Commercial Real Estate Show Explores Eight Traits of Successful CRE Brokers

Top Quote Guest Rod N. Santomassimo explains how brokers can dominate their markets. End Quote
  • Atlanta, GA (1888PressRelease) January 04, 2012 - D is for discipline. And that's just one of eight traits that allow successful real estate brokers to D-O-M-I-N-A-T-E, according to Rod N. Santomassimo, founder of The Massimo Group and author of Commercial Real Estate Brokers who Dominate.

    Santomassimo spelled out dominate - with each letter standing for one of the eight traits - during the most recent episode of the "Commercial Real Estate Show." Show host Michael Bull, who has used Santamassimo for training at full-service commercial real estate brokerage firm Bull Realty, also shared anecdotes about how these traits impact success.

    When it comes to discipline, Santomassimo encouraged brokers to start by changing one habit at a time, such as coming into work at a certain time. Bull agreed, saying, "They (brokers) have to have a plan and they have to run that plan every day."

    O is for "orient toward clients." Santomassimo said, "By focusing on clients, the long-term relationships you will establish and the opportunities you will get from those relationships are limitless."

    M is for market presence. Santomassimo said there are three ways to have market presence: personal presence (such as networking and developing one-on-one relationships), physical (such as sending out flyers) and digital (e-mail blasts, LinkedIn, Twitter, etc.).

    I is for industry focus. In large markets, Santomassimo said brokers should focus on one niche, or two at the most. In a smaller market, brokers must diversify but that diversification should still be focused.

    N is for navigate. Here, Santomassimo focused on how brokers navigate their own careers. "So many brokers jump the fence and move to another brokerage firm for all the wrong reasons," he said. For instance, he said, if another brokerage firm is offering better commission splits, think about why the firm is doing that and whether this is the best long-term career decision.

    A is for assertive. "We have found through years of working with thousands of brokers, the most successful are the most assertive," said Santomassimo, who also interviewed hundreds of brokers for his latest book.

    T stands for team. Santomassimo encourages brokers to build a team - whether it is just an executive assistant or a team of 20 - that complements his or her own strengths.

    E is for entrepreneurial. This last trait is what differentiates successful brokers from people working in other parts of the real estate industry. "It is your business," Santomassimo said. "You have to have sales, marketing and organization, just like any business would."

    To learn more about each trait, listen to the whole show, which is available for download here.

    The next "Commercial Real Estate Show" will be available Jan. 4 and will examine commercial real estate research strategies.

    About the "Commercial Real Estate Show":

    America's "Commercial Real Estate Show" is a national talk radio show about commercial real estate. New shows are available every Thursday at the show website, Shows are also broadcast on AM stations, including Atlanta stations Biz 1190 on Saturday at 10 a.m. and Talk 920 on Sunday at 9 a.m. Show podcasts are available on-demand on iTunes and the show website.

    The show host is 30-year commercial real estate veteran Michael Bull, CCIM. Michael is the founder of Bull Realty, Inc, a regional commercial brokerage firm with three offices headquartered in Atlanta, Georgia.

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