About this Podcast:
In a CEO-to-CEO discussion at ICSC@FLORIDA, our Greg Simpson had the pleasure to sit down with John Crossman, CCIM, CRX from CrossMarc Services. John is a developer, author, husband and father and his passion for living life with a capital ‘L’ while also giving back to the community through real estate education are making an impact, both personally and professionally.
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Episode Transcript:
JOHN CROSSMAN
So when you think about mentoring like kids, you know you need momentum from the student side. What I'm always telling them is like, you don't want to be a mentor charity case. You want to be in a mentor relationship.
JOHN CROSSMAN
I'm really interested in actual issues that you can do and be a part of. For example, I’ve got a friend who’s now the head of the media center at an inner-city elementary school in Orlando. He’s running a campaign to raise $10,000 to buy books for kids. People argue about book bans, but we can all agree kids need books. Let’s get them the books. That’s the headspace.
JOHN CROSSMAN
We can all agree on thousands of books kids need. Let’s just do that.
GREG SIMPSON
Yeah.
JOHN CROSSMAN
That’s where I want to be.
GREG SIMPSON
That makes a lot of sense. I’ve really enjoyed how you’ve been involved in mentoring across a wide spectrum. We’ve talked to several people here who think that’s important. That’s really what the podcast is about—Built to Suit—for the zero-to-seven-year employee who needs a shortcut.
GREG SIMPSON
I noticed someone walking away with your book. A lot of your books have been picked up.
JOHN CROSSMAN
Good. That’s good.
GREG SIMPSON
And it’s mainly young people. I get the sense that’s where we wanted to position Built to Suit—finding people around the industry who can give back. There are no shortcuts in business, but mentoring helps. At the reception Sunday night, everyone was 30 to 40. At our dinner, everyone was 60.
JOHN CROSSMAN
And you fed some of mine, so thank you.
GREG SIMPSON
That’s not really the issue. The issue is the dinner no longer reaches the demographic we thought it did. Everyone there was 60 or 70. The younger people weren’t represented. What can we do as an industry to attract them?
JOHN CROSSMAN
I’ll give a couple thoughts. Remember Danny Wuerffel? He does inner-city ministry now. One thing he talks about is how helping can sometimes shame people. If you bring gifts to a family that doesn’t need gifts, the father may walk out because it’s humiliating. But if instead you invite him into a job or process, it’s healthier. That’s the idea of “when helping hurts.”
JOHN CROSSMAN
Mentoring works the same way. You don’t want to be a charity case—you want a relationship. Business at its heart is helping one another. I bring a wooden bowl made by Lonnie Peterson to my booth to honor relationships. I want your business to grow, and you want mine to grow. That’s real relationship.
JOHN CROSSMAN
People say it’s a relationship business but live transactionally. To me, the real question is how we foster genuine relationships and encourage people to seek those instead of transactions.
GREG SIMPSON
You’ve developed business your whole career. You’ve built organizations. Being a CEO is hard. How do you balance business and personal life?
JOHN CROSSMAN
It’s all about balance. My work and personal life mix. I take calls early, but my family can reach me anytime. I enjoy both. I also try to set boundaries and be present. When I’m with my family, I try to really be there.
JOHN CROSSMAN
As I’ve gotten older, I’ve learned to listen to my body. I’ve dealt with clinical depression from overdoing it. So I’m intentional about rest. Balance means paying attention to yourself.
GREG SIMPSON
I feel that too. Travel gets brutal. I’m trying to develop new leadership so that burden doesn’t stay on me forever.
JOHN CROSSMAN
Leading a business takes a ton of hours. Living life fully—with a capital L—brings joy but also hardship. Deep relationships require showing up during hard times. Business is the same. You’ll win and you’ll lose.
JOHN CROSSMAN
One of my biggest challenges has been anger. I’ve had to reflect on that and manage it in a healthier way. Healthy relationships require honest conversations.
GREG SIMPSON
Our firm leads with generosity and relationship first. That’s how we were mentored.
JOHN CROSSMAN
I receive that, and I want to return it. We need to talk openly so no bitterness grows. Strong business relationships require leaning in.
GREG SIMPSON
Let’s talk about life outside of business. What do you enjoy?
JOHN CROSSMAN
My dog. I’ve got a 130-pound Great Dane named Daisy. I also get energy from impact—making a real difference. I care deeply about real estate education at historically Black colleges and promoting mental health.
JOHN CROSSMAN
What energizes me is meaningful conversation and creating real impact.
GREG SIMPSON
I haven’t spent enough time nurturing this relationship, and I want to change that.
JOHN CROSSMAN
I appreciate that.
GREG SIMPSON
These two firms belong together. When we associate with good firms, our best work gets better.
JOHN CROSSMAN
I’d love to do an event together—bring our teams together to connect.
GREG SIMPSON
Let’s do it. And I’d love to have you on a full podcast. There’s so much value in what you’re doing.
JOHN CROSSMAN
I appreciate that.
GREG SIMPSON
Thanks for the time. Let’s figure out how to make this event great.
JOHN CROSSMAN
Let’s make it happen.
Meet your hosts:
Greg Simpson
Host
