“The only thing I regret in business is that I didn’t hire a coach sooner.”
Those are the words of Baltimore-based broker Ron Howard. Before he and his team hit their stride closing over 400 deals per year, Ron struggled to consistently hold his own feet to the fire.
“I’m like a little kid,” Ron admits. “I need someone who’s tough to keep me accountable and focused on the right things.”
If you’re here, you’re probably in the same boat.
With 87% of new real estate agents failing within the first five years, it’s not an exaggeration to say it’s extremely difficult to make it in this business — especially, if you go it alone.
And, once you start to see some success, maintaining that momentum is even harder. Yet, despite the common advice that your “first hire should be a coach,” many agents and brokers at all stages of the game remain skeptical about spending money on a mentor.
In this comprehensive guide, we’ll help you compare all The Classic coaching programs you’ve definitely heard of before with The New School coaches bringing fresh insights to the game of real estate and the Targeted Coaching Programs that will make the most sense when they’re aligned with unique goals for your business.
Ready to find the right coach for you? Let’s dive in!
For better or worse, most of the information out there on coaches is extremely subjective. And while it can be great to hear personal accounts of what’s worked with other agents, it can also be hard to believe that it can work for you, too.
Luckily, there is some hard data on the subject.
According to Inman’s comprehensive report:
Respondents also said coaches help them “do stuff I know I should but don’t” and give them a “competitive edge” — basically, the two main things that will set you up to outpace your competitors in a crowded real estate market.
But that kind of advice isn’t free. About 6 out of 10 respondents said they spend between $300 and $749 a month on an individual coach, with the largest share (27%) putting the monthly cost between $400 and $499. (And don’t forget, those numbers are from 2014.)
Still, if you do the math, that kind investment could bring you a substantial ROI.
Founder/CEO: Mike Ferry
Key facts:
Best for: Agents looking for one of the most experienced and well-known names in real estate.
Pricing: The One on One package is $650/month and includes 40 coaching calls over the course of a year.
Founder/CEO: Brian Buffini
Key facts:
Best for: Agents who want an A-to-Z comprehensive business coaching and training program, including lead generation. A good one for newer agents wanting to capitalize on their sphere of influence (SOI) or who already have a decent SOI built up and want to skyrocket it to the next level.
Pricing: One-2-one coaching and group programs start at $499/month for 6 months (or longer) and includes 2 coaching calls per month, marketing kit with flyers, and subscription to Buffini’s ReferralMaker CRM.
Key facts:
Best for: Obviously, this will be a natural choice if you’re joining a KW team, but there’s also plenty of good information for both beginning and experienced agents in other business frameworks.
Pricing: MAPS offers 4 programs: Mastery, Breakthrough, Group, Bold. Prices start at $450 per month.
Founder: Floyd Wickman
Current President: Mike Pallin
Key facts:
Price: Programs include The Floyd Wickman Master Selling Skills Program, R Squared Coaching, The Master Sales Academy, The Business Breakthrough. Prices start at $99/month.
Best for: Agents who want to be trained by one of the longest-running and most reputable coaching programs. Some agents prefer this program as an alternative to Keller Williams’ BOLD.
Founder/CEO: Tim and Julie Harris
Key facts:
Best for: Agents who appreciate a “tell-it-like-it-is” approach to get inspired to take action. If you’ve resonated with their style via their popular book and podcast, the coaching program will give you the extra push you need to drive more business and leads.
Pricing: Starts at $100/month for the Premier package, then goes up to $1010/month for an Elite package.
CEO: Verl Workman
Key facts:
Best for: Agents that want to place a focus on family values and work/life balance at the heart of their business.
Pricing: Not available. Interested parties are asked to contact them for a free consultation.
Founder/CEO: Kevin Ward
Key facts:
Best for: Agents who want a program with a client-centered ethos and a no-BS approach to making more money and having a balanced life.
Pricing: No price listed on website.
Founder/CEO: Bubba Mills
Key facts:
Best for: Top teams wanting to expand their impact even further.
Pricing: One-on-One coaching for teams starts as low as $650 per month.
Founder/CEO: Richard Robbins
Key facts:
Best for: Go-getters at all stages of the game who want to be inspired and pushed to reach their peak.
Pricing: $799 for their core coaching program.
Founder/CEO: Dirk Zeller
Key facts:
Best for: Agents who want a high-net-profit business so they can become wealthy. Dirk and his team coach clients beyond just being aspirationally wealthy, or even high income wealthy, to actually becoming balance sheet wealthy. Dirk himself owns 61 rental properties and the coaches on his team have sold more than 237 homes a year on average. You could say he’s passionate about walking the walk.
Pricing: No price listed on website.
Founder/CEO: Michael Hellickson
Key facts:
Best for: Agents who want more of a “mastermind” approach as part of a private, exclusive network. Also for team leaders who want to grow from 6 to 7 figures, or from low to mid-7 figures, while working less.
Pricing: Group Coaching from $97 per month, Tier 1 (Team of one) $497.
Founder/CEO: Tom Ferry
Key facts:
Best for: If you’re a Follow Up Boss user, you probably already know we’re BIG fans of Tom Ferry. His unique coaching approach is great for anyone who wants a new school spin on the classic real estate success principles. Also great for agents who have already eaten up all Tom’s online content and want a more consistent and structured approach to follow.
Pricing: Tom Ferry uses part-time coaches and the latest cutting edge technology in his coaching series, which starts at $649 per month.
Founder/CEO: Kathleen Black
Key facts:
Best for: Kathleen is an expert at helping teams achieve top 1% status and is also a certified trainer’s Trainer in DISC Personality Profiling, making KBCC a great fit for team leaders and owners who have big goals, but also want a program that fits their personality.
Pricing: No price on website, but you can book a free 30 minute strategy call via the website.
Founder/CEO: Dr. Lee Davenport
Key facts:
Best for: Agents who feel disillusioned by canned coaching programs or like their last coach didn’t “get” them. Dr. Lee believes an agent’s unique personality is essential to driving profitability. She’ll help you stop obsessing over your weaknesses and start playing to your strengths.
Pricing: No price on website.
Founder/CEO: Dale Archdekin
Key facts:
Best for: Teams, single agents, or ISAs looking to increase their revenue, become masters in lead conversion, and have better, more meaningful conversations with their leads.
Pricing: Smart Inside Sales has different coaching offerings and programs. Pricing varies per program.
Bonus tip: Included in all Follow Up Boss subscriptions is access to Dale's Conversion University 9-module course and interactive conversion technique trainings.
Founder/CEO: Lee Adkins
Key facts:
Best for: Brokers and team leaders with a strong focus on culture. Lee is an expert at getting everyone on your team pulling in the same direction, while leveraging your database for maximum ROI.
Pricing: $300 per month + $100 per additional seat
CEO: Bernice L. Ross, Ph.D.
Key facts:
Best for: Brokers who want to scale and who want to work with a forward-thinking industry expert who understands the ins and outs of real estate. Also perfect for women who are looking to uplevel from solo agent to running their own team.
Pricing: Fees range from $147 for the Get Balanced or Get Crazy Coaching Program (audio CD) all the way up to $3,500/month, depending on the level of service and personalization you need.
CEO: Jon Cheplak
Key facts:
Best for: Brokers and team leaders who want to recruit and retain top producing agents and make sure everyone on the team is prospecting consistently.
Pricing: Jon prides himself in not taking a “cookie cutter” approach to coaching programs. His service is very hands-on, including One, 20 minute coaching call a week for 12 weeks (with text and email in between calls as needed) for $997 per call paid weekly.
Founder/CEO: Julie Youngblood
Key facts:
Best for: Go-getting real estate agents and younger/newer agents who want to learn the ropes from someone who’s nailed it.
Pricing: No price listed.
Founder/CEO: Travis Robertson
Key facts:
Best for: If you’ve reached the point where you’re ready to scale your business but you’re scared it’s going to take a toll on your family or personal life, Travis is a great coach to consider.
Pricing: Not listed publicly but he offers a complimentary 60-minute Coaching Strategy Session where you can get more info.
Founder/CEO: Sherri Johnson
Key facts:
Best for: New and growing agents who know they have what it takes to make it and just need a strong mentor in their corner to show them how.
Pricing: Pro coaching program is $575 per month, Premium Coaching Program is $995 per month and Premier Team Coaching Program is $1395 per month.
Founder/CEO: Jared James
Key facts:
Best for: Agents who aren’t afraid of a good mindset kick-in-the-pants and who really just want someone to get to the heart of what’s holding them back. He covers all the mindset work, plus the practical side, like how to rock cold calling and Facebook ads.
Pricing: No price listed on website.
CEO/Founder: Liz Bentley
Key facts:
Best for: If you want to work with a coach who is also an influencer and trend spotter, Liz can help you learn to think bigger. She also has an all-female team that knows what it’s like to be a woman in real estate.
Pricing: No price listed on website.
Founder/CEO: Mike Stott & Donna Stott
Key facts:
Best for: Agents and team leaders who want a powerful coaching team who can keep them excited and inspired.
Pricing: Group programs start at $28/year to $197/month and private programs from $347/month to $997/month.
Founder/CEO: Candy Miles Crocker
Key facts:
Best for: Any new or experienced agent who wants a flexible and comprehensive coaching solution delivered by a pro who really understands the business.
Pricing: Not listed on website.
Founder/CEO: Joshua Smith
Key facts:
Best for: New or experienced agents who are dead-set on growing their business to massive heights.
Pricing: No price listed.
Founder/CEO: Lars Hedenborg
Key facts:
Best for: Owners, team leaders and agents who are focused on creating real work-life harmony.
Pricing: No price listed.
Founder/CEO: Erik Hatch
Key facts:
Best for: Brokers and team leaders who want to grow and lead with purpose.
Pricing: No price listed.
Founder/CEO: Danny Morel
Key facts:
Best for: Anyone with a strong focus on mindset and inner growth.
Pricing: No price listed.
Founder/CEO: Steve de Laveaga
Key facts:
Best for: Agents with a strong focus on improving their pitch and prospecting skills.
Pricing: R.I.S.E. Rockstar 2 day Intensive is $1,499.00
Founder/CEO: Brian Icenhower
Key facts:
Best for: Agents or team leaders who want hands-on advice from an experienced broker.
Pricing: No price listed.
Founder/CEO: Greg Hague
Key facts:
Best for: Agents who want a proven system for generating seller leads.
Prices: No price listed.
Founder/CEO: Craig Proctor
Key facts:
Best for: Agents who believe in direct response marketing and want to make it a profitable cornerstone of their business. (You also need to make sure you have the budget to invest in direct response marketing.)
Pricing: You get 21 coaching calls with Craig Proctor himself, plus weekly sales training calls and a weekly ad training call. The program also includes a 2-day private workshop, web resources and more. The price is $997/month for 12 months, or the discounted rate of $8,000 for the full year.
Founder/CEO: Rob Vivian
Key facts:
Best for: Agents who want a complete set of business tools that can apply to any business, including real estate. This program includes phone call blast, coaching calls, effective scripts, and more.
Pricing: Web coaching starts at $99/month and 1-on-1 coaching starts at $4388/per month.
Founder/CEO: Steve Shull
Key facts:
Best for: Agents who had success as former athletes and anyone who like a no-BS approach. Steve won’t be your cheerleader but he will push you to achieve your goals.
Pricing: $1,500 per month or $14,000 if year paid in advance for one-to-one personal coaching.
Founder/CEO: Ken Goodfellow
Key facts:
Best for: Brokers and team leaders who have already found some success in their real estate business and who might ultimately want to sell it one day.
Pricing: All coaching programs are by referral, invitation, application, or anyone over $1 million GCI.
Founder/CEO: Justin Williams
Key facts:
Best for: Newbies who want to break into the house-flipping business.
Pricing: Prices vary based on format. Programs range from online training tools and resources and to private coaching on request.
Founder/CEO: Than Merrill
Key facts:
Best for: This coaching program has some mixed reviews. Those who find the most success with it are the ones who really give 110% into following the program. It may be a good fit for someone just starting out in real estate who wants a proven system to follow.
Pricing: No price listed on website.
Founder/CEO: Mark Ferguson
Key facts:
Best for: Anyone who wants to become more active in the investing side of the business.
Pricing: Ranges from $5 for books on Amazon to $2,000 for the coaching group with direct access to Mark Ferguson. (There’s usually some pretty sweet discount on the table so keep your eye out for their special offers and packages.)
Founder/CEO: Joe Stumpf
Key facts:
Best for: Agents looking to set their referral lead stream in motion, or who are fed up with spending money on paid leads.
Pricing: Joe coaches via live events, webinars, teleclasses and one-on-one. Currently no price listed on website.
If you’ve made it to this section of the article, you already know you need a coach, and you know the investment will be worth it.
But with so many options, how do you choose the right coach for you?
Here are a couple things to consider as you evaluate your options.
Each coach has their own unique approach, and while most coaches can provide support and guidance on a variety of topics, not all will be perfectly matched to your specific needs.
If you’re unsure what kind of coaching you need, treat it like any other potential business venture and run a quick SWOT analysis to get some clarity. As a recap, SWOT stands for strengths, weaknesses, opportunities, and threats.
This framework is regularly used across business industries to help you see where you’re succeeding, where you could use some expert insight, and what you should focus on to make the biggest impact.
For each area, you’ll want to identify 3-5 things that play a role in your business:
By taking the time to analyze your business this way, you’ll be able to evaluate potential coaches more effectively — and you may even get a headstart on taking your business to the next level.
Coaching programs come in a variety of formats, and many coaches offer several program options and/or blended formats to choose from (ex. a virtual course paired with bi-weekly phone calls).
Here are a few of the common benefits and drawbacks of each:
Take a good look at the formats available. The ideal program will be perfectly suited to your business’s current growth stage, as well as your personal lifestyle and learning style.
If you’re not sure whether a specific coach is right for you, start by taking a test run with their free or low-cost resources. This will give you a good idea of their approach and style before you commit to the full program.
Understanding your own personality can help you identify the type and style of coaching that will produce the best results for you.
Again, this is where a simple SWOT analysis can be particularly helpful. For example, if you’re super motivated but struggle with processes, you might want to find a Type A coach to get you organized. On the other hand, maybe you’re not the typical super-extroverted agent — so find a coach that can play to your strengths, perhaps by focusing more on inbound leads than cold calling.
Also, be honest with yourself: You may want a cheerleader…but do you need a drill sergeant? If you’re going to make the investment, you want to make sure your coaching partnership will push you to succeed.
A great coach will help you get the strategy and system in place to take your real estate business to bold new heights. But it can be tough to go from A to B when your business systems are a mess.
When you’re ready to start your own team, Follow Up Boss can help. From complete text, phone, and email sync to simplified list segmentation, our bloat-free CRM keeps your team laser-focused on lead management. Check it out for free today!