When it comes to real estate coaching in 2021, it’s hard not to notice the cult of personality that has grown around the biggest names. Mix equal parts Tony Robbins, R. Lee Ermey, and Oprah Winfrey in one person and get them talking about real estate and soon you’ll have agents lined up down the block for appointments. Actual real estate experience optional.
Since our mission is to help smart agents separate the signal from the noise, we decided to crunch the numbers and come up with the best real estate coaches in the industry today. We looked at reputation, value, return on investment (ROI), coaching programs, and size. After the list, be sure to stick around to read our guide on how to pick a coach that’s right for you. Just because a coach is “the best” doesn’t mean they’ll work for you.
Here are the best of the best in real estate coaching for 2021:
The Best Real Estate Coaches of 2021: Tom Ferry & Keller Williams MAPS & More
So it wasn’t easy, but we managed to narrow down the wild west of coaching to three companies we think are head and shoulders above the industry fray. Check out our rundown of Tom Ferry, Keller Williams MAPS, and Icenhower Coaching below.
Keep in mind that these aren’t the only coaching companies available. In order to help you make an educated decision, we recommend reaching out to a few different companies. Below our picks here, we included a sampling of nine other coaches who might offer a better fit for you. That said, remember that what might be best for your business might not necessarily “feel right” out of the gate.
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, if you’re an agent, it’s going to be hard to ignore Tom Ferry. Of course there is a very good reason for that. Tom Ferry is an absolutely amazing marketer.
Clients of Tom Ferry enjoy up-to-the-minute training on lead generation and marketing, and even access to a white labeled version of the Contactually CRM.
Number of Coaches
Yes, worldwide with clients in Italy, Australia, Israel, Mexico, and other countries in addition to the U.S. and Canada.
Most Successful Former Student
Tim Smith of Smith Group (team leader of the #1 Coldwell Banker team in California) and Geno Blefari (current CEO of Berkshire Hathaway Home Services), among others.
Anywhere from $50 per month for basic access to their ecosystem via HUB Lite (no coaching) all the way to $2,999 per month for TEAM+ coaching. Their most popular programs are priced at $1,199 per month and $649 per month.
Sample Coaching Material (e.g., Scripts)
Daily Million Dollar Checklist
Weekly Million Dollar Checklist
Dialogues for Breakthrough Conversations
Open House Scripts
In Their Own Words: Why Choose Tom Ferry Coaching
“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.”
What more can we say about Keller Williams training? After winning multiple awards facing even 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 best real estate coach of 2021.
Number of Coaches
342 (as of now). Interesting to note: In the last five years, the program has grown by 294 coaches.
Yes, and worldwide.
- FastTrack Coaching: Topic-based coaching programs that tackle specific challenges and provide targeted solutions (ranging from $149 to $300 for entire program).
- BOLD: A seven-week, life-changing transformational program, weekly in-person and group setting (ranging from $799 to $899 depending on when you sign up, the first step is free).
- OnDemand Coaching: One-on-one 30-minute, topic-based coaching call with a KW MAPS coach ($199 per call).
- Breakthrough Coaching: One-on-one semimonthly coaching sessions ($450 per month).
- Mastery Coaching: One-on-one weekly coaching sessions with exclusive privileges (1,000 per month).
- Mastery Team Coaching: Coaching for the Rainmaker and Rainmaker’s Team ($3,000 per month).
Sample Coaching Material
In Their Own Words: Why Choose Keller Williams Coaching:
“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.”
Icenhower Coaching and Consulting was founded by attorney, speaker, and former CEO of Keller Williams Realty Kansas North and 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.
Number of Coaches
Most Successful Former Student
The Dani Blain Team, formerly The Kevin Blain Team, 1,500 homes a year, #9 in the U.S.
$1,000 per month one-to-one coaching with an active producing real estate coach and consultant, and online course access for up to 25 agents included (more than 16 courses with hundreds of hours of video training for your team).
Sample Coaching Material (e.g., Scripts):
In Their Own Words: Why Choose Icenhower Coaching & Consulting:
“Icenhower Coaching & Consulting (ICC) 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. Each client is coached according to their specific needs and production level. Helping you reach your goal is our goal. Continuously engage via ICC’s Online Coaching Platform. Access training modules, communicate with your coach, track activities, attend training courses, and monitor your business. Our training resource library contains training modules, videos, scripts, tools, job descriptions, budgets, business plans, workflows, and systems to help grow your business.”
The Best Boutique Real Estate Coaches for 2021
Let’s be honest here: Not everyone is going to gel with every large coaching company or every coach. You might have specific needs, or a business that is unique enough to warrant a specialist. This is where smaller, more boutique real estate coaches excel. You will generally get more personalized service, and in some cases, like our top pick Sean Moudry, you will be working directly with a coach who has 25 years of experience, rather than a hired gun.
Top Pick: Sean Moudry: 16 Strategies
Using Personality Psychology to Help You Thrive
Part of the reason we love Sean, besides his great attitude and sense of humor, is that he takes real estate coaching seriously. His 16 Strategies coaching program uses your Myers-Briggs personality type to craft a personal lead generation and branding plan that will work for you. After all, since no two people are alike, why should everyone use the same lead gen strategies?
Sean’s new premium course, Survive & Thrive in a Shifting Real Estate Market, will teach you the expert strategies to come out of the current market stronger than ever. Better yet, he offers small group, weekly Kickoff Calls for agents who want accountability and training at an affordable price, starting at $35 a month.