The Massimo Matrix: How to Win More Commercial Real Estate Exclusives

If you want more exclusives, stop pitching.

Start diagnosing.

The difference between a commodity broker and an authority broker isn’t personality. It isn’t production. It’s preparation.

At The Massimo Group, we teach a framework called the Massimo Matrix — a structured way to understand the full decision ecosystem behind every opportunity.

This isn’t about asking better questions.

It’s about walking into the meeting already understanding the landscape.

Before you dive in, DOWNLOAD THIS HERE, which will help you go through this exercise.

Why Most Brokers Lose Exclusives

Most brokers focus on one person: the contact sitting across the table.

That’s a mistake.

Every commercial real estate decision involves:

• Decision-makers

• Influencers

• Business pressures

• Emotional pressures

• Financial consequences

When you fail to see the full picture, you sound like everyone else.

When you see what others miss, you become the authority.

Step 1: Identify the Shareholders

In the Massimo Matrix, shareholders are the true decision-makers.

They “own” the decision.

Examples include:

• Business owners in tenant representation

• Property owners in investment sales

• Partners in ownership entities

• CEOs, CFOs, and COOs in institutional settings

If they control the outcome, they are shareholders.

Authority positioning starts here.

Step 2: Map the Stakeholders

Stakeholders influence the decision.

They may not sign the agreement — but they shape the outcome.

Examples include:

• Spouses

• Equity partners

• Employees

• Clients

• Financial advisors

• Attorneys

• Architects

A commodity broker ignores stakeholders.

An authority broker understands how stakeholders influence the shareholder.

That difference wins exclusives.

Step 3: Define the Real Issues

Now we move deeper.

What challenges or opportunities are the shareholders actually facing?

Examples:

• Rental cost pressure

• Capital gains exposure

• Expansion risk

• Employee retention

• Portfolio restructuring

• Tax changes

If you’ve done deals in your niche, you already know these patterns.

If you haven’t, you must research them.

Authority brokers speak from experience — or informed preparation.

Step 4: Articulate Impact (Where the Magic Happens)

This is where most brokers stop.

And where authority begins.

For every issue, ask:

• How does this impact the shareholder?

• How does it impact each stakeholder?

For example:

A relocation isn’t just about rent.

It affects:

• Employee morale

• Client accessibility

• Family dynamics

• Long-term exit strategy

When you articulate impact before they do, you shift the power dynamic.

You are no longer asking basic questions.

You are demonstrating understanding.

And that positions you as “one up” — the professional authority in the room.

Using AI the Smart Way (Without Losing Authority)

AI tools can help you brainstorm issues and impacts.

But they cannot replace experience.

Use AI to enhance your matrix — not to copy and paste your way into mediocrity.

Complete your Shareholders.
Complete your Stakeholders.
List the Issues.
Then explore the Impact layer.

That’s how you prepare like an authority.

DOWNLOAD THIS HERE, which will help you go through this exercise.

The Result: More Meetings. More Exclusives.

When you walk into a meeting with insight instead of curiosity alone:

• You shorten the sales cycle.

• You differentiate immediately.

• You increase perceived value.

• You win more exclusives.

The Massimo Matrix isn’t about paperwork.

It’s about positioning.

If you’re ready to multiply commission income and operate at an authority level, contact the team at The Massimo Group to learn what it means to implement this framework at a higher level.