Learn the most tested and proven succession plan for real estate brokers & team leaders that has helped so many step out of production and/or leadership to start earning passive income from their businesses.
As a real estate coach who has spent over three decades in the business—as an agent, team leader, and broker-owner—I’ve seen countless professionals hit the same wall: the desire to scale, step out of production, and run a self-sustaining business… yet feeling trapped in the daily grind.
If you’re a real estate team leader or broker-owner who dreams of exiting day-to-day sales without sacrificing income, you’re not alone—and more importantly, it’s entirely possible. This article lays out a clear, proven succession plan for real estate brokers and team leaders that has helped our clients step into true business ownership.
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VIDEO: The Proven Succession Plan for Real Estate Brokers & Team Leaders
The Real Problem: Stuck in the “Death Zone”
Most team leaders start out as rainmakers, closing the majority of the business. As the team grows, the goal becomes shifting that production to other agents. But somewhere in the middle—between being the sole producer and fully stepping out—many get stuck in what I call the death zone.
This is where production plateaus, agent turnover is high, and leaders are stretched thin. They’re generating leads, converting them, solving problems, and trying to grow all at once. Burnout becomes inevitable. The dream of stepping out seems further away than ever.
And during challenging markets—low inventory, high rates, political or economic uncertainty—the temptation to scale back feels overwhelming. Many leaders take a step back into production just to keep the ship afloat.
But stepping back into production, while sometimes necessary in the short term, often halts growth. What we need instead is a path forward. A way to transition from operator to owner—without losing income or control.
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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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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!
Step One: Build a Business, Not a Job
To start crafting your succession plan as a real estate broker, you need to shift your mindset. Real estate sales is a job. Real estate business ownership is a scalable system.
And systems are what allow you to eventually step out.
The key? Create predictable, leveraged income through agent production—not your own. That means putting your focus on getting agents to generate their own business rather than relying solely on leads provided by the team.
It’s not sustainable to be the sole provider of opportunities. Agents who are only fed leads will leave eventually—or burn out. Instead, you must incentivize and train them to build a database, convert SOI leads, and grow like you did.
The Matching Standard: Fueling Agent Accountability
At Icenhower Coaching & Training, one of our most effective strategies is the matching standard—a lead distribution system that rewards agent-generated business.
Here’s how it works:
Agents who generate closings from their SOI receive more team leads.
We aim to stay “matched” with them, so the more they close on their own, the more we stay ahead by feeding them opportunities.
This simple system creates accountability, performance transparency, and motivation. When agents see that lead distribution is tied directly to their own initiative, they rise to the occasion.
It also gives you leverage. It builds a team that isn’t dependent on you to drive all production. And it creates a bench of strong candidates for future leadership—those who understand how to generate business, not just convert it.
To start crafting your succession plan as a real estate broker, you need to shift your mindset. Real estate sales is a job. Real estate business ownership is a scalable system.
Brian Icenhower
Stepping Out: The Succession Structure
Let’s say you’ve grown your team or brokerage to generate $700,000 in annual company dollar (your revenue after agent splits). And you want to maintain $500,000 of net income as you transition out of the day-to-day.
You can achieve this with a step-by-step succession plan:
Year 1 – Hire a Leader in Training
Promote or hire a team leader or manager.
Give them an attractive split (80/20 on their sales).
Pay them a small override (e.g., 5%) on company dollar from team production.
Hold operating expenses steady—no big investments yet.
Your net income remains at $500,000.
Year 2 – Growth Benchmarks
Set a benchmark: increase team company dollar to $900,000.
Bump the override to 7.5%.
Still maintain your $500,000 income.
Keep them focused on recruiting, retention, and increasing agent production.
Year 3 – Deeper Incentives
Reach $1.1M in company dollar.
Increase override to 10%.
Your successor earns a real income (e.g., $110K–$175K), giving them stability and motivation to grow more.
Year 4 – Scaling & Ownership Opportunities
Hit $1.4M in company dollar.
Override goes to 12.5%.
Consider offering ownership vesting (e.g., 25%) after sustained performance.
Or allow them to continue at the high comp plan without equity.
Throughout this journey, your net income never drops. They get rewarded only as they grow the organization.
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Mergers and Acquisitions
Online CourseLearn how to expand your organization through mergers and acquisitions (M&A) of real estate brokerages, teams and more. Grasp the various options for structuring M&A transactions, company valuation methods, due diligence considerations, transition plans, and how to identify and engage potential M&A candidate companies. Learners will receive many downloadable scripts, checklists, plans, sample agreements and a variety of other tools to create a step-by-step process for the growth of any real estate organization. 
Mergers & Acquisitions
Click to watch more about this real estate training course
Designed for all learning types
Video Training
In-depth video with Brian Icenhower walking you through the entire merger/acquisition process, and providing tools and talking points for you to use.
Written Workbook
Detailed and downloadable written workbook that provides you with the bullet points, a space for taking notes, as well as activities and key takeaways.
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 Mergers & Acquisitions- Welcome to Mergers & Acquisitions! A message from your Instructor, Brian Icenhower
- Schedule a Coaching Call
- Stay Connected via our REAL ESTATE AGENT ROUND TABLE Facebook Group
- VIDEO: Mergers & Acquisitions Fundamentals
- AUDIO: Mergers & Acquisitions Fundamentals
- Workbook: Mergers & Acquisitions Fundamentals
- Instructor’s Manual: Mergers & Acquisitions Fundamentals
- Presentation Outline: Mergers & Acquisitions Fundamentals
- Presentation PDF: Mergers & Acqusitions Fundamentals
- Presentation Slides: Mergers & Acquisitions Fundamentals
- VIDEO: Engaging M&A Candidates
- AUDIO: Mergers & Acquisitions Fundamentals
- Workbook: Engaging M&A Candidates
- Instructor’s Manual: Engaging M&A Candidates
- Presentation Outline: Engaging M&A Candidates
- Presentation PDF: Engaging M&A Candidates
- Presentation Slides: Engaging M&A Candidates
- Securing the NDA Talking Points
- Initial Approach Call Scripts
- SWOT Competition Analysis
- Discovery Questionnaire
- MLS Company Production Data – Last 12 Months
VIDEO: Recruiting
AUDIO: Recruiting
Workbook: Recruiting
Instructor’s Manual: Recruiting
Presentation Outline: Recruiting
Presentation PDF: Recruiting
Presentation Slides: Recruiting
Discovery Questionaire
VIDEO: Due Diligence
AUDIO: Due Diligence
Workbook: Due Diligence
Instructor’s Manual: Due Diligence
Presentation Outline: Due Diligence
Presentation PDF: Due Diligence
Presentation Slides: Due Diligence
Company Comparison Matrix
Owner Information Request
NDA Sample Agreement
VIDEO: The Pro Forma
AUDIO: The Pro Forma
Workbook: The Pro Forma
Instructor’s Manual: The Pro Forma
Presentation Outline: The Pro Forma
Presentation PDF: The Pro Forma
Presentation Slides: The Pro Forma
Earnout Formulas
Example Pro Forma
VIDEO: Valuation
AUDIO: Valuation
Workbook: Valuation
Instructor’s Manual: Valuation
Presentation Outline: Valuation
Presentation PDF: Valuation
Presentation Slides: Valuation
EBITDA Approach Example
EBITDA Approach Worksheet
VIDEO: The LOI – Putting the Deal Together
AUDIO: The LOI – Putting the Deal Together
Workbook: The LOI – Putting the Deal Together
Instructor’s Manual: The LOI – Putting the Deal Together
Presentation Outline: The LOI – Putting the Deal Together
Presentation PDF: The LOI – Putting the Deal Together
Presentation Slides: The LOI – Putting the Deal Together
Sample Letter of Intent
VIDEO: Planning the Purchase & Transition
AUDIO: Planning the Purchase & Transition
Instructor’s Manual: Planning the Purchase & Transition
Workbook: Planning the Purchase & Transition
Presentation Outline: Planning the Purchase & Transition
Presentation PDF: Planning the Purchase & Transition
Presentation Slides: Planning the Purchase & Transition
Sample Pre-Closing Checklist
Sample Purchase Agreement
VIDEO: Closing the Transaction & Beyond
AUDIO: Closing the Transaction & Beyond
Workbook: Closing the Transaction & Beyond
Instructor’s Manual: Closing the Transaction & Beyond
Presentation Outline: Closing the Transaction & Beyond
Presentation PDF: Closing the Transaction & Beyond
Presentation Slides: Closing the Transaction & Beyond
Sample Launch Day Agenda
Launch Day Checklist
Sample Press Release
About this course
- $750.00
- 82 lessons
- 4.5 hours of video content
- 6 months of access to course materials
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."
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.
Welcome to the world of mergers and acquisitions (M&A), where real growth begins.
In this course, we’re going to break down the process of acquiring or merging with real estate businesses. It might seem daunting at first, but by the end, you’ll see just how achievable it is—even for those who never thought they could do it.
Let’s start with one simple truth: mergers and acquisitions are easier than you think. Most people assume M&A is reserved for massive corporations or elite businesspeople with deep pockets. That’s simply not true.
If there’s one thing I want you to take away from this course, it’s this: with the right approach, you can successfully grow your real estate business through M&A without a massive cash outlay.
Whether you’re a team leader, a broker, or an advanced agent, M&A can fast-track your growth and set you apart from the competition. By leveraging proven strategies, you can scale your operations, enter new markets, and build a thriving organization.
Take your business to the next level.
Whether you’re a team leader, a broker, or an advanced agent, M&A can fast-track your growth and set you apart from the competition. By leveraging proven strategies, you can scale your operations, enter new markets, and build a thriving organization.
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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Growth Operations Systems
ONLINE COURSESIf your organization isn't growing, then it is dying. Discover Brian Icenhower's powerful and proven strategies and practices for implementing organizational growth.
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
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
- $199.00
- 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!
Certification & Designation Upon Completion
In this ICC online course, you will receive an official designation of "Certified Growth Systems Expert" or CGSE 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.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 CartGrowth Operations Systems
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
Why Ownership Matters (and When to Offer It)
True succession planning includes the opportunity for your replacement to become a stakeholder—when they’ve earned it. But not everyone will want ownership.
Some leaders prefer a consistent override without taking on liability. Others will want to invest long-term and build passive income through shares in the company.
Your succession plan should offer both options—with performance-based benchmarks that protect your income while driving business growth.
If structured properly, the business grows while you step back. Your income stays intact. And you gain something even more valuable: time.
Expanding Further: Replicating the Model
Once your successor is in place, they can eventually replace themselves using the same process. At year five, you have options:
They can groom a new leader.
That leader can step in, follow the same benchmarks, and eventually vest ownership.
You retain 50% ownership and gain long-term passive income.
This layered structure builds a deep leadership bench, creates continuity, and prevents your business from being dependent on a single person ever again.
And it’s scalable. We’ve seen it work in:
Real estate teams
Brokerages
Property management firms
Mortgage companies
Expansion teams in multiple markets
This is not a theory—it’s a tested, proven succession plan for real estate brokers that works when implemented with the right systems, incentives, and structure.
The Danger of Going It Alone
Here’s the truth: trying to build this on your own is risky.
Most people we coach come to us after trying to “Frankenstein” their way through succession planning. They’ve overpaid the wrong person, handed over control without accountability, or watched their team collapse after stepping out too soon.
Get a coach. Someone who’s built and scaled these models many times. It’s not about being smart—it’s about being strategic.
The wrong hire—or the wrong comp plan—can destroy everything you’ve built. But with the right process, you can build a business that lasts long after you stop showing homes or answering client calls.
Final Thoughts: From Hustler to Owner
If you’re tired of hustling, this is your wake-up call.
There is a clear path to transition from being the face of the business to owning the business. And it starts with building the right systems, attracting the right people, and putting the right succession plan for real estate brokers in place.
Remember:
Match agents based on their SOI closings.
Incentivize growth and performance.
Structure your successor’s compensation based on results—not promises.
Keep your income protected through it all.
The result? More freedom. More time. A legacy that outlives your daily grind.
Let’s stop chasing business and start building something worth owning.
Need help building your succession plan?
Schedule a free 30-minute strategy session with me at therealestatetrainer.com. We’ll look at your business together, identify gaps, and help you get on the path to true ownership.
Because real estate isn’t just about sales—it’s about building a business that works for you.
