Rookie of the Year During the 2008 Crash!
Rookie of the Year During the 2008 Crash!  
Podcast: Forward One Podcast
Published On: Mon May 12 2025
Description: 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.Timestamps00:00:00 Intro00:00:57 From Tech to Real Estate00:02:54 The $100K Barometer Talk00:04:36 Spotting Weak Open Houses00:05:47 Getting Licensed & Mentorship00:09:24 First Open House Strategy00:12:03 Closing His First Deal00:15:02 First Listing During 2008 Crash00:18:31 Rookie of the Year Reflections00:24:21 Discovering His Superpower00:38:35 Moving Into Leadership Roles00:50:12 Lessons Learned & Return to Sales00:57:29 Guerrilla Marketing Tactics01:03:23 Balancing Commercial vs Residential01:14:04 F1RE Round