How a 27-Second Cold Call Script Can Transform Your Prospecting Game
The Problem with Most CRE Cold Calls
Let’s be honest: most brokers call prospects and say the same thing.
“I’m with XYZ Commercial… just wondering if you’re considering selling…”
It’s generic. It’s uninspired. And most importantly—it doesn’t work.
What Made Rebecca’s Approach Different
Rebecca Craddock, an industrial specialist in Central Florida, shifted her focus to the Space Coast. In a roleplay session with Rod Santomassimo, she demonstrated a script that began like this:
“Hi, I’m working with warehouse owners like you who’ve owned their property 10+ years and are considering retirement. Do you have 27 seconds to hear 3 strategies that may align with your goals?”
Simple. Direct. Clear benefit.
That alone earns attention. But then came the punch.
The Three Strategy Framework
Instead of pushing a single option, Rebecca offered three value-aligned strategies:
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Lease it for residual income
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Sell and simplify
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Explore hybrid models (like sale-leasebacks)
The magic? She positioned herself as a problem-solver, not a salesperson.
Rod’s Coaching—How to Sharpen Your Script
Rod coached her to:
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Ditch the “boutique brokerage” talk—focus on client relevance
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Cut out scenarios that didn’t match the prospect’s situation
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Use language like “exploration session” to lower resistance
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Deliver the message inside of 27 seconds flat
Why This Matters More Than Ever
In a noisy market, clarity wins. Authority wins. Confidence and brevity win.
Brokers who DOMINATE don’t wing it. They script it, refine it, and deliver it like pros.
To your future,
Rod Santomassimo
Founder and President
The Massimo Group
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