About this episode
Welcome back to F1REcast, hosted by Paul Mark Morris and Josh Spitzen of Forward One Real Estate. In this episode, I sit down with Craig White of Sotheby’s International Realty to unpack the mindset and strategies that transformed him from a career in tech into one of LA’s most trusted names in real estate. Craig shares how a single conversation about a $100K salary sparked a complete career pivot—and how he leveraged mentorship, open house strategy, and grit to close his first deal during one of the worst markets in history. You’ll hear how Craig identified his “superpower” and built a reputation that ultimately earned him Rookie of the Year. We talk candidly about failures, leadership lessons, guerrilla marketing techniques, and the importance of listening closely to the market. If you’ve ever wondered how to thrive through uncertainty, double down on your strengths, or transition into leadership without losing your edge, this one’s for you. Timestamps 00:00:00 Intro 00:00:57 From Tech to Real Estate 00:02:54 The $100K Barometer Talk 00:04:36 Spotting Weak Open Houses 00:05:47 Getting Licensed & Mentorship 00:09:24 First Open House Strategy 00:12:03 Closing His First Deal 00:15:02 First Listing During 2008 Crash 00:18:31 Rookie of the Year Reflections 00:24:21 Discovering His Superpower 00:38:35 Moving Into Leadership Roles 00:50:12 Lessons Learned & Return to Sales 00:57:29 Guerrilla Marketing Tactics 01:03:23 Balancing Commercial vs Residential 01:14:04 F1RE Round