Discover how in-person real estate training boosts agent performance, accountability, and retention. Learn why top brokerages still rely on live training—powered by AMP—to grow their teams in 2025.
In a world where everything is trending digital, there’s still one thing that continues to move the needle more than anything else in real estate: in-person training.
At Icenhower Coaching & Training, we’ve spent decades working with some of the largest brokerages and highest-performing real estate teams in North America. And we can tell you with confidence — in-person real estate training isn’t dead. It’s your secret weapon.
VIDEO: Why In-Person Training Still Works in Real Estate (Even in 2025)
Why We Still Believe in In-Person Training
Yes, the Agent Management Portal (AMP) makes it possible to train agents remotely. And yes, we love online learning. AMP was designed to empower brokerages and teams to stay connected no matter where their agents are.
But if you’re serious about recruiting top talent, retaining your best agents, and driving real growth, in-person training is still your most powerful tool.
Brick-and-Mortar Isn’t Dead — It Just Needs a Purpose
Since the pandemic, we’ve heard it all:
“Nobody needs an office anymore.”
“Training is better online.”
“You can scale faster if everything is virtual.”
But here’s the truth: the agents who show up in person tend to grow faster, produce more, and build stronger ties with your organization. Physical presence creates community, camaraderie, and accountability. And that environment is priceless.
New Agents Thrive in the Office
Brand-new agents are often excited, but uncertain. They don’t know the industry yet, and they often expect some kind of structured onboarding, like they would at a traditional company.
When you offer them:
A community of peers
Live, interactive training sessions
Printed materials, workbooks, and action steps
Mentorship and accountability from leaders
…you give them more than training. You give them a reason to stay, to invite others, and to grow quickly in your ecosystem.
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ICC will create a customized and branded real estate training website for your team, brokerage or real estate company!
Your Custom Training Suite will be branded with your company’s logos, colors and themes. You will have full access to ALL of ICC’s training courses and systems, a customized progress reporting dashboard, certifications, designations and complete administrative access and control over your own group of users, even add YOUR OWN localized training courses by “drag and drop”, easy to use for topics like file compliance, new agent orientation, MLS systems, CRM training, and office administrative agent orientation and onboarding.
Experienced Agents Still Benefit
Veteran agents who have plateaued — 25 deals a year, every year — often don’t attend live training. And that’s fine. They’re not always looking to grow. But the agents who are, and the agents you want to lead, are the ones who crave structure, accountability, and energy.
And you create that by building a training-rich, production-centric culture that thrives inside your office.
In-Person = Built-In Accountability
Here’s what most people get wrong: Money isn’t a motivator. Accountability is.
If agents were truly motivated by income, they’d do everything necessary every day to produce at a high level. But they don’t. That’s why they hire coaches. That’s why they seek mentorship. That’s why they show up to the office — to be held accountable by their peers.
Top-producing agents and brokers understand this. They surround themselves with accountability. They’re self-aware enough to know they need it. And they build their environments accordingly.
The Ripple Effect: From Production to Promotion
When you create a high-energy, results-driven environment in your office, people notice:
Agents post about it on social media.
Recruits hear about it at events or association meetings.
Visitors feel it the second they walk in.
That energy becomes part of your brand. And before long, recruiting becomes less about “pushing” agents to join and more about pulling them in — because your culture speaks for itself.
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.
The Agent Management Portal is the ultimate recruiting software system. Think of it as a Roku or Fire Stick for your real estate business—a hub that ties together all your training, tools, and resources.
Brian Icenhower
Why AMP Supports In-Person Training
With the Agent Management Portal (AMP), you can easily:
Deliver workbooks, scripts, and training slides for in-person use
Host instructor-led sessions using AMP curriculum
Blend in-person training with online tracking
Provide consistent content across locations
AMP makes it easy to bring your office to life with structured, proven training content that empowers agents to grow. You get the benefit of professional-quality material with the flexibility to lead it your own way.
Final Thoughts
If you want your brokerage or team to stand out — especially in today’s competitive market — invest in your people. And the most impactful way to do that is through in-person real estate training.
It builds culture. It fosters accountability. It helps agents elevate. And most importantly, it shows that you care about their growth.
Want to learn how the Agent Management Portal makes it easy to implement? We’re here to help.
