Practical Steps to Start Thinking Like a Successful CRE Broker

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Practical Steps to Start Thinking Like a Successful CRE Broker

A graphic featuring a professional in the background looking at a wall covered in notes and diagrams, overlaid with a semi-transparent purple gradient block. At the top right is "The Massimo Group" logo with the tagline "The #1 CRE Broker Coaching Organization in the World." Bold white text at the bottom reads "PRACTICAL STEPS TO START THINKING LIKE A SUCCESSFUL CRE BROKER".

Be honest…

How many times have you passed on an opportunity because it felt too expensive?

  • A conference that could’ve introduced you to your biggest client.
  • A software that could’ve saved you hours every week.
  • A coaching program that could’ve shown you how to double your commissions.

You told yourself, “I can’t afford that right now.”

It felt rational. Responsible, even.

But what if that mindset is the very thing keeping you stuck?

Earlier this month, we held a webinar attended by several hundred CRE brokers worldwide. We asked them to share one word that described their 2024 so far. Their responses? Some were optimistic—growth, improvement, transition. But far too many were stuck—frustrating, struggle, rough, abysmal, horrifying.

A word cloud titled "CRE Professionals' Key Words 2024" illustrating responses from commercial real estate brokers about their year. The largest and most prominent words are "Frustrating" (in red) and "Struggle" (in blue), followed by moderately sized words such as "Terrible," "Consistent," "Improvement," "Growth," "Transitional," "Volatile," and "Challenging" (in blue). Smaller words in gray include "Abysmal," "Horrifying," "Stressful," "Transformative," "Sucked," "Rough," "OK," and "Green." A footnote explains that word size indicates frequency of mention, with red being most frequent, blue moderate, and gray representing single mentions.

Why?

Because too many brokers continue to try the same approaches and expect different results.

The ones struggling are the ones who hesitate to change. They do what’s comfortable. They rely on outdated tactics. They hesitate to invest in what could get them unstuck.

And when nothing changes, frustration builds.

The Lens of Limitation vs. Opportunity

Brokers that feel like their potential is unfulfilled tend to approach their careers through a lens of limitation:

  • They see money as something to save, not invest.
  • They see the market as something to fear, not leverage.
  • They see coaching as a cost, not an opportunity.

This mindset keeps them stuck:

  • They delay taking action until conditions are “perfect” (hint: they never are)
  • They avoid investing in tools, systems, or education that could help them grow.
  • They waste time and energy trying to figure everything out on their own.

And the result? Missed opportunities, slower growth, and frustration.

Meanwhile, top brokers see the exact same challenges through a lens of opportunity:

An illustration depicting a transition from limitation to opportunity. On the left, a stick figure runs toward a blue circle labeled "LIMITATION." In the center, a stick figure runs forward, and on the right, a stick figure leaps over a green circle labeled "OPPORTUNITY," symbolizing growth and overcoming challenges.

That’s why they grow faster. That’s why they build bigger businesses.

That’s why they dominate.

The Cost of Playing Small

The brokers who struggle year after year don’t lack ambition. They lack a framework for growth.

And the biggest mistake they make?

They see money as something to protect, not something to leverage. They think, “I’ll invest when I’m making more money.”

But that’s backwards.

Investment precedes income.

The brokers who break through? They understand that:

  • One new insight can unlock six figures in additional commissions.
  • One refined system can double their deal flow.
  • One mindset shift can change the trajectory of their career.

While others hesitate, they bet on themselves first—so they can afford more later.

You’re Already Investing. Just in the Wrong Things.

Here’s the irony…

Most brokers do spend money every month trying to improve their business.

But where does it go?

  • Subscriptions they barely use.
  • Leasing fancy offices in prime locations when most clients never visit. Meanwhile, leaner competitors are closing more deals from home or shared workspaces.
  • Constantly purchasing cold call lists instead of developing a sustainable lead generation strategy.
  • Attend conferences that are nothing more than opportunities to see other brokers and leave without any concrete take aways

None of those things are bad… if the foundation is there.

But if you’re still trying to “figure things out” alone, you’re just making expensive guesses.

The top brokers don’t waste time guessing.

They get direct guidance from people who’ve already cracked the code.

The Inflection Point: Scarcity vs. Investment Thinking

Let’s talk about the two paths brokers take—which one sounds familiar?

Scarcity Mindset (Linear Growth)

  • Avoids spending on anything without an immediate return.
  • Thinks small: “Can I afford this today?”
  • Moves cautiously while others take leaps forward.
  • Stays on the slow path, trapped in trial-and-error.

Investment Mindset (Exponential Growth)

  • Uses money to create more money.
  • Thinks long-term: “What’s the ROI over a year? Five years?”
  • Acts before they feel ready—so they can reach the next level sooner.
  • Takes the fast track by leveraging expert knowledge.

This is the difference between brokers who struggle for years and those who become dominators in their market.

Practical Steps to Start Investing in Growth

Shifting from a scarcity mindset to an investment mindset doesn’t happen overnight. But once you start making small shifts, the momentum builds.

Here’s how to start today:

  1. Run the Math on Your Missed Deals

Instead of thinking, “I can’t afford this,” calculate the real cost of inaction.

  • Look back at the past year. How many deals fell through?
  • How many commission opportunities were left on the table?
  • What would just one extra deal have added to your bottom line?

Now, compare that to the investment in coaching. Would one more deal pay for it? Would two?

For most brokers, the math is clear.

  1. Cut Wasted Spending and Reallocate

Remember last week’s edition of the blog, where we spoke about treating your brokerage like a business? Track where your money is going every month. Are you spending on things that don’t actively grow your business?

  • Subscription services you rarely use.
  • Overpriced networking events with zero ROI.
  • Marketing strategies that haven’t worked for months.

Instead, redirect that spending into skills, mentorship, and strategic growth investments.

  1. Set a “Reinvestment Percentage” on Every Commission Check

The best brokers always reinvest a portion of what they earn.

Decide on a percentage—whether it’s 5%, 10%, or 20%—that you automatically put toward professional growth every time you close a deal.

That could be:

  • Coaching
  • Better prospecting tools
  • Subscriptions to software like ChatGPT
  • Hiring a virtual assistant to free up your time
  • A high-impact event that actually moves the needle

This ensures you always have funds ready for the things that actually scale your income.

  1. Get in a Room with People Who Think Bigger

Your environment determines your mindset. If you’re surrounded by brokers who see everything as a cost, it’s easy to absorb that mentality. Start spending time with people who are ahead of you. The brokers who invest in themselves. The ones who see money as a tool, not just something to protect.

How?

  • Attend mastermind groups.
  • Network with top-performing brokers.
  • Follow and learn from high-level players in the industry.

Because when you’re around people making seven figures, “expensive” starts looking a lot like “cheap.”

At the end of the day, there are two types of brokers:

Those who wait until they’re successful to invest.

And those who invest so they can be successful.

If you’re ready to step into the rooms where top brokers grow, surround yourself with high-level thinkers, and make strategic investments that accelerate your success, then click here to schedule a free 30 minute Broker Break-Through Strategy Session.

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Massimo Group

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