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Mapping Your CRE Growth: Your Three Hows

January 21, 2026

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The 8 Steps to Discovering How to Grow Your CRE Business — Starting Today

Mapping Your CRE Growth: Your Three Hows

By Rod Santomassimo | Founder, The Massimo Group

Let’s face it — most commercial real estate brokers don’t lack ideas. You already know what you “should” be doing.
But knowing isn’t doing, right?

So if you’ve hit a plateau… if your business feels reactive, chaotic, or stuck in high-effort/low-growth mode — this post is for you.

Today I’m giving you the exact 8-step framework to pinpoint what’s holding you back… and more importantly, how to move forward.

Plus, I’ll walk you through a free worksheet you can download right now to get started. (👇)

Grab the Free Worksheet Now:

👉 Click here to download “The 8 Steps to Determining Your 3 HOWs”

What Are the “3 HOWs”?

Instead of asking who can help you — start by asking how you’re going to grow.

This framework helps you answer three crucial questions:

How will you increase your production?
How will you improve your market presence?
How will you gain control of your time, team, and income?

Let’s dive in.

Step 1: Rate Yourself with the “3 Columns” Framework

Grab a sheet of paper and draw three columns:

Column 1: Scorecard Item
Column 2: Where Are You Now (Score 1-12)
Column 3: Where Do You Want to Be in 12 Months (Score 1-12)

Be honest. This is your self-assessment.

The 8 Key Areas to Evaluate (Rate Yourself 1–12)

1. Prospecting – Are You Sporadic or Strategic?

1 = Sporadic, random prospecting
12 = Structured campaigns with automation and follow-up

Be honest. Most brokers fall between 3–7.

2. Market Presence – Are You Known or Invisible?

If we surveyed your market… would your name come up?

1 = No one knows you
12 = You’re seen as a trusted advisor and go-to expert

3. Client Focus – Are You Reactive or Selective?

Do you say yes to every deal? Or work with ideal clients only?

Rate how proactive you are in managing your client base.

4. Systems & Processes – Are You in Control?

Do you run your business… or does it run you?

Think CRM, marketing sequences, task management.

5. Personal Brand – Are You a Commodity?

What do people think when they see your name?

1 = Generic broker, 12 = Recognized thought leader

6. Marketing – Are You Random or Laser-Focused?

1 = Random posts and emails
12 = Strategic, value-driven campaigns across platforms

7. Leverage & Team – Lone Wolf or Leader?

Even if you’re a solo broker, you need leverage.

Admin help? Virtual assistants? Technology?

8. Financial Control – Do You Know Your Numbers?

Do you track pipeline, fees, time invested, and ROI?
Score how well you manage revenue and expenses.

Example: How to Interpret the Gap

Let’s say your Prospecting score is:

NOW: 3
GOAL: 10

That’s a 7-point gap. Now ask yourself:

What would have to happen for me to close that gap in the next 12 months?

This is how you start to identify the 3 HOWs that deserve your focus.

How to Choose Your 3 HOWs

After scoring all 8 areas, pick the top 3 areas where:

The gap is the biggest, AND
You believe improvement would have the highest ROI

These become your 3 HOWs — your strategic priorities for the next 12 months.

What Happens When You Focus on the Right HOWs?

💥 You stop chasing shiny objects.
💥 You get off the transaction treadmill.
💥 You start building a business that serves your life — not the other way around.

The most successful brokers I coach don’t just work harder — they work smarter by focusing on the right HOWs.

Get Started Now (FREE Download)

👉 Download the “8 Steps to Determining Your 3 HOWs” Worksheet

It’s the same exercise I used with hundreds of CRE professionals across North America.
This is your roadmap to stop drifting… and start growing.

Want Help Implementing Your 3 HOWs?

If you want to accelerate your results, our Massimo Group coaching programs are designed specifically for experienced CRE brokers ready for the next level.