Learn the step-by-step process for how real estate team leaders should coach new agents that don't have the time, focus or energy to generate new business.
One of the most common struggles I see with real estate team leaders, broker-owners, and even real estate coaches is the inability to effectively coach new or low-producing agents. It’s a leadership gap that hurts team performance and agent retention — and it often stems from how we handle overwhelm and time management.
If you’re wondering how real estate team leaders should coach new agents, the first step is to understand the root causes of underperformance. Spoiler alert: It’s usually not about lack of skill or commitment. It’s about time management and overwhelm.
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VIDEO: How Real Estate Team Leaders Should Coach New Agents
Why New Agents Feel Overwhelmed
Let’s face it: Most new agents hit a wall the moment they try to transition from learning to lead generating. They say they’re “too busy” or “overwhelmed,” especially in the spring when business starts picking up after a slow winter. What they’re really experiencing is the discomfort of getting into shape — both mentally and operationally.
Think of it like someone who’s out of shape trying to get back into a workout routine. Everything feels hard. There’s too much to do. They don’t know where to start. That’s exactly what happens when agents try to ramp up and begin implementing systems and strategies for the first time.
Unfortunately, most leaders and coaches make the mistake of going straight into “robot coach mode.” They bark out contact goals — 10 contacts a day, 20 contacts a day — without first understanding where the agent is starting from. This only increases the overwhelm, and it often leads to excuses, burnout, and eventually, attrition.
Stop Buying the Excuses
Let me be blunt. When a client tells you they’re broke or overwhelmed or can’t continue with your team or program, they’re often not telling the whole truth. Much like a breakup where someone says, “It’s not you, it’s me,” what they’re really saying is, “I can’t do the hard work.”
Leaders need to stop buying into those surface-level excuses. If someone leaves and says they can’t afford your coaching or team, but then signs up with another coach or broker, that tells you all you need to know. The issue wasn’t money. It was that we didn’t break through their initial overwhelm and get them to a place of clarity and direction.
Time Management Is the Real Problem
Here’s the deal: when an agent says they’re not getting their tasks done or feeling flustered, they have a time management problem. That’s why, when thinking about how real estate team leaders should coach new agents, teaching time management must be one of your very first coaching appointments.
Before you talk lead gen, before you talk contact goals, you need to help them structure their day.
Tighten up your accountability. Be the coach they need, not the one they expect. Don’t let their excuses become your comfort blanket.
Brian Icenhower
The First Coaching Call: A Sample Framework
When I coach a new or low-producing agent, the first thing I do is tap into their motivation — their “why.” What do they want? What happens if they don’t get it? Once I know that, I can anchor our work around it.
Then I ask for a time commitment. I’ll say, “Can you give me 1–3 hours a day?” I let them pick the number, but once they commit, we now have 5–15 hours a week to build a plan around.
Next, I give them immediate action items:
Online Listing Referral Partners – I’ll have them sign up for 3 platforms per day (takes ~45 minutes total). This builds their lead sources and makes them feel like progress is happening fast.
Video Training – I assign 2 short modules per day (about 40 minutes total). These are visual and help them understand the systems behind lead generation.
SOI Outreach – I’ll ask them to reach out to 5 people per day and collect name, phone, email, and physical address. That’s it. This should take about an hour.
Social Media Friendships – I make sure they’re connecting with those 5 people on Facebook and Instagram. Why? Because this is where we now stay in touch and keep visibility high.
That’s their homework — simple, clear, and achievable.
Always Paint the Finish Line
New agents won’t follow through on lead gen activities unless they see where they’re headed. So I always explain what they’ll gain by completing the course modules. They’ll get exposed to all the possible strategies for building their SOI — and from there, we’ll help them choose which ones they want to go deep on. That clarity helps them move faster and with confidence.
Use Small Wins to Trigger Bigger Lessons
Let’s say they come back to our next call and say, “I didn’t get it all done. I got overwhelmed.” Great. That’s the moment I’ve been waiting for. That’s the moment we transition into time management training.
I’ll send them our Time Management module and then teach them how to time block their calendar:
First, block off personal commitments (family time, school drop-off, etc.)
Next, add client appointments
Then, block in our agreed 1–3 hours of focused work time
I ask them to screenshot their calendar and text it to me each day. If they don’t get their daily work done, they need to text me that same day — not wait until our next meeting. This keeps accountability tight and real.
No More To-Do Lists — Only Time-Blocked Calendars
I don’t believe in to-do lists. Instead, I teach them to use a “when will I do it” list. Everything needs a calendar commitment — a time attached to it. That’s how I live, and that’s why I’m so productive.
My calendar includes everything — when I brush my teeth, when I eat, when I work out. Why? Because if it’s not on my calendar, it’s not happening. That’s how I stay present in every conversation and avoid stress and anxiety about forgotten tasks.
Don’t Let Them Quit Before They Begin
Here’s the truth about how real estate team leaders should coach new agents: You have to help them get small wins, fast. Don’t throw them into deep lead gen before they’re ready. Pair learning with activity. Help them understand what they’re doing and why. Get them excited about where they’re going.
And when they inevitably hit that time management wall, don’t back off. Tighten up your accountability. Be the coach they need, not the one they expect. Don’t let their excuses become your comfort blanket.
Effective coaching isn’t about checking boxes. It’s about breaking through overwhelm and building confidence through structure. You do that, and you won’t just retain more agents — you’ll turn them into rockstars.
