Discover why top agents and coaches reread The High-Performing Real Estate Team by Brian Icenhower before business planning season. Learn how revisiting the fundamentals can help you scale and strengthen your real estate team.
When it comes to building and running a high performing real estate team, success doesn’t come from finding the latest trick or newest trend. It comes from mastering the fundamentals — the systems, models, and habits that actually move your business forward.
That’s why I’m currently rereading The High-Performing Real Estate Team by Brian Icenhower. I’ve read it before — several times, actually — but every time I go back through it, I find something new that hits differently. I once heard a mentor say you have to read a book ten times before you really understand it. I couldn’t agree more.
Each time you revisit a great book, you bring more experience, new challenges, and fresh perspective. When you’re leading a team, that kind of reflection becomes essential. And for me, rereading The High-Performing Real Estate Team is the perfect way to prepare for business planning season with my coaching clients at Icenhower Coaching & Training (ICT).
VIDEO: Rereading “The High-Performing Real Estate Team” by Brian Icenhower: Why Top Agents Revisit the Fundamentals
Why I Keep Coming Back to This Book
I’ve always believed that leadership is repetition. The fundamentals never go out of style, but they do need to be revisited, refined, and reinforced. That’s exactly what this book helps me do.
When I read The High-Performing Real Estate Team for the first time, I was focused on how to build systems. The second time, I was focused on how to grow through others. The third time, I was focused on leadership, culture, and accountability. Now, as my team and my clients’ teams evolve, I see even more layers of insight in every chapter.
That’s the power of a truly great resource. It grows with you.
If you’ve never read The High-Performing Real Estate Team, it’s one of the best books out there for agents, team leaders, and brokers who want to build businesses that scale sustainably. And if you’ve already read it once, I challenge you to pick it up again — because what you see the second or third time will surprise you.
A Roadmap for Building a High Performing Real Estate Team
Brian Icenhower’s book doesn’t just talk theory — it provides a practical blueprint for real estate professionals who want to scale their operations without losing their sanity. It’s packed with systems, models, and examples from top-producing agents and teams who have already done it successfully.
Here are some of the biggest lessons I revisit every time I read it:
1. Structure Before Growth
Most agents want to grow first and organize later. That’s backward. You can’t scale chaos.
The book emphasizes the importance of creating systems and structure before adding more people or more business. That means defining clear roles, documenting your processes, and putting systems in place for lead generation, transaction management, and client care.
If your foundation isn’t strong, growth just magnifies the cracks.
2. Hire in the Right Order
You don’t need a big team — you need the right team.
When you hire in the right order, you protect your time and increase your leverage. Start with administrative help to free yourself up for income-producing activities, then add sales and marketing support as your systems grow. Every hire should solve a specific problem, not just fill a seat.
3. Accountability Creates Freedom
Accountability isn’t about micromanaging — it’s about clarity.
Icenhower teaches leaders to measure performance, track results, and create dashboards that help every team member know where they stand. When everyone knows the score, your culture improves, and your results multiply.
As a coach, I see this over and over: accountability is what separates average teams from high performing real estate teams.
4. Leadership Equals Leverage
You can’t lead what you don’t measure.
A real estate leader’s job isn’t just to motivate; it’s to inspect what they expect. When you coach through data and clear goals, you give your team a roadmap for success. Leadership is about creating the systems that make performance measurable — and repeating that process consistently.
5. Systems Make Success Scalable
If your business depends on you showing up every day, it’s not scalable.
The goal is to build a business that runs on systems, not on your personal bandwidth. Whether it’s a listing checklist, a lead follow-up plan, or an onboarding system for new hires, every process should be repeatable and teachable. That’s what makes your business valuable — and sellable — down the road.
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Agent Sales Accelerator
Dominate your week, dominate your market. Agent Sales Accelerator is the weekly power-up for real estate agents. Master lead generation, boost productivity, and unlock proven strategies for explosive growth. This isn’t just about knowledge, it’s about action and accountability. Get ready to transform your business – join us!
Thursdays at 11:30am EST via Zoom
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Growth Operations Systems
ICT Online CourseGrowth Operations Systems
Build scalable systems that drive consistent growth in your real estate business.
Step-by-step frameworks to streamline operations and eliminate bottlenecks
How to align people, processes, and technology for maximum efficiency
Systems to track KPIs, accountability, and agent performance
Strategies to scale without losing profitability or culture
Tools for onboarding, training, and managing agents at every level
Downloadable dashboards, checklists, and operational templates
Streamline Your Operations
Implement systems that save time, reduce errors, and improve efficiency.
Drive Scalable Growth
Learn how to grow your business while maintaining control and profitability.
Lead with Data
Use dashboards and KPIs to hold agents accountable and guide smart decisions.
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
Component 1: Devise A Viral Goal- Workbook: Component 1: Devise A Viral Goal
- Video: Component 1: Devise a Viral Goal
- SMART Goals Fillable Form
- FIVE (Chapter Summaries)
- FIVE (Spark & Stoke Conversation)
- Component 1 Quiz
- Workbook: Component 2: Focus On Activities First
- Video: Component 2: Focus On Activities First
- Component 2 Quiz
- Workbook: Component 3: Cultivate Personal Responsibility With Public Accountability
- Video: Component 3: Cultivate Personal Responsibility With Public Accountability
- Prospecting Accountability Chart Fillable Form
- Component 3 Quiz
- Workbook: Component 4: Drive Growth With A Dashboard
- Video: Component 4: Drive Growth With A Dashboard
- Sample Scoreboard Dashboard
- FIVE (Organizational Dashboard)
- ICC Dashboard Template
- Understanding DISC Profiles
- DISC Behavioral Assessment
- DISC Style Identification
- Team Scoreboard Graphic – Template
- ICC Broker Scoreboard
- Component 4 Quiz
- Workbook: Component 5: Huddle Up
- Video: Component 5: Huddle Up
- Solo Agent Annual Business Plan Sample
- Team Annual Business Plan Sample
- Blank Annual Business Plan Fillable Form
- Component 5 Quiz
About this course
- $299
- 35 lessons
- 3 hours of video content
Immediate Takeaways
Here is what you can expect to gain from taking this online course.
- THE FIVE-WEEK BOOK CLUB will guide you chapter by chapter with engaging questions and discussion starters.
- TEMPLATES AND MODELS - DISC Behavioral Assessment, The DISC Behavior Model, DISC Style Identification, Sample Scoreboard Dashboard, Dashboard Template
- TEAM BUILDING - Team Annual Business Plan Template, How to Hold a Huddle
- FORMS AND LISTS - SMART Goals Fillable Form, The Transaction Timeline, Prospecting Accountability Chart Fillable Form, The 4 Key Accountability Questions
- QUIZ at the end of each module to promote retention of information and test your knowledge.
- 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!
Growth Operations Systems
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
InstructorBrian Icenhower.
I built this course for those real estate agents wanting to move from a mere real estate practice to a systematized real estate business with the control and mastery of your results.
In today’s world, stagnation is equivalent to death.
Opportunity is all around but with that comes the opportunity to fail. It may seem discouraging to some, but this idea has driven some of the most successful businesses in the world.
If your organization isn't growing, then it is dying. Discover my powerful and proven strategies and practices for implementing organizational growth.
Learn the Growth Operations Systems that work.
If your organization isn't growing, then it is dying. Discover Brian Icenhower's powerful and proven strategies and practices for implementing organizational growth. 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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How This Book Shapes My Business Planning
As we move into business planning season, The High-Performing Real Estate Team becomes my go-to resource for strategy sessions with clients. Before we start setting production goals or mapping out marketing plans, we take a step back and assess the foundation.
Here are a few of the questions I use with my clients, inspired directly by Icenhower’s models:
Do you have written systems for every major process in your business?
Are you tracking conversion rates by lead source?
How often are you reviewing your pipeline or dashboard metrics?
Is your administrative and operational support scalable?
Do you have a clear plan for recruiting and retention?
If the answer to any of these is “no,” that’s where we focus first. There’s no point in setting higher goals if your current systems can’t support them.
That’s why this book is such an important part of our coaching process — it provides the language, structure, and framework for growth.
Why the Fundamentals Still Matter
In today’s real estate industry, agents are constantly bombarded with new tools, new apps, and new technologies that promise faster results. But in reality, the teams that thrive are the ones who stick to the basics: consistent lead generation, solid systems, clear communication, and strong leadership.
Technology can enhance your business, but it can’t replace a foundation built on proven systems.
That’s what The High-Performing Real Estate Team reminds us — that the fundamentals aren’t optional. They’re the difference between a business that survives and one that scales.
What I Learn Each Time I Reread It
Each time I go through the book again, I catch something I missed the first time. Maybe it’s a leadership principle I wasn’t ready to apply yet, or a system I thought I had mastered but realize I can still improve.
For example:
The first time, I focused on building systems.
The second time, I focused on delegation and leverage.
The third time, I focused on developing leaders within my team.
Now, as I reread it again, I’m paying closer attention to culture and retention — how to keep great people, keep them engaged, and help them grow.
That’s the beauty of rereading a foundational resource like this. It evolves as you evolve.
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Quick View
Agent Sales Accelerator
Dominate your week, dominate your market. Agent Sales Accelerator is the weekly power-up for real estate agents. Master lead generation, boost productivity, and unlock proven strategies for explosive growth. This isn’t just about knowledge, it’s about action and accountability. Get ready to transform your business – join us!
Thursdays at 11:30am EST via Zoom
-
Quick View
Open Houses
ICT Online CourseOpen Houses
Transform your open houses into powerful lead-generation events that fill your pipeline with qualified buyers and sellers.
Learn how to plan, promote, and host open houses that attract serious prospects
Discover follow-up systems to convert visitors into clients after the event
Get scripts and dialogues to engage guests and capture contact information
Build marketing materials and social media campaigns that maximize traffic
Implement systems for sign-in tracking, neighbor outreach, and post-event communication
Includes downloadable checklists, templates, and open house marketing tools
Attract More Visitors
Market your open houses like a pro with proven promotional strategies that drive foot traffic.
Convert Attendees to Clients
Use powerful scripts and follow-up systems to turn visitors into active buyers and sellers.
Leverage Every Opportunity
Generate leads from the neighborhood, online exposure, and your open house database.
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
Course Materials- Workbook: Optimizing Open Houses
- Video: Optimizing Open Houses
- Resource: Your Next-Level Contact Plan
- Script: Buyer MLS Listing Alert
- Script: Seller Lead Auto Email Drip
- Resource: Open House Prospecting Activities
- Script: Open House Neighbor Invitation
- Script: Open House Pre-Listing Appointment
- Script: Open House Circle Prospecting
- Script: Open House Guest List
- Script: Open House Guest List Editable
- Script: Follow-Up for Neighbors/Leads
- 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)
About this course
- $149
- 20 lessons
- .5 hours of video content
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
InstructorBrian Icenhower.
Are you ready to learn how to use one of the cornerstones of the real estate business to kick your prospecting process into high gear?
Out of all the people who come and go during an open house, the only ones who really matter are the ones who might end up making an offer, right?
Think again! An open house isn't just about selling one home — it's about so much more than that, including cementing yourself as a professional, making connections, and getting a foot in the door with potential new clients who may be buying or selling soon.
In this condensed course, you'll learn to tie customer service to lead generation, and you'll find out firsthand why everyone who walks through the door of an open house is a potential prospect. Don't miss out on great business opportunities when they're right at your doorstep! This course will teach you all the skills you need to start making the most of your open houses — what are you waiting for?
Turn every open house into a lead-generation machine.
Enroll in Open Houses (ICT) to learn the systems, scripts, and marketing strategies top agents use to host high-impact open houses that create real business opportunities. Build relationships, grow your database, and close more deals.
Add to Cart
Start mastering the open house system today.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
See all courses
The Right Book for the Right Season
If you’re in the middle of your career or leading a growing team, The High-Performing Real Estate Team is the perfect book to revisit before business planning. It’ll help you slow down, reflect, and make sure your systems and leadership structures can handle the next level of success you’re chasing.
It’s also a reminder that growth isn’t just about volume — it’s about efficiency. A true high performing real estate team isn’t just busy; it’s productive, intentional, and aligned.
A Challenge for Every Team Leader
So here’s my challenge to you:
Before you dive into another business planning season or set your 2026 goals, pick up The High-Performing Real Estate Team again. Don’t just skim it — study it. Highlight it. Reflect on how each concept applies to where your team is today.
If you’ve read it before, you’ll find something new. If you haven’t, this will become one of the most valuable tools in your library.
And when you’re done, leave a 5-star review on Amazon and share what stood out to you. The more we elevate our standards as leaders, the more we elevate our industry.
Final Thoughts
At ICT, we coach thousands of agents, team leaders, and brokers across the country, and the ones who consistently grow are the ones who never stop learning. They revisit the fundamentals. They measure what matters. And they keep refining their systems.
That’s what The High-Performing Real Estate Team is all about — building a scalable business that runs on structure, accountability, and leadership.
So whether you’re just starting a team or fine-tuning one that’s already thriving, make this book part of your annual business planning tradition. Because the fundamentals never fail — they just get stronger every time you revisit them.
📘 Grab your copy of The High-Performing Real Estate Team by Brian Icenhower on Amazon.
⭐ Leave a review if it’s helped your business grow.
