Massimo Minute

The Million Dollar Mistake Brokers Keep Making

July 3, 2025

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Why Specificity Sells: The $4.21 Million Lesson Every CRE Broker Needs to Learn

Commercial Real Estate Prospecting Tip: Lead with Real Numbers, Not Ranges

In the world of commercial real estate, your words matter — but your numbers convert.

Let’s start with a question:
Which of these sounds more believable to you?

“We saved a client about $4 million…”
vs.
“We saved your neighboring client $4.21 million over the next five years.”

If you’re like most people, the second one hits harder — because specificity creates believability.

And in CRE brokerage, believability creates opportunity.

Why Most Brokers Dilute Their Own Value (Without Even Realizing It)

In a recent Massimo Group roleplay session, one of our coaching clients nailed the result — but softened the delivery.

They had:
✅ A real number
✅ A hyper-local win
✅ An identical lease situation to the prospect

But instead of leading with precision, they opened with “about $4 million.”

The result?
A vague impact. A missed opportunity. A diluted value proposition.

The Psychology of Precision in CRE Conversations

Here’s the truth: when you use exact numbers — especially in terms of cost savings, square footage, lease impact, or ROI — your pitch becomes concrete, measurable, and credible.

Prospects immediately understand:

That you’ve done this before
That you know the market
That you’re an advisor, not a vendor

This is what shifts the conversation from “just another broker” to “someone worth talking to.”

A Better Opening: Turn Knowledge into Leverage

Let’s break it down with a before-and-after example:

❌ Before:

“Hi, I’m calling because we helped a client save about $4 million on their lease.”

✅ After:

“Hi, I know you have about 3 years left on your lease — just like your neighbor did.
We helped them save $4.21 million over five years.
Would it be crazy to see if we could do the same for you?”

Now that’s an opener that earns attention.

Don’t Just Inform — Transform the Conversation

If you want to stand out, land more meetings, and convert conversations into clients, follow these takeaways:

🔑 3 Key Takeaways for CRE Brokers:

Be Specific — Round numbers sound like estimates. Precise numbers sound like facts.
Lead with Impact — Don’t hide your best proof point. Make it your hook.
Tie It to Their Reality — Use what you know about their lease, market, or neighbors to frame the conversation around them.