What to Look for in a Real Estate Coach?

It’s our job, as brokerage owners, to make sure our agents find the home that’s a perfect fit for their clients.  Are you taking the same care when it comes to finding the perfect real estate coach?

What you need to look for is an experienced real estate coach who fits your needs. 

Your agents would never show a multi-story home to a client that wants a bungalow.  They’d never consider a 20th-floor condo for a client who’s afraid of heights (at least you’d hope not..right?).  What matters is the perfect fit for the client and that client alone. If you’re trying to find the perfect real estate coach for you, then you need to do the same thing. 

We know our agents have to look beyond the client’s desired size and price.  As a broker-owner, you always make sure your agents ask as many questions as necessary. It’s so they can find out just what the client is looking for…and what they’re not.

Not sure where to start?  I’ve narrowed down the four big things you need to consider when choosing a real estate coach that’s right for you.  So let’s take a look below, and get started.

Relevant Experience

It’s a foregone conclusion you’ll be checking how much experience a coach has.  Make sure when you do, though, that their experience is relevant to your goals. 

Not all experience is created equal, after all.  A real estate coach might have two decades of coaching experience. If they have little experience in the area you need the most help, though, they may not be the coach you need.

On the flip side,  you might come across a coach with only a few years of experience.  If, however, almost all of that is in your area of concern, they might be the coach for you.

Let’s say your biggest concern is improving internal communications at your brokerage. What you need to look for in a coach, then,  is one with plenty of experience building good personnel relations.  This might be the coach with barely half a decade of experience.  The well-known coach who’s been mentoring for nearly 20 years? They might have spent almost none of that focused on internal comms.  Make sure a coach’s experience is relevant to your needs.  As I’ve said so often,  it’s all about what fits your way and your life.

Top Real Estate Coaches


Relevant experience is well and good.  However,  you also need to check that any coach you’re considering is also flexible to your needs.

Real estate coaches will often already have programs in place for their clients to follow.  However,  the best real estate coaches will customize their programs for each client.  They’ll assess the client’s needs, wants and goals,  and design a program that’s just for them. 

Make sure you do your research on a real estate coach before you sign on.  Some coaching programs are more rigid than others.  They might work for you if the program is exactly suited to your needs.  If the program doesn’t address your specific concerns, though,  you might not find the success you want.

I’ve cautioned before about the dangers of becoming a square peg in a round hole.  You want to be sure to avoid this above all else. If you try to follow a coaching program that isn’t tailored precisely to your needs, you’ll just end up more frustrated than you were before.

So make sure a prospective coach is flexible to your individual needs and goals.  The challenges you and your brokerage face are unique.  So are your vision and goals.  If a real estate coach is unwilling to bend their programs to suit your needs, that’s a major cause for concern.


Is a real estate coach ready to be in with you for the long haul?  Some goals may take a long time to achieve.  That and circumstances beyond anyone’s control may make the process even longer.  You need a coach who will be by your side for as long as it takes.

It’s crucial to find out if a real estate coach has the endurance to leg it out with you.  Once again, do your research and speak to past clients if possible.  If any past clients say they felt the coach lost interest over time,  that’s cause for concern. 

On the flip side,  if past clients tell you the coach stuck it out for goals that took years to come to fruition, you may have found the right person.

After all,  there are certain goals that take a long time to play out. Say your goal is to increase annual sales by a certain percentage.  Well, it’s obviously going to take at least a year for you to help your brokerage achieve that!  You’ll need a coach who will be there to guide you through twelve months of goals and setbacks. If you end up with a coach who seems to care less as time goes on?  Then you may be missing your coaching right when you need it the most.

Real Estate Coaching for Brokers

Honesty and Personality

My last point to consider might be the most important one. Make sure there’s a personality match between you and your coach.  The previous three points won’t matter much if you and your real estate coach simply don’t jive.

Consider your other relationships which work well.  Narrow in and decide what it is about their personality that meshes so well with yours.  This will help you decide if a prospective coach’s personality appeals to you.

Do you prefer a coach who uses positive reinforcement when discussing your progress?  Or do you prefer a more blunt, “tell it like it is” approach? You might even prefer a little bit of both. 

Once again,  referrals from past clients will help you find out more about a coach’s personality.  Just remember what I’ve said before: coaching is never one-size-fits-all.  What works for one person might not work for you.  Make sure you’re honest with yourself when deciding if a coach’s attitude and outlook are what you need.

Next Steps

Let’s go back to the beginning of this article. I mentioned that finding the perfect coach for you is like finding the perfect home for your client.

I hope this doesn’t sound like I’m bragging, but I like to think that I’m the perfect fit for a lot of real estate agents.  After all,  I’ve helped dozens of broker-owners like you achieve their goals.

Call me, Bill Foss, at (978) 225-0398‬. Let’s get in touch today, and start you on a coaching program that fits your life, your way.

Bill Foss

I love helping brave business people, those who take risks and place their future and financial wellbeing squarely on their own shoulders, to reach for their business potential in a way that supports their life vision!

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