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Rod N. Santomassimo is the founder and president of the Massimo Group, the leading coaching organization for the commercial real estate industry. A Certified Commercial Investment Member (CCIM), Rod possesses over 20 years of commercial real estate industry experience, and a proven growth track record that has repeatedly led to increased individual and company revenue. The Massimo Group is proud to include CB Richard Ellis, Cushman Wakefield, Marcus & Milichap, Grubb& Ellis, Sperry Van Ness, Studley, Colliers, Carter USA, CORFAC, NAI and scores of regional and local firms and/or their individual brokers among its clients. At the Massimo Group we believe all brokers are inherently capable of unlimited income potential. Exceptional business growth and performance are possible no matter one's current level of success or experience. By providing a fresh foundation of strategic positioning our clients flourish and the results are extraordinary and lasting.
Recently I attended the CCIM/IREM national conference and fortunately made some amazing connections during the event. I found the breakout sessions to be right on target and the keynote and general sessions to be very informative as well. Surprisingly, it was during the general sessions in particular that I noticed how many networking opportunities were missed by several of my fellow attendees.
Trade shows are really an investment of your time and your money. More than ever before, a focus should be place on the ROI of each investment we make as a broker/business owner. Trade shows are not only an opportunity to be educated on the latest technology and strategies in the industry, but more than that they are the one opportunity that we should focus on initiating as many relationships as possible.
As my good friend Jim Tucker (CCIM, Richmond, Virginia) has told me again and again, “This is a belly to belly business”. And in fact it is. And although I naturally gravitate to Jim whenever we happen to attend the same meeting, I rarely spend time with him and anyone else I know for that matter, at these events. You see, these trade shows are our best opportunity to “get known” and build future relationships, such as I proudly have with Jim.
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To no one’s surprise commercial real estate insiders are projecting that 2010 will not be significantly better than 2009. The real question of course is what is the projection for your personal brokerage business? Does the declining velocity in your market correlate to declining commissions for you?
It would be easy to provide you a simply answer, however the answer varies bases on market, focus, level of experience, dedication to your business and yes your personal brand and personal marketing plan. 2009 showed the same level of failure in new-to-business brokers as seasoned industry veterans. The same holds true for the levels of success. Many new to the business brokers have out produced their seasoned veterans.
It is also true that many commercial real estate brokers have had extremely rewarding years in 2009. They have leveraged their market presence, existing client relationships and current market conditions to identify new opportunities, and in many times for new clients.
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If you are like me you have been inundated with the importance of online “social” networking. I still can’t figure out what’s so social about not speaking to anyone. You have been told there are several MUSTS if you are to keep pace with (forget ahead of) your competition. For example, you must have 1) a personal website 2) a Twitter account 3) a blog and 4) a Linked In account, at the bare minimum. In addition to these MUSTS, you have to have an integrated marketing platform that creates push and pull campaigns on a varied, yet consistent basis. Now if you really want to get the most out of the Web 2.0 (or is it 3.0?) culture, you should have your own Facebook account and a personal YouTube channel… a personal YouTube channel – are you serious?
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