1. How much does real estate coaching cost?

Are you wondering how much does a real estate coach cost? The best real estate coaches generally charge between $200 and $750 per month for group coaching and $750+ and up for individual coaching. One rule of thumb for the cost of real estate coaching is to expect to pay a monthly fee for access to training materials and around $200 per private coaching call. For example, Tom Ferry charges $749 per month for access to training materials and two private coaching calls.

2. Does my real estate coach need to have experience as a realtor?

No. Some of the best coaches in the industry, including our best overall pick, Tom Ferry, have never sold a house in their lives. In fact, sometimes it takes someone from outside the industry to really dissect the real estate sales process and find room for improvement. Real estate coaching is primarily about mindset, accountability, and motivation. You are not hiring a coach to learn secret lead generation or marketing strategies. You can do that for free here on The Close. Instead, coaches will help you design systems to succeed at the lead generation or marketing strategy you choose. They also often include agent mastermind groups to feel connected with other agents and brainstorm strategies and ideas with other top producers.

4. Will a more expensive coach keep me more motivated?

I hate to say it, but fear can be an excellent motivator for real estate agents. The fear of losing a deal or being unable to pay your mortgage may keep you up at night, but it is also part of why you wake up so early and work so hard. When hiring a coach, the fear of wasting money can be an excellent motivator to keep you focused on improving. This is why sometimes hiring a coach whose monthly fees sting a little when you see them on your credit card statement can help you stay focused and motivated. You should never spend what you can’t afford, but you might want to stretch your budget to get better and stay motivated.

5. Is coaching essential for success in real estate?

No. Many top agents we work with never had a real estate coach. That said, most were uniquely self-motivated, and many more stumbled onto lead generation and marketing strategies that worked better than they thought they would. This is not true for every agent or even most agents today. Real estate coaching will never work unless you do. A lot of agents these days think they can sign up for coaching and become better agents through osmosis. These agents are in for a rude surprise. You will never change if you don’t work hard on your business and yourself. Period. You can take action by staying educated and motivated—look at some YouTube videos and brush up on your podcasts to stay updated and inspired.

The 10 Best Real Estate Coaches in 2025

The right real estate coach can fast-track your success with expert guidance, proven strategies, and motivation. 🏡 We’ve ranked the top coaches of 2025 by reputation, cost, and fit — plus included sample materials to help you choose wisely. Stick around for tips on picking the perfect coach to grow your business with less stress.

The Close’s picks for best real estate coaches
1. Tom Ferry: Best for mindset coaching
2. Keller Williams MAPS: Best for Keller Williams agents
3. Buffini & Company: Best for agents who need business training
4. Ricky Carruth: Best for free coaching with a relationship-first approach
5. Icenhower Coaching & Consulting: Best for agents who want 1:1 training from an active agent
6. Kevin Ward | YesMasters: Affordable group coaching & training
7. Katie Lance: Best for social media training
8. Tim & Julie Harris: Best for coaching & community
9. Mike Ferry: Best for proven scripts & team building
10. Brandon Mulrenin: Best for agents who want to master listings without feeling salesy
How to choose a real estate coach that works for you
Methodology: How we chose the best real estate coaches
Frequently asked questions (FAQs)

The Close’s picks for best real estate coaches

Our top picks	Best for	Starting price	Learn more
Tom Ferry	Agents who need mindset coaching, digital marketing training, and actionable scripts from an industry leader	$749	Visit Tom Ferry
Keller Williams MAPS	Keller Williams agents	$39	Visit KW MAPS
Buffini & Company	Agents who want business training along with real estate coaching	$549	Visit Buffini & Company
Ricky Carruth	Agents who want free coaching with a relationship-first approach	$0	Visit Ricky Carruth
Icenhower Coaching & Consulting	Agents who want one-on-one coaching from an active agent	$1,000	Visit Icenhower Coaching & Consulting
YesMasters (Kevin Ward)	Agents on a budget who want group coaching and training	$4,997	Visit YesMasters (Kevin Ward)
Katie Lance	Agents who need help with social media	$799	Visit Katie Lance
Tim & Julie Harris	Agents who want comprehensive coaching and a community taught by two former top-producing agents	$197	Visit Tim & Julie Harris
Mike Ferry	Agents who want proven scripts and lead generation strategies, and team leaders who want to grow	$750	Visit Mike Ferry
Brandon Mulrenin	Agents who want to master listings without feeling salesy	Call for pricing	Visit Brandon Mulrenin

1. Tom Ferry: Best for mindset coaching

Tom Ferry is practically synonymous with real estate coaching these days — and for good reason. He’s especially known for his focus on mindset coaching, helping agents overcome mental roadblocks and build the confidence they need to succeed. 🧠💪 Whether he’s headlining industry events, sharing lead generation tips on YouTube, or posting motivation on X (formerly Twitter), Tom Ferry’s presence is hard to miss.

Visit Tom Ferry’s Website

Tom Ferry pricing

Monthly Pricing	What’s included
Core: $749	Two 30-minute private coaching sessions/month, recorded coaching sessions, advantage program, specialized support teams, team roster/management, exclusive member-only community group, event discounts, and coaching mastermind group(s)
Elite: $1,299	Four 30-minute private coaching sessions/month, everything included in the Core tier, free elite retreat private event, and free admission to all Tom Ferry events
Team: Starts at $2,999	Seventy-two 30-minute private coaching sessions/year, team leader masterminds with Tom, monthly leadership and marketing webinars, team management and reporting, specialized business plans and training sessions, exclusive team community group, free elite and team retreat private events, free admission to all Tom Ferry events, and more

Sample of Tom Ferry coaching materials:

2. Keller Williams MAPS: Best for Keller Williams agents

Keller Williams has earned global recognition — and multiple awards — for its standout coaching and training programs. Its MAPS coaching program features large events and the well-known BOLD initiative, which helps agents grow personally as well as professionally.

For those already part of the Keller Williams ecosystem, MAPS is a powerful coaching option to accelerate success. 🚀

Visit MAPS’ Website

Keller Williams MAPS pricing

Pricing	What’s included
FastTrack Coaching: Ranges from $39-$1,500 per month	Topic-based coaching programs that tackle specific challenges and provide targeted solutions
Life Coaching: 375-$750 per month	It is a life-improvement service available to KW, KWRI, and KWRI Family Members or those looking to join KW
BOLD: $799 per course	A series of six, one-day classes over a six-week period; each series is hosted by an individual market center and facilitated by an expert KW MAPS Coach
Breakthrough Coaching: $450 per month	One-on-one semimonthly coaching sessions (must have a GCI of $75,000 to $149,000)
Mastery Coaching: $1,000 per month	Forty-two Coaching Calls per year (plus Holiday Group Calls) with a hand-picked MAPS Coach; includes access to exclusive perks and privileges only reserved for Keller Williams’ MAPS Mastery members (must have GCI of $150,000 or higher)
30/60/90 Coaching: $2,500 per month (only for 3 months)	Three-month accountability course (60 sessions in 90 days) with small group sessions

Samples of KW MAPS coaching materials:

3. Buffini & Company: Best for agents who need business training

Since 1996, Brian Buffini has helped agents grow with a blend of personal development and business training. His program includes access to Referral Maker® CRM and invites to high-energy events, like MasterMind Summit, for added inspiration and networking. 🎯

Visit Buffini & Company’s Website

Buffini & Company pricing

Pricing	What’s included
One2One Coaching: $549	Marketing kit (printed), digital reports and presentations, free training course, live and online community, two monthly coaching calls, business plan, and REALStrengths® Profile.
Leadership Coaching: $1,499	Everything in One2One coaching, plus an additional coaching call for your team, monthly interactive broadcast, Leadership Coaching training modules, and Buffini Certification for 100 Days to Greatness.

Samples of Buffini & Company coaching materials:

4. Ricky Carruth: Best for free coaching with a relationship-first approach

A former No. 1 agent in Alabama, Carruth built his business by focusing on relationships over transactions, and that philosophy drives everything he teaches. Ricky Carruth is a rare find in the world of real estate coaching — he offers his entire Zero to Diamond 90-Day Action Plan completely for free. 🆓

Visit Ricky Carruth's Zero to Diamond Website

Ricky Carruth pricing

Pricing	What’s included
Zero to Diamond: $0	90-day action plan, tools to track progress and stay accountable, and actionable tips to maintain momentum
Zero to Diamond CRM: Contact for pricing	An exclusive course, email templates, monthly coaching, and private portal access

Samples of Ricky Carruth coaching videos:

5. Icenhower Coaching & Consulting: Best for agents who want 1:1 training from an active agent

Founded by attorney, speaker, and former Keller Williams CEO Brian Icenhower, Icenhower Coaching & Consulting offers personalized training for agents and brokers. The program is data-driven, with reported results including a 39% increase in gross commission income (GCI), an average of 110 homes sold per year, and an average GCI of $485,000 among coaching clients. 📊

Visit Icenhower Coaching’s Website

Icenhower pricing

Monthly Pricing	What’s included
1x1 Solo Agent (Weekly): $1,000	Weekly, 30-minute one-on-one phone calls with your coach, access to ICC 1x1 Solo Agent Coursework, a robust ICC file library with many downloadable materials, and a 30% discount on additional ICC courses

Samples of Icenhower coaching material:

6. Kevin Ward | YesMasters: Affordable group coaching & training

With his YesMasters program, Kevin Ward offers agents and brokers detailed lead generation and marketing plans. Kevin also has an excellent book called “The Book of Yes: The Ultimate Real Estate Agent Conversation Guide,” available to clients and the general public.

Visit YesMasters’ Website

Kevin Ward/YesMasters pricing

Monthly Pricing	What’s Included
Master Path Launch Coaching: $4,997 annually or $999 deposit + $499 per month	Weekly Zoom call, Master Path Play Book, 2-Day Ascension Workshop,4x Quarterly Conquest Half-Day Virtual Workshops, iREV Total Access

If you’ve been to a real estate conference recently, you’ve probably seen Katie Lance on stage — and for good reason. She’s built a reputation for helping agents master social media, a topic many coaches barely touch. If your online presence needs a boost, Katie’s your go-to. 📱

Visit Katie Lance’s Website

Katie Lance pricing

Pricing	What’s included
#GetSocialSmart Academy: $799 per year or $79 per month	Weekly live trainings, access to all upcoming Masterclasses, monthly content calendars, video prompts, and Canva templates, private support group, library of past trainings

Sample Katie Lance coaching materials:

8. Tim & Julie Harris: Best for coaching & community

Real estate coaches Tim and Julie Harris offer multiple coaching options for agents at every stage — plus one of the most popular real estate podcasts online. 🎧 Their book, Harris Rules, delivers a no-nonsense guide to building a profitable, sustainable business, backed by years of experience and a thriving coaching community.

Visit Tim & Julie Harris’ Website

Tim & Julie Harris pricing

Monthly Pricing	What’s included
Premier Coaching: $197 per month	Daily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more.
Premier Plus: $$599 per month	Biweekly private coaching calls, daily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more.
Premier 1:1: $1,197 per month	Weekly private coaching calls, daily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more.
Elite 1:1: $3,500 per month	Weekly private coaching call with Tim and Julie, daily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more.

Samples of Tim & Julie Harris coaching materials:

9. Mike Ferry: Best for proven scripts & team building

A true pioneer in real estate coaching, Mike Ferry has been training agents for decades — and yes, he’s Tom Ferry’s father. His legendary scripts have influenced countless other coaches and remain industry staples.🧾

Visit Mike Ferry’s Website

Mike Ferry pricing

Pricing	What’s included
One-on-One Coaching: $750 (minimum 12 months)	40 private coaching calls per year, free access to one Mike Ferry retreat, discounted access to Mike Ferry events, access to a referral network, and more
Premier Coaching: $1,250 (minimum 12 months)	Everything from one-on-one coaching, free admissions to retreats and 3- or 4-day events, access to the Numbers Analyzer tracking system, and direct email access to Mike Ferry.

Samples of Mike Ferry coaching materials:

10. Brandon Mulrenin: Best for agents who want to master listings without feeling salesy

Brandon Mulrenin, founder of ReverseSelling, helps agents build listing-based businesses without the pushy sales tactics. His coaching emphasizes trust, value, and authenticity — perfect for agents who want to grow their business without feeling like a salesperson. 🤝

Visit Brandon Mulrenin's website

Brandon Mulrenin pricing

Pricing	What’s included
Listing Agent Inner Circle: Call for pricing	Access to “The Listing Agent Certification” training course, five different coaching calls per week, private community

Samples of Brandon Mulrenin coaching materials:

How to choose a real estate coach that works for you

Just because a coach is popular or trending online does not mean they will work for you. Here is a proven four-step process that top agents use to choose the right and best real estate coaches:

Step 1: Learn the real ROI real estate coaches offer agents

Coaching isn’t about secret lead gen hacks — it’s about mindset, accountability, and consistency. A good coach helps you stay on track, build systems, and keep pushing forward when motivation dips. Think of it as a strategy partner for your business, not a magic bullet. 🎯

Step 2: Discover your sales personality & MVV

Before choosing a coach, get clear on what you’re naturally good at. Are you analytical? Creative? Tech-savvy but introverted? Your strengths should shape your approach to business — and your coaching. Also, take time to define your mission, vision, and values (MVV). Knowing what drives you makes it easier to find a coach who aligns with your long-term goals.

Step 3: Decide on a coaching budget

Don’t overspend hoping for overnight success — and don’t under-invest expecting big results. Be realistic about what you can afford monthly and set clear goals. For example, if you’re spending $300 a month on coaching, calculate how many extra deals you’d need to close to make it worth it. 💸

Step 4: Research coaches who work for your sales personality, MVV & budget

Now that you know your strengths, values, and budget, start narrowing down your options. Use this article as a guide — check pricing, included materials, and coaching style. Then, schedule a few discovery calls to see who really fits. The right coach should feel like a partner in your growth, not a sales pitch.

Methodology: How we chose the best real estate coaches

With so many real estate coaches out there, narrowing down the best took a thoughtful and balanced approach. Here’s how we evaluated coaching programs and individual coaches:

Industry reputation and longevity: Coaching is competitive — and not everyone lasts. We gave weight to coaches and companies that have not only survived but thrived over time. Longevity often signals consistent value.
Track record of client success: We looked for programs with a history of producing successful agents. Even when direct results weren’t always available, a strong pattern of agent wins helped identify top performers.
Use of modern tools and strategies: Real estate is evolving fast. We prioritized coaching programs that embrace current lead generation and marketing methods — and update their material to reflect today’s market.
Agent reviews: While no program gets perfect feedback, positive reviews from real agents helped validate the quality and impact of the coaching.
Training materials: We reviewed their available scripts and video training. Programs with clear, well-produced resources (especially their free resources, as those should hook you in!) usually offer more structure — and more value — to their clients. 🎬

Frequently asked questions (FAQs)

Real estate coaching fees vary based on the coach’s experience, program structure, and the level of personalization. Group coaching sessions typically range from $200 to $750 per month, while one-on-one coaching can start at $750 and go upwards, depending on the coach’s prestige and the program’s depth.

Not necessarily. Some of the top coaches in the industry have never sold a home. In many cases, an outside perspective can be exactly what’s needed to break down the sales process and identify areas for improvement. 🧠

Real estate coaching is less about secret tactics and more about mindset, accountability, and consistency. While you can find lead generation and marketing strategies for free (like right here on The Close), a coach helps you stick to your plan, build systems, and stay motivated.

It comes down to return on investment (ROI). The main benefits of hiring the best real estate agent coach are accountability, motivation, and actionable systems to improve your chosen lead generation and marketing strategies. Real estate agents need to be able to shift with the tide of the market, and coaches can help you identify and implement the top skills to focus on for your individual business.

It can. Investing more in a coach might give you that extra push to show up, stay focused, and follow through — simply because you don’t want to waste your money. Just be sure it’s a stretch, not a strain. A little financial pressure can boost motivation, but you should never spend beyond your means.

Not at all. Plenty of top agents have never had a coach. But they’re often highly self-motivated and figure out what works through trial and error.

Coaching isn’t magic — it only works if you’re also willing to work hard. If you’re not willing to take action and stay accountable, no program will make a difference. Still, for agents who want structure, support, and a boost in motivation, the right coach can be a game-changer. 💼✨You can take action by staying educated and motivated — look at some YouTube videos and brush up on your podcasts to stay updated and inspired.

The 10 Best Real Estate Coaches in 2025

The Close’s picks for best real estate coaches