Let me say something a little uncomfortable…
Most commercial real estate brokers?
They’re grinding harder than ever—yet still stuck.
They’re saying “yes” to every deal and wondering why they’re not growing.
You know the story:
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Office lease? You’ll take it.
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Retail listing? Sure.
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Medical? Why not.
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Tenant rep, landlord rep, sales, leasing—you name it, you’ll do it.
Why?
Because the client has cash.
And that, my friend, is a dangerous business model.
The Real Problem: You’re a Commodity
Let’s get real.
When you try to be everything to everyone, you become nothing to no one.
Generalists blend in.
Specialists stand out.
And clients? They’re not looking for average. They’re looking for the authority.
“Authority equals income. That’s the bottom line.” – Rod Santomassimo
So let’s break this down.
What Is Specialization in CRE?
Specialization means narrowing your focus—intentionally.
✅ Not just “office leasing”…
But “office tenant rep for companies 10,000 SF+ in Dallas.”
✅ Not just “investment sales”…
But “retail strip centers under $10M in the Midwest.”
You go deep, not wide.
Why Specialization Works (and Pays Big)
Here’s why this one move changes everything:
1. You Do More Relevant Deals
The more deals you do in one niche, the better you get.
Better insights. Faster execution. Sharper instincts.
2. You Attract More Clients
People want the best. And when your branding, stories, and stats scream “expert”—you win.
3. You Close Faster and Win Bigger
No need to “fake it ‘til you make it.” You know the comps.
You know the objections.
You know the outcomes.
4. You Command Higher Fees
Specialists don’t get shopped. They get chosen.
Price becomes a non-issue when you’re the obvious authority.
Real Talk: Massimo Group Is Proof
Look, at The Massimo Group, we coach one type of person:
Commercial real estate brokers.
That’s it.
With 3 billion people on the planet, our total addressable market is tiny—maybe 50,000 tops.
But we’ve built the most successful CRE coaching firm in the world.
Because we went deep, not wide.
So Ask Yourself…
Are you:
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Busy, or profitable?
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Working hard, or working smart?
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Known, or forgotten?
The answer usually starts with one word:
Specialization.
Your Next Step
Ready to stop being a commodity?
Want to become the authority in your space—and earn like it?
🎥 Watch this short video I made on exactly how specialization changes your CRE career:
👉 [Watch the Specialization Video Now]
Until next time,
Rod Santomassimo
Founder, The Massimo Group
Coach. CRE Advocate. Specialist.
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