The Numbers Never Lie – And Neither Should You
Why Every CRE Broker Must Know Their Stats
Let me ask you a simple question:
How many deals have you done in your career?
If your answer is:
“A lot.”
“Oh, I’ve been doing this a long time.”
“I don’t know exactly, but…”
Then we’ve got a problem.
And don’t take it personally—I see this all the time, even from high-performing brokers making $300K, $500K, even $1M+.
They’ve built a solid business…
But they’re not tracking what’s actually working.
And that’s killing their growth.
The Wake-Up Call That Sparked This Post
In a recent coaching session, I roleplayed with one of our brokers, Chris McGee.
Chris mentioned he’s done over 1,100 land deals. That’s incredible.
But when I asked:
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What’s the total square footage or acreage?
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What’s the total value of all those deals?
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What’s your average commission per deal?
He wasn’t sure.
That’s where the lightbulb went off.
This guy is operating at a high level—but even he hadn’t put the full story together.
The Power of Knowing Your Numbers
Here’s what happens when you know your numbers:
✅ You position yourself as an authority
Telling a prospect you’ve “done a lot” doesn’t hold weight.
Telling them:
“I’ve completed 1,163 transactions totaling $623 million over 27 years”
…that makes an impact.
✅ You build confidence
When you can clearly communicate your career results, you speak with more clarity, conviction, and confidence.
And confidence closes.
✅ You can raise your fees
If you’re doing high-value deals but still charging like it’s 2015…
Your math is broken.
Knowing your average deal value and true impact gives you the power to charge what you’re worth.
Stop Guessing. Start Tracking.
You’re not just a broker.
You’re a business owner.
And business owners who want to grow track everything:
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Total deals closed
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Total transaction volume
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Total square footage or acreage
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Average commission
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Source of deals
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Conversion rates
If you don’t know this stuff, you can’t optimize it.
And if you can’t optimize it… you’re stuck guessing.
Straight Talk from the Coach’s Chair
Look, data alone doesn’t close deals.
But data gives you the edge.
It turns your story into a strategy—and that’s what separates top producers from everyone else.
You want more income, more time, more authority?
Start by knowing your numbers.
Then use them to build the business—and the life—you really want.
Let’s go.
Rod Santomassimo
Founder and President
The Massimo Group
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