Rod Santomassimo (World’s Top CRE Coach)

What to say when a prospect tells you:

“We already have a broker.”

Every Commercial Real Estate Broker hears this.
And most freeze up or move on too quickly.

Here’s a better approach that keeps the door open.

And positions you as the market expert they’ll remember:

1️⃣ Acknowledge their decision

Show respect. It immediately builds rapport.

“That’s terrific, it’s great to hear that you recognize the value a market expert can bring to you and your bottom line.”

That line alone gets them thinking:

Is my current broker actually a market expert?

2️⃣ Ask what they value most about their current broker.

This turns a dead-end into market research.

“Can you tell me what you value most about your current brokerage relationship?”

Their answer gives you exactly what matters most to them.

And where their current broker might be falling short.

3️⃣ Offer real value no pressure

If the conversation goes well, say:

“Many of the investors and tenants I work with appreciate our market updates, would it be okay if I added you to our list so you can stay ahead of local trends?”

You’re building familiarity and trust for the future.

4️⃣ Stay visible

Share your wins, market insights, and client success stories publicly.

When they see the consistent value you deliver, they’ll start wondering why they aren’t working with you.

Remember:

The goal isn’t to steal clients.

It’s to be ready when they realize they need a true market expert.

I had the privilege of meeting Emmitt Smith recently.

NFL Hall of Famer turned Commercial Real Estate force.

What struck me wasn’t just his record-breaking career on the field.

It was how seamlessly he’s carried the same mindset into business.

→ Discipline
→ Commitment to greatness
→ Mastery of the fundamentals

In football, Emmitt’s success came from out-preparing, out-learning, and out-playing everyone around him.

In Commercial Real Estate, he’s doing the same thing.

Applying the same habits, focus, and drive that made him a legend.
It’s a reminder that true success isn’t about the industry you’re in.

It’s about the standards you set for yourself.

The fundamentals never change.

Only the field does.