Episode 112 - The Four Ways
The Massimo Show
Every CRE broker has faced it — an owner who wants to sell or lease at a price completely disconnected from the market. Walk away and lose the opportunity. Take the listing and waste months going nowhere. Or use one of four specific strategies to bring them back to reality, win the exclusive, and ultimately create a commission opportunity while serving the owner's best interests. Your role is not to sell the property — it's to help the owner make the best possible decision for themselves. That's the educator mindset. Key Takeaways Determine sanity vs. vanity pricing before choosing your...
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Episode 111 - 7 Days to Your Best CRE Year Yet
The Massimo Show
This is a live workshop session built around the Massimo Group's "7 Days" workbook — a structured year-end planning system every CRE broker should complete before January 1st. Over seven focused sessions, brokers review transactions, activities, clients, and mindset; identify what held them back; set financial and business goals; and lock in a refined plan going into the new year. The system works when you work the system. Key Takeaways Complete all 7 days before January 1st — reflection without a deadline is just wishful thinking Your conversion ratios tell you exactly where your...
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Episode 110 - Pain In The Ass
The Massimo Show
Most CRE brokers are afraid of being too persistent. Rod Santomassimo flips that fear on its head: if no one has ever called you a pain in the ass, you haven't come close to your potential. This episode breaks down the presence pyramid, the difference between marketing and prospecting, and why building a relentless personal brand in your market is the most reliable path to inbound business. Key Takeaways Marketing gets you known; prospecting gets you deals — you need both Identify your top 100 market influencers and get known by them systematically Use all three levels of the presence...
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Episode 109 - Eight Asks
The Massimo Show
Most CRE brokers prospect in silos — they make calls, or they send emails, or they post on LinkedIn. Rod Santomassimo argues that single-channel prospecting is why most brokers plateau. The Eight Asks framework is a multi-touchpoint campaign system where every channel reinforces the others. The magic isn't in any one ask — it's in the campaign. Key Takeaways No single channel is a prospecting strategy — the campaign is the strategy Phone calls remain the #1 income driver for top CRE brokers, full stop Different asks work better for different demographics — know your audience You need...
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Episode 108 - Easy Ways to Find Business
The Massimo Show
Finding business isn't hard — but finding the right business consistently requires two things most brokers never nail down: a crystal-clear picture of who they serve, and a specific, defensible answer to how they serve them. Rod Santomassimo walks through the three-part framework for finding business and shows how specificity in your positioning is the difference between struggling to get meetings and having prospects seek you out. Key Takeaways Every easy way to find business starts with knowing exactly who you're looking for Generic positioning kills deals before they start —...
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Episode 107 - CRE Results Guarantee
The Massimo Show
Most CRE brokers ask for an exclusive and hope for the best. The Massimo Results Guarantee flips that dynamic — it's a specific, articulable guarantee you offer clients upfront that addresses their deepest concerns about hiring a broker: Will this work? What if it doesn't? In 17 years of coaching thousands of brokers, Rod has seen this one strategy increase conversion rates by 24–25%. The guarantee isn't just a sales tactic — it's a commitment you make to yourself first. It works when you do the work. Key Takeaways A results guarantee increases client conversion rates by 24–25% —...
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Episode 106 - Brokerage Benchmarks
The Massimo Show
Rod Santomassimo walks through the critical performance benchmarks every commercial real estate broker needs to know — and measure. Most brokers track closings and commissions but ignore the upstream activity metrics that actually predict results. In this episode, Rod lays out the full pipeline conversion framework, from first calls to closed deals, with specific targets at each stage. Key Takeaways If you're not measuring conversations and meetings, you're flying blind A weak pitch win rate is almost always a discovery problem, not a closing problem Your value proposition on the phone...
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Episode 105 - The Aikido Approach
The Massimo Show
Rod Santomassimo breaks down a counterintuitive framework for handling the toughest objections in commercial real estate — one borrowed from the martial art of Aikido. Instead of pushing back against resistance, the Aikido approach teaches brokers to redirect the energy: acknowledge the objection, validate the prospect's position, and pivot to curiosity. The result is a conversation that never turns adversarial and always moves forward. Key Takeaways Objections are not roadblocks — they are redirectable energy Always acknowledge and validate before pivoting Questions beat arguments...
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Episode 104 - "I Already Have a Broker"
The Massimo Show
Rod Santomassimo tackles one of the most common — and most mishandled — objections in CRE prospecting: "I already have a broker." Most brokers hear it and hang up. Rod reframes it entirely: this isn't a dead end, it's the beginning of a relationship. He lays out a clear three-step process for turning this objection into a long-term pipeline opportunity. Key Takeaways "I already have a broker" is a pipeline opportunity, not a rejection Asking what they value most reveals gaps and gives you powerful prospect intel Silence after your question is a feature, not a flaw — let them think...
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Episode 103 – Terri Sjodin "Presentation Ready"
The Massimo Show
Terri walks through how a background in competitive speech and debate evolved into a 30+ year career helping top performers—CEOs, brokers, sales teams, and even members of Congress—win more often by mastering persuasive communication. Her foundation is simple but powerful: communication is not about what you say—it’s about what the listener hears, processes, and acts on. She shares how her early career “breaking territory” through cold calling and filling rooms from scratch shaped her philosophy: you must be both scrappy enough to earn attention and skilled enough to convert it....
info_outlineTerri walks through how a background in competitive speech and debate evolved into a 30+ year career helping top performers—CEOs, brokers, sales teams, and even members of Congress—win more often by mastering persuasive communication.
Her foundation is simple but powerful: communication is not about what you say—it’s about what the listener hears, processes, and acts on.
She shares how her early career “breaking territory” through cold calling and filling rooms from scratch shaped her philosophy: you must be both scrappy enough to earn attention and skilled enough to convert it.
The core problem she sees today: experienced professionals rely on confidence instead of preparation, while newer professionals lack structure—so both default to “winging it.” And that’s costing deals.
Her latest book, Presentation Ready, is built on a multi-phase research study identifying the 12 most common mistakes that cause professionals to lose opportunities—based on both self-reflection and buyer feedback.
What You’ll Learn (from Terri)
Why “winging it” is the silent deal killer
– Veterans rely on experience → leads to complacency
– Newer professionals lack a repeatable structure
– Result: inconsistent messaging and missed outcomes
The real mistake: being informative instead of persuasive
– Most professionals “data dump” instead of influencing decisions
– Buyers don’t reward information—they reward clarity and conviction
The disconnect that’s costing you deals
– You think you’re clear → your audience thinks you’re boring
– #1 feedback from buyers: “The presentation was boring”
Why recording yourself is non-negotiable
– You cannot fix what you don’t recognize
– Watching yourself exposes verbal habits, weak structure, and lack of impact
The importance of scrimmaging (roleplay)
– Top performers don’t practice presentations—they rehearse outcomes
– Like athletes, drills build specific skills that show up under pressure
Why “scrappy + structured” wins in today’s market
– Scrappy gets you in the room
– Skill gets you the deal
About Terri Sjodin
Terri Sjodin is the Founder of Sjodin Communications and one of the leading experts in persuasive presentations and sales communication. She is a New York Times best-selling author, Hall of Fame speaker (National Speakers Association), and has worked with Fortune 500 companies, national sales teams, and government leaders.
Her latest book, Presentation Ready, is based on decades of real-world experience and a multi-phase research study on what actually causes professionals to win—or lose—opportunities.