We’ve all heard the saying: cash is king.
But in CRE Brokerage, I’d argue something else entirely.
Offer is king.
This hit me again recently as we’ve been preparing for the Global CRE Broker Virtual Summit. We created exceptional opportunities for our active and former clients to secure tickets before the general public — and the response reminded me of a truth that applies directly to your brokerage business:
No matter how good your prospecting is, no matter how hard you work, if your offer isn’t strong, everything else falls flat.
Why the Offer Matters
Alex Hormozi explains value through a simple equation:
Value = (Dream Outcome × Likelihood of Success) ÷ (Time Delay × Effort & Sacrifice)
Here’s how it applies directly to CRE brokerage:
- Dream Outcome: Higher sale prices, better lease terms, stronger investment returns. Show clients the vision of what’s possible.
- Likelihood of Success: Build trust with case studies, testimonials, and proven expertise. Clients must believe you can deliver.
- Time Delay: The faster you show progress (listings launched, tours scheduled, offers generated), the more valuable you become.
- Effort & Sacrifice: Simplify the process. Handle complexity so clients don’t feel burdened.
For brokers, the formula is simple: maximize outcomes and confidence while minimizing time and effort. That’s what turns an ordinary pitch into an irresistible offer.
Your Takeaway
You can’t out-prospect a weak offer. You can’t out-market one either.
Spend as much time crafting the offer as you do polishing the pitch. Make it irresistible, and you’ll close more business with less effort.
Join Me Live [Free Kick-off Event TOMORROW]
I’ll be going live on Wednesday, September 10th at 1:00 pm EST to officially launch the Global CRE Broker Virtual Summit to the entire CRE community.
During this kickoff call, I’ll share the event details and give everyone the chance to secure the best price available to the public.
👉 Click here to register for the kickoff event
See you there.
