I am asked frequently “Why don’t you start your own brokerage firm?” My answer is simple – I love what I do. I own (what I believe is) the best commercial real estate coaching company in the world, and am surrounded by great people. The better question would be “If you were to start a commercial real estate brokerage company, how would you do it?”

In my last blog, I outlined the how I would compensate the agents and producers. In the final part of this series, I will outline the tools I would implement to support the team and finally, how I would design the office for maximum production and leveraging our culture.

Remember, as outline in Part 1 of this series, my team would include a support team consisting of administrators, research and salaried new to business folks (see part 4) – all to allow our producers to focus on producing.

There are quite a few great tools and technologies available today to make your brokerage efforts more efficient and more effective.

We would implement a CRM platform, and require all team members (including producers) to leverage it. There are excellent CRM platforms out there – including APTO, Clientlook, and RealNex (simply to name a few). At Massimo Group we use Infusionsoft, as this allows us to orchestrate our contacts, calendars, finances, and marketing efforts.

We would implement an information management system, this is different than a CRM. This system would share market information, facilitate commission calculation and payments – and generally be our company intranet. Realcore is one such platform.

We would need a high-end marketing platform to ensure consistency in our company brand. This would not be the responsibility of the producers, but our support team. A program such as Buildout would be one of the leading candidates for this need.

For market information, I would look first and foremost at our producers to understand their respective markets and territories. I have worked with coaching clients who do not use major information providers (such as CoStar), as their own brokerage teams consistently produced their own information.

Again, I am not starting a brokerage firm, but if I were, I would only align myself with specific team members that share our vision of roles, responsibilities, and expectations.


As part of our continued pursuit to provide you channels to increase your personal commissions, we are announcing this week our next exclusive live event. Our last live event sold out quickly, and there are only 50 seats available – keep an eye out for more to come later this week! You can learn more at MassimoCRE.coach.