The Real Estate Encyclopedia
Hiring the Right Real Estate Coach
Category - Real Estate Information Sources - Real Estate Articles
Six Coaching Selection Criteria

Have you ever noticed that some real estate agents always seem to be inundated with work, whereas others seem to struggle, regardless of the current economic cycle? What is the key difference between these two types of agents?

Systems and focus.

If you are unable to create and manage systems, or you are struggling to sustain your focus, you might want to consider a coach. This can be a difficult process for most – yet just as important as finding a new doctor, a ethical attorney, or any other seasoned professional. Coaching not only holds the power to transform your professional career, but the quality of your very life as well.

This discovery process becomes much easier when you are aware of what makes a coaching relationship productive and extraordinary, as opposed to stolid and lifeless. We’ve outlined six of the most important factors to consider when hiring a coach to help you reach the next level of your real estate sales potential.

1. The Coach Must be a Real Estate Expert

If you have some experience in the field of real estate, you undoubtedly possess some degree of skill in your profession. The question is, “Would I refer to myself a real estate “expert”? If you cannot honestly answer that question in the affirmative, you will want to select a coach who is capable of turning you into a confident, composed real estate authority.

In order to effectively achieve that end, your coach must know the real estate, inside and out. He or she must also be able to coach you into an area of specialty applicable to your personality, skill-set, talents, and vision. Whether you are interested in residential or commercial sales, building and land development, or historic homes and luxury estates, your coach must share that passion and a much greater degree of skill in your desired niche.

Imagine that you want to own the segment of service you offer. Your coach will need to ask you the questions that will lead you to a personal discovery of your own awareness and your innate talents. It will also be important for your coach to shed light on the proper direction of your future path – rather than an aimless wandering or confused, habitual patterns in which you may be stuck.

Your coach must also be able to point you to information technology professionals, businesses consultants, or toward whatever expertise you may require to take the next step in your career. Your coach should no advocate on particular “program”, or suffer from a narrow mindset that fails to fully see all that you area capable of accomplishing. He or she must guide you into your highest and greatest role, a snug fit for the kind of work you do, and help you confidently share it with your customers. That confident attitude and posture will make a huge difference in how receptive your prospects are to your services, how good you feel in delivering them, and exactly how efficiently your customers will implement the counsel you have provided to them.

If you are a career counselor, get a master's degree in counseling (it's required in most states, but a good idea nonetheless). If you are a coach, complete a reputable training program in the specialty area of your choice. Devote at least 10% of your time each year to professional growth and development, whether by attending conferences, participating in tele-seminars, getting involved in professional associations, or reading industry literature and studying websites that provide knowledge capable of enhancing the current variety and/or quality of services you offer.

2. The Coach Must be Certified…

...either by the International Coaching Federation, or by one of its approved training schools. A worthwhile coach must:
  • Complete a program in order to become eligible for certification that includes: 1) hands-on coaching, 2) intensive learning, 3) ongoing group work, and 4) one-on-one supervision of actual coaching sessions. These programs are designed to dramatically increase a coach’s ability and provide the structure and support needed to continue to build a successful coaching practice.
  • Be trained by a team of International Coach Federation Master Certified Coaches (MCC) or Professional Certified Coaches (PCC).

  • Successfully complete an all-day written and oral exam as the final step in the certification process. Passing that exam will earn said coach the designation of Certified Professional Co-Active Coach (CPCC).
Coaching is a powerful professional partnership that focuses on the client taking action toward their goals and desires with the wise support and guidance of a certified, experienced coach. That coach should work with his or her clients in a holistic manner, offering advice in areas including: business, career, finances, health, and relationships. As a result of solid coaching, clients set better goals, take more decisive actions, make better decisions, and more fully use their natural strengths.

3. The Coach Must Truly Come to Know the Agent

Any coach worth his or her salt must make a genuine personal investment in the agents they mentor and teach. As an agent, you need to know that your coach really hears you, knows what your needs are, and knows how to accurately respond to your concerns and questions. Your coach should be able to answer most of the following questions about you:

  • What am I afraid of?
  • What magazines or journals do I read?
  • What are my “hot buttons,” or critical and immediate needs?
  • What television programs do I watch?
  • Whom do I admire?
  • What delights me?
  • How do I like to be acknowledged for progress toward my goals?
  • Do I prefer written or verbal exercises?
  • What keeps me up at night?
  • What needs do I share with other clients or participants in my database
  • Am I married or single?
  • Do I have children or not?
  • What kind of work do I do?
  • What kind of family do I come from?
You get the point: the coach must know much more than your name, address, email and telephone number! The better the coach knows his or her customers, the better rapport they can build, and the better they can customize their services to make a profound impact on their clients.

4. The Coach Must Use Current Methods to Facilitate Change

The fields of counseling and consulting both progress from a long history. Coaching is somewhat newer, but in all three areas, language can be overused.

Think about how often we’ve heard teaching terms like “empowerment”, “excellence”, “fulfillment”, and “skills assessment”. These words and concepts were pure and effective when they were invented, but their current stay may have caused their power to become marginalized and overlooked. Think about what you do in a fresh way. When was the last time your coach asked you to describe the benefits of using their services? Does your coach compile that data?

Since coaching within the context of business is a relatively new profession (having started in about 1990), it does not yet require much specific training or education to enter, some consultants, managers, and others have simply changed their title to “coach” and fancy themselves capable mentors and teachers without learning any valuable coaching skills. If you want to be a coach, learn coaching models and skills that actually teach you hoe to improve the life and professional skills of another person. If you ask a potential coach I what model they use, and they cannot answer in a single sentence, I would suggest they don’t have one – and I would also suggest you look elsewhere!

Successful coaches use a proven model that serves as a template for their collaboration with their clients. It might be something like the three competencies and three levels of the QuantumShift!™ Coaching Model used in the coach training programs offered at Or it might be the “clean sweep” program offered by CoachU. Those are specific models, easily articulated and easily applied for consistent results.

5. The Coach Must be a Versatile Teacher and Mentor

Coaches who present or deliver their teaching using only one learning or communication style cannot hope to fully mature their agents. Each of us has a preferred style of learning and communicating, and if the coach is not consciously aware of his or her own style (not to mention the concept that the other valid forms of learning and communicating do also exist) that coach will tend to communicate only in one style.

Examples of various learning styles include: visual, auditory, kinesthetic and auditory-digital, and the neuro-linguistic programming model. If you are a visual communicator, you will speak in terms of visual appearance, or whether you can “see” how something applies. If you are working with a client who is a kinesthetic learner, that person will not respond to a visual presentation as much as they would to an opportunity to perform the concept in action.

As you reflect on how to choose the right coach for you, ask yourself how you communicate. What is your favorite style? Does your coach work to incorporate questions, techniques, and language that embody other styles?

6. The Coach Must Shape a Unique System Around Each Individual Agent

A mistake commonly made by career coaches and counselors is that they use only one particular program. They have nothing else to offer when that unique lesson is learned, which is usually a 60-90 day period of time. Many independent practitioners struggle to keep their practices full simply because of this issue.

For example, if you are laid off from a job as a marketing representative, and you are a single parent with immediate financial needs, then the initial coaching should focus on helping you obtain a new position. Resume writing, job search planning, networking role-plays, and negotiations would all be appropriate practices in this situation. But must the coaching end when you obtain your new position and are again happily employed? No, it need not.

If the coach has done his or her homework, you will enjoy a full range of additional services that benefit you post-employment. This might include a professional balance inventory and coaching related to experiencing more balance between work and life. Or it may include professional goal-setting and development of a career growth plan, with a strategy for skills development, training, and apprenticeship toward a future position. Criteria for further education might include multiple modules, targeted content, the inclusion of exercises, or other factors.

Now that we have reviewed the six key principles to consider when considering hiring a real estate coach, we encourage you to find the coach that will be help you discover your greatest potential and unlock your future success.

About the Author

C. Roy Argall is an iSucceed Mentor, and is certified as a Professional Coactive Coach by the Coaches Training Institute, one of the leading coach training programs internationally. He is the President of US Coaching, a coaching program that exclusively specializes in the coaching and training of real estate licensees. He has written over 33 real estate books on pre and post licensing, career development and transition. He has also facilitated over 400 presentations to professional audiences throughout the world. He is a frequent guest in the media on trends in the workplace, coaching, and similar topics, and can be reached toll-free in the US at 866.226.2244.


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