The 16 best real estate coaches to elevate your business

From chasing new leads to closing deals, real estate is fast-paced and always changing. But it can also feel isolating, and staying motivated isn’t always easy. That’s where real estate coaching comes in. The best real estate coaches offer perspective, accountability and strategies that help agents perform at their best.

With so many real estate coaching programs available, the challenge is finding the one that fits your business and your goals. We’ll break down who benefits from coaching and what to look for in a coach, as well as the top real estate coaches and programs worth considering.

Who can benefit most from real estate coaching?

Coaching can make a difference no matter where you are in your career. New agents often need help building a foundation, while experienced agents sometimes just want a push to reach the next level. Team leaders and brokers use coaching to fine-tune their management style, while solo agents appreciate having someone to hold them accountable. Even seasoned agents lean on coaches when they’re shifting into a new market or looking for fresh ideas.

If you’re considering hiring a real estate coach, here are a few reasons why hiring one may be a smart move.

• You’re a newer agent who needs structure and guidance to start your career off strong.
• You’re an experienced agent who feels stuck and needs help getting to the next stage of your career.
• You’re a team leader or broker who needs new strategies to inspire their agents.
• You’re a solo agent who wants an outsider perspective and accountability to continue moving forward in your career.
• You’re an agent who is changing markets or breaking into a new niche and needs ongoing support to navigate these changes.

What should you look for in a coach?

When you first got into real estate, you probably interviewed at different firms before you decided to join to make sure it was the right fit for you. The same logic should be applied when you choose a real estate coach. Not every coach will be the right fit, and the best one for you will depend on your goals and the kind of support that you need.

Here are a few things worth paying attention to when you’re choosing:

• Experience should match your business goals. If you want to lead a team, your coach should have actually built a successful team. If you’re looking to work more with listing clients, your coach should have the necessary skills to teach you about creating effective listing presentations.
• Coaching style matters and should support what will actually motivate you. Some coaches are tough and push accountability – hard. If you need someone to light a fire under you, a stronger coach may be the right fit. However, if you thrive in a more collaborative environment, you will want a coach who can brainstorm and problem-solve with you.
• Format makes a difference. One-on-one coaching gives you direct feedback and focus, but group sessions can bring extra energy and ideas. If you’re short on time, recorded lessons or on-demand training might be the better route.
• Reputation and results count. Gathering reviews or referrals from agents you trust can tell you if a coach really delivers on their promises. A track record of helping new agents get their first deals or helping seasoned agents double their sales volume is a good sign that they can do the same for you.
• Tools and resources can add real value. Some coaches offer scripts, marketing templates or even role-play sessions that help you build practical skills you can use right away. Others may offer tech tools or role-play sessions to practice before trying things out with clients.

The 16 best real estate coaching programs

1. Sell It Like Serhant: Best for building a memorable, personal brand

Starting at $49 per month

Offering the opportunity to learn from Ryan Serhant and his team, the Sell It programs have been carefully adapted to the current market. It follows a weekly and bi-weekly platform featuring one-on-one virtual coaching from Serhant’s proprietary video platform. After a half-hour or hour-long group meeting every week or every other week, participants follow actionable steps to help them grow their businesses. Thus far, more than 22,000 enrollees in 128 countries have been through the Sell It programs.

What we love

• Daily office hours. Participants can join virtual drop-in sessions to ask questions or get advice between scheduled meetings.
• Built-in community. A dedicated platform connects agents and gives them a space to share ideas and pass referrals.
• Proven results. To date, agents in the program have closed more than $250 million in referral deals.

Pricing

There are different membership options, depending on the level of guidance you need.

• 14-day free trial
• Monthly membership starting at $49 per month
• Annual membership starting at $299 per year

Check out Sell It Like Serhent

2. Tom Ferry International: Best for energetic group learning

Starting at $999

For good reason, Tom Ferry International refers to itself as the real estate industry’s leading coaching and training company. Focused on Ferry’s “8 Levels of Performance,” the programs are a staple of real estate coaching. Their new group coaching sessions cover various aspects of real estate sales.

What we love

• Recognized as a gold standard. Tom Ferry is one of the most well-known names in real estate coaching.
• Years of industry experience. A long track record in the business adds credibility and proven results.
• Large network of coaches. With a wide base of trainers, it’s easier to find a program that fits your specific needs.

Pricing

Prices vary depending on the coaching program, but they also offer a free coaching consultation if you want to dip your toes in the water.

• Prospecting Bootcamp – $999: 14-hour program comprised of seven two-hour group coaching sessions and includes a peer-to-peer collaboration space. It involves independent work pulled from training videos and downloadable resources.
• Recruitment Roadmap – $1499: Hour-long sessions each week for ten weeks. Completed over Zoom and through the Tom Ferry video platform, each group coaching program offers a high level of specialization.
• Fast Track – $999: Offers 12 interactive group coaching sessions designed to help new agents build the necessary skills to succeed — like mastering listing presentations and handling objections.

Check out Tom Ferry International

3. Tim and Julie Harris: Best for busy, on-the-go agents

Starting at $197 per month

The dynamic duo of real estate coaching, Tim and Julie Harris, is a major name in the industry. Under their business, Harris Real Estate Coaching, their programs are divided into three tiers: Premier, Premier Plus and VIP, all of which rely on a user-friendly online platform.

What we love

• Practical, no-fluff training. Their programs focus on strategies agents can use right away in real-world situations.
• Flexible program tiers. From affordable entry-level coaching to VIP options, there’s something for every budget and stage of business.
• Mobile-friendly access. Their coaching materials are easy to use on the go, which makes it convenient for busy agents.

Pricing

In addition to their coaching packages, their wildly successful podcast is a great free resource to tap into, as well as Tim and Julie’s many written contributions to HousingWire.

• 30-day free trial
• Premier – $197 per month
• Premier Plus – $599 per month
• VIP – $999 per month

Check out Tim and Julie Harris

4. Real Life Real Estate Training: Best for new agents

Starting at $347 per course

Newbies are welcome at Candy Miles-Crocker’s program. Known as the “Real Life Realtor,” she’s the brain behind Real Life Real Estate Training. With a variety of courses in her offerings, including a plethora of self-paced online courses, Miles-Crocker gives new agents a leg up on the rest.

What we love

• Still active in real estate. She continues to work with buyers and sellers, keeping her advice grounded in today’s market.
• Decades of experience. With more than 20 years in D.C., Virginia and Maryland, she brings deep local knowledge and practical insight.
• Proven systems and scripts. She shares the exact tools and strategies she’s used to build a successful career.

Pricing

While not all pricing is listed on her website, Miles-Crocker offers a free course that includes her six-point system for growth. Prices listed are for each self-paced course.

• Your Road Map to Success in Real Estate – Free
• Your First 30 Days as a Real Estate Agent – $347
• The CORE Essentials Blueprint – $1597
• The Buyer Presentation – $347

Check out Real Life Real Estate Training

5. Ashley Harwood: Best for introverts

Starting at $45 per month

Boston-based Ashley Harwood inspires introverts with her convincing, heartfelt and high-touch approach to practicing real estate. Her very human, very relatable Move Over Extroverts coaching approach is the perfect antidote for cheerleader-style coaches that urge you to door-knock, chase down divorce leads or become a social media superstar.

What we love

• Hands-on coaching. She works directly with agents every week across multiple Keller Williams offices in the Boston area.
• Authentic presence. Her humanity and inspiring videos resonate with agents looking for encouragement and relatability.
• The Quiet Success Club. Inspired by Quiet by Susan Cain, she’s created a space for introverted agents who want a client-focused path to success.

Pricing

Becoming a member includes discounted rates on 1:1 coaching and business planning sessions.

• Introverts in Real Estate Facebook Group – Free
• The Quiet Success Club – $95 per month
• VIP Days – $5000

Check out Ashley Harwood

6. Levi Lascsak: Best for crushing YouTube marketing

Starting at $47

If you’re looking to improve your social media game, Levi Lascsak is the YouTube master. The author of Passive Prospecting specializes in helping real estate professionals embrace the video platform, and he does so in jam-packed, two-day virtual events. Discover how he earned over $4 million in gross commission income as a new agent.

What we love

• Top-tier social media expertise. His marketing skills stand out in an industry where digital presence matters more than ever.
• Fresh perspective. He approaches coaching differently from traditional real estate trainers, offering something unique.
• Connection with younger agents. His relatable style resonates especially well with Millennial and Gen Z agents.

Pricing

As you can expect, Levi has endless information available for free on YouTube, plus you can attend his 2-day events.

• YouTube videos – Free
• Virtual 2-day events – $47

Check out Levi Lascsak

7. Jess Lenouvel: Best for branding with a clear, consistent message

Starting at $997

Promising to help agents scale from six to seven figures, The Listings Lab founder Jess Lenouvel is the author of “More Money, Less Hustle.” A strong example of a coach with a significant understanding of social media, Lenouvel hosts vibrant live events that hype up the audience and prepare them to take their career to the next level.

What we love

• Mindset first. She highlights the importance of mindset as a foundation for reaching your goals.
• Market awareness. She recognizes how quickly conditions change and stresses the need to stay adaptable.
• Forward-looking approach. Her coaching encourages agents to anticipate trends and position themselves for success.

Pricing

Events are live, but Lenouvel offers a variety of free resources as well.

• The Listing Labs, 3-day Virtual Live Event – $997
• Early Bird Pricing – $500

Check out Jess Lenouvel

8. Buffini & Company: Best for leveling up your team

Starting at $549 per month

Another giant of the real estate coaching industry, Buffini & Company, is one of the largest coaching and training companies in the United States. They have two major coaching programs: The Leadership Coaching program includes three monthly coaching calls, free admission to a 2-day conference and training led by Brian Buffini. There are also bi-monthly coaching sessions and a monthly web series with a live Q&A.

Buffini & Company also performs a REALstrengths profile — an in-depth personality assessment. In the One2One Coaching program, there are two coaching calls per month, a monthly marketing kit, the REALStrengths profile, and as with the SERHANT. program, Buffini features the Buffini Referral Network, allowing participants to send and receive referrals with other agents.

What we love

• Dedicated coaching staff. Buffini coaches are full-time employees, not independent contractors.
• Rigorous training. Every coach goes through an intensive program before working with agents.
• Proven track record. They’ve completed 1.7 million coaching calls and logged more than one million hours of coaching.

Pricing

Buffini offers several coaching tiers, giving agents options based on how much support and accountability they’re looking for.

• Two tiers of Referral Maker courses – starting at $45 per month
• One2OneCoaching – $549 per month
• Leadership Coaching Program – $1499 per month

Check out Buffini & Company

9. Shilo AI: Best for practice with scripts and conversations

Starting at $29 per month

Shilo was designed with real estate agents in mind. It gives you a place to role-play the conversations you’ll have every day, from handling objections to walking a client through the buying process. You can also upload or record your own calls, and Shilo will flag areas where you can tighten up your delivery, improve your tone or choose better wording. Over time, it tracks your progress so you can actually see how your skills are improving.

What we love

• Always available. You can jump into a practice session anytime, without waiting for a scheduled call with a partner.
• Straightforward feedback. It shows you what worked and what didn’t, so you’re not left guessing.
• Real-world practice. The role-play feels close to what you’ll face with clients, so it’s easier to apply in real life.

Pricing

Shilo AI offers a few different plans depending on whether you’re an individual agent or part of a team.

• Solo agents and new teams – Starting at $199 per month
• Growing teams – Starting at $899 per month
• Scaling teams – Starting at $2,399 per month
• Enterprise – Starting at $3,999 per month

Check out Shilo AI

10. Vanda Martin: Best for aspiring female leaders

Contact for pricing

A popular name in the real estate coaching industry, Vanda Martin’s VIP Coaching Program follows three components: coaching, content and community. Martin doesn’t shy away from mistakes – instead, she emphasizes avoiding indecision that puts you behind the pack.

What we love

• Positive energy. She brings an uplifting, encouraging vibe to her coaching.
• Relatable content. Her Instagram videos showcase her personality and connect well with agents.
• Inspiring presence. Her enthusiasm helps motivate agents to stay engaged and focused.

Pricing

Pricing for coaching programs can vary widely, so it’s important to know what each option includes and how it fits into your budget.

• Contact for pricing

Check out Vanda Martin

11. Tat Londono: Best for social media engagement

Starting at $97

Tatiana Londono is the founder and CEO of Londono Realty Group Inc. The author of “Real Estate Unfiltered,” she offers a variety of programming that ranges from free templates to intensive coaching sessions. The Millionaire Realtor Membership provides weekly input from Londono, while the intensive Millionaire Real Estate Agent Coaching Program focuses on building 12-month objectives using a custom success action plan. It uses live programming and workshops with Londono herself, as well as an exclusive online community and referral network for members.

What we love

• Social media savvy. Her content shows agents how to build engagement on TikTok, Instagram and beyond.
• Practical lessons. Her posts double as a masterclass in boosting visibility and connecting with audiences.
• Creative flair. From market insights to fun takes on Taylor Swift’s real estate portfolio, she makes learning memorable.

Pricing

While not all pricing is available, Londono’s “Six Figure Real Estate Scripts” is offered for free on her website.

• Millionaire Realtor Membership – $97 per month
• Millionaire Real Estate Agent Coach Program – Contact for pricing

Check out Tat Londono

12. Steve Shull: Best for developing business strategies

Contact for pricing

Steve Shull’s Performance Coaching focuses on using consistent execution to achieve your goals. With options ranging from one-on-one private coaching to small group coaching for 10 to 20 agents, the groups have 30-minute Zoom calls three times a day, but the number of sessions you choose to attend is up to you. Several self-directed courses are also available on the website, focusing on topics ranging from mindset to time blocking.

What we love

• Risk-free trial. A 14-day free trial lets you test the program before making a commitment.
• Daily accountability. Frequent calls keep agents focused and on track with their goals.
• Flexible learning formats. You are in control of your choice of self-directed, one-on-one or small group coaching.

Pricing

While not all coaching prices are listed online, you should prepare for a large price tag.

• Group Coaching – $6000 per year
• Personalized Coaching – Contact for pricing – Free consultation available
• Live Courses and Events – Pricing Varies
• On-demand Courses – Pricing Varies

Check out Steve Shull

13. Aaron Novello: Best for scripts and guidance for tough conversations

Starting at $250 per session

Aaron Novello of Elite Real Estate Coaching has several programs tailor-made for agents looking to hone their craft. A Masterclass in Systems works to teach agents how to scale their real estate business, organize their team and use programming like Follow Up Boss to manage their business.

The Role Play Mastermind is for agents looking to prepare themselves for tough discussions by working with a role-play partner for 15 to 30 minutes, five days a week. The group coaching option includes a variety of scripts Novello used to close on homes, as well as mindset guides, skill sheets and expert guidance from experts in the field.

What we love

• Accountability group. Members and former clients share advice, motivation and support.
• Community connection. A built-in network helps agents learn from one another’s experiences.
• Free resources. Her YouTube podcast offers valuable coaching insights at no cost.

Pricing

Novello offers a free business plan and multiple coaching options that are all backed by a money-back guarantee.

• Masterclass – $250 per session
• Group Coaching – $250 per month
• Role Play Mastermind – $500 per year

Check out Aaron Novello

14. Krista Mashore Coaching: Best for high-energy coaching

Contact for pricing

Filled with energy and known for popping up in the press, Krista Mashore is the mind behind Unstoppable Agent, her three-day mastery class. It includes over 15 hours of coaching, group workshops, breakout sessions and skill-building workshops to provide you with the skills to implement digital marketing successfully into your real estate business.

What we love

• Infectious energy. Her positive attitude sets the tone for her coaching and inspires agents to stay motivated.
• Authentic personality. She brings humor and relatability into her sessions and social media presence.
• Focused on today’s challenges. Her training tackles low-inventory market conditions with practical strategies.

Pricing

Mashore’s accessibility is another one of her program’s best assets.

• Coaching Success Blueprint – Contact for pricing

Check out Krista Mashore Coaching

15. Brian Icenhower: Best for structured coaching with practical tools

Starting at $97 per month

Brian Icenhower’s coaching company, ICT, is designed to provide agents with a combination of support and training materials. You can work with a coach one-on-one, join group sessions and tap into a library of videos, workbooks and handouts.

What stands out is how practical it feels. The materials aren’t just background reading – they’re meant to be used while you’re working. ICT also built its own platform, the Agent Management Portal (AMP), which lets teams and brokerages run their own branded training and keep track of how agents are doing.

What we love

• Plenty of options. With 10 different coaching programs, there’s something to fit every agent’s needs.
• Personalized start. Every program begins with a consultation call to align training with your goals.
• Focus on results. All programs are designed to boost production and income, with 1:1 coaching that tackles unique challenges.

Pricing

ICT gives agents flexible options based on their needs and budget.

• Agent Sales Accelerator – $97 per month
• 1×1 Solo Agent Program – $1000 per month

Check out Brian Icenhower

16. Chelsea Peitz: Best for social media branding

Starting at $250

Chelsea Peitz is a social media and branding guru who keeps things fresh. If you’ve looked to increase your social media presence and build your brand, but have no idea where to start when it comes to building out content, Peitz’ coaching program is perfect for you. Her program includes four weeks of live group coaching, an “access to camera confidence” course and workbooks and frameworks to get you started. Plus, you get access to a library of on-demand content.

What we love

• Authentic approach. She focuses on real connections instead of gimmicky social media tactics.
• Content that works. Her training highlights what truly drives engagement and builds trust.
• Agent-focused. She emphasizes strategies that let your personality shine through, making your content—and you—stand out.

Pricing

Pietz offers private or virtual coaching options that include weekly Zoom calls and plenty of resources.

• 1:1 Coaching Call – $250
• Weekly Coaching Program – Join the waitlist
• Individual Course Options – Pricing varies

Check out Chelsea Peitz

FAQs: The 16 best real estate coaches for 2025

How much does real estate coaching cost?

Real estate coaching programs vary in price significantly. Most cost over $500 per month, with others charging several thousand dollars per month. “Oftentimes, it is the case that you get what you pay for,” said Kyle Scott, President of SERHANT. Ventures.

However, prices can also vary depending on the specific niche of real estate coaching you’re focusing on. The more specificity you’re seeking, the higher the financial investment. Of course, self-led courses are likely to cost much less.

When is the best time to take advantage of real estate coaching?

Does your career feel stalled right now? Are you ready to take your career to the next level, but you’re not sure where to start? In a down market, you can channel your time and energy into actively improving your business skills so that you’ll be sufficiently prepared for when the market changes.

“When things pick up again, you’re ready to capture the climbing market,” says Scott. “If that’s the case, then the best time to embrace coaching is now. At the same time, a thriving market presents agents with new challenges, ranging from having to turn away business or being unable to service your existing business in a way you’re proud of,” Scott noted. “In that type of market, a real estate coach can help you determine what kind of junior agent or assistant would serve you best. How do I figure out how to manage my business in a way that I can keep up with the volume?”

The full picture: The 16 best real estate coaches for 2025

Hiring a top real estate coach goes far beyond just expanding your skills. While growing and educating yourself as you navigate your career is essential, hiring a coach is all about seeking to achieve more. As you can see through the endless reviews and testimonials on coaches’ websites, agents who want to scale their business and take their profits to a higher level often seek the outside guidance of a coach. While the cost of hiring someone may be significant, the return on investment is equally monumental.