What You Say First Matters More Than You Think

I recently had a quick but powerful coaching session with Stan Klos, a sharp broker focused on skilled nursing assets. Stan’s a grinder, and like a lot of you, he’s doing the hard work of outbound prospecting.

But here’s what came up: how he introduced himself was holding him back.

Stan would say something like:

“Hi, I’m Stan Klos with 3G Commercial Real Estate…”

And while there’s nothing wrong with that—it’s not connecting.

So we flipped it.

What if he said:

“Hi, I’m Stan Klos, founder and owner of 3G Real Estate…”

BOOM. Different tone. Different positioning. Now he’s not just another rep. He’s a peer. An owner talking to an owner.

And in commercial real estate? That matters.

It’s Not About Ego. It’s About Relatability and Authority.
You’re not bragging when you say “I’m the founder” or “I own the firm.”
You’re speaking the same language as the person on the other end of the line. That builds trust, fast.

Think about it—owners want to deal with other owners. Not just reps. Not just someone “with a firm.” Someone who gets it.

Want to Know What Works? Test It. Actually Test It.
Here’s the other trap I see brokers fall into:

“I tried it a few times… didn’t work.”

Three times isn’t a test. That’s a fluke.

Try it 100 times. Then try the other version 100 times.
Track what works. Adjust. Repeat.

That’s how pros operate. That’s how you separate “activity” from “strategy.”

The Takeaway
You want to connect with more decision-makers?
Change the way you position yourself—especially in those first 10 seconds.

Own your authority. Speak their language. And test your talk track like a scientist.

Better connections start with better intros. It’s not magic. It’s intentional.

Until next time,
Keep charging.

Rod Santomassimo
Founder and President
The Massimo Group

FREE DOWNLOAD:  7 Days to Your Best CRE Year Yet
FREE ASSESSMENT: Click Here for The Next Step To Accelerate Your CRE Career
FREE WEBINAR: Learn About the 6 Steps to 7 Figures 
FREE MASTERCLASS: How to Become an Elite Commercial Real Estate Professional