April 20, 2026
From $1M to $100M Deals: The Coaching Strategy Top CRE Brokers Use
In this episode of Commercial Real Estate Secrets, Aviva Sonenreich and Justin Ryder breaks down how coaching, structure, and consistency can completely transform a broker’s trajectory—from grinding through deals to building a scalable, intentional business.
What You’ll Learn in This Episode
- How coaching helps brokers transition from small deals to institutional-level transactions
- Why systems and processes matter more than working harder
- The real reason top brokers seem to have more time and bigger deals
- How to shift from a transactional mindset to long-term relationship building
- Why consistency beats intensity in commercial real estate
- The mindset shift required to confidently pursue $100M opportunities
If you’re ready to think bigger, structure your business stronger, and start positioning your properties for better opportunities in commercial real estate:
👉 Visit https://warehousehotline.com/
1
00:00:00,040 --> 00:00:04,120
What coaching has added to my
life is probably the I'm
2
00:00:04,120 --> 00:00:08,000
focusing on the systems and
processes that will allow me to
3
00:00:08,000 --> 00:00:12,360
be more consistent, you know,
work a little less intensely and
4
00:00:12,360 --> 00:00:14,880
a little more consistently on
the right things.
5
00:00:15,240 --> 00:00:18,280
Maybe free up some time.
Like many people listening to
6
00:00:18,280 --> 00:00:21,000
this, I probably do a little too
much commercial real estate
7
00:00:21,000 --> 00:00:22,560
work.
Maybe you should take a step
8
00:00:22,560 --> 00:00:24,720
back a little bit.
But yeah, coaching has been
9
00:00:24,720 --> 00:00:27,160
super helpful.
Are you doing, do you have a
10
00:00:27,160 --> 00:00:28,920
personal coach?
You talk about that on the show
11
00:00:28,920 --> 00:00:31,200
a ton.
No, I haven't talked about it a
12
00:00:31,200 --> 00:00:32,040
ton.
I have.
13
00:00:32,159 --> 00:00:36,480
I'm, I'm happy to talk about it.
You know what really stuck with
14
00:00:36,480 --> 00:00:39,840
me at Masmo Khan?
The conference room sure was
15
00:00:39,840 --> 00:00:41,880
when they said athletes have
coaches.
16
00:00:42,880 --> 00:00:46,600
So oh, yeah, you got, I'm
watching, you know, these
17
00:00:46,680 --> 00:00:50,520
athletes for the Denver Broncos
and the Nuggets and they're all
18
00:00:50,520 --> 00:00:53,560
being coached and they're
running around and I, that
19
00:00:53,560 --> 00:00:57,680
really stuck with me.
Oh, you know, and I've found
20
00:00:57,680 --> 00:01:02,160
nothing but value in our
coaching and the fun levelled up
21
00:01:02,160 --> 00:01:08,000
my game immensely.
You know, got the confidence to
22
00:01:08,000 --> 00:01:12,720
go for the $100 million building
when I generally wouldn't have
23
00:01:12,720 --> 00:01:16,600
prior though coaching.
I have found it to be
24
00:01:16,600 --> 00:01:19,240
tremendously valuable and
excited to see.
25
00:01:19,400 --> 00:01:25,280
I've only been doing Massimo the
coaching since November of 23.
26
00:01:26,360 --> 00:01:27,880
OK, Yeah, I'm yeah.
How long?
27
00:01:28,360 --> 00:01:30,720
Are you?
I'm like November 24.
28
00:01:30,720 --> 00:01:33,920
I was like you, but I was
sitting there thinking like I
29
00:01:33,920 --> 00:01:37,920
just didn't quite get it.
You know, I'd seen I'd seen the
30
00:01:37,920 --> 00:01:42,640
process from a distance and then
going to the conference and you
31
00:01:42,640 --> 00:01:46,680
see a lot of your heroes and
people that are very high income
32
00:01:46,680 --> 00:01:51,920
earning, proficient team leaders
who also have time, you know,
33
00:01:51,920 --> 00:01:54,160
more free time.
And that's when it kind of
34
00:01:54,160 --> 00:01:55,880
clicked.
And frankly, I just feel
35
00:01:55,880 --> 00:01:59,240
compelled to share too, is like
one of my biggest surprises was
36
00:01:59,720 --> 00:02:01,840
the guy who runs, you know, into
the company, Rod.
37
00:02:03,360 --> 00:02:07,360
He just cares.
Like I kind of thought it was a
38
00:02:07,360 --> 00:02:09,280
sales thing.
Rod, if you're listening to
39
00:02:09,280 --> 00:02:11,280
this, I'm sorry, I didn't mean
to judge.
40
00:02:11,280 --> 00:02:13,960
I just thought it was being
called to like spend another
41
00:02:13,960 --> 00:02:16,680
couple 1000 bucks on this, this,
this, this or whatever.
42
00:02:16,680 --> 00:02:22,400
But when I was there, I was kind
of like very touched, you know
43
00:02:22,400 --> 00:02:25,920
what I thought like, oh, I feel
like actually cared about.
44
00:02:25,920 --> 00:02:28,600
Like, there's this idea of like,
I want brokers to have more
45
00:02:28,600 --> 00:02:34,760
freedom and, you know, improve
the lives and more time and, you
46
00:02:34,760 --> 00:02:38,640
know, to dream bigger dreams.
So it's pretty cool.
47
00:02:39,440 --> 00:02:43,240
Super eye opening to just
understand that you could do a,
48
00:02:43,360 --> 00:02:46,200
you know, a deal for one
million, a deal for 10 million
49
00:02:46,200 --> 00:02:50,280
or a deal for 100,000,000 and
who's to say that you're the
50
00:02:50,280 --> 00:02:53,880
broker in the bracket of the
1,000,000 versus the 100 million
51
00:02:54,120 --> 00:02:57,760
that person who is delineating
that is you?
52
00:02:58,320 --> 00:03:02,080
And that's right.
And you know, facing that and
53
00:03:02,320 --> 00:03:06,960
like you said, talking to people
who are 7-8 figure annual
54
00:03:06,960 --> 00:03:11,720
earners who have systems and you
know, it's they're it's not
55
00:03:12,120 --> 00:03:15,400
sleazy sales, it's fun.
It's actually very rewarding and
56
00:03:15,400 --> 00:03:17,160
fun.
And you know, now I talk to
57
00:03:17,160 --> 00:03:19,520
owners and you know, it's not
just like, hey, do you want to
58
00:03:19,520 --> 00:03:22,240
sell your building?
No buy you know it's the long
59
00:03:22,240 --> 00:03:29,640
game As opposed to a A1 or A2.
Yes, when you call and say I'm
60
00:03:29,640 --> 00:03:33,000
actually calling you for a
different reason, you know, I'm
61
00:03:33,320 --> 00:03:35,040
I'm on your team.
Actually.
62
00:03:36,040 --> 00:03:40,480
You may not want to sell
tomorrow or ever, but you should
63
00:03:40,480 --> 00:03:44,120
at least understand the
decision, the the information
64
00:03:44,120 --> 00:03:46,560
that would guide those decisions
around the market.
65
00:03:47,280 --> 00:03:51,760
And I think people sort of, you
know, open up and they
66
00:03:51,760 --> 00:03:55,560
decompress a little bit.
They take a deep breath and you
67
00:03:55,560 --> 00:03:58,960
know, they're like, I'm not a
very quickly the I'm not
68
00:03:58,960 --> 00:04:02,240
interested goes into like, OK,
what do you got to say?
00:00:00,040 --> 00:00:04,120
What coaching has added to my
life is probably the I'm
2
00:00:04,120 --> 00:00:08,000
focusing on the systems and
processes that will allow me to
3
00:00:08,000 --> 00:00:12,360
be more consistent, you know,
work a little less intensely and
4
00:00:12,360 --> 00:00:14,880
a little more consistently on
the right things.
5
00:00:15,240 --> 00:00:18,280
Maybe free up some time.
Like many people listening to
6
00:00:18,280 --> 00:00:21,000
this, I probably do a little too
much commercial real estate
7
00:00:21,000 --> 00:00:22,560
work.
Maybe you should take a step
8
00:00:22,560 --> 00:00:24,720
back a little bit.
But yeah, coaching has been
9
00:00:24,720 --> 00:00:27,160
super helpful.
Are you doing, do you have a
10
00:00:27,160 --> 00:00:28,920
personal coach?
You talk about that on the show
11
00:00:28,920 --> 00:00:31,200
a ton.
No, I haven't talked about it a
12
00:00:31,200 --> 00:00:32,040
ton.
I have.
13
00:00:32,159 --> 00:00:36,480
I'm, I'm happy to talk about it.
You know what really stuck with
14
00:00:36,480 --> 00:00:39,840
me at Masmo Khan?
The conference room sure was
15
00:00:39,840 --> 00:00:41,880
when they said athletes have
coaches.
16
00:00:42,880 --> 00:00:46,600
So oh, yeah, you got, I'm
watching, you know, these
17
00:00:46,680 --> 00:00:50,520
athletes for the Denver Broncos
and the Nuggets and they're all
18
00:00:50,520 --> 00:00:53,560
being coached and they're
running around and I, that
19
00:00:53,560 --> 00:00:57,680
really stuck with me.
Oh, you know, and I've found
20
00:00:57,680 --> 00:01:02,160
nothing but value in our
coaching and the fun levelled up
21
00:01:02,160 --> 00:01:08,000
my game immensely.
You know, got the confidence to
22
00:01:08,000 --> 00:01:12,720
go for the $100 million building
when I generally wouldn't have
23
00:01:12,720 --> 00:01:16,600
prior though coaching.
I have found it to be
24
00:01:16,600 --> 00:01:19,240
tremendously valuable and
excited to see.
25
00:01:19,400 --> 00:01:25,280
I've only been doing Massimo the
coaching since November of 23.
26
00:01:26,360 --> 00:01:27,880
OK, Yeah, I'm yeah.
How long?
27
00:01:28,360 --> 00:01:30,720
Are you?
I'm like November 24.
28
00:01:30,720 --> 00:01:33,920
I was like you, but I was
sitting there thinking like I
29
00:01:33,920 --> 00:01:37,920
just didn't quite get it.
You know, I'd seen I'd seen the
30
00:01:37,920 --> 00:01:42,640
process from a distance and then
going to the conference and you
31
00:01:42,640 --> 00:01:46,680
see a lot of your heroes and
people that are very high income
32
00:01:46,680 --> 00:01:51,920
earning, proficient team leaders
who also have time, you know,
33
00:01:51,920 --> 00:01:54,160
more free time.
And that's when it kind of
34
00:01:54,160 --> 00:01:55,880
clicked.
And frankly, I just feel
35
00:01:55,880 --> 00:01:59,240
compelled to share too, is like
one of my biggest surprises was
36
00:01:59,720 --> 00:02:01,840
the guy who runs, you know, into
the company, Rod.
37
00:02:03,360 --> 00:02:07,360
He just cares.
Like I kind of thought it was a
38
00:02:07,360 --> 00:02:09,280
sales thing.
Rod, if you're listening to
39
00:02:09,280 --> 00:02:11,280
this, I'm sorry, I didn't mean
to judge.
40
00:02:11,280 --> 00:02:13,960
I just thought it was being
called to like spend another
41
00:02:13,960 --> 00:02:16,680
couple 1000 bucks on this, this,
this, this or whatever.
42
00:02:16,680 --> 00:02:22,400
But when I was there, I was kind
of like very touched, you know
43
00:02:22,400 --> 00:02:25,920
what I thought like, oh, I feel
like actually cared about.
44
00:02:25,920 --> 00:02:28,600
Like, there's this idea of like,
I want brokers to have more
45
00:02:28,600 --> 00:02:34,760
freedom and, you know, improve
the lives and more time and, you
46
00:02:34,760 --> 00:02:38,640
know, to dream bigger dreams.
So it's pretty cool.
47
00:02:39,440 --> 00:02:43,240
Super eye opening to just
understand that you could do a,
48
00:02:43,360 --> 00:02:46,200
you know, a deal for one
million, a deal for 10 million
49
00:02:46,200 --> 00:02:50,280
or a deal for 100,000,000 and
who's to say that you're the
50
00:02:50,280 --> 00:02:53,880
broker in the bracket of the
1,000,000 versus the 100 million
51
00:02:54,120 --> 00:02:57,760
that person who is delineating
that is you?
52
00:02:58,320 --> 00:03:02,080
And that's right.
And you know, facing that and
53
00:03:02,320 --> 00:03:06,960
like you said, talking to people
who are 7-8 figure annual
54
00:03:06,960 --> 00:03:11,720
earners who have systems and you
know, it's they're it's not
55
00:03:12,120 --> 00:03:15,400
sleazy sales, it's fun.
It's actually very rewarding and
56
00:03:15,400 --> 00:03:17,160
fun.
And you know, now I talk to
57
00:03:17,160 --> 00:03:19,520
owners and you know, it's not
just like, hey, do you want to
58
00:03:19,520 --> 00:03:22,240
sell your building?
No buy you know it's the long
59
00:03:22,240 --> 00:03:29,640
game As opposed to a A1 or A2.
Yes, when you call and say I'm
60
00:03:29,640 --> 00:03:33,000
actually calling you for a
different reason, you know, I'm
61
00:03:33,320 --> 00:03:35,040
I'm on your team.
Actually.
62
00:03:36,040 --> 00:03:40,480
You may not want to sell
tomorrow or ever, but you should
63
00:03:40,480 --> 00:03:44,120
at least understand the
decision, the the information
64
00:03:44,120 --> 00:03:46,560
that would guide those decisions
around the market.
65
00:03:47,280 --> 00:03:51,760
And I think people sort of, you
know, open up and they
66
00:03:51,760 --> 00:03:55,560
decompress a little bit.
They take a deep breath and you
67
00:03:55,560 --> 00:03:58,960
know, they're like, I'm not a
very quickly the I'm not
68
00:03:58,960 --> 00:04:02,240
interested goes into like, OK,
what do you got to say?
