Learn how to scale real estate coaching in a brokerage of any size by implementing these simple systems & processes to increase both retention and recruiting efforts.
If you want to build a truly successful brokerage that attracts and retains top agents, you can’t rely on being the cheapest option in town. The most successful brokerages in today’s market are production-centric — focused on helping agents sell more real estate, not just saving them money.
In this article, I’ll show you how to scale real estate coaching in a brokerage so your value proposition becomes undeniable. You’ll learn how to help agents close more deals, develop their skills, and create a production-focused culture that scales effortlessly — even if you have hundreds of agents.
VIDEO: How to Scale Real Estate Coaching in a Brokerage
Why Production-Centric Brokerages Win
Over the years, I’ve seen countless brokerages compete on cost — offering lower fees or flexible commission plans as their main selling point. But the truth is, cost-based value propositions are fragile. If an agent joins your brokerage just because it’s cheaper, they’ll leave the moment another company promises to save them a little more.
Agents don’t stay loyal to a discount. They stay loyal to results.
A production-centric brokerage says, “Join us, and we’ll help you make more money.” When you provide real, measurable value through systems, coaching, and accountability, agents see tangible growth. That’s what keeps them around — not saving $5,000 in fees, but earning $250,000 in additional income.
The Pitfalls of Relationship-Driven Brokerages
Some brokers rely too heavily on relationships and culture. While culture is important, it can’t be your main value proposition. When your brokerage is built solely on “we’re like family,” you’ll hit a ceiling.
Culture-only models often lead to drama, volatility, and stagnation. When production slows down, even great culture starts to deteriorate. Why? Because when agents are struggling financially, no amount of friendship or “fun Fridays” can replace income stability.
The key is to anchor your culture in production. Build a coaching environment that helps agents reach their goals — and your culture will naturally strengthen around success.
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Leadership Strategies
ICT Online CourseLeadership Strategies
Learn how to lead your real estate team or brokerage with confidence, clarity, and vision.
Discover proven leadership models used by top-performing real estate organizations
Learn how to inspire, motivate, and retain high-producing agents and staff
Develop effective communication and accountability strategies for your team
Understand how to set clear expectations and create a performance-driven culture
Gain tools to coach through conflict, manage change, and increase team morale
Includes leadership assessments, meeting templates, and actionable implementation tools
Lead with Vision
Develop a clear direction that aligns your people, systems, and goals.
Inspire Peak Performance
Motivate your agents and staff with proven leadership and accountability models.
Build a Winning Culture
Create an environment where productivity, retention, and growth thrive.
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.
Course curriculum
Enrollment includes access to the following course materials for 6 months
Welcome to Leadership StrategiesWelcome to Leadership Strategies with Rick Fuller
Sign up for the Executive Leadership Round Table Group Coaching Program
Join us at the ICC Regional Summit
Schedule a Coaching Call
Stay Connected via our REAL ESTATE AGENT ROUND TABLE Facebook Group
- VIDEO: How to Scale Your Team
- WORKBOOK: How to Scale Your Team
VIDEO: Leadership Training for Real Estate Team Wanting to Grow
WORKBOOK: Leadership Training for Real Estate Teams Wanting to Grow
VIDEO: Leading With Opportunities, Not Obstacles
WORKBOOK: Leading With Opportunities, Not Obstacles
VIDEO: Real Estate Agent Attraction Recruiting Strategies
WORKBOOK: Real Estate Agent Attraction Recruiting Strategies
VIDEO: Real Estate Leadership Coaching Strategies
WORKBOOK: Real Estate Leadership Coaching Strategies
VIDEO: Viral Team Goals and Activity Based Indicators
WORKBOOK: Viral Team Goals and Activity Based Indicators
VIDEO: Public Accountability and Personal Responsibility
WORKBOOK: Public Accountability and Personal Responsibility
VIDEO: The Power of Dashboards
WORKBOOK: The Power Of Dashboards
VIDEO: Replacing Yourself as a Real Estate Leader
WORKBOOK: Replacing Yourself as a Real Estate Leader
About this course
- $249.00
- 23 lessons
- 5.5 hours of video content
Leadership Strategies
Click to watch more about this real estate training course
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
InstructorRick Fuller.
Raise your leadership skills and develop your leadership strategies to grow your business.
I am so excited about this course, Leadership Strategies.
This is about you raising the lid on your leadership so you can raise the lid on all of your organizations, raise the lid on your ancillaries, raise the lid on your people.
You cannot outgrow your personal development.
Your outward growth starts with your inward development in terms of leadership. This is what this course is all about: raise your leadership skills so that you can grow your business.
Lead your real estate organization with purpose and proven systems.
Enroll in Leadership Strategies to master the frameworks, communication skills, and accountability tools that drive growth and performance. Learn how to lead confidently, coach effectively, and build a culture that lasts.
Start your leadership transformation today.
Add to CartTalk 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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Brokerage / Corporate Coaching Program
With the Brokerage / Corporate Real Estate Coaching Program, ICT 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!
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
How to Coach at Scale (Even with 200+ Agents)
If you run a small brokerage with 30–50 agents, you can probably coach everyone yourself. But if your office has hundreds of agents, your time is limited — and that’s where systems come in.
Start by focusing your coaching on two groups:
Top Producers and Team Leaders: These are your generals. They set the tone for your office.
Rising Stars: Agents who are showing up, taking initiative, and ready to grow.
Don’t waste your energy chasing those who aren’t ready. Give everyone the same opportunity to grow, but pour your time into the ones who meet you halfway.
The Agent Intake Pipeline: Your Coaching Foundation
To scale effectively, you need a coaching system that tracks every agent’s progress. I use a tool called the Agent Intake Pipeline — a simple Google Sheet or CRM dashboard that acts as your coaching command center.
Here’s what it should track:
DISC Profile – Helps you understand their behavior type (Driver, Influencer, Steady, or Compliant).
Tech Setup – Confirm CRM access, website logins, and system readiness.
Training Progress – Track completion of core courses like Sphere of Influence (SOI) or New Agent Blueprint.
Marketing Connections – Ensure they’ve met with your marketing coordinator, joined your Facebook group, and connected with your leadership team.
Production Metrics – Record last year’s sales, team status, and office space needs.
Review this dashboard weekly with your leadership team. Identify where each agent is stuck and push them to the next step. Don’t blame them for stalling — lead them forward.
Use DISC Behavior to Coach More Effectively
Understanding behavior types changes everything about how you coach.
D (Driver): Fast-paced, competitive, great for FSBO or expired prospecting.
I (Influencer): Outgoing, ideal for networking, social media, or open houses.
S (Steady): Loyal, consistent, thrives in relationship-based lead generation like SOI or farming.
C (Compliant): Analytical, detail-oriented, excels in systems, marketing setup, and online lead conversion.
Tailor your coaching to match the agent’s natural strengths. When you align their lead generation strategy with their behavioral style, success happens faster and with less resistance.
Leveraging Online Courses to Scale Coaching
Even if you have the best training programs, most agents won’t complete them without accountability. That’s why our Agent Management Portal (AMP) was designed — to give brokerages an easy way to coach dozens or even hundreds of agents simultaneously.
Inside AMP, your agents can access training courses on every topic imaginable:
And dozens more.
Each course includes videos, scripts, workbooks, and slide decks. You simply assign a module and follow up later. You’re no longer the delivery mechanism — you’re the accountability mechanism.
The truth is, cost-based value propositions are fragile. If an agent joins your brokerage just because it’s cheaper, they’ll leave the moment another company promises to save them a little more.
Agents don’t stay loyal to a discount. They stay loyal to results.
Brian Icenhower
Scaling Accountability Made Simple
Let’s say you assign an agent to complete Modules 1–5 of the SOI course. Put a reminder in your phone to text them next week. Ask what they learned, what they plan to implement, and where they’re stuck.
That simple act of follow-up creates momentum. You don’t need to hold a meeting for every agent — just stay present and consistent. Over time, your brokerage culture transforms into one centered around progress and growth.
Becoming the “Doctor” of Your Brokerage
Think of your AMP course library as a pharmacy, and yourself as the doctor. When an agent comes to you with a problem, you diagnose it and prescribe the right “medicine.”
Examples:
Struggling with time management? → Assign Agent Financials or Time Management for Real Estate Agents.
Hitting a ceiling in production? → Assign Administrative Systems or Team Lead Management.
Too dependent on buyer leads? → Assign FSBO Prospecting or Farming.
This approach shifts your role from manager to mentor — and agents feel the difference.
Coaching as a Recruiting Tool
The same systems that help you coach internally can help you recruit externally.
When meeting with agents from other brokerages, offer a guest course link from AMP — like your SOI or Team Lead Management course.
Then follow up: “What did you think of the material?”
This positions you as a coach, not a salesperson. And that’s how you build credibility, demonstrate value, and attract high-quality recruits.
How Production-Centric Coaching Transforms Culture
When you anchor your brokerage in coaching and productivity, you eliminate drama. Agents who are growing don’t have time for gossip. They’re too busy moving forward.
Suddenly, your leadership energy shifts from putting out fires to fueling success stories. You’ll start hearing things like,
“You changed my career.”
“I’ve doubled my production since joining.”
That’s the type of impact that transforms brokerages — and lives.
Final Thoughts: How to Scale Real Estate Coaching in a Brokerage
When your systems are in place, you can coach 50, 100, or even 300 agents without burnout. You’ll lead a brokerage that’s stable, scalable, and admired in your market.
Stop competing on cost. Compete on value — and scale your impact through production-centric coaching.
If you’re ready to learn how to implement these systems using the Agent Management Portal, join the leaders across the country who are transforming their brokerages with Icenhower Coaching & Training.
👉 Start today at IcenhowerCoaching.com or book a free call at CoachCallFree.com.
