The 4-Step Process Every Broker Needs to Know to Handle This Objection
You’ve heard it a hundred times:
“I appreciate it, but I already have a broker.”
Most brokers hear that and move on. Big mistake.
This isn’t a dead-end. It’s an opportunity—if you handle it the right way.
I just broke down a 4-step process that flips this objection on its head and gets you positioned as the broker they should be working with. Here it is:
1️⃣ Acknowledge & Validate – “That’s fantastic! I appreciate that you value representation and the impact it has on your bottom line.”
✅ This plants a key thought: Does my broker actually impact my bottom line?
2️⃣ Ask a Powerful Question – “What is the most valuable part of your brokerage relationship? Why do you value it so highly?”
✅ Most brokers never ask this. But this gets them thinking… Do I really know why I use my broker?
3️⃣ Offer Value & Stay Present – “Many of my clients find value in my market updates and insights. Would it be okay if I send you the same information I share with them?”
✅ Almost no one will say no. Now you’re in their inbox – their world.
4️⃣ Show Them What They’re Missing – Every time you help a client win, send a success story. Let them see what’s possible.
✅ Eventually, they’ll wonder: Why isn’t my broker doing this for me?
And just like that, you’re now on their radar. Maybe not today. Maybe not tomorrow. But when they need a real broker? They’ll remember you.
This is how the best brokers position themselves for future business – instead of walking away empty-handed.
Start using this today and let me know how it works for you.
Keep Dominating,
Rod Santomassimo
Founder and President
The Massimo Group
PS – Don’t Fall Behind the AI Revolution! Join our Advanced AI for CRE 5-week course coming up in February. More details here: https://go.massimo-group.com/ai-program-2025
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