Since choosing the wrong real estate coach can be an expensive mistake, we crunched the numbers to find the best real estate coaches and programs in the industry for 2023. We ranked real estate coaches by reputation, cost, and which kind of agent we think they’ll work best for. We also include sample training materials like scripts and videos to help you make the right choice for your career. 

After the list, we cover step-by-step instructions for how to choose a real estate coach who will help you close more deals with less stress this year. Spoiler alert: The biggest coaches might not be the best fit for every agent!

The Best Real Estate Coaches of 2023

Real Estate CoachBest For
Tom FerryBest overall: Agents at all levels who need mindset coaching, digital marketing training, and actionable scripts from an industry leader
Keller Williams MAPSKeller Williams agents
Sean Moudry & The Close PROSuccessful agents who have plateaued in their career; agents who are starting a brokerage or team
Buffini & CompanyAgents who want business training along with real estate coaching
Icenhower Coaching & ConsultingAgents who want one-on-one coaching from an active agent
YesMasters (Kevin Ward)Agents on a budget who want group coaching and training
Katie LanceAgents who need help with social media
Ashley HarwoodIntroverted real estate agents
Craig ProctorAgents working in Canada
Tim & Julie HarrisAgents who want comprehensive coaching and community taught by two former top-producing agents
Mike FerryAgents who want proven scripts and lead generation strategies and team leaders who want to grow
Bernice RossAgents who want traditional real estate coaching from a Ph.D. and industry thought leader

1. Tom Ferry: Best Overall Real Estate Coach for 2023

About Tom Ferry: Almost synonymous with real estate coaching these days, Tom Ferry seems to be everywhere at once. Whether he’s speaking at an event, laying down actionable lead generation techniques on YouTube, or posting motivational quotes on Twitter, it’s hard to ignore Tom Ferry.

Pricing: How Much Does Tom Ferry Coaching Cost in 2023?

Pricing What’s Included
Core: $749 per monthTwo 30-minute private coaching sessions per month, recorded coaching sessions, support team, access to mastermind groups, and more.
Elite: $1,299 per monthFour 30-minute coaching sessions per month, everything included in the Core tier, and free admission to all Tom Ferry events.
Team: Call for pricingFour 30-minute private coaching sessions for team leads, two 30-minute group coaching sessions, private events, specialized business plans, and more.

Sample Tom Ferry Scripts: Daily Million Dollar Checklist   Open House Scripts

Sample Video Training: Mindset Monday

Examples of Successful Former Students

Tim Smith of Smith Group (team leader of the #1 Coldwell Banker team in California) and Gino Blefari (current chair of Berkshire Hathaway HomeServices), among others.

Tom Ferry’s Pitch for Struggling Agents

“The simple answer is options. We don’t pigeonhole you into some predetermined formula that you must follow. We believe there are many ways to run your business, and we coach based on your choices and your objectives to help you get where you want to go faster.”

Tom Ferry headshot

Tom Ferry, TF Tom Ferry

Visit Tom Ferry’s Website

2. Keller Williams MAPS: Best for Keller Williams Agents

About Keller Williams MAPS: After winning multiple awards (even facing other industries as competition), Keller Williams is globally recognized for excellence in real estate coaching and training. With their various (and massive) conferences and BOLD programs that help agents become better people and not just better real estate agents, Keller Williams MAPS is a serious contender for the best real estate coaching program of 2023.

Pricing: How Much Does Keller Williams MAPS Coaching Cost in 2023?

Pricing What’s Included
FastTrack Coaching: $149-$300 per course Topic-based coaching programs that tackle specific challenges and provide targeted solutions.
BOLD: $799 to $899 per courseA seven-week, transformational program; weekly in-person and group settings.
OnDemand Coaching: $199 per callOne-on-one 30-minute, topic-based coaching call with a KW MAPS coach
Breakthrough Coaching: $450 per monthOne-on-one semimonthly coaching sessions.
Mastery Coaching: $1,000 per monthOne-on-one weekly coaching sessions with exclusive privileges.

Sample Keller Williams MAPS Coaching Material: Scripts

Keller Williams’ Pitch for Struggling Agents

“We believe the client is creative, resourceful, and whole. We believe you must address the person as a whole (their entire life, and keep them in production). We believe the issues are from the client and their business. We believe the relationship is one of partnership.”

Keller Williams MAPS logo

Keller Williams, KW MAPS

Visit MAPS’ Website

3. Sean Moudry & The Close PRO: Best for New Agents & Agents on a Budget

About Sean Moudry: While we admit to being a little biased here—Sean works for The Close as a contributor and coach for The Close Pro—he is genuinely one of the hardest-working and most empathetic people we’ve ever met. And that says a lot considering the hundreds of C-suite-level real estate thought leaders we’ve worked with and interviewed over the years at The Close. In his 27 years in real estate, Sean has also been a Realtor Magazine 30 Under 30 honoree, broker-owner, coach, speaker, and author. He is currently a top-producing agent in Colorado.

Pricing: How Much Does Sean Moudry & The Close PRO Coaching Cost in 2023?

PricingWhat’s Included
Private Coaching: $2,000 per monthWeekly private coaching call, personality test and custom branding, lead generation, and marketing plan based on the results. Visit for private coaching information.
The Close Pro: $25 per monthWeekly group coaching calls, access to resource library with courses, scripts templates, checklists, worksheets and more from top-producing agents from Douglas Elliman, SERHANT, Compass, and more.

Sean Moudry’s Pitch for Struggling Agents

“My Close Pro course, 4 Low-Cost Hidden Listing Gold Mine Sources, will teach you how to find untapped listing sources that will fuel your business in the long term. Learn the scripts you need to increase referrals and work with more motivated sellers. Best of all, my on-demand video training and scripts are available for just $299 a year if you sign up for the Close Pro.”

headshot of real estate negotiation expert Sean Moudry

Sean Moudry, The Close Pro

Join The Close Pro

3. Buffini & Company: Best for Agents Who Need Business Training

About Brian Buffini: Brian Buffini’s company has been helping agents reach their professional and personal goals since 1996. In addition to writing several books on success, he offers real estate coaching students proprietary customer relationship management (CRM) software called Referral Maker.

Pricing: How Much Does Brian Buffini Coaching Cost in 2023?

PricingWhat’s Included
One2One Coaching: $499 per monthBuffini & Company’s One2One coaching includes bimonthly private coaching calls, personality assessment, Referral Maker CRM, marketing kit, referral network, and training.

Brian Buffini’s Pitch for Struggling Agents

“During these calls, your coach will work with you to define and set your business, financial, and personal goals; develop a business plan to help you generate a steady stream of referred leads; enhance your current relationships; and hit your financial goals. Our coaches are experts in uncovering the roadblocks—real and perceived—that block your path to living the life of your dreams.”

Brian Buffini Headshot

Brian Buffini, Buffini & Company

Visit Buffini & Company’s Website

4. Icenhower Coaching & Consulting: Best for Agents Who Want 1:1 Training From an Active Agent

About Icenhower Coaching: Icenhower Coaching and Consulting was founded by an attorney, speaker, and former CEO of Keller Williams Realty Kansas North. The company offers agents and brokers tailored coaching with some compelling stats. According to Icenhower, their coaching students increase gross commission income (GCI) by a whopping 39%, sell an average of 110 homes per year, and have an average GCI of $485,000.

Pricing: How Much Does Icenhower Coaching Cost in 2023?

PricingWhat’s Included
One-on-one Coaching: $1,000 per monthOne-to-one coaching with an active producing real estate coach and consultant, with online course access for up to 25 agents included (more than 16 courses with hundreds of hours of video training for your team).

Example of a Successful Former Student

The Dani Blain Team, formerly The Kevin Blain Team, sells around 1,500 homes a year and ranks No. 9 in the U.S.

Sample Coaching Material: 2-WEEK ASSAULT PLAN for Making Initial Contact With Online Leads

Icenhower Coaching’s Pitch for Struggling Agents

“Icenhower Coaching & Consulting provides customized, structured real estate coaching and training programs for agents and team leaders. We work with many of the top agents and teams in North America. ICC coaching isn’t a one-size-fits-all coaching program.”


Brian Icenhower, The Real Estate Trainer

Visit Icenhower Coaching’s Website

5. Kevin Ward | YesMasters: Affordable Group Coaching & Training

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

Pricing: How Much Does Kevin Ward Coaching Cost in 2023?

Pricing What’s Included
Master Path: $197 per monthWeekly Mastery call, private coaching Facebook group, support from top producers, and coaching materials such as scripts and video training.


Visit YesMasters’ Website

6. Katie Lance: Best for Social Media Training

About Katie Lance: If you’ve been to a real estate conference in the last few years, chances are you’ve heard Katie Lance speak. There is a very good reason Katie is invited to grace the stage at so many conferences: She has built a mini-empire by training agents on something many other coaches gloss over: social media! So if you want (or need) help in that arena, Katie should be your first choice.

Pricing: How Much Does Katie Lance Coaching Cost in 2023?

PricingWhat’s Included
#Getsocialsmart Academy: $97 per month75 on-demand video training modules, six-week social media course, private Facebook group, and Facebook Live group coaching.

Sample Coaching Video: How to Use Canva to Create Killer Instagram Graphics

Visit Katie Lance’s Website

7. Ashley Harwood: Best for Introverted Agents

About Ashley Harwood: Did you know that introverts can make great real estate agents? If not, check out the article we wrote on why introverts crush it in real estate. Of course, like all humans, sometimes introverts need special feeding and care to operate at their full potential. Enter real estate coach Ashley Harwood. Ashley specializes in working with introverts in her The Quiet Success Workshop programs.

Pricing: How Much Does Ashley Harwood Coaching Cost in 2023?

PricingWhat’s Included
One-on-one coaching: $1,000 per monthWeekly 30-minute private coaching calls.

Sample Coaching Video: Scripts That Don’t Suck

Visit Ashley Harwood’s Website

8. Craig Proctor: Best for Canadian Agents

About Craig Proctor: Real estate coach Craig Proctor holds multiple engaging seminars per year that help agents improve their craft. Even better, he offers free events for prospective clients and agents who are curious about his coaching system.

Pricing: How Much Does Craig Proctor Coaching Cost in 2023?

PricingWhat’s Included
Platinum Coaching: $997 per monthBiweekly private coaching calls, weekly sales training group calls, two-day private workshop.

Sample Coaching Video: How to Attract High Quality Buyers and Sellers

Visit Craig Proctor’s Website

9. Tim & Julie Harris: Best for Those Looking for Coaching & Community

About Tim and Julie Harris: Along with their excellent daily podcast, real estate coaches Tim and Julie Harris offer a wide variety of coaching options for agents at all levels of their career. They also have a book called “Harris Rules: A Real Estate Agent’s No-BS Step-by-Step Guide to Becoming Rich and Free,” as well as one of the most popular real estate podcasts online today.

Pricing: How Much Does Tim & Julie Harris Coaching Cost in 2023?

PricingWhat’s Included
Premier Coaching: $197 per monthDaily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more.
Premier Plus Coaching: $599 per monthBiweekly private coaching call, daily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more.
Premier VIP: $997 per monthWeekly private coaching call, daily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more.
Elite one-on-one: $3,500 per monthWeekly private coaching call with Tim and Julie, daily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more.

Sample Coaching Video: Real Estate Agents New Market Survival Guide

Visit Tim & Julie Harris’ Website

10. Mike Ferry: Best for Proven Scripts & Team Building

About Mike Ferry: One of the pioneers of real estate coaching, Mike Ferry has been coaching and training agents for decades. His scripts are legendary and copied by many other real estate coaches. Considering his status in the industry, Mike Ferry coaching is surprisingly affordable.

Pricing: How Much Does Mike Ferry Coaching Cost in 2023?

Pricing What’s Included
Premier Coaching: $1,250 per month40 private coaching calls per year, free access to Mike Ferry events, access to real estate sales library scripts, and more.
One-on-One Coaching: $750 per month40 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.
Team Building: $1,750 per month40 private coaching calls per year with a team-building coach, free admission to Mike Ferry events, and more.

Sample Coaching Video: How to Become a Better Listing Presentation Presenter

Visit Mike Ferry’s Website

11. Bernice Ross: Best for Traditional Real Estate Coaching

About Bernice Ross: A frequent Inman contributor and speaker, Bernice Ross, Ph.D., has delivered real estate training coaching and consulting services since 1997. Her sales training program was so good that the Alabama; California; Scottsdale, Arizona; and Texas Associations of Realtors have all used it to train new agents.

Pricing: How Much Does Bernice Ross Coaching Cost in 2023?

PricingWhat’s Included
Coaching: $300 to $3,500 per monthOne-on-one coaching for individual agents and teams.
Manager Training: $29911-hour audio program focused on training new coaches, explaining how to use the company's six-step coaching model to improve agent performance.
Visit Bernice Ross’ Website

How to Choose a Real Estate Coach That Works for You

Now that you have our list of the best coaches and what they offer, you need to develop a game plan to choose one and get started. This can be trickier than you think. Just because a coach is popular or trending online does not mean that they will work for you. Here is a proven five-step process that top agents use to choose the right coach: 

1. Learn the Real ROI Real Estate Coaches Offer Agents

The first step to choosing the right coach is to learn the true return on investment (ROI) of a good real estate coach. Many agents sign up for coaching and are then disappointed when they don’t learn “secret” lead generation or marketing strategies. But that’s not what real estate coaching is for!

Accountability & Motivation (Without the Personal Baggage)

One of the most important and frequently undervalued benefits of real estate coaching is the accountability and motivation they offer struggling agents. Many agents think they’re already being held accountable by themselves or a spouse or loved one. There’s a big problem with this mindset, though. 

Accountability is like therapy. That which gets measured, gets improved. That means in order to make progress, you need to go over your wins and losses for the week in all their gory details. You need someone objective in order to do this properly. Loved ones, friends, and family won’t help because they will almost always bring along personal baggage and will have a very hard time being objective. 

2. Discover Your Sales Personality & MVV 

In 2023, smart real estate coaches specialize. So to find a coaching program that works for you, you need to discover what you should be specializing in before you choose a coach. If you’re a brand-new agent just trying to keep your head above water, this will be tricky, but it’s an essential part of building a personal brand. 

For example, let’s say you’re an introvert who is very tech-savvy. Your chances of succeeding at cold calling might be slim, but your odds of crushing it with Facebook ads or search engine optimization (SEO) are through the roof. Before you choose a coach, you need to learn what your sales personality is and what skills you bring to the table. Here’s how to do it: 

Take Sean Moudry’s Quiz

This sales personality quiz will help you discover what kind of real estate salesperson you are and choose lead generation and marketing strategies that work for you.

Related Article
What’s Your Real Estate Sales Personality? Take Our Quiz & Find Out

Work on Your Mission, Vision & Values 

Once you know what your sales personality is, take the time to work on your mission, vision, and values. Knowing where you want to be in five years (vision), how you plan to get there (mission), and what’s most important to you (values) will make choosing a real estate coach much easier.

Related Article
Create an Inspiring Mission, Vision & Values Statement for Your Real Estate Business

3. Decide on a Coaching Budget

This one may seem obvious, but many agents are either drawn in by the expensive coaches that promise to 10x their gross commission income (GCI), or are so scared to waste money they go for the cheapest coach they can find. Both strategies are doomed to failure. 

Instead, research what the coaches in this article charge and then decide how much you are willing to spend each month to improve your career. Then create actionable goals you will need to hit in order to justify that new expense. For example, if you decide you can spend $300 a month, how many more deals will you need to close to justify that expense? 

4. Research Coaches That Work for Your Sales Personality, MVV & Budget 

Now that you know your sales personality, MVV, and budget, take the time to research a few coaches to see if they’re a good fit. While we have information on pricing and sample coaching materials in this article, you’re going to want to actually get on the phone with a few coaching companies to really kick the tires. 

Real Estate Coaching FAQs 

In order to dispel some of the myths about coaching, here are the top five most commonly asked questions we get from agents considering hiring a coach for the first time:

1. How much does real estate coaching cost?

A good real estate coach will generally charge between $50 a month for group coaching and $500 and up per month 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.

Here’s a quick breakdown of what the top real estate coaches on our list charge: 

Average Real Estate Coaching Costs per Month 2023

Real Estate CoachCost per Month
Tom Ferry Coaching$749-$1,119/month
Keller Williams BOLD$149-$1,000/month
Buffini & Company$499/month + upgrades
Icenhower Coaching$1,000/month
Kevin Ward YesMasters$197/month
Katie Lance$97/month
Sean Moudry$2,000/month
Ashley Harwood$1,000/month
Tim & Julie Harris$197-$3,500/month
Bernice Ross$300-$3,500/month

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 three things: 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 actually succeed at the lead generation or marketing strategy you choose. 

3. What are the benefits of real estate coaching? 

As we went over above in our section on understanding the ROI of real estate coaching, the main benefits for hiring a real estate coach are accountability, motivation, and helping you create actionable systems to improve your chosen lead generation and marketing strategies. 

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 not being able to pay your mortgage may keep you up at night, but it is also part of the reason you wake up so early and work so hard.

When it comes to 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 actually help you stay focused and motivated. You should never spend what you can’t afford, but in order to get better and stay motivated, you might want to think about stretching your budget. 

5. Is coaching essential for success in real estate?

No. Many of the top agents we work with never had a real estate coach. That said, most of them 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 the majority of 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 a better agent through osmosis. These agents are in for a rude surprise. If you don’t work hard on your business and yourself, you will never change. Period.

Methodology: How We Chose the Best Real Estate Coaches of 2023

Since there seems to be a real estate coach behind every rock these days, finding a fair way to pick the best coaches was pretty tricky. To make the process somewhat more egalitarian, or at least as egalitarian as possible, we used the following criteria to rate coaching companies and individual coaches:

Size and industry reputation: While the size of a coaching company does not always mean they’re better, coaching is a highly competitive industry, so survival is difficult. If a company manages to not only survive, but thrive over many years, chances are they are doing something right. 

Successful former clients: Next we looked at the number and success of former clients. While we couldn’t get examples for every coaching program, those with a repeated track record of successful former agents tell us they are actually helping their clients. 

Adoption of the latest technology: This is a big one, and one of the reasons some very famous coaching programs did not make our list. The real estate industry has changed dramatically over the last few years and in order to compete, coaching programs need to update their lessons to reflect the latest methods of generating leads and marketing an agent’s business. 

Agent reviews: While most reviews can be taken with a grain of salt, a coaching program with lots of positive feedback from former clients will almost always be high quality. 

Quality of scripts and training videos: Finally, we looked at sample scripts and training videos for these coaches. High-quality scripts and training videos generally mean high-quality coaching and training. 

Over to You 

Know a great real estate coach who you think needs to be on our list next year? Let us know in the comments!

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