The Most Overlooked Source of Commission Revenue in CRE
The transaction treadmill is the #1 most common trap CRE brokers fall into.
They close a deal, take a breath, and immediately move to the next one.
And in the process… something dangerous happens.
They forget about the clients they’ve already helped.
Here comes the uncomfortable truth:
If you’re not actively following up with your clients, you’re sending them a very clear message:
“You’re dead to me.”
And while you’re busy chasing the next opportunity, competing brokers are pursuing your last one.
Because your inactive clients, the ones you’re not calling, emailing, or checking in with, are sitting inside someone else’s CRM as a prime prospect.
Why?
- Your competitors know they’ve transacted before.
- They know these owners make decisions.
- They know this group is easier to convert than a cold prospect.
And if you’re not staying in touch, someone else will.
Your #2 Source of Commissions
MoMost brokers know that their primary source of income comes from prospecting. (We’ve tracked 1,000s of CRE broker clients over the last 17 years, and we know this is true.)
But what most brokers don’t realize is that their second most profitable source of commissions is right under their noses:
Inactive clients.
Notice I didn’t say “past clients.”
At The Massimo Group, we don’t believe in “past clients.” Once someone works with you, they are your client for life unless you choose to abandon the relationship.
Most brokers do. And that’s precisely why reactivating inactive clients is one of the easiest, most profitable moves you can make.
Why Inactive Clients Are More Valuable Than You Think
Think about the anatomy of an inactive client:
They already know you. They already trust you. They’ve already seen you deliver.
This means calling them is easier. Being remembered is easier. Securing meetings is easier. Getting referrals is easier.
This is why ignoring an inactive client is basically giving your competition a free listing.
How to Stay Top-of-Mind: The Inactive Client Follow-Up System
Here’s a simple yet powerful structure to follow for every single transaction:
1. The Follow-Up Timeline: One-week anniversary
The process begins with a brief check-in. Thank them again. Offer support.
30-day anniversary: Ask how things are going. Reinforce your availability.
Months calls after that: Light, conversational, helpful. Not salesy, but human. Discuss performance, tenant updates, loan feedback, or market shifts.
Everything from here is about presence and consistency.
2. How to Conduct These Calls (Script-Free)
Keep it natural:
- Acknowledge the anniversary
- Thank them sincerely
- Ask how their investment is performing
- Mention a relevant market update or resource
- Remind them you’re always here to help
- If appropriate, ask who else they know who is making similar decisions
These conversations feel good because they are good.
You’re serving, not selling.
And clients remember that.
3. Why This Works So Well
Inactive clients are busy.
Most aren’t thinking about their broker.
But when you stay in touch consistently, you create something incredibly valuable:
Top-of-mind awareness.
And when the next opportunity shows up like a renewal, a sale, a refi, or a relocation, they won’t flip through old emails or search Google.
They’ll call you because you never disappeared.
