How to Train Real Estate Agents - the Top 4 Methods

Learn how to train real estate agents by implementing one or more of one of the top 4 methods for educating and coaching Realtors.

Today, I want to talk about a crucial aspect of real estate leadership—how to train real estate agents. Whether you’re a team leader, broker-owner, or real estate coach, developing the skills of your agents is key to scaling your business and ensuring long-term success.

Training real estate agents can be broken down into two broad categories: business servicing and income-producing activities. Business servicing refers to the day-to-day operations and client service aspects of real estate, while income-producing activities focus on business growth and scaling.

But how exactly do you train real estate agents? In my years of experience at Icenhower Coaching & Training (ICT), I’ve identified four top methods that will guide you in training your agents effectively. These approaches are designed to help you provide the best training experience, whether you’re building a team or managing a brokerage.

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VIDEO: How to Train Real Estate Agents – the Top 4 Methods

1. Let Agents Watch Training Videos on Their Own

When it comes to training real estate agents, one of the most common methods is providing video content for them to watch independently. This is the most hands-off approach, as it involves simply giving agents access to training videos and allowing them to watch at their convenience.

While this method is convenient and requires minimal time commitment from the team leader or broker, it has its challenges. The biggest drawback is accountability. Agents might not watch the videos or engage with the content.

At ICT, we understand the importance of accountability in training real estate agents, which is why our Agent Management Portal allow you to track who’s watching and completing the videos. With features like dashboards and progress tracking, you can monitor their engagement and follow up if needed. However, even with these tools, getting agents to watch videos on their own can be tough.

If you choose this method, make sure you schedule regular check-ins to hold your agents accountable. Meet with them weekly to discuss the content, ask for feedback, or require them to take notes in a CRM system. Knowing that you’re paying attention often motivates agents to follow through.

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Pros:

• Requires minimal time from leaders
• Provides flexibility for agents to watch at their own pace

Cons:

• Lack of accountability
• Low engagement rates if agents aren’t motivated

"At?ICT, we understand the importance of?accountability?in training real estate agents, which is why our?Agent Management Portal?allow you to track who’s watching and completing the videos. With features like?dashboards and progress tracking, you can?monitor their engagement?and follow up if needed."

Brian Icenhower

2. Watch Videos Together and Hold Group Discussions

A more engaging way to train real estate agents is to watch videos together as a group and follow up with discussions. This method allows you to foster accountability while also creating a collaborative learning environment.

In-person group discussions work best, as they help build a stronger company culture and improve agent focus. After watching a video together, host a roundtable discussion, Q&A session, or mastermind group to encourage agents to share their thoughts and experiences. This approach adds peer accountability, making it more likely that agents will engage with the content.

While this method can be done remotely using platforms like Zoom, there’s a risk that agents may not be fully engaged. They might have their cameras off, responding to emails, or multitasking during the video. To prevent this, you can require them to keep their cameras on or use a video conferencing tool that tracks engagement. However, in-person meetings tend to drive better participation and connection.

This method ensures that agents fully engage with the material and provides an opportunity for real-time feedback, problem-solving, and idea-sharing, which can further enrich the training experience.

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Pros:

• Higher engagement and accountability
• Builds team culture
• Encourages discussion and shared experiences

Cons:

• Requires more time and coordination
• Remote sessions may not be as effective as in-person meetings

3. Become the Trainer – Teach Agents Directly

This method puts you in the spotlight. Instead of relying solely on training videos, you step up and become the trainer. By doing so, you get the chance to build a deeper connection with your agents while delivering training that’s tailored to their specific needs.

At ICT, we make this process easier by providing instructor workbooks and structured training courses. (Check out the Agent Management Portal for more on this.) If you’re following our systems, you can watch the videos yourself, take notes in the instructor’s manual, and then teach the material in your own style. This allows you to add personal anecdotes and real-life examples that resonate with your team.

By teaching directly, you can tailor the material to the unique needs of your agents and local market, making it highly relevant and impactful. Plus, it builds your authority and shows your agents that you’re invested in their success. Over time, this will make agents more loyal to your brokerage or team.

Remember, the goal is to grow your agents’ businesses, and by stepping into the role of a trainer, you become an integral part of their development. Whether you’re conducting live sessions in person or remotely, this method adds a personal touch that pre-recorded videos can’t match.

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Pros:

• Builds deeper relationships with agents
• Establishes you as an authority
• Tailored training for your team’s needs

Cons:

• Requires preparation and time
• Involves more active participation from the trainer

4. One-on-One Coaching

The most powerful method for training real estate agents is one-on-one coaching. This is the most personalized and effective way to ensure your agents are growing and reaching their full potential. However, it’s also the most time-consuming and difficult to scale, especially if you’re leading a large team or brokerage.

One-on-one coaching allows you to provide individualized attention to each agent, focusing on their specific strengths, weaknesses, and growth opportunities. This method works best when you’re focused on income-producing activities, helping agents develop their business generation strategies and grow their revenue streams.

At ICT, our coaches use this method to drive results with agents. One-on-one coaching provides high levels of accountability, as agents are expected to follow through on action steps and report back. This kind of direct involvement shows agents that you care about their success, which increases retention and loyalty.

While this approach isn’t scalable for every agent in a large brokerage, it’s an ideal method for high-performing agents or those who need more support. In some cases, you can create a hybrid model where agents go through training videos but receive one-on-one coaching to reinforce their learning.

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Pros:

• Highly effective for individual growth
• Builds strong relationships and loyalty
• Provides targeted feedback and accountability

Cons:

• Time-consuming and difficult to scale
• Not feasible for large teams or brokerages

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.

Learn More About AMP

Final Thoughts on How to Train Real Estate Agents

When considering how to train real estate agents, it’s important to evaluate your team’s needs, your time availability, and the type of training you want to provide. Each of these four methods has its benefits and drawbacks, but combining multiple approaches can provide the best results.

For example, you might start with agents watching training videos on their own and follow up with group discussions for accountability. As agents grow, you can provide direct training or one-on-one coaching to help them scale their business and increase their income-producing activities.

At ICT, we’ve found that the key to successful training lies in accountability. Whether you’re training one-on-one or in groups, ensuring that agents follow through on what they’ve learned is essential to their success. As a leader, your role is to guide, support, and hold your agents accountable every step of the way.

I hope these insights help you create a more effective and engaging training program for your real estate agents. By implementing these top four methods, you’ll build a stronger team, improve agent performance, and see better results for your business.

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