Learn how real estate coaches motivate agents by providing "perspective" to those that have lost their motivation to do the hard activities that generate the results they want.
In every market shift, real estate leaders face a familiar challenge — how to motivate agents who are not motivated. Many coaches and managers fall into the same trap: they focus entirely on production numbers, tracking contacts, appointments, and deals. While accountability matters, numbers alone don’t inspire action.
As a real estate coach, your role isn’t just to enforce productivity. It’s to give perspective — to help agents see where they’ve been, where they’re headed, and why their effort still matters when times are tough.
VIDEO: How Real Estate Coaches Motivate Agents Who Are Not Motivated
Motivation Begins with Perspective
Too often, leaders are hyper-focused on mechanics:
“Make this many calls.”
“Book this many appointments.”
“Hit this conversion ratio.”
While these are measurable, they don’t spark motivation. Instead, they overwhelm struggling agents. True motivation comes when you zoom out and provide context.
Show your agents the bigger picture:
Where are they compared to competitors?
How have they grown since last quarter or last year?
How is the broader market behaving, and what can they learn from it?
When you offer that kind of perspective, agents can finally breathe. They realize they’re not alone in the struggle — and that progress isn’t always linear. Growth often looks like two steps forward and three steps back before major breakthroughs occur.
The Power of Perspective in a Tough Market
As we approach the “winter” of 2025–2026, the market is shifting fast. Sales volume is down. Team turnover is up. Many brokerages will tighten operations or fold entirely.
But this is exactly when perspective becomes most powerful. Agents need to hear that downturns aren’t the end — they’re the proving ground.
Good leaders remind agents:
“Growth isn’t a straight line. It’s a cycle — two steps forward, three back, then a leap ahead.”
By framing setbacks as part of the process, coaches help agents push through dips instead of quitting in them. Those who stay the course through uncertainty often become the top producers when the market rebounds.
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Real Estate Team Lead Management
ICT Online CourseReal Estate Team Lead Management
Learn how to manage, route, and convert leads effectively to create a consistent pipeline and boost team production.
Understand the full lead management process from capture to conversion
Learn how to route leads efficiently using systems that match agents with the right opportunities
Gain insight into tracking KPIs, monitoring lead sources, and improving conversion rates
Discover follow-up systems and accountability models that increase agent performance
Build dashboards and tracking tools to visualize lead flow and performance data
Includes downloadable scripts, spreadsheets, and customizable lead management templates
Build a Scalable Lead Conversion System
Implement proven processes for routing, tracking, and converting online leads with consistency.
Train Agents to Succeed from Day One
Set new hires up for long-term success with structured onboarding, clear expectations, and self-managed systems.
Lead with Data, Not Guesswork
Use dashboards and key performance indicators (KPIs) to coach your agents and grow your team with confidence.
Designed for all learning types
Video Training
In-depth video training walking you through each module of the course, explaining the strategies, tips, and best practices for using Canva for real estate agents.
Written Workbook
Detailed and downloadable written workbook that provides you with a bullet point outline, summarized text, action steps, key takeaways, as well as space for taking notes.
Instructor Materials
Teach this course at your organization with the help of our downloadable presentation notes, presentation files, and Instructor's Manual.
Mergers & Acquisitions
Click to watch more about this real estate training course
Program curriculum
Enrollment includes access to the following course materials for 6 months.
The Matching StandardHow Real Estate Teams Attract Top Producing Agents
Your Dashboard, Splits, & Introducing The Matching Standard
The Matching Standard
Audio: Your Dashboard, Splits, & Introducing The Matching Standard
Audio: How Real Estate Teams Attract Top Producing Agents
Audio:The Matching Standard
Workbook: The Matching Standard
Instructor’s Manual: The Matching Standard
Presentation Outline: The Matching Standard
Presentation: The Matching Standard
Flowchart: Is it a Team Lead or an Agent Lead?
- Online Lead Sources
- Audio: Sourcing Online Leads & Setting Expectations
- Workbook: Sourcing Online Leads & Setting Expectations
- Instructor’s Manual: Sourcing Online Leads & Setting Expectations
- Presentation Outline: Sourcing Online Leads & Setting Expectations
- Presentation: Sourcing Online Leads & Setting Expectations
- Online Lead Referral Services
- Module 2 Quiz
Making Initial Contact With Online Leads
Audio: Making Initial Contact with Online Leads
Workbook: Making Initial Contact With Online Leads
Instructor’s Manual: Making Initial Contact With Online Leads
Presentation Outline: Making Initial Contact With Online Leads
Presentation: Making Initial Contact With Online Leads
How to Set Up Your CRM
SOI Call & Text Contact Cycle
Two-Week Assault Plan & Scripts
Online Lead Follow-Up Plans
Audio: Online Lead Follow-Up Plans
Workbook: Online Lead Follow-Up Plans
Instructor’s Manual: Online Lead Follow-Up Plans
Presentation Outline: Online Lead Follow-Up Plans
Presentation: Online Lead Follow-Up Plans
Script: I’ll Do You One Better
Lead Follow-Up Campaign Categories
Two-Week Assault Plan & Scripts
- Tracking Online Lead Key Performance Indicators
- Audio: Tracking Online Lead Key Performance Indicators
- Workbook: Tracking Online Lead Key Performance Indicators
- Instructor’s Manual: Tracking Online Lead Key Performance Indicators
- Presentation Outline: Tracking Online Lead Key Performance Indicators
- Presentation: Tracking Online Lead Key Performance Indicators
- Drive Growth With A Dashboard Video
Audio: Drive Growth with a Dashboard
Workbook: Drive Growth with a Dashboard
- Instructor’s Manual: Drive Growth with a Dashboard
- Presentation Outline: Drive Growth with a Dashboard
- Presentation: Drive Growth with a Dashboard
- Sample Dashboard
- Sample Dashboard Graphic
- ICT Team Dashboard
- DISC Profiles
- DISC Behavioral Assessment
- DISC Style Identification
- ICT Broker Scoreboard
- Quiz: Drive Growth with a Dashboard
- Agent Onboarding Calendar
- Audio: Agent Onboarding Calendar
- Workbook: Team Onboarding
- Instructor’s Manual: Team Onboarding
- Presentation Outline: Team Onboarding
- Presentation: Team Onboarding
- Team Onboarding Calendar Weeks 1-8
About this course
- $450.00
- 7 modules; 66 lessons
- 90 days of access to course materials
Reviews
"I use ICT systems, the Icenhower Institute, and the coaching program to coach and train my team of over 30 agents. I use the ICT dashboard systems to keep my entire team accountable for their activities and set proper expectations."
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICT we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
InstructorBrian Icenhower.
Ready to turn more leads into closings? Enroll now and build a scalable lead management system that fuels your team’s success.
If you’re ready to stop leaving lead conversion to chance and start creating real, predictable growth for your real estate team, this course is for you. I’ll walk you step-by-step through the exact systems and leadership strategies we use with top-producing teams across the country.
Inside this course, you’ll learn how to:
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Set a clear Matching Standard to distribute leads fairly and effectively
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Evaluate your lead sources and manage your cost per lead
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Create contact expectations and follow-up systems that actually work
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Track the KPIs that matter most to your bottom line
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Use dashboards to keep your pipeline healthy and your agents accountable
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Build an onboarding experience that turns new agents into producers—fast
I’ve packed this course with frameworks, downloads, and practical strategies that will help you lead with confidence and scale your results. If you're ready to build a system that drives consistent conversion—and doesn’t depend on chasing agents or micromanaging—then let’s get started.
Sign up now and let’s take your team’s lead management to the next level.
Build a scalable lead management system that fuels your team’s success.
Build a Scalable Lead Conversion System
Implement proven processes for routing, tracking, and converting online leads with consistency.Train Agents to Succeed from Day One
Set new hires up for long-term success with structured onboarding, clear expectations, and self-managed systems.Lead with Data, Not Guesswork
Add to Cart
Use dashboards and key performance indicators (KPIs) to coach your agents and grow your team with confidence.Talk to a coach
If you've been considering hiring a coach, now's the time. Book a FREE coaching consultation session with your purchase of this course! Book Your Call
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Team Coaching Program
The Team Real Estate Coaching Program is for smaller teams looking for internal structure, leverage and leadership.
Jake Rockwell
Over 500 Units Sold Annually
"I have coached with ICT for over five years. ICT has helped me quadruple my luxury business through marketing strategies so that I receive listings and sales through lead generation and multiple pillars of income."
Dennis Adelpour
Luxury Agent - West Los Angeles
"When we started coaching with ICT we worked all the time with some degree of success. Now, seven years later, we have grown to have the #1 market share in our area, we more than tripled our income and production, while also improving our work-life balance to enjoy our personal life with family and friends."
Tammi Humphrey
#1 Market Share & 100 Million in Annual Sales Volume
Instructor
Leaders Who Don’t Give Perspective Lose People
When leaders fail to provide perspective, agents leave. They don’t leave because of commission splits or technology — they leave because they feel lost and unsupported.
If you don’t help them understand why they’re struggling or how others are navigating the same challenges, you become the problem. Motivation dies in the absence of perspective.
Real estate coaches must make perspective a part of every conversation — not just at team meetings or during goal-setting sessions. It needs to be woven into weekly check-ins, one-on-one coaching calls, and every interaction with your people.
Motivation Looks Different for Every DISC Type
A powerful way to tailor motivation is by using the DISC behavioral profile. Every agent responds to perspective differently.
D – Dominant Personalities
They thrive on competition and achievement. Motivate them by challenging their drive.
Show them where competitors stand.
Ask, “Are you really going to let them outpace you?”
Position growth as a contest they can win.
I – Influencers
These social, expressive agents are driven by recognition and relationships.
Remind them how their success inspires their peers.
Ask, “What will your clients or team think when they see you level up?”
Tie goals to their reputation and network influence.
S – Steady Personalities
They’re loyal, people-focused, and resistant to change.
Connect motivation to service and relationships.
Show them how achieving their goals impacts family and clients.
Emphasize stability: “This plan protects your people.”
C – Conscientious Personalities
Analytical and detail-oriented, they crave certainty.
Use data and logical reasoning.
Map out each step and help them analyze potential outcomes.
Balance preparation with gentle nudges toward imperfect action.
When real estate coaches learn to customize motivation through DISC, they move from generic pep talks to powerful, personalized leadership.
The Market Has Changed — Coaching Must Too
Many leaders in today’s real estate industry have never experienced a truly difficult market. They started their careers after 2009, during a decade of rising home values and easy wins.
But now, the market has shifted. The same strategies that once worked to inspire production no longer connect. Agents are burned out, fearful, and questioning their future in the business.
That’s why leaders must evolve.
What worked yesterday won’t work today.
Motivation now requires empathy, adaptability, and new language.
Coaches must lead with both heart and data.
It’s time to relearn leadership for this market — one built on perspective, not pressure.
Agents need to hear that downturns aren’t the end — they’re the proving ground.
Brian Icenhower
Don’t Quit in the Dip
The easiest time to quit is when things feel hardest. Agents give up right before the breakthrough — not realizing they were one step away from success.
As a leader, your message must be clear:
“Don’t quit in the dip. Everyone is swimming upstream right now, but the current will change. Keep your fishing pole in the water.”
When others pull back, leaders push forward. The agents and coaches who persist through the downturn will own the next market cycle.
You can either grow or die — there’s no standing still in real estate.
Final Thoughts: Perspective is the Path to Motivation
Real estate coaches often ask, “How do I motivate agents who aren’t motivated?” The answer isn’t more energy, louder pep talks, or bigger goals. It’s perspective.
Show your agents:
How far they’ve come.
Where the market really stands.
How others are succeeding despite challenges.
And most importantly, why their hard work still matters.
Motivation isn’t about hype — it’s about hope.
When you give perspective, you give agents the belief that they can still win.
