Learn how to build a real estate business that can be built into an empire of multiple real estate businesses.
Building a successful real estate business is no small feat, but if you’re aiming to create an empire, the journey becomes even more ambitious.
To build a real estate business into an empire, you must embrace a growth mindset, continually expanding your influence, income, and opportunities. Whether you’re just starting out as a real estate agent, leading a team, or managing a brokerage, the principles for scaling remain the same. In this article, we’ll break down the core strategies that will help you transform your real estate business into a thriving empire.
Be sure to listen to this episode of The Brian Icenhower Podcast and subscribe to the podcast so you never miss an episode!
VIDEO: How to Build a Real Estate Business into an Empire
1. Define Your Vision of Success
Success looks different for everyone, especially in real estate. Some agents are content with running a small team, while others have visions of owning multiple brokerages. No matter your starting point, building a real estate empire begins with clearly defining what success looks like to you.
For some, it may mean more free time and passive income—money that keeps coming in without demanding your constant involvement. For others, it might involve scaling a large business with dozens, or even hundreds, of agents. The most important part is to ensure your goals align with two essential elements: more income and less work over time.
2. Embrace a Growth Mindset
Growth is key to empire-building, but it’s also the most challenging part. To build a real estate empire, you must develop systems that allow your business to grow while reducing your personal workload. This means setting up operations that generate more income, often involving higher costs, larger teams, and more sophisticated processes.
Growth isn’t just about increasing revenue; it’s about creating opportunities for passive income. As a team leader or broker owner, the more production you generate, the more passive income streams you can develop. These can range from creating partnerships with mortgage companies, title agencies, insurance providers, or even launching investment and development ventures.
Icenhower Connect allows team leaders, brokers, and owners to become entrepreneurs by adding integrated mortgage and insurance services their customers and agents already need to their existing real estate business.
3. Set Up Passive Income Streams
When we talk about how to build a real estate business, one of the most important aspects is creating passive income streams. Passive income allows you to generate money without trading time for dollars. For example, many brokerage owners establish in-house lending services to capture the revenue generated from loans. If your brokerage closes 500 transactions a year, with half of those being buyer-side, you could potentially create 125 loans annually by working with an in-house lender.
This setup enables you to bring in consistent income without the daily grind. The beauty of passive income is that it requires minimal hands-on involvement after the initial setup. Beyond lending, other passive income opportunities include title companies, insurance services, property management, and even flipping or developing properties. Each of these income pillars feeds into the other, creating a well-rounded and highly profitable empire.
4. Scale Through Team Growth
In real estate, there are two primary ways to scale: agent count and production. The most direct route to increasing your business’s production is by growing your team. More agents mean more transactions, which leads to more revenue and greater opportunities for passive income.
Recruitment plays a massive role in scaling your real estate business. Whether you are a team leader or a broker owner, you’ll find that increasing your agent count is the most effective way to grow your business. You can’t rely solely on pushing your current agents to do more. No matter how great your coaching and training systems are, the needle won’t move significantly without adding more agents to your team.
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Brokerage / Corporate Coaching Program
With the Brokerage / Corporate Real Estate Coaching Program, ICC will help firms set up the most effective and efficient systems for recruiting, agent onboarding, commission & fee structures, agent engagement & retention systems, recruiting, administrative work-flows, transaction management, staff hiring, agent onboarding, productivity training & accountability, financials & budgeting, marketing and much more!
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Executive Team Coaching Program
The Executive Team Real Estate Coaching Program is designed for a high functioning larger team. These team leaders will build their influence, structure their brokerage systems and growth, recruit, lead internal divisions to operate at a high level and leverage their time. Opportunities to add ancillary services to build wealth.
5. Implement Systems for Sustainable Growth
As you scale, having solid systems in place is critical. Self-managed onboarding, training platforms, and automated processes can ensure your agents are successful without needing constant supervision. This approach not only frees up your time but also empowers your agents to grow independently.
For instance, at Icenhower Coaching & Consulting (ICC), we coach clients to create onboarding systems that teach agents how to navigate everything from lead generation to transaction management. These systems are essential for building a real estate empire because they allow you to focus on high-level strategies rather than day-to-day operations.
6. Push vs. Pull: The Two Strategies for Growth
In real estate, there are two general strategies for growing your team or brokerage: push and pull. The “push” strategy involves active recruitment—reaching out to potential agents, engaging them, and convincing them to join your team. It’s a hands-on, labor-intensive approach that works well for scaling quickly but requires time and effort.
On the other hand, the “pull” strategy is more passive. You create an environment, brand, and value proposition that attracts agents to you. Whether it’s through marketing, your office culture, or the success of your current agents, pull strategies can bring in higher-quality recruits.
Both methods are effective, but in my experience, the best approach combines elements of both. Early on, push strategies are essential for building momentum. As your business grows and becomes more successful, pull strategies will take over as top agents naturally gravitate toward your brand.
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Recruit: Recruiting Real Estate Agents
ONLINE COURSESLearn to grow your real estate business by targeting, connecting with and ultimately closing on the best recruits around. We'll teach you how to find great candidates, qualify them, and say the right thing at the right time to bring them on board.
Designed for all learning types
Video Training
In-depth professional video training on every module, presented by the author, Brian Icenhower.Written Modules
Detailed and downloadable written modules with detailed graphics, scripts, spreadsheets, forms, and so much more.Audiobook
Since real estate agents are always on the move, your training must be too. This course provides a professional downloadable audiobook.Course curriculum
Enrollment includes access to the following course materials for 2 years
Module 1: Your Unique Value Proposition & Recruiting Targets- Workbook: Your Unique Value Proposition & Recruiting Targets
- Video: Your Unique Value Proposition
- Graphic: DISC Behavioral Assessment
- Graphic: DISC Profiles
- Commission Comparison Chart Template
- Workbook: The Recruiting Scoreboard
- Video: The Recruiting Scoreboard
- Graphic: The Big 3
- Resource: Sample Weekly Calendar
- Resource: Sample Recruiter Dashboard
- Resource: Recruiting Tools
- Workbook: Recruiting with Technology
- Video: Recruiting with Technology
- Graphic: 10-10-5 Daily Plan
- Workbook: Recruiting Sources
- Video: Recruiting Sources
- Script: Congratulations & Production Report
- Script: Congratulations on Production
- Script: Expanding into Your Area
- Script: New Listing
- Script: Thank You for Cooperating on Buyer Side
- Script: Thank You for Cooperating on Listing Side
- Script: Real Estate School and New Licensees
- Workbook: Setting Recruiting Appointments
- Video: Setting Appointments
- Script: Let’s Talk About Your Production
- Script: Provide a Production Report
- Script: After Closed Transactions #1
- Script: After Closed Transactions #2
- Script: When Recruit is Referred by One of Your Own Agents
- Script: When Recruit is Referred to the Recruiter
- Script: For a New Brokerage or New Recruiter
- Script: Looking to Build Relationships
- Script: Referred by Agent After Transaction
- Script: Students from Real Estate Licensing School
- Script: For Rookie Agents in Their First Year
- Script: For Up-and-Coming Agents
- Script: Increased Market Presence
- Script: Invitation to Class or Training Event
- Script: Invitation to Participate on Agent Panel
- Script: Confirming Recruiting Appointments
- Script: Objection Handler – Not interested in moving companies
- Script: Objection Handlers – I’m too busy #1
- Script: Objection Handlers – I’m too busy #2
- Script: Objection Handlers – Happy with current company
- Script: Objection Handlers – I need to wait until my transactions close
- Script: Objection Handlers – Let me think about it
- Recruiting: Scripts E-book
- Workbook: Conducting Recruiting Appointments
- Podcast Episode 196: Real Estate Recruiting Scripts – Conducting the Appointment
- Video: Conducting Appointments
- Script: The Recruiting Process
- Workbook: Setting Follow-Up Appointments
- Video: Setting Follow-Up Appointments
- Natural DISC Profile Business Generation Tendencies
- Script: Attend a Class or Training Event
- Script: Behavioral Assessment
- Script: Set a Coaching Appointment
- Script: Create a Business Plan
- Workbook: Closing recruits
- Video: Closing Recruits
- Agent Intake Pipeline
- Scripts: Closing and Objection-Handling
- Script: When, Not If
- Script: They Can’t Say No to Their Own Goals
- Script: Delay Causes Resentment
- Script: Commission Split
- Script: You Need Our Systems
- Script: Start Transitioning Ahead of Time
- Script: Can Your Broker Help?
- Script: Prepping the Broker Conversation
- Script: Transferring Current Business
- Workbook: Creating a Growth Environment for Recruiting
- Video: Creating a Growth Environment for Recruiting
- Graphic: Characteristics of a Growth Environment
- Graphic: DISC style identification
- Graphic: SWOT
- Real Estate Office Brokerage Training Monthly Calendar
About this course
- $199.00
- 82 lessons
- 5 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- SCRIPTS for recruiting. Congratulations & Production Report Script, Expanding into Your Area Script, New Listing Script, Thank You for Cooperating on Buyer Side Script, Thank You for Cooperating on Listing Side Script, Real Estate School and New Licensees Script, Objection Handlers, and many more
- RESOURCES to help you recruit effectively. Sample Weekly Calendar, Sample Recruiter Dashboard, Recruiting Tools, Recruiting Scoreboard, Agent Intake Pipeline
- HELPFUL GRAPHICS to illustrate takeaway points and reinforce learning. DISC Behavioral Assessment, DISC Profiles, The Big 5, 10-10-5 Daily Plan, DISC Style Identification, Characteristics of a Growth Environment, SWOT
- OPTIONS for how you learn best. Each module provides a downloadable PDF chapter as well as a featured video of Brian Icenhower, teaching the topic at hand. At the beginning of the course, you are also provided with a full audiobook to listen to. So however you learn best -- we have an option for you!
Certification & Designation Upon Completion
In this ICC online course, you will receive an official designation of "Certified Real Estate Recruiter" or CRER upon completion, as well as a downloadable (and printable) Certificate of Completion. Add your designation seal, as well as your designation letters, to your email signature to bolster your reputation and show off your expertise to clients and colleagues alike.Reviews
"I use ICC systems, the Online Learning Center, and the coaching program to coach and train my team of over 30 agents. I use the ICC 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 ICC for over five years. ICC 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 ICC 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 Brian Icenhower.If your business isn't growing then it's dying.
To attract agents to your real estate team or brokerage, you must evidence your ability to increase their productivity and help them sell more real estate. In his most important work to date, veteran coach and real estate consultant, Brian Icenhower, shares the systems and strategies he used to build some of the fastest growing real estate companies in the United States. Recruiting is the single most valuable skillset in real estate and the linchpin of all successful real estate businesses. To exponentially and sustainably increase the net profit of your real estate business, it is essential that you operate a committed and systematic recruitment practice. From sourcing recruits and recruiting with technology to setting, conducting, and closing recruiting appointments, this exhaustive course provides invaluable insights and practical instruction for creating a production-centric growth environment that attracts agents to your real estate team or brokerage. With our consultative approach, recruits guide agents to a place where they self-discover that the best way to sell more real estate, become more successful, and increase their net income is by joining your team or company. We know not everyone learns the same way. For that reason, this course has videos, text modules, and a full audiobook. In addition, the text and audiobook are downloadable so you can keep this information for life, and take it with you wherever you go.
Recruiting for real estate agents
Recruiting is the single most valuable skillset in real estate and the linchpin of all successful real estate businesses. To exponentially and sustainably increase the net profit of your real estate business, this course will help you build and operate a committed and systematic recruitment practice. Add to CartRecruiting for Real Estate Agents
More about this real estate training course
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
7. Build Multiple Streams of Income
One of the hallmarks of a real estate empire is having multiple streams of income. While most agents and brokers are focused on commissions, empire builders are creating additional revenue streams from various pillars within their business.
For example, if you own a brokerage and manage to do 500 transactions a year, you can start offering additional services like mortgage lending, title insurance, property management, and even development. Each of these services feeds off the other. When you develop a property, you create your own listings, which in turn generate commissions and marketing opportunities.
Property flipping is another income stream to consider. Many agents or brokers flip homes on the side, but if they focus solely on the manual labor involved, they remain stuck. True empire builders delegate tasks, allowing them to focus on higher-level growth strategies instead of getting bogged down in daily operations.
8. Don’t Let Yourself Get Stuck
One common pitfall in real estate is getting stuck in one particular aspect of the business. You might love being involved in every detail of house flipping, or perhaps you enjoy working closely with clients on listings. However, if you want to build a real estate business into an empire, you need to step away from these tasks. Delegating lower-value activities to others allows you to focus on expanding your business and creating new opportunities for growth.
As your business scales, it’s crucial to maintain the mentality of growth. Leaders who get stuck in the trenches of daily operations are unable to grow because they are too involved in the details to think strategically. Instead, you must be able to let go and trust your systems and team to handle the work, while you focus on the big picture.
Learn more about the Agent Management Portal
Looking for the best way to add value for your agents? The Agent Management Portal is a powerful learning management system. You get access to all of our state-of-the-industry training materials, as well as tools to help you create your own training content for your agents.
9. Stay Committed to Long-Term Success
Building a real estate empire isn’t a short-term endeavor. It requires long-term commitment, persistence, and a clear vision of your ultimate goals. As you grow your team, expand your revenue streams, and scale your operations, remember to keep pushing forward. Success is not a destination; it’s a continual journey of building, adapting, and growing.
At ICC, we guide our clients through every step of this process, from the initial stages of recruiting agents to setting up multiple income streams and building self-sustaining systems. Whether you’re a new agent or an experienced broker, the key to how to build a real estate business lies in your ability to grow beyond yourself and create a business that works without you.
At ICC, we guide our clients through every step of this process, from the initial stages of recruiting agents to setting up multiple income streams and building self-sustaining systems. Whether you’re a new agent or an experienced broker, the key to how to build a real estate business lies in your ability to grow beyond yourself and create a business that works without you.
Brian Icenhower
Conclusion: how to build a real estate business
In conclusion, building a real estate business into an empire is all about growth, passive income, and strategic scaling. With a combination of push and pull strategies, multiple income streams, and solid systems, you can transform your real estate business into a thriving empire. Stay committed, embrace growth, and continually look for ways to add value to your team and clients. Before you know it, you’ll have built something far bigger than you ever imagined.
Get there faster with a one-on-one coach! Reach out today and get a free coaching call with an Icenhower coach.
