2014? You can leave a comment by clicking here.

Download Your Free Exercise