How Commercial Real Estate Brokers Can Share More Value When Prospecting
Are you a commercial real estate broker struggling to turn cold calls into real conversations?
You’re not alone. Even top producers sometimes default to industry jargon or lead with the wrong message. But if you want to break through the noise, win attention, and land more meetings—you need to start speaking your prospect’s language. That’s where strategic commercial real estate coaching comes into play.
In a recent Roleplay with Rod session, I coached Brian Sanchez, a CRE broker, on one of the most common traps brokers fall into: leading with product instead of pain.
Let’s break down what happened—and how you can apply the same tweaks to level up your own prospecting approach.
Stop Waiting for Permission—Take Control of the Conversation
When Brian started his call, he hesitated—waiting for validation from the prospect before getting to his message. Big mistake.
Why? Because prospects are busy. If you give them any reason to say, “Not interested,” they’ll take it.
Pro Tip: Start confidently. Introduce yourself, then immediately lead with value. Don’t wait for an invitation to share how you help.
Lead with the Pain Your Prospect Feels Every Day
Brian originally started talking about 1031 exchanges, tax deferrals, and no-maintenance investments. Sounds helpful, right?
Sure… if you’re speaking to another broker.
But prospects aren’t brokers. They’re owners. And owners in today’s market aren’t thinking about depreciation schedules—they’re thinking about:
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Capped rental rates
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Skyrocketing insurance premiums
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Overreaching rent control laws
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The emotional drain of managing properties in places like California or Florida
That’s the pain. And if you want to create connection? Lead with it.
Here’s how we reframed his pitch:
“Hi, this is Brian Sanchez with Enter Real Estate. The reason I’m calling is we’re working with a number of multifamily owners—just like you—who are dealing with capped rental rates, rising insurance costs, and strict rent control regulations. We’ve helped them reposition into more consistent cash flow opportunities with far fewer headaches. Would you be open to hearing how that could work for you?”
Boom. Now you’re not a broker with a pitch. You’re a guide with a solution.
Speak Their Language, Not Yours
One of the biggest breakthroughs in this session? Understanding that real estate jargon pushes people away—especially when they don’t live in your world.
If you’re throwing around terms like “1031,” “tax-deferred strategies,” and “NNN leases” right out of the gate… you’ve already lost them.
What works instead? Talk about:
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Chaos vs. control
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Stress vs. simplicity
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Headaches vs. hands-off
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Real life, not just real estate
Remember, commercial real estate coaching isn’t just about scripts—it’s about strategy. And strategy starts with empathy.
Commercial Real Estate Prospecting Is About Earning the Right to Talk
You don’t earn a conversation by being clever. You earn it by being relevant.
In coaching commercial real estate brokers every day, here’s what I’ve learned:
✅ The best brokers don’t pitch—they probe
✅ They lead with challenges, not features
✅ They speak to real life, not real estate
If you’re a broker who wants to dominate your market, mastering how you start a conversation is step one. It’s not about having the best offer. It’s about sharing the right value, at the right time, in the right way.
Rod Santomassimo
Founder and President
The Massimo Group
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