Commercial Real Estate Blog

CRE Brokers: Get Your Specific Questions Answered

December 17, 2025

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CRE Brokers: Get Your Specific Questions Answered

Today, I am going to share with you one of the most underrated and underutilized ways to accelerate your CRE success in 2026.

It’s not prospecting.

It’s not market research.

It’s not even to buy one of my books (because a #1 bestseller on Amazon is hardly “underrated”).

It’s what you’re reading right now.

Yes, this newsletter.

The CRE Broker Blueprint launched last year, and part of the reason we’ve been able to gather over 400 5-star reviews and become one of the top CRE Broker newsletters in the world is because of something called Ask Massimo.

It’s the section near the very top that you probably already scrolled past.

If you don’t know what I’m talking about, listen up. Each week, I personally read and reply to one question about anything related to:

CRE brokerage
AI in CRE
2026 planning
Prospecting
Market strategy
Career moves
Or whatever challenge you’re facing

And if I don’t answer it this week, I will get to it eventually (I get a lot of questions.)

So make sure you tune in each week.

This week, I’m sharing a handful of five questions I’ve received through Ask Massimo in 2025. These are questions that come up repeatedly and that I believe will help you sharpen your business heading into 2026.

Here they are, exactly as submitted.

❓ QUESTION 1

“What is the most effective method to become a market authority? How much time should it take to implement this strategy?” – Dave S

My answer: “To become a market authority, start by focusing on one primary platform where your target clients are most active—often LinkedIn for B2B professionals. Build a strong profile there and consistently connect with others in your industry. As you gain confidence, incorporate additional channels, such as YouTube, to expand your reach with valuable content that showcases your expertise.

There isn’t a strict timeline, but a realistic approach is to spend the first 3–6 months establishing your presence on LinkedIn, posting relevant insights regularly, and engaging with others. Once comfortable, gradually add platforms like YouTube, if manageable, to broaden your authority. The key is to begin now with what you can handle and grow at a sustainable pace.”

❓ QUESTION 2

“Hey Rod, you asked me to send you a question…so I am! My question is about staying in touch with your PAST clients. Being in the business for over 40 years, I have a lot of past clients! I want to use AI to send out annual notes to them on their lease anniversary… I know I can use Zapier or some other AI program, but I do not know how to get started. So, I am looking for some help to get this going, as it is too time-consuming to put this into Outlook on a one-on-one basis. Any thoughts on how to get this done?” – Rich Beynon

My answer: “Rich, great question, but wrong label. At Massimo, we don’t believe in “PAST clients.” That suggests that they are now someone else’s prospects. Instead, we use the term “INACTIVE clients.” They are still your client; they are just inactive. We have found that these inactive clients, when properly nurtured, are commercial real estate brokers’ second-largest source of commission income. (The primary source remains the prospect call.)

Forget all the technology and focus on a consistent campaign to nurture your inactive clients. The most straightforward step is to take your total number of inactive clients and calculate a cadence to call them monthly. For example, in 40 years, you likely have at least 200 inactive clients, if not more. Just call 10 inactive clients a day, every weekday, and you will connect with each inactive client every month. This will fill your pipeline with new leads and referrals for years!”

❓ QUESTION 3

“Is there a best script for calling multifamily owners?” – Perry, Elifin Realty

My answer: “Perry, while there is no “best script” for calling anyone, a better approach is to focus on them and the issues they are currently facing in their market. You must (not should) know what these are. Commodity brokers ask, “What’s keeping you up at night?” Meanwhile, CRE brokers, who are authorities, will already know the answer and be seen as experts.

Remember, this cardinal rule of prospecting: Real Life is Greater Than Real Estate. Focus on the latter, and you will resonate more with your prospects. Good luck.”

❓ QUESTION 4

“As CRE brokers, does offering a ‘complementary market analysis report’ entice prospective property owners to work with you to list/sell their property?”

My answer: “A ‘complementary market analysis report’ by itself? Not enough. Owners know every broker offers one, so it feels like a commodity.

The key is how you frame it. Don’t sell the report; sell the insight. Use it as:

Exclusive perspective on their property, not just comps.
A bridge to strategy: hold, refinance, reposition, or sell.
Proof of your value as a trusted advisor, not just a broker.

Yes, offer the analysis, but the real draw is you and the guidance you attach to it.”

❓ QUESTION 5

“Am I at the right brokerage? … I haven’t closed a deal and been with them for 8 months… I am really curious if in a year from now, I will regret staying.” – Todd

My answer: “Todd, first off, not closing a deal in your first 8 months is no surprise. This is standard for most new brokers. The bigger focus should be on how many new opportunities you’re securing in your first 8 months. And before you joined this firm, what specific expectations were you provided regarding sharing deals? What specific guidelines were provided regarding your splits and roles on these deals? The biggest mistake new brokers make is joining a firm without having clear-cut expectations of their roles and responsibilities, and their compensation splits.”