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