• John Casmon

How to Hire the Right Professional Coach with Rod Santomassimo



Whenever you see a top performer, you can bet there is a coach helping that performer reach their peak. Behind Michael Jordan there was Phil Jackson, behind Tom Brady there was Bill Belicheck. And behind Danny Larusso there was Mr. Miyagi. To reach the highest levels of success, even the most gifted stars need a great coach. This is true in sports, business and even real estate. The most successful real estate investors I know hire professional coaches.


Just like in sports, professional coaches can point out areas of improvement, correct technique and behavior, share success secrets, and provide motivation and focus. Their role is to guide you to success and enlightenment, not to save you from your high school bullies. Finding the right coach can be a challenge, so we spoke with Rod Santomassimo to learn more about finding the right professional coach.


Rod heads up the Massimo Group, a coaching firm dedicated to helping commercial real estate professionals. His latest book, “Knowing Isn’t Doing” is out now and serves as a playbook to implement the things you know you should be doing in your business and thrive as an entrepreneur. Rod has over 35 years of professional experience and shares how


In this episode, Rod shares how to determine if you would benefit from hiring a coach, what questions you should ask a potential coach, what to evaluate when you compare coaches, and the key thing that separates successful clients from unsuccessful clients.



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Key Insights on Hiring a Professional Coach

  • From downsized and unemployed during the 2008 recession to building a coaching business

  • How the panicked, the petrified and the productive professionals handled their business when COVID19 hit

  • The multifamily and brokerage opportunities in today’s market

  • The differences between coaching (implementation and accountability) and, consulting (advising), mentoring (guiding) and training (teaching knowledge)

Don’t kid yourself, knowing isn’t doing.
  • How to determine if you would benefit from hiring a coach

My job as a coach is pretty simple: To make you do the things you don’t want to do to get you the things you want. - John Wooden
  • The questions you should ask a potential professional coach to ensure they are a good fit and will help you reach your goals

  • What to evaluate when choosing between coaches to make the right choice for you=

Coaching is not an expense, its an investment in yourself
  • What separates the successful from the non-successful

  • The way real estate investors should be thinking about approaching coaching


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Bullseye Tips:


Apparent Failure:

First ad he ever ran, he misspelled “soar” as “sour” in describing the new business. Every failure creates a next step to move forward.


Digital Resource:

Otter.ai (dictation, audio recording app)


Most Recommended Book:

Fanatical Prospecting (Jeb Blount)

Virtual Selling (Jeb Blount)


Daily Habit:

I check out my whiteboard everyday which lists out my goals for the year and check my progress.


Wish I Knew When I Was Starting Out:

I wish I Invested in people quicker than I did


Contact Rod:

Massimo Coaching

Knowing Isn’t Doing (Rod Santomassimo)