Commercial Real Estate Blog

Turn Books Into Commission-Generating Machines

May 12, 2025

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Turn Books Into Commission-Generating Machines

Over the last two-plus years, I’ve spent hundreds of hours working on something special: writing a book with my great friend, legendary CRE broker Bob Knakal.

That experience forced me to step back and think hard about why books matter so much. Not just to me, but to every broker who’s serious about growth.

It made me revisit some of the books that shaped my own thinking.
It reminded me why books are still one of a broker’s arsenal’s most powerful (and overlooked) growth tools.

And it’s why I’m writing you today.

Why Books Are a High-ROI Growth Tool

The return on investment from reading a great book is unmatched in business.

Here’s why:

You invest 5–10 hours of reading to access 10–20 years of the author’s experience.
You get their best ideas, proven systems, painful failures, and hard-won lessons—for the price of lunch.
You absorb frameworks that can help you negotiate better, prospect smarter, or lead more effectively.
You upgrade your mental models—how you think about markets, clients, teams, and growth.

Compare that to other media:

Podcasts/articles → 30–60 minutes for maybe a few hours of research behind the scenes.
Social media → 5 seconds for a dopamine hit, most of which you forget by the end of the day.

Books deliver deep, enduring value (if you read them the right way).

The Big Trap (and How to Avoid It)

But reading can also become a trap if you’re not careful.

Here’s where many brokers go wrong:

They binge business books without applying anything.
They collect insights, quotes, and big ideas (but never test them in the field).
They treat books like entertainment, not education.

Here’s how to fix that:

Read intentionally: Pick books that solve a current problem or skill gap.
Pause and apply: Stop every few chapters. Ask, “What can I apply right now in my brokerage business?” When I’m reading, I’m always stopping to take notes. Again, books are education – not entertainment.
Track results: Keep a simple notebook or file on your phone. Write down one actionable takeaway per book.

Remember: a business book isn’t a novel. You’re not waiting for a plot twist. You’re mining for gold.

Why Books Give You an Edge in CRE

Most brokers will never do this. Why?

Because they’re “too busy.”

They tell themselves:

“I don’t have time.”
“I learn by doing.”

I understand the feeling. You pick up a book, and within a few minutes, your brain goes straight to “I could be prospecting right now.”

I get it. But what they don’t realize is this:

Reading lets you compress decades into days. It sharpens your edge in a market where even a 5% advantage leads to massive wins.

And in commercial real estate, where most people are running nonstop, the broker who stops to upgrade their thinking gains an unfair edge.

Want to dominate a niche? Read about it.

Want to improve your sales game? Study the best.

Want to lead a team? Read about leadership.

Want to build a personal brand? Learn from those who’ve done it.

Where Books Fit in the Bigger Picture: The Broker’s Growth Pyramid

Of course, books aren’t the only tool, but they’re the foundation.

Here’s how I recommend brokers think about investing in themselves:

Level 1: Social media content (fast, spontaneous, low-depth learning)
Level 2: Books, podcasts, articles (foundational knowledge)
Level 3: Courses, masterclasses, events (applied skill development + networking)
Level 4: Group and one-on-one coaching (personalized strategy, highest leverage)

Important: You need all four tiers. Stack them. Don’t skip them. Each plays a role.