The Do’s and Don’ts of Hiring in Commercial Real Estate
The World Cup Final was last week, and if there’s one takeaway it’s this: the best teams (almost always) win.
Not just because they have talent but because they have the right players, clear roles, and a strategy they execute relentlessly.
In commercial real estate, it’s no different. If you want to grow to the next level, your success hinges on building the right team.
- Don’t jump the gun
In brokerage, hitting six figures is often about prospecting and closing deals consistently. But to get to multiple six or even seven figures, you need more than hustle. You need a platform, processes, and people… in that order.
We call this the Operational P Factor at The Massimo Group:
- Platform: First, your CRM and transaction management system must be rock solid. It doesn’t matter which platform you use; choose one and stick to it. If your team is managing deals through sticky notes and spreadsheets, you’re leaving money on the table.
- Processes: Have a defined workflow for everything – prospecting, client onboarding, listing presentations, and follow-ups. Document how your team operates so they can replicate success without needing your input every step of the way. This creates scalability and reduces chaos.
- People: Only after your platform and processes are in place should you hire more people. Otherwise, your new team members will be confused, unproductive, and keep asking the same questions (wasting both their time and yours).
The goal of this method is to turn your brokerage into a well-oiled machine, meaning:
- You make smart hires
- Your margins improve
- Clients receive a better experience
- Set clear expectations and hire on skills, not gut
Too many leaders hire based on gut instinct. They meet a candidate, feel a connection, and think, “This person seems like a great fit!”
It’s a surefire way to end up with misaligned hires (trust me, I’ve been there). Instead, assess candidates’ natural behaviors and hire for specific skills that match the role.
Here’s the process:
- Assess, don’t guess. Use assessments to understand candidates’ true potential.
- Hire more than one. Whenever possible, hire in batches of three and let the performance guide who stays.
- Set clear expectations early. A 30-60-90 Day Plan helps ensure every hire knows exactly what success looks like.
- Set clear Key Performance Indicators (KPIs). This is the game changer in people’s performance and management. You then can make decisions based on data and less on behaviors.
And the golden rule: If they aren’t on target within 90 days, they never will be. Have a tough conversation early.
In CRE, timelines are long enough without waiting six months to figure out someone isn’t a fit.
- Know when to say no
You’ve heard this before, but there isn’t a more powerful word than “no”.
Let me explain with a real example:
Bob Knakal is the only client that I still personally coach. Years ago, he was stuck at $6 million in annual commissions (which was far below his potential).
As his coach, I needed to find out why. He said yes to everything. Every client request. Every opportunity. Every meeting.
It was holding him back. So, I gave him a simple task: say no at least three times a week and track it.
This was just one of many approaches we implemented early on with Bob to help him triple his already incredible income ($18 million +) within three years.
Saying no isn’t about being difficult or distant; it’s about protecting your time and focusing only on the highest-value opportunities.
As a leader, saying no can also mean:
- Not hiring someone just because you’re short-staffed.
- Turning down a client who doesn’t fit your ideal profile.
- Rejecting distractions that pull you away from building your business.
If you want to scale, start by hiring intentionally. Trust the data, not your instinct. Set clear expectations, hold your team accountable, and be ruthless with your time.
The brokers who thrive are the ones who stop playing defense and start building with purpose.
No more hiring on instinct. No more half-hearted plans. It’s time to get intentional.
If you’re a broker who’s ready to stop hiring and firing in the dark, and set up systems to allow you to scale efficiently and predictable, click here to schedule a free 30-minute Broker Break-Through Strategy Session consultation.
