The Ultimate Prospecting Mistake CRE Brokers Are Making (And How to Fix It)
Prospecting is a crucial part of a CRE broker’s job, but are you making the one mistake that costs you trust, time, and clients?
As a broker, your first impression might just be your last — especially if your outreach is all about you, your firm, and your listings. The Massimo Group has worked with over 4,200 brokers, and we’ve seen it time and time again: most prospecting messages miss the mark by focusing on self-promotion instead of client value.
Why Your Prospecting Message is Losing You Trust
When you send out a message focusing solely on your expertise and firm, prospects immediately assume you’re just another salesperson trying to hit quota. Without trust, you won’t get the meeting. It’s that simple. The first impression you make in your outreach is the foundation for future interactions. If you don’t earn their trust from the start, you won’t get their business.
The Insight-Empathy-Invite Formula: A Simple Three-Part Framework
To build trust and increase your response rates, we coach our clients to follow this simple, repeatable structure:
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Insight: Start with a market stat, trend, or news about something the client may not know. Show that you understand their market, not just their industry.
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Empathy: Acknowledge a real challenge they might be facing right now. Humanize the conversation.
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Invite: Offer the next step, like a short call or market brief, not to sell, but to explore the value you can bring.
Real-World Example of Prospecting Success
One of our clients, a Southern California broker, used this framework and saw his response rates triple. Instead of leading with “I’m John and I do tenant rep,” he started his message by sharing that sublease rates had climbed 12% in his market and acknowledged how many firms were unsure whether to renew or move early. This insight, paired with empathy and an invitation to explore strategy options, generated a much higher response rate.
How to Apply This Framework Today
This formula isn’t just theory — it’s a proven strategy that transforms how prospects respond. If you’re still using generic outreach that’s focused on you, you’re missing the opportunity to show your prospects that you understand their needs.
Want to apply this to your own outreach? Download our copy-and-paste-ready prospecting framework and start applying it today.
Lead with Value, Not a Pitch
In today’s competitive market, trust is harder to earn than ever before. Don’t waste your first impression talking about your resume — instead, show prospects that you’re listening, you understand their challenges, and you’re worth their time.
Download the copy-paste ready prospecting framework here: https://drive.google.com/file/d/1eQ6F…
