Why 10% of Brokers Earn 50% of the Money

Welcome to CRE Broker Playbook!

I get a ton of complaints from non-brokers on my LinkedIn posts and in my DMs.

They are frustrated by the case studies of the 30-year-old broker making $300K. But you know they exist. I know they exist.

We both know the 28-year-old getting paid $250K to switch firms. We know the 31-year-old who is well on his way to making 7 figures. Again.

There isn’t a clearcut career ladder. There is a phone, laptop and unlimited income potential.

After talking with over 200 brokers the last 6 months, I’m of the opinion that success finds those with super tight niches and elite dealmaking skills.

Regardless of age.

Today, 2 high-performing brokers share how they think about getting deals done. Plus: how niche specialization is helping brokers crack 7 figures.

But first!

💸 LEASED SPACE

Today's newsletter is brought to you by Moisand Fitzgerald Tamayo.

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We are offering FREE, 30 minute BROKER FINANCIAL OPTIMIZATION calls. No strings attached.

⚓ ANCHOR TENANT

Negotiation Secrets: Two Paths to the Same Truth

The best brokers don't just negotiate—they investigate. Two experienced CRE brokers share their contrasting approaches to uncovering what the other party really wants.

Tom Savage, Transwestern, 12 years in business

Tom's approach centers on upfront empathy: "The simple negotiation tactic that I find myself using in almost every deal is really trying to put myself in the shoes of the other side and try to really understand what it is that they're trying to achieve and accomplish through this deal," he explains. "I find that negotiation isn't a zero sum game, so you have to really try to think about it from both sides and structure something that works for both groups in a transaction. That's gonna help you get to the best deal in the fastest possible timeline, which is critical for brokers in our industry."

Luke McCann, NAI, 7 years in business

Luke takes a different approach, focusing on tactical discovery during negotiations: "I'm a big fan of Chris Voss's never split the difference strategy—label and mirror," he shares. "Usually when the client and I aren't seeing eye to eye, there's an underlying motivation that I just haven't discovered yet. I tend to find the quickest and most efficient way to get to the root of that issue is just to continue to probe, label what you hear from them and effectively just play it back to them. Oftentimes they'll spew out information that you otherwise wouldn't have gotten."

The Takeaway: Information Is Power

Whether it's my four-year-old trying to get ice cream at the pool or me looking to restructure my compensation, every negotiation comes down to the same thing: understanding what the other party actually needs, not just what they're saying they want.

What I admire most about Tom and Luke's approach is that both are essentially detectives, but they gather clues differently. Successful negotiation isn’t about winning, it's about structuring deals that work for everyone.

Tom achieves this through preparation, thinking through motivations before he walks into the room.

Luke achieves it through tactical questioning, extracting hidden motivations through strategic conversation.

The most successful brokers view negotiation as detective work. While average producers focus on their own interests, top producers focus on getting to truth—then structuring deals around what they discover.

🤓 FROM THE BACK OFFICE

Ever wonder why some brokers dramatically outperform their peers? We've observed this phenomenon across hundreds of broker clients.

According to Price's Law, in a room of 100 brokers, just 10 will earn half of the total income. The same thing happens in the NBA. Steph, Draymond and Jimmy Butler make up three of 15 spots on the Warriors but take home 75% of the money.

The question is: how do you join that elite group?

The answer consistently points to specialization. Brokers who focus on a specific niche—whether it's a particular property type, price point, or geographic location—tend to rise faster than generalists.

We've seen this firsthand with clients who concentrated exclusively on industrial properties within specific square footage ranges or office buildings in particular submarkets. By becoming the recognized expert in a well-defined space, they quickly ascended to the top tier of earners.

Don't dilute your efforts trying to be everything to everyone. Find your specialty, master it completely, and watch your income accelerate.

Thanks for reading until the end!

Mike and Jake