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
| Our top picks | |||
|---|---|---|---|
| Tom Ferry | Agents who need mindset coaching, digital marketing training, and actionable scripts from an industry leader | ||
| Keller Williams MAPS | Keller Williams agents | ||
| Buffini & Company | Agents who want business training along with real estate coaching | ||
| Ricky Carruth | Agents who want free coaching with a relationship-first approach | ||
| Icenhower Coaching & Consulting | Agents who want one-on-one coaching from an active agent | ||
| YesMasters (Kevin Ward) | Agents on a budget who want group coaching and training | ||
| Katie Lance | Agents who need help with social media | ||
| Tim & Julie Harris | Agents who want comprehensive coaching and a community taught by two former top-producing agents | ||
| Mike Ferry | Agents who want proven scripts and lead generation strategies, and team leaders who want to grow | ||
| Brandon Mulrenin | Agents who want to master listings without feeling salesy |
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.
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:
- 7 Scripts for Confidence & Win Business – #TomFerryShow – Tom Ferry
- Overcome Real Estate Objections, Scripts & More | Tom Ferry
- Need an Appointment Setting Script? Here Are 3 that WORK! – Tom Ferry
- Winning Real Estate Scripts for 4 Important Occasions – Tom Ferry
- Mindset Monday | Perspective & Opportunity
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. 🚀
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. 🎯
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. 🆓
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. 📊
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.
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 |
7. Katie Lance: Best for social media training
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. 📱
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.
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.🧾
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. 🤝
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)
1. How much does real estate coaching cost?
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.
2. Does my real estate coach need to have experience as a realtor?
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.
3. What are the benefits of real estate coaching?
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.
4. Will a more expensive coach keep me more motivated?
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.
5. Is coaching essential for success in real estate?
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.
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