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. 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 for 2024
| Real Estate Coach | Best For |
|---|---|
| Tom Ferry | Best overall: Agents at all levels who need mindset coaching, digital marketing training, and actionable scripts from an industry leader |
| Keller Williams MAPS | Keller Williams agents |
| Sean Moudry & Real Tactics Pro PRO | Successful agents who want to start a team or brokerage |
| Buffini & Company | Agents who want business training along with real estate coaching |
| 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 |
| Ashley Harwood | Introverted real estate agents |
| Craig Proctor | Agents working in Canada |
| Tim & Julie Harris | Agents who want comprehensive coaching and 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 |
| Bernice Ross | Agents 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 X (formerly 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 month | Two 30-minute private coaching sessions per month, recorded coaching sessions, support team, access to mastermind groups, and more. |
| Elite: $1,299 per month | Four 30-minute coaching sessions per month, everything included in the Core tier, and free admission to all Tom Ferry events. |
| Team: Call for pricing | Four 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.”
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 one of the best real estate coaching programs.
Pricing: How Much Does Keller Williams MAPS Coaching Cost in 2023?
| Pricing | What’s Included |
|---|---|
| FastTrack Coaching: $300-$1,200 per course | Topic-based coaching programs that tackle specific challenges and provide targeted solutions. |
| BOLD: $799 to $899 per course | A seven-week, transformational program; weekly in-person and group settings. |
| 30/60/90 Coaching: $2,500 per month ($7,500 total) | 3-month accountability course (60 sessions in 90 days) with small group sessions |
| Breakthrough Coaching: $450 per month | One-on-one semimonthly coaching sessions (must have a GCI of $75,000 or higher) |
| PULSE: $99 per month | Virtual weekly one-hour sessions focused on key concepts, with downloads, strategies, and a mastermind group |
| Mastery Coaching: $1,000 per month | One-on-one weekly coaching sessions with exclusive privileges (must have GCI of $150,000 or higher) |
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.”
3. Sean Moudry: Successful Agents Who Want to Start a Team or Brokerage
About Sean Moudry: While we admit to being a little biased here—Sean works for Real Tactics Pro as a contributor—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 Real Tactics Pro. In his 28 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 Coaching Cost?
| Pricing | What’s Included |
|---|---|
| Private Coaching: $2,000 per month | Weekly private coaching call, personality test and custom branding, lead generation, and marketing plan based on the results. Visit the 16strategies.com for private coaching information. |
Sean Moudry’s Pitch for Struggling Agents
“My 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.”
4. 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?
| Pricing | What’s Included |
|---|---|
| One2One Coaching: $549 per month | Buffini & 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.”
5. 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 Brian Icenhower, 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?
| Pricing | What’s Included |
|---|---|
| FUEL: $200 per month for 3 months ($600) | Designed for new and growing agents, this small-group program provides agents with strategies on generating clients and GCI immediately. |
| One-on-one Weekly /Bi-weekly Coaching: $750 / $450 per month | 30-minute sessions with an active, producing real estate coach and consultant, with access to more than 16 online courses and hundreds of hours of video training. |
| Team & Brokerage Coaching: $1,000 per month | Weekly 30-minute team sessions to provide internal structure, leverage, and leadership plus help building structures to recruit and scale. |
Example of a Successful Former Student
Dani Fox Real Estate, formerly The Kevin Blain Team, sells around 1,500 homes a year and consistently ranks in the top teams in the nation.
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.”
6. 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 to clients and the general public.
Pricing: How Much Does Kevin Ward Coaching Cost?
| Pricing | What’s Included |
|---|---|
| Master Path: $197 per month | Weekly Mastery call, private coaching Facebook group, support from top producers, and coaching materials such as scripts and video training. |
Sample Coaching Video: HOW TO LOSE A LISTING IN 10 DAYS!
7. 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?
| Pricing | What’s Included |
|---|---|
| Getsocialsmart Academy: $97 per month | 75 on-demand video training modules, six-week social media course, private Facebook group, and Facebook Live group coaching. |
Sample Coaching Video: Top ChatGPT Tips | Little Known ChatGPT Hacks
8. 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?
| Pricing | What’s Included |
|---|---|
| Office Coaching: $500 per virtual session with discounts for multiple sessions ($1,200 for three classes). In-person starting at $3,000 plus travel expenses. | Virtual classes on a variety of topics, including burnout, quiet success, and manufacturing momentum. |
| IntrovertU: Lifetime $997 or $197 over six months. | Access to the entire curriculum with hours of bonus resources, workshops, and interviews. |
Sample Coaching Video: How to Avoid Burnout over the Holidays
9. 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?
| Pricing | What’s Included |
|---|---|
| Platinum Coaching: $997 per month (12-month minimum) | Biweekly private coaching calls, weekly sales training group calls, and two-day private workshop. |
Sample Coaching Video: How to Generate the BEST LEADS Without Spending a Fortune | Craig Proctor
10. 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?
| 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 Coaching: $600 per month | Biweekly private coaching call, daily group coaching sessions, private Facebook group, access to mastermind events, learning library, scripts, and more. |
| Premier VIP: $1,000 per month | Weekly 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 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. |
Sample Coaching Video: How To Generate 5 Closings In 5 Weeks With ZERO Referral Fees!
11. 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. In fact, he’s the father of Tom Ferry, another coach on our list. Mike’s 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?
| Pricing | What’s Included |
|---|---|
| One-on-One Coaching: $750 per month (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 per month (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. |
| Team Building: $1,750 per month (minimum 12 months) | Everything from Premier coaching, plus team-specific tactics and coaches handpicked by Mike to specialize in your team dynamics. |
Sample Coaching Video: Building A Stronger Business: 10 Points with Mike Ferry
12. Bernice Ross: Best for Traditional Real Estate Coaching from a Ph.D. & Industry Thought Leader
About Bernice Ross: A frequent Inman contributor and speaker, Bernice Ross has delivered real estate training coaching and consulting services since 1997. Her sales training program was so good that Realtor associations in Alabama; California; Scottsdale, Arizona; and Texas have all used it to train new agents.
Pricing: How Much Does Bernice Ross Coaching Cost?
| Pricing | What’s Included |
|---|---|
| Coaching: $300 to $3,500 per month | One-on-one coaching for individual agents and teams. Pricing depends on level of service and whether you are a solo agent, team, or broker. |
| Manager Training: $299 | 11-hour audio program focused on training new coaches, explaining how to use the company's six-step coaching model to improve agent performance. |
| Speaking & Events: Keynote plus 1/2 Day $5,000; Full Day $7,500 + Expenses | Several seminars available, including “Coach Your Office to Increased Productivity” and “Create Listings Where There Are None.” |
How to Choose a Real Estate Coach That Works for You
Just because a coach is popular or trending online does not mean that they will work for you. Here is a proven four-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 to make progress, you need to go over your wins and losses for the week in all their gory details. You need someone objective 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
Smart agents and real estate coaches know that specialization is key. 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:
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.
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 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 Who 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
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 $200 a month for group coaching and $750 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 as of December 2023:
| Real Estate Coach | Cost |
|---|---|
| Tom Ferry Coaching | $750-$1,300 per month |
| Keller Williams BOLD | $400 digital or $800 in-person |
| Sean Moudry | $2,000 per month |
| Buffini & Company | $550 + $195 add-ons |
| Icenhower Coaching | $200-$750 per month |
| Kevin Ward YesMasters | $197 per month - $4,997 per year |
| Katie Lance | $97 per month |
| Ashley Harwood | Virtual classes $500 each or $1,200 for three |
| Craig Proctor | $997 per month, 12-month minimum |
| Tim & Julie Harris | $197-$3,500 per 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 Real Tactics Pro. Instead, coaches will help you design systems to actually 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.
3. What are the benefits of real estate coaching?
It comes down to return on investment (ROI). The main benefits of hiring a real estate 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?
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. You can take action yourself by staying educated and motivated—take a look at some YouTube videos and brush up on your podcasts to stay updated and feel inspired.
Methodology: How We Chose the Best Real Estate Coaches
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, we used the following criteria to rate coaching companies and individual coaches:
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 comment section!
Tell us about you so we know what to send.
