How to Coach Your Team to Success
Over the years, I’ve coached countless agents and teams, helping them reach new levels of success. One of the key insights I’ve learned is this: to grow your business, you need to become the coach for your people.
That’s why I created the Coach the Coach program, where I work with leaders like you to teach the tools and strategies I’ve honed in coaching others. It’s a monthly journey designed to help you help your people grow. And at the heart of any coaching relationship is what I call the success formula, built around three essential keys:
1. Understand What They Want
The foundation of good coaching is knowing what each team member truly wants. This isn’t just about career aspirations—it’s about their bigger picture. Do they want financial freedom, a dream home, or more time with their family?
To uncover this, take the time to have deep conversations. Don’t settle for generic answers like “I want to be successful.” Push for specifics. The more clarity you have, the more effectively you can guide them.
2. Discover Why They Want It
Once you know what your team members want, it’s time to understand their why. What drives them to achieve their goals? Is it their family, personal growth, or a vision for the future?
This step is all about trust. People open up when they feel safe and valued. When challenges arise—and they will—you can use their “why” to motivate them to stay the course. Their reasons will keep them grounded when the going gets tough.
3. Build a Plan and Stay Accountable
Now comes the actionable part: creating a plan to achieve their goals. The plan doesn’t need to be perfect—it just needs to start moving in the right direction.
Plans should evolve as circumstances change. Regular check-ins are essential to assess progress, tweak strategies, and hold them accountable. Accountability ensures consistency, and consistency drives results.
Metrics That Matter in Real Estate Coaching
In addition to the success formula, there are some specific metrics I track when coaching agents. These numbers tell you everything about where an agent stands and what needs attention:
Appraisals Attended
How many appraisals has the agent completed? Everyone has a natural run rate. Some hit 10 a week, others just one. If their numbers drop, it’s a clear sign something’s off, and you can step in before it becomes a bigger issue.Pipeline Health
How many potential sellers are in their pipeline? High performers maintain 30-50 active leads. If someone’s pipeline looks thin, it’s time to refocus their prospecting efforts.Stock Management
How’s their current stock performing? In changing markets, agents sometimes avoid tough conversations with owners about pricing or strategy. As their coach, it’s your job to bring their attention back to their stock and help them navigate those challenges.Buyer Engagement
How many hot buyers are they actively working with? A strong buyer list—15-20, ideally—can make all the difference, especially in slower markets.Agent Marketing Activities
Is the agent consistently marketing themselves? Real estate is all about routine and repetition. Agents who neglect their marketing during busy periods often hit slumps later. Keeping this habit alive is crucial for sustained success.
Coaching Builds Trust and Retention
When you show genuine care for your team’s goals and invest in helping them achieve those goals, you’re not just building better agents—you’re building trust. That trust leads to loyalty, retention, and a stronger business overall.
By becoming the coach your team needs, you’re not only helping them succeed—you’re driving the success of your entire business.