How to Write a Prospecting Email That Gets CRE Meetings

Why It Matters

Effective prospecting emails that secure meetings give sales teams a relational edge in the CRE market, accelerating deal flow and boosting revenue potential.

Key Takeaways

• Seek mentors early to accelerate deal‑making and networking skills.
• Start each day with proactive business planning before office hours.
• Use email solely to secure face‑to‑face meetings, not close deals.
• Personal touches outperform generic RFPs in commercial real‑estate outreach.
• Relationship building gives immediate edge during formal RFP presentations.

Summary

The video breaks down how to craft a prospecting email that actually lands commercial real‑estate (CRE) meetings, emphasizing that the email’s sole purpose is to secure a face‑to‑face conversation rather than to close a deal. The speaker draws on his own journey—from mailroom to president—highlighting the pivotal role of early mentors who taught him to start each day with strategic planning and relentless relationship building.

Key insights include the shift from door‑knocking and cold calls to digital outreach, yet the need for a personal touch remains paramount. An effective email should be concise, reference a genuine connection, and clearly request a meeting, positioning the sender as a trusted partner before any formal RFP process begins. This approach creates a relational advantage that can tip the scales when the formal bid is evaluated.

Notable quotes underscore the philosophy: “You don’t sell the deal, you sell yourself to the point where you at least get a face‑to‑face,” and “My day started the minute my eyes opened,” illustrating the discipline and relationship focus required. Real‑world examples show that once a meeting is secured, the presenter can leverage the established rapport to differentiate their proposal during the RFP stage.

For sales professionals, the takeaway is clear: prioritize mentorship, start each day with purposeful outreach, and design prospecting emails that earn a meeting. This strategy not only increases conversion rates but also builds a pipeline of qualified CRE opportunities, ultimately driving higher revenue and market share.

Original Description

Stephen Siegel started in commercial real estate brokerage at age 20 and became president of his firm by 37. He is currently the Chairman of Global Brokerage at CBRE, the largest commercial real estate company in the world.

In this short, Rod Santomassimo, founder of The Massimo Group, shares the single most important lesson Siegel passed on about email prospecting and why most commercial real estate brokers are asking their outreach emails to do the wrong job entirely.

The email does not close the deal. The email does not sell the broker. The email has one job and one job only. Get the meeting.

Most brokers write prospecting emails that explain their process, justify their credentials, and demonstrate their market expertise before they have ever sat across from the prospect. By the time the prospect finishes reading they have everything they need to say no without a single conversation taking place.

Siegel's approach is different. One sentence that shows you understand their situation. One reason the conversation is worth having. One ask for the meeting. Everything else happens in the room.

When you have already built the relationship before the formal process begins, and your platform is equal to or better than the competition, the decision leans your way before the presentation starts.

That is not a prospecting tactic. It is a career-long competitive advantage.

What you will learn in this short:

- Why your prospecting email is losing deals before you ever get a meeting

- The single job every CRE outreach email should be doing

- How top producers use email to open relationships rather than close them

- The connection advantage that separates authority brokers from commodity brokers

About Rod Santomassimo:

Rod Santomassimo is the founder of The Massimo Group, the number one coaching organization for commercial real estate brokers. With nearly 20 years of coaching experience and thousands of clients across every major market and specialty, Rod has documented more data on what separates top CRE producers from the rest of the field than any other coaching organization in the industry.

About Stephen Siegel:

Stephen Siegel is the Chairman of Global Brokerage at CBRE. He began his commercial real estate career at age 20 and became president of his firm by 37, building one of the most decorated careers in the history of the industry.

Topics covered: Commercial real estate prospecting, CRE email strategy, broker outreach, winning listings, investment sales, commercial real estate coaching, Massimo Group, Rod Santomassimo, Stephen Siegel, CBRE, broker training, CRE tips

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