Learn how to train real estate agents by implementing one or more of one of the top 4 methods for educating and coaching Realtors.
Today, I want to talk about a crucial aspect of real estate leadership—how to train real estate agents. Whether you’re a team leader, broker-owner, or real estate coach, developing the skills of your agents is key to scaling your business and ensuring long-term success.
Training real estate agents can be broken down into two broad categories: business servicing and income-producing activities. Business servicing refers to the day-to-day operations and client service aspects of real estate, while income-producing activities focus on business growth and scaling.
But how exactly do you train real estate agents? In my years of experience at Icenhower Coaching & Training (ICT), I’ve identified four top methods that will guide you in training your agents effectively. These approaches are designed to help you provide the best training experience, whether you’re building a team or managing a brokerage.
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VIDEO: How to Train Real Estate Agents – the Top 4 Methods
1. Let Agents Watch Training Videos on Their Own
When it comes to training real estate agents, one of the most common methods is providing video content for them to watch independently. This is the most hands-off approach, as it involves simply giving agents access to training videos and allowing them to watch at their convenience.
While this method is convenient and requires minimal time commitment from the team leader or broker, it has its challenges. The biggest drawback is accountability. Agents might not watch the videos or engage with the content.
At ICT, we understand the importance of accountability in training real estate agents, which is why our Agent Management Portal allow you to track who’s watching and completing the videos. With features like dashboards and progress tracking, you can monitor their engagement and follow up if needed. However, even with these tools, getting agents to watch videos on their own can be tough.
If you choose this method, make sure you schedule regular check-ins to hold your agents accountable. Meet with them weekly to discuss the content, ask for feedback, or require them to take notes in a CRM system. Knowing that you’re paying attention often motivates agents to follow through.
Pros:
- Requires minimal time from leaders
- Provides flexibility for agents to watch at their own pace
Cons:
- Lack of accountability
- Low engagement rates if agents aren’t motivated
At ICT, we understand the importance of accountability in training real estate agents, which is why our Agent Management Portal allow you to track who’s watching and completing the videos. With features like dashboards and progress tracking, you can monitor their engagement and follow up if needed.
Brian Icenhower
2. Watch Videos Together and Hold Group Discussions
A more engaging way to train real estate agents is to watch videos together as a group and follow up with discussions. This method allows you to foster accountability while also creating a collaborative learning environment.
In-person group discussions work best, as they help build a stronger company culture and improve agent focus. After watching a video together, host a roundtable discussion, Q&A session, or mastermind group to encourage agents to share their thoughts and experiences. This approach adds peer accountability, making it more likely that agents will engage with the content.
While this method can be done remotely using platforms like Zoom, there’s a risk that agents may not be fully engaged. They might have their cameras off, responding to emails, or multitasking during the video. To prevent this, you can require them to keep their cameras on or use a video conferencing tool that tracks engagement. However, in-person meetings tend to drive better participation and connection.
This method ensures that agents fully engage with the material and provides an opportunity for real-time feedback, problem-solving, and idea-sharing, which can further enrich the training experience.
Pros:
- Higher engagement and accountability
- Builds team culture
- Encourages discussion and shared experiences
Cons:
- Requires more time and coordination
- Remote sessions may not be as effective as in-person meetings
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Team Coaching Program
The Team Real Estate Coaching Program is for smaller teams looking for internal structure, leverage and leadership.
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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.
3. Become the Trainer – Teach Agents Directly
This method puts you in the spotlight. Instead of relying solely on training videos, you step up and become the trainer. By doing so, you get the chance to build a deeper connection with your agents while delivering training that’s tailored to their specific needs.
At ICT, we make this process easier by providing instructor workbooks and structured training courses. (Check out the Agent Management Portal for more on this.) If you’re following our systems, you can watch the videos yourself, take notes in the instructor’s manual, and then teach the material in your own style. This allows you to add personal anecdotes and real-life examples that resonate with your team.
By teaching directly, you can tailor the material to the unique needs of your agents and local market, making it highly relevant and impactful. Plus, it builds your authority and shows your agents that you’re invested in their success. Over time, this will make agents more loyal to your brokerage or team.
Remember, the goal is to grow your agents’ businesses, and by stepping into the role of a trainer, you become an integral part of their development. Whether you’re conducting live sessions in person or remotely, this method adds a personal touch that pre-recorded videos can’t match.
Pros:
- Builds deeper relationships with agents
- Establishes you as an authority
- Tailored training for your team’s needs
Cons:
- Requires preparation and time
- Involves more active participation from the trainer
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Team Onboarding
Online CoursesInitial onboarding for agents joining teams.
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.Course curriculum
Enrollment includes access to the following course materials for 2 years
Module 1: Create Your Sphere of Influence Database- VIDEO: How to Create a Real Estate Sphere of Influence List – PART 1
- VIDEO: How to Create a Real Estate Sphere of Influence List – PART 2
- AUDIO: How to Create a Sphere of Influence List – PART 1
- AUDIO: How to Create a Sphere of Influence List – PART 2
- WORKBOOK: How to Create a Real Estate Sphere of Influence List
- VIDEO: How to Set Up Your CRM
- Script: Update Database
- SOI Member Contact Form (fillable)
- Daily SOI Contact Form (fillable)
- Script: Update Database & Direct Message
- VIDEO: Who Do You Know
- AUDIO: Who Do You Know?
- Workbook: Who to Put in Your SOI
- Who Do I Know From These Industries? (fillable)
- SOI Call & Text Contact Cycle
- QUIZ: Module 2 Part 1
- QUIZ: Module 2 Part 2
- Module 2 Action Steps
- VIDEO: How to Contact Your SOI
- AUDIO: How to Contact Your SOI
- Workbook: How to Contact Your SOI
- VIDEO: Create Your SOI Contact Plan
- AUDIO: Create Your SOI Contact Plan
- Workbook: Create Your SOI Contact Plan
- Sample Contact Plans
- Sample Plan #1: The Basic
- Sample Plan #2: Giving to Get
- Sample Plan #3: Social Butterfly
- Monthly Mailer Topics
- QUIZ: Module 4
- Module 4 Action Steps
- VIDEO: Get Uncomfortable
- AUDIO: Get Uncomfortable
- Workbook: Get Uncomfortable
- The Comfort Zone PDF
- Action Steps
- VIDEO: How to Grow Your SOI
- AUDIO: How to Grow Your SOI
- Workbook: How to Grow Your SOI
- VIDEO: Build Your Vendor Database
- AUDIO: Build Your Vendor Database
- Workbook: Build Your Vendor Database
- Script: Asking for Referrals
- Script: Update Database & Ask for Referral
- QUIZ: Module 6 Part 1
- QUIZ: Module 6 Part 2
- Module 6 Action Steps
- VIDEO: Developing Referral Networks
- AUDIO: Developing Referral Networks
- Workbook: Developing Referral Networks
- Who Do I Know From These Industries Worksheet
- Who Do I Know From These Industries Spreadsheet
- VIDEO: Growing Vendor Relationships
- AUDIO: Growing Vendor Relationships
- Workbook: Growing Vendor Relationships
- Script: Referral Business Partnership I
- Script: Referral Business Partnership II
- Script: Follow Up After Referring a Client to a Vendor
- Script: To Contact SOI to Grow Vendor List
- QUIZ: Module 12
- Module 12 Action Steps
- VIDEO: Rights vs. Responsibilities
- AUDIO: Rights vs. Responsibilities
- Workbook: Rights vs. Responsibilities
- Rights vs. Responsibilities PDF
- Action Steps
- VIDEO: Social Media Basics
- AUDIO: Social Media Basics
- Workbook: Social Media Basics
- VIDEO: Social Media Strategy – PART 1
- VIDEO: Social Media Strategy – PART 2
- AUDIO: Social Media Strategy – PART 1
- AUDIO: Social Media Strategy – PART 2
- Workbook: Social Media Strategy
- Social Media Calendar STAY Strategy for Content
- Script: Personal Facebook Direct Message
- 12-Month SOI Video Touch System
- QUIZ: Module 8
- Module 8 Action Steps
- VIDEO: Scarcity vs. Abundance
- AUDIO: Scarcity vs. Abundance
- Workbook: Scarcity vs. Abundance
- 5 Steps to Mastery PDF – full page version
- 5 Steps to Mastery PDF
- 5 Steps to Mastery – Social Media Post
- Scarcity Vs. Abundance Chart
- Action Steps
- VIDEO: Real Estate Video Texting
- AUDIO: Real Estate Video Texting
- Workbook: Real Estate Video Texting
- Video Texting Example #1
- Video Texting Example #2
- Module 9 Action Steps
- VIDEO: Facebook Business Page
- Workbook: Setting Up Your Facebook Business Page
- BONUS HELP: Creating a Facebook Page for Your Business
- BONUS HELP: Adding Essential Information to Your Facebook Page
- Facebook Description Examples
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 1
- BONUS HELP: Creating a Professional Cover Image for Your Facebook Page – PART 2
- BONUS HELP: How to Use Canva Tutorial
- BONUS HELP: How to Find Royalty Free Images
- BONUS HELP: Stock Photo Download
- Facebook Cover Templates
- Keyword Research Toolkit
- Successful Facebook Ad Examples
- VIDEO: Thoughts Control Actions
- AUDIO: Thoughts Control Actions
- Workbook: Thoughts Control Actions
- The Gandhi Circle PDF
- 6 Rules for Controlling Your Words PDF
- Action Steps for Module 16
- VIDEO: Open Houses
- Workbook: Open Houses
- Resource: Open House Prospecting Activities
- Resource: Open House Feedback Form (Printable)
- Resource: Positive Need Affirmation Sandwich (Fillable)
- Graphic: Open House Timeline
- Open House System Checklist (fillable)
- Open House System Checklist (editable)
- VIDEO: Listing E-Alert Updates – PART 1
- VIDEO: Listing E-Alert Updates – PART 2
- VIDEO: Listing E-Alert Updates – PART 3
- AUDIO: Listing E-Alert Updates – PART 1
- AUDIO: Listing E-Alert Updates – PART 2
- AUDIO: Listing E-Alert Updates – PART 3
- Workbook: Listing E-Alert Updates
- Listing E-Alert Campaign Promotional Ad (fillable)
- Script: Neighborhood Listing E-Alert Email Drip
- Script: Geographic Farming Listing E-Alert Email Drip
- Script: Seller Lead Listing E-Alert Email Drip
- Script: Buyer Lead Listing E-Alert Email Drip
- QUIZ: Module 14
- Module 14 Action Steps
- VIDEO: Embrace Routines & Rituals
- AUDIO: Embrace Routines & Rituals
- Workbook: Embrace Routines & Rituals
- Listing & Closing Checklists
- Action Steps for Module 19
- VIDEO: Time Management & Tracking
- AUDIO: Time Management & Tracking
- Workbook: Time Management & Tracking
- Daily SOI Contact Form (fillable)
- Lead Tracking (fillable)
- SOI Member Contact Form (fillable)
- Eisenhower Decision Matrix
- VIDEO: Daily Schedule & Time Blocking
- AUDIO: Daily Schedule & Time Blocking
- Workbook: Daily Schedule & Time Blocking
- Sample Weekly Calendar
- Daily Schedule for Realtors
- The Erase and Replace Rule
- VIDEO: Activities Over Results
- AUDIO: Activities Over Results
- Workbook: Activities Over Results
- Action Steps for Module 7
- VIDEO: Tracking with a Dashboard
- AUDIO: Tracking with a Dashboard
- Workbook: Tracking with a Dashboard
- ICC Team Dashboard – Excel Spreadsheet
- QUIZ: Module 19 Part 1
- QUIZ: Module 19 Part 2
- Module 19 Action Steps
- VIDEO: 2 Week Assault Plan Explained
- Workbook: Making Initial Contact with Online Leads
- Mastering Lead Follow Up – Infographic
- The Sales Process – Infographic
- Should I Keep Trying – Infographic
- They Didn’t Answer – Infographic
- Converting a Prospect to a Client – Infographic
- 2-WEEK ASSAULT PLAN For Making Initial Contact with Online Leads
- 2-Week Assault Plan Phone Call Scripts
- 2-Week Assault Plan Text Scripts
- 2-Week Assault Plan Email Template Scripts
- 2-Week Assault Plan Video Email Scripts
- 2-Week Assault Plan Facebook and Social Media Scripts
- VIDEO: Online Lead Follow Up Plans
- “I’ll Do You One Better”
- VIDEO: How to Be a Professional
- AUDIO: How to Be a Professional
- Workbook: How to Be a Professional
- Keep Emotions Between the Lines PDF
- DISC Behavioral Assessment Image
- Action Steps for Module 26
- Part One: Buyers don’t know what they don’t know
- Part Two: From contact to appointment
- Part Three: Buyer and lender consultations
- Part Four: Making things official
- Workbook: Buyer Lead Conversion & Consultation Process
- Buyer Questionnaire & Lead Sheet
- Pre-Buyer Consult Video #1 Script
- Buyer Consultation Video Script
- Scripts: Presenting the Exclusive Buyer Agency Agreement
- Scripts: Handling Objections to Signing the Buyer Agency Agreement
- Script: MLS Auto-Prospecting
- Part One: Overcoming common objections
- Part Two: Getting answers
- Part Three: The pre-listing packet
- Part Four: The kitchen table consultation
- Workbook: Seller Lead Conversion & Listing Presentation Process
- Seller Lead Sheet
- Price Reduction Graphic
- Listing Consultation
- Pre-Listing Consultation Video Scripts
- Pre-Listing Video #1 Script
- Pre-Listing Video #2 Script
- Pre-Listing Video #3 Script
- Pre-Listing Video #4 Script
- Pre-Listing Video #5 Script
- Virtual Listing Presentation – Luxury Theme
- Virtual Listing Presentation – Classic Theme
- Listing and Closing Checklists
- The Listing Consultation Script
- Objections about Finding a Home to Buy Before Listing
- Scripts for Listing Consultation Objections about Price
- Urgency Objections
- Overcoming Objections about Paying a Commission
- VIDEO: Fail Forward
- AUDIO: Fail Forward
- Workbook: Fail Forward
- Action Steps for Module 29
- VIDEO: Understanding the Needs Analysis
- AUDIO: Understanding the Needs Analysis
- Workbook: Understanding the Needs Analysis
- The Feelings Wheel
- Real Estate Trainer Podcast: Episode 196 – Real Estate Recruiting Scripts: Conducting the Appointment
- Action Steps for Module 30
- VIDEO: Negotiating With a Needs Analysis
- AUDIO: Negotiating With a Needs Analysis
- Workbook: Negotiating With a Needs Analysis
- Buyer Lead Sheet (fillable)
- Seller Lead Sheet (fillable)
- Action Steps for Module 31
- VIDEO: The Mirroring Technique
- AUDIO: The Mirroring Technique
- Workbook: The Mirroring Technique
- Real Estate Trainer Podcast: Episode 184 – NLP Real Estate Scripts for Realtors
- Action Step for Module 32
- VIDEO: Mirroring & Matching
- AUDIO: Mirroring & Matching
- Workbook: Mirroring & Matching
- Mirror & Matching – Real Estate Negotiation Strategies
- Action Steps for Module 33
- VIDEO: The Negotiation Blueprint
- AUDIO: The Negotiation Blueprint
- Workbook: The Negotiation Blueprint
- Meet in the Middle Negotiation Model Graphic
- The Icenhower Method Negotiation Model Graphic
- Action Steps for Module 34
About this course
- $349.00
- 252 lessons
- 15.5 hours of video content
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.I designed Team Onboarding to get new agents joining a team up into production quickly. In this course, we do it two ways.
First, you will learn how to generate and convert leads from potential customers looking to buy or sell a home that you don't know. You'll learn all the top methods with the highest conversion rates so you can generate business right off the bat. Second, you will learn how to generate business from your own personal sphere of influence (SOI). These are the people you already know. You will learn how to build your book of business, and as it grows over time, so you will find more and more business coming to you as you progress year by year. This course, which is over 30 modules long, will help you develop your business in those two healthy ways at the same time, so your own book of business is diversified. Along the way, you'll receive training on other essential topics, like time management, buyer and seller lead conversion, negotiations training, and mindset training. You'll learn all of these skills and tools (and more) that a new agent should learn to get them into production and selling real estate extremely quickly.
Get into production quickly.
One of the biggest challenges about starting out on a real estate team for the first time is the lag between starting on the team and getting into production. This course will accelerate your progress and allow you to get into production much more quickly, which will help you thrive as a new member on your team. Add to CartTeam Onboarding
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
4. One-on-One Coaching
The most powerful method for training real estate agents is one-on-one coaching. This is the most personalized and effective way to ensure your agents are growing and reaching their full potential. However, it’s also the most time-consuming and difficult to scale, especially if you’re leading a large team or brokerage.
One-on-one coaching allows you to provide individualized attention to each agent, focusing on their specific strengths, weaknesses, and growth opportunities. This method works best when you’re focused on income-producing activities, helping agents develop their business generation strategies and grow their revenue streams.
At ICT, our coaches use this method to drive results with agents. One-on-one coaching provides high levels of accountability, as agents are expected to follow through on action steps and report back. This kind of direct involvement shows agents that you care about their success, which increases retention and loyalty.
While this approach isn’t scalable for every agent in a large brokerage, it’s an ideal method for high-performing agents or those who need more support. In some cases, you can create a hybrid model where agents go through training videos but receive one-on-one coaching to reinforce their learning.
Pros:
- Highly effective for individual growth
- Builds strong relationships and loyalty
- Provides targeted feedback and accountability
Cons:
- Time-consuming and difficult to scale
- Not feasible for large teams or brokerages
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.
Final Thoughts on How to Train Real Estate Agents
When considering how to train real estate agents, it’s important to evaluate your team’s needs, your time availability, and the type of training you want to provide. Each of these four methods has its benefits and drawbacks, but combining multiple approaches can provide the best results.
For example, you might start with agents watching training videos on their own and follow up with group discussions for accountability. As agents grow, you can provide direct training or one-on-one coaching to help them scale their business and increase their income-producing activities.
At ICT, we’ve found that the key to successful training lies in accountability. Whether you’re training one-on-one or in groups, ensuring that agents follow through on what they’ve learned is essential to their success. As a leader, your role is to guide, support, and hold your agents accountable every step of the way.
I hope these insights help you create a more effective and engaging training program for your real estate agents. By implementing these top four methods, you’ll build a stronger team, improve agent performance, and see better results for your business.
