CRE Brokers: The #1 Lesson to Take Into 2026
2025 is essentially in the books.
And before we turn the page to a new year, I want to leave you with the single most valuable lesson in commercial real estate brokerage.
This is NOT for every broker.
Not for the ones who dabble, drift, or look for shortcuts.
This is for you.
If you’re reading this newsletter each week, showing up to trainings, investing in coaching, or even just consistently sharpening your thinking around CRE, you’re already operating at a different level.
You’ve separated yourself from the crowd that talks about success without ever committing to it.
Which is precisely why this lesson matters now more than ever.
At your stage, the gap is not due to a lack of information.
Its execution.
“Knowing Isn’t Doing.”
You’ve heard me say it before. Easily one hundred times or more. You may have even read my book with that exact title.
And yet, it remains the most significant obstacle for otherwise capable, intelligent, hardworking brokers.
Whenever I sit down with brokers across the country, I hear a familiar phrase: “I know what I need to do.”
And my response is always the same: “That’s good. Now tell me what you’re actually doing.”
Because those two things are not the same.
Information does not lead to transformation. It is the proper application and correct implementation of that information that does.
Knowing what works does not create results. Applying it does. Repeatedly, it does. Executing when it’s uncomfortable does.
Back in high school, I learned about potential energy and kinetic energy. It stuck with me because it’s such a clean metaphor for brokerage.
Imagine a massive boulder sitting at the top of a hill. It has enormous potential. Power. Force. Possibility.
But as long as it sits there, nothing happens.
It doesn’t matter how much energy it could release someday. Until it moves, it’s irrelevant.
The moment that the boulder starts rolling, everything changes.
Potential becomes momentum. Momentum becomes impact. And once it’s moving, it’s hard to stop.
Your knowledge works the same way.
Everything you’ve learned this year, from prospecting frameworks to mindset shifts to systems and strategy, is stored potential. Your knowledge becomes useful only when you put it into practice.
So here’s the real question as we close out the year:
What did you actually implement?
As you look ahead to 2026, don’t overwhelm yourself with new ideas. Start smaller and go deeper.
Take one concept you learned this year. Just one. And commit to doing it consistently.
Thank you for letting The Massimo Group be part of your growth this year. I’m proud of the work you’ve done so far. And I’m confident that if you keep turning knowledge into action, your best years in CRE brokerage are still ahead of you.
Here’s to moving the boulder.
