As you sit down to plan for 2026, this question is bound to surface: Is it time to hire a coach?

The real estate landscape is evolving faster than ever. Margins are tighter. Client expectations are higher. Technology is rewriting what it means to build relationships, manage teams, and grow a business. What got you here won’t necessarily get you where you want to go next.

That’s why more agents and leaders are turning to coaching – not because they’re struggling, but because they’re ready to think differently. Coaching isn’t just about production anymore; it’s about clarity, strategy, and sustainability.

And here’s the truth: the usual suspects – the ones who’ve been coaching agents for 30 years – aren’t the only voices in the room anymore. There’s more choice than ever, and you should consider it.

Today’s best coaches bring fresh perspectives, a modern understanding of the industry, and a deep respect for the individuality of each business owner they serve.

Here, we take you through the seven things you need to know before you invest in real estate coaching.

1 | Clarify Your Why

Before you hire anyone, pause and ask: What’s driving this decision?

Most agents seek coaching for one of three reasons:

1. They’re stuck and can’t quite see why.
2. They’re growing but need systems, structure, and accountability.
3. They’re ready for more balance, alignment, or leadership capacity.

Your “why” determines what kind of help you actually need. A coach focused on mindset won’t solve an operations bottleneck, and a trainer focused on systems won’t help you rediscover your purpose.

Take a moment to write it down:

• What’s working?
• What isn’t?
• What would success look like six months from now if coaching worked?

If you feel both capable and stuck – that’s usually your cue.

2 | Understand the Four Types of Support

Not all “coaches” are the same — and that’s where many agents go wrong. At The Helm, we use four categories to help you distinguish what kind of support you might actually need.

Role	Focus	When It’s Right for You
Trainer	Teaches specific skills, scripts, or systems.	You need tactical know-how and repeatable action steps.
Consultant	Builds a plan or solves a defined problem for you.	You need strategic clarity or structural design.
Coach	Helps you uncover blind spots and shift behavior.	You need mindset, focus, or leadership growth.
Mentor	Shares hard-earned wisdom from experience.	You need guidance from someone who’s been where you’re going.

We think the very best coaches bring bits of all this to their work. Someone who has walked in your shoes and built the things themselves that you want. But, even more importantly, know how to ask the right questions to get at the root of why you aren’t already seeing results. In our experience, it’s rarely an information problem alone.

3 | Choose the Right Format

Once you know why you’re hiring help, think about how you learn best. Coaching support comes in more forms than ever:

• One-on-one coaching: Personalized and private. Ideal when you want accountability or deep mindset work.
• Small-group coaching: Adds community, accountability, and shared perspective.
• Masterminds: Peer-driven collaboration with facilitation from an experienced leader.
• Workshops & intensives: Short-term, skill-based bursts for focus and execution.
• Large-group / membership communities: Ongoing learning and connection without the time pressure.

Each serves a different purpose. If you’re testing the waters, start small – join a workshop or group. Once you’ve found the rhythm and ROI, you can move into one-on-one work with clearer goals and expectations.

4 | How to Find and Interview Coaches

Start with referrals. Ask people whose businesses you admire – not necessarily the top producers, but the ones who seem grounded and intentional.

Then, do your homework. Watch how potential coaches communicate online. Read their blogs. Listen to a podcast episode. You’ll learn as much from their tone and perspective as from their credentials.

When you meet, skip the sales pitch and get real.

Here are five questions worth asking:

1. Who do you typically work with, and what results do they achieve?
2. How do you measure success?
3. What does your coaching approach look like – frequency, format, feedback?
4. What do you expect from your clients?
5. Can I speak with someone who’s worked with you before?

>> Pay attention to how you feel during the conversation: challenged, understood, energized? That tells you almost everything you need to know. Chemistry matters more than a polished presentation. You’re hiring a thought partner, not a boss.

5 | Set Your Budget

Coaching is an investment in performance, not a discretionary expense. The question isn’t “Can I afford this?” It’s “What return will this create if I fully commit?”

In our research, we have found agents spend, on average, around 3-5% of their GCI on professional growth. That number usually includes everything related to learning and growth including brokerage events, local events and coaching. 

To make this real, here’s an example:

• If I make $250,000 in GCI, I would have a budget of $8,750 (assuming 3.5% of GCI).
• If I make $500,000 in GCI, I would have a budget of $17,500 (assuming 3.5% of GCI).

So – do the math for yourself.

The other factor to consider is the type of coaching program you want to do. Generally, we see the following:

• Large group programs / communities: $100 – $300 / month
• Workshops or programs: $300–$1,000/month
• Private coaching: $1,000–$2,500/month
• Strategic consulting or executive coaching: $3,000+/month

If your coach helps you close two additional deals, design a system that saves ten hours a week, or regain clarity that prevents burnout, it’s already paying for itself.

>> If it helps you earn more, lead better, or reclaim your time – the ROI is likely there.

6 | Make the Decision

Once you’ve narrowed your list, take a step back and ask yourself:

• Do I feel aligned with this person’s values and energy?
• Do they understand the stage of business I’m in?
• Can I clearly see how their approach connects to my goals?
• Am I ready to be coachable  – open, honest, and accountable?

If you can answer yes to all four, you’ve found your coach. If not, keep looking. The right partnership should feel like momentum – not pressure.

7 | Get the Most from Coaching

Hiring a coach isn’t the finish line. Like any investment, you’re going to get out of it what you put into it. This is where the ROI that looked so strong before can fall by the wayside. To not let that happen here are some pointers:

• Show up ready to work
• Prioritize this time and protect it fiercely
• Be present during a session
• Be honest when something isn’t working; great coaches want to know
• Review your progress monthly and track your wins

Finally – know when it’s time to move on. Great coaches aren’t interested in making you dependent on them for life. They want to help you achieve your goals and then have you move on to the next coaching expert that’s right for your next moment.

The Bottom Line

Not only is the real estate industry changing quickly – so are coaching options. We think it’s about time! More choices means more opportunities to find someone that is a true match for your needs. These days, you don’t have to settle for cookie cutter options. It might take a little more time to not just go to the usual defaults but it will be worth it in the long run. We think this approach will help you get there!

Looking for the right coach?
The Helm is focused on making it easier to find women real estate coaches that are a fit for you. 

Meet The Helm’s founding coaches here.