If you’ve been in the CRE world long enough, you’ve seen the numbers. The majority of brokers don’t make it past five years.
You’ve probably seen it too. A friend or colleague who started the journey with you has now moved on.
On paper, it might sound like a lack of skill or drive. But let me tell you something.
In all my years coaching hundreds of brokers, I’ve rarely met one who isn’t among the hardest‑working professionals on the planet. Long hours, relentless outreach, constant follow‑up – CRE brokers put in the effort.
So why do so many burn out or stall?
The answer, in my experience, comes down to one thing: expectations.
The Tale of Two Experienced Brokers
Both brokers have been in the business for over a decade. Both have closed millions. Both know how the “game” works. But their expectations are where their difference lies.
Broker #1 expects that every year will get easier. They assume reputation alone will bring in deals. When the market shifts or their pipeline dries up, they become frustrated. They question their skills. Their value. The industry. They believed they had progressed beyond this phase.
Broker #2, on the other hand, expects friction. They know that even after 10+ years, prospecting never stops. They expect to revisit old fundamentals, update their approach, and reinvent themselves when needed. They don’t take tough months personally.
I know CRE brokers in both camps. All the top ones that you look up to are in the second camp.
Why Expectations Matter
Your expectations shape how you respond when things don’t go as planned. They determine whether a setback serves as a learning opportunity or a pivotal moment.
And expectations don’t just matter for newcomers, as I showed in the example. If you’re an experienced broker earning multiple seven- or even eight-figure incomes, those expectations can be the invisible ceiling holding you back.
Perhaps you anticipate that replicating your previous year’s efforts will produce identical outcomes in a drastically altered market. Maybe you expect to stay on top without redefining your role as a leader or delegating more. Maybe you expect your current pace to remain sustainable, when deep down you know burnout is creeping in.
The truth is, expectations must evolve with you.
A Quick 5‑Minute Exercise
Here’s a simple framework. Take five minutes right now and grab a notepad or open a doc on your laptop.
- Reflect: Ask yourself, “Where was I 12 months ago? Where did I expect my career to be? And how has that reality matched up?”
- Define: Write down, “Given the last 12 months, what’s a realistic expectation for the next 12?” It could be a revenue goal, a deal type, or even a shift in work‑life.
- Reframe: Finish with, “What mindset shift or daily habit must I commit to to make this expectation real?”
Clarity is what you’re after here. Revisit this quarterly, and you’ll stay aligned no matter what changes.
At the end of the day, tactics in CRE have their important place. But the mindset that underpins them is what keeps you in the game for decades. And that starts with setting (and resetting) the right expectations.
If you want help clarifying your expectations to build a plan that keeps you growing, year after year, consider clicking below and booking a free Broker Breakthrough Strategy Session.
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