CRE Brokers: Be Aware of Your Own Vanity

I have this vanity plate on my car.

You either love them or hate them. I know they’re not necessary, but they make me smile every time I see them.  It’s part vanity, but it is also part brand.  For me, it’s primarily branding for my company, with a sprinkle of vanity as well 🙂

And I wouldn’t sell them tomorrow even if someone offered me more than they’re worth.

Speaking of vanity, one of the highest-viewed videos on the Massimo Group YouTube channel answered a simple but tactical challenge in brokerage: how to deal with vain property owners and investors.

If you’ve got skin in the game, you know exactly the type.

The investor who says, “I’ll never sell.” Or the owner who insists their building is worth far more than the data shows.

The video resonated with CRE brokers like you because it was direct and actionable — the kind of advice you can use right away next time you get this objection (if you haven’t had it before, it’s coming).

Revisiting the Advice

Here’s the key: when someone says they’ll never sell, don’t argue with data right away.

Instead, ask:

“Tell me, why did you buy this property in the first place?”

They’ll usually say it was for wealth, family, or legacy. And once they share that, you can connect their original “why” to today’s reality: selling now may be the best way to actually achieve those goals.

It reframes the conversation from pride to purpose.

Warning Brokers: Look in the Mirror

Vanity doesn’t just show up with clients. Brokers fall into the same trap. This is something I didn’t mention in my original video.

We tell ourselves things like:

• “I’ve been doing this long enough, I don’t need to prospect every day.”
• “My reputation is strong enough — new business will find me.”
• “That new system or tool isn’t necessary — I’ve already got my way of working.”

Just like vanity costs investors money, it also costs brokers opportunities.

Vanity says: “I’ve made it — I don’t need to change.”

Sanity says: “The market doesn’t care — I need to adapt.”

Vanity says: “I’ve done enough.”

Sanity says: “I can always refine, improve, and grow.”

The Takeaway

Whether you’re dealing with a proud investor or looking in the mirror yourself, the lesson is the same: Vanity feels good in the short term but sanity builds success in the long run.

These are exactly the kind of insight we’ll be diving into at the Global CRE Broker Virtual Summit — the biggest CRE Brokerage event ever.

We opened the doors to the event this week, and hundreds of tickets have already sold. This is an online event. No travel. No hotels. No sneaky costs that add up.  Minimum cost, yet Maximum Impact on your CRE brokerage results.

Ticket prices are the most affordable they will ever be. If you want to be a part of this historic event, click here to secure your ticket.