The Secret Weapon to Cracking Tough Prospects

When you’re cold calling a potential client, you’ve got less than 10 seconds to make an impact. That first sentence can either pull them in or lose them forever.
In a recent Massimo Minute, Rod Santomassimo, founder of The Massimo Group — the world’s #1 commercial real estate coaching organization — revealed the simple yet powerful shift that turns a “not interested” prospect into an engaged conversation.

Why Most Brokers Lose Tough Prospects in Seconds

Too many commercial real estate brokers believe that cracking a tough prospect means talking more. They pile on:

• Credentials

• Market jargon

• Long-winded backstories

The problem? In those precious opening seconds, the prospect tunes out. They’re busy. Distracted. And your window of opportunity slams shut.

Rod’s Live Roleplay: From Fluff to Focus

In a coaching session, a broker shared his best client result — a 17% overall return. Impressive. But the delivery got bogged down with extra words and explanations.

Rod stopped him and reframed the opener into a tight, direct, value-driven statement:

“Hey, this is Rod from Ontario. The reason I’m calling is one of our clients just realized a 17% return on their multi-family asset. I was wondering if you’ve ever considered diversifying your portfolio into real property?”

No fluff. No jargon. Straight to measurable results + social proof.

The Belief Shift: Less Is More

This is the belief shift that changes everything:

Winning a tough prospect isn’t about saying more — it’s about saying the right thing at the right time.

By leading with concrete ROI and relevant proof, you instantly position yourself as a credible, results-driven professional.

Why This Works for CRE Brokers

1. Instant Value Recognition

When you lead with a tangible return, your prospect can immediately see the potential benefit to them.

2. Built-In Social Proof

Mentioning a “client” with results positions you as someone who already delivers outcomes for people like them.

3. Clear Call to Curiosity

A direct, specific opener makes the prospect think, “Tell me more…” instead of, “How do I get off this call?”

How The Massimo Group Coaches Brokers to Win

The Massimo Group has helped thousands of commercial real estate brokers transform their business, close more deals, and increase their income — often by 50-100% within 12-24 months.
Through proven scripts, accountability systems, and mindset coaching, Massimo Members master the art of:

• Prospecting with confidence

• Positioning themselves as market leaders

• Winning high-value exclusive listings

• Building scalable, efficient businesses

About Rod Santomassimo

Rod Santomassimo is the founder of The Massimo Group, the world’s leading commercial real estate coaching organization. With over three decades of experience, Rod has authored multiple best-selling books, coached thousands of brokers, and helped clients close billions in transaction volume.