Discover how a real estate recruiting coach trains recruiters to attract top producers, avoid “poisoning the well,” and build production-centric brokerages that thrive.
As a real estate recruiting coach, one of the most important lessons I teach is how to train a recruiter the right way. Too often, broker owners and team leaders assume that recruiting is simply a numbers game: compare commission splits, push for the close, and hope the agent joins. That outdated approach might work for new licensees, but it fails miserably with top producers.
If you want to recruit at a high level — and keep those agents long-term — you need a different mindset and a completely different system.
VIDEO: Real Estate Recruiting Coach – How to Train a Recruiter
Why Top Recruiters Are Rare
The truth is, very few people can consistently recruit high-level real estate agents. Most recruiters end up attracting low producers or brand-new agents who are simply choosing a place to hang their license. But the few recruiters who can consistently bring in top producers? They’re worth more than most broker owners.
Top recruiters understand that their job is not about hard-closing. It’s about building long-term relationships, adding value, and earning trust. That’s why I often avoid even using the title “recruiter.” Instead, I’ve seen titles like business development manager, general manager, or CEO of growth.
Because let’s be clear: this role is the one person in your organization who can truly change your bottom line.
Why the Old Recruiting Playbook Fails
Traditional recruiting approaches focus on commission splits and hard closes. This works for new agents, but it completely poisons the well with top producers. If your local market sees you as a shark — someone who pressures and hard-closes — your phone calls will start going unanswered.
Worse, even if you do manage to bring in a few producers, your retention will plummet. Agents don’t want to stay in a culture of pressure, drama, and high turnover.
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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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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.
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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
- $299
- 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
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
InstructorBrian 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
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A Real Estate Recruiting Coach’s First Rule: Be Patient
If you want to recruit at the highest level, patience is non-negotiable. Real recruiting is about listening more than talking. It’s about treating prospective agents like your sphere of influence: you stay top-of-mind, you add value, and you help them grow their business — even while they’re still at another brokerage.
Recruiting top agents is not a one-meeting close. It can take 10 to 20 conversations before a producer makes a move. That’s why top recruiters act more like top coaches. They diagnose, they ask deep questions, and they deliver real solutions that help agents advance their business.
The Recruit Pipeline: A Tool Every Recruiter Needs
One of my favorite tools to coach recruiters is the recruit pipeline. This simple dashboard (often just a Google Doc or spreadsheet) tracks every recruiting appointment, the agent’s production, notes about their needs, and most importantly, their ranking on a scale from 1–10:
10: Joined your company
9: Ready to join, just waiting on logistics
8: Sees the value but still hesitant
1: Never meeting again
The goal is to move agents up the scale through consistent appointments and by delivering real value. Every appointment should end with a clear “next step” that demonstrates you can help them grow — not just talk about splits.
Coaching Recruiters to Be Coaches
Here’s the secret: the best recruiters are also the best coaches. Every time your recruiter works with an agent in the pipeline, they’re practicing coaching conversations. They’re learning how to help with common business challenges:
When to hire an administrative assistant
How to transition from buyers to listings
How to farm a new neighborhood
How to scale a team without burning out
By guiding recruiters through these conversations, you’re not just training them to recruit — you’re developing them into business coaches. And that makes them invaluable to your brokerage.
Here’s the secret: the best recruiters are also the best coaches.
Brian Icenhower
Production-Centric Cultures Win
Finally, remember this: top producers don’t care about being part of a “family” brokerage. Every company claims to have a family culture, but to high performers, that often just means drama.
What they want is a production-centric culture — an environment where they can earn the most, collaborate with other driven agents, and access the tools and training to grow their business.
As a real estate recruiting coach, I can tell you that if you build this kind of environment, your recruiters will have a much easier time attracting — and keeping — top talent.
Key Takeaways
Recruiting top producers requires patience and long-term relationship building.
Avoid the outdated commission-split pitch that poisons the well.
Use a recruit pipeline to track appointments, progress, and needs.
Train recruiters to coach — the best recruiters are the best coaches.
Build a production-centric culture that attracts high performers.
Call to Action: Real Estate Recruiting Coach – How to Train a Recruiter
Are you ready to transform your brokerage’s recruiting system? At Icenhower Coaching & Training (ICT), we provide the tools, coaching, and systems to develop real estate recruiting coaches who can consistently attract top talent.
