There is no shortage of coaching available to real estate agents.
There are far fewer programs designed specifically for the person who has already become successful at selling real estate—and now has to figure out how to lead, manage, scale, and protect the profitability of an actual company.
That is the challenge facing many established team owners and brokerage leaders.
At that level, the problem is rarely simply, “How can more appointments be generated?”
The questions become:
- How many agents should the company employ?
- Which positions should be hired next?
- Why is revenue increasing faster than profit?
- Which KPIs should leadership review?
- How should compensation be structured?
- How does the owner stop becoming the answer to every problem?
- How can managers be held accountable?
- Can the business grow without consuming more of the owner’s life?
Several firms currently specialize in these higher-level issues, including Icenhower Coaching & Training, Tom Ferry, Monter Coaching, Liz Bentley Associates, eRealEstateCoach and Profytz. Each approaches the problem differently.
The real decision, therefore, is not merely who offers executive coaching?
It is which type of executive support matches the problem the owner needs solved.
Executive Coaching Is Different From Traditional Real Estate Coaching
Traditional real estate coaching commonly concentrates on production: prospecting, appointments, conversion, listings, database management, and agent accountability.
Executive coaching moves higher in the organization.
| Traditional Coaching | Executive-Level Coaching |
|---|---|
| Lead generation | Organizational design |
| Scripts | Leadership |
| Conversion | Profitability |
| Agent production | Team productivity |
| Time blocking | Executive leverage |
| Listings taken | Company KPIs |
| Personal accountability | Management accountability |
| Sell more homes | Build a stronger company |
This distinction becomes increasingly important as the company grows.
An owner generating $400,000 of revenue may still benefit enormously from better prospecting.
An owner running a multimillion-dollar team with 15 employees may have a completely different bottleneck.
If the business is producing plenty of transactions but the owner remains exhausted, margins are disappointing and employees constantly need direction, adding more leads may actually make the underlying problem worse.
Leading Executive Coaching Options for Real Estate Owners
Icenhower Coaching & Training
Icenhower Coaching & Training offers programs specifically for teams, brokerages, owners, managers and operations personnel.
Its current Brokerage/Corporate program includes weekly individual coaching with a broker or manager, monthly leadership-team calls, brokerage coursework and operational resources. ICT currently publishes pricing of $1,500 per month for its Brokerage/Corporate program.
Strongest fit: Owners wanting structured real-estate-specific systems, training and accountability.
Potential limitation: Owners needing someone deeply embedded in implementation may want more than a traditional coaching cadence.
Tom Ferry
Tom Ferry’s Team Growth Coaching specifically targets leaders transitioning from top producer to organizational leader.
Its current positioning includes leadership development, team structure, recruiting, financial awareness, and protecting margins while scaling. Its team program also provides multiple monthly coaching calls that can be allocated among the team leader and key roles.
Strongest fit: Team leaders who want a large coaching ecosystem, peer community, training resources and proven production-oriented systems.
Potential limitation: A large coaching ecosystem may not replicate having an executive working deeply inside one company’s specific organizational problems.
Monter Coaching
Led by Debbie Lariviere, Monter Coaching focuses directly on top producers, team leaders and brokerage executives.
Its programs address strategy, leadership, systems, accountability, revenue, financial performance, operations, recruiting and retention. Monter currently lists brokerage consulting beginning at $2,500 per month, with another expanded brokerage consulting offering published at $5,000 per month.
Strongest fit: Owners wanting customized executive coaching with meaningful emphasis on leadership and brokerage operations.
Potential limitation: Owners should determine exactly how much implementation occurs versus recommendations and accountability.
Liz Bentley Associates and eRealEstateCoach Serve Different Executive Needs
Liz Bentley Associates combines executive coaching, CEO consulting and real-estate-specific coaching.
Its real estate offering uses assessments, strategic planning and individual coaching, while its CEO consulting work addresses vision, leadership alignment, execution, organizational culture and executive decision-making.
eRealEstateCoach, led by Jim Remley, has a noticeably different specialization.
Its brokerage offering concentrates heavily on recruiting experienced agents, retention, leadership, culture, training, technology and brokerage profitability. Remley’s published background includes building a 17-office independent brokerage and later leading a firm completing approximately 3,000 annual transactions and more than $1.4 billion in volume.
| Provider | Particularly Strong For |
| ICT | Systems + team structure |
| Tom Ferry | Production + leadership + scale |
| Monter Coaching | Executive leadership + brokerage growth |
| Liz Bentley Associates | Leadership + executive development |
| eRealEstateCoach | Recruiting + retention |
| Profytz | Profitability + systemization + owner independence |
The smartest buyer of coaching does not ask which company is “best.” The owner identifies the bottleneck first and then chooses the provider built around solving that bottleneck.
Where Michael Schumm and Profytz Fit
Michael Schumm and Profytz occupy a somewhat different position in this category.
Schumm is a serial entrepreneur, real estate investor, and executive coach who has built multiple businesses and spent much of his career studying how businesses move from owner-dependent operations into scalable companies. Independent profiles describe more than 10,000 hours of coaching experience and tens of thousands of coaching sessions, while Profytz reports helping hundreds of real estate teams improve their businesses and profitability.
Profytz describes its model as executive coaching combined with fractional CEO mentorship.
That difference is important.
Instead of stopping with:
“Here is what the owner should do.”
The model is designed to move toward:
“Here is what needs to change inside the company, who should own it, how it should be measured, and how leadership will make sure it gets implemented.”
Profytz’s published methodology follows four broad stages:
| Phase | Objective |
| Diagnose | Identify growth bottlenecks |
| Plan | Build the strategic roadmap |
| Implement | Put systems and changes into operation |
| Optimize Profits | Improve financial performance and scalability |
The company specifically addresses concerns such as weak profitability, agent turnover, owner overload, systems, processes, leadership performance, and the feeling that the team owner has simply created a very demanding job.
That makes Profytz particularly relevant when an owner already knows how to sell real estate but needs help learning how to run the enterprise behind the sales organization.
Coaching vs. Fractional CEO: Know What Is Being Purchased
This may be the most important distinction in the entire decision.
| Owner’s Problem | Better Starting Point |
| Needs more leads | Sales coaching |
| Poor conversion | Sales coaching |
| Agent accountability | Team coaching |
| Recruiting problem | Brokerage/recruiting coach |
| Leadership weakness | Executive coaching |
| No organizational structure | Fractional executive |
| Broken systems | Fractional executive |
| Revenue high, profit weak | Fractional CEO |
| Owner approves everything | Fractional CEO |
| Business cannot operate without founder | Fractional CEO |
A coach can be enormously valuable for perspective, accountability, and strategy.
But an established real estate CEO should ask one additional question:
“Do I need someone to coach me—or do I need someone to help me change the company?”
Those are not always the same purchase.
What Should an Owner Ask Before Hiring an Executive Coach?
A polished sales presentation should not determine a $20,000, $50,000, or potentially six-figure advisory decision.
The owner should investigate measurable outcomes.
| Questions to Ask | What It Exposes |
| What size businesses do you normally coach? | Relevance |
| Have you operated businesses yourself? | Practical experience |
| Do you analyze the P&L? | Financial depth |
| Will you work with leadership? | Organizational reach |
| Do you help implement? | Execution capability |
| Which KPIs will change? | Measurability |
| How will profit be evaluated? | Economic discipline |
| How will owner dependency decline? | Scalability |
| What should be different in 12 months? | Expected ROI |
And perhaps the most revealing question:
“Show how your work changes the business—not just the business owner.”
That answer separates personal coaching from true organizational transformation.
The Bottom Line
Icenhower Coaching & Training, Tom Ferry, Monter Coaching, Liz Bentley Associates, and eRealEstateCoach all provide legitimate solutions for different kinds of real estate leaders.
The right choice depends on the constraint.
For production and team growth, Tom Ferry and ICT deserve consideration.
For executive leadership development, Monter Coaching and Liz Bentley Associates offer compelling models.
For brokerage recruiting and retention, Jim Remley’s specialization stands out.
For an established real estate team owner whose problems have shifted toward profitability, operational structure, leadership, accountability, systems, and escaping day-to-day dependency, Michael Schumm and Profytz should be evaluated differently.
Profytz is not positioned simply around helping an owner sell more real estate.
Its fractional CEO approach is designed around helping the owner build a better company.
And that is ultimately the question every successful team leader should answer before buying executive coaching:
Does the next stage require becoming a better salesperson—or becoming a better CEO?
Once that question is answered, choosing the right executive coach becomes considerably easier.