Recruiting Coaching
Structure, Strategy, and Accountability.
Real Coaching for Real Growth.
Structured coaching means real outcomes that are measurable, repeatable, and demonstrable.
Our Structured Coaching Starts with Our Principles
Principle 1: No two people define success in the same way. The first goal of a coach is to work with the client to define success.
Principle 2: Clients will care about company goals proportionate to how those items align with their personal success goals.
Principle 3: Coaching is not designed to help others succeed. It is designed to define success and prevent failure. Failure is the inability to reach one's goals, no matter what they may be.
Principle 4: The client can only succeed if his/her behaviors align with his/her definition of success; therefore, a coach will always help clients modify their behaviors.
Principle 5: Our lives are governed by good and bad habits. A behavior performed often becomes a habit. If habits govern our lives, those habits should be good habits.
Principle 6: Habits can never be destroyed, only replaced. The coach and client must identify bad habits, and good behaviors must be fostered into good habits to replace them.
Principle 7: Principles are meaningless without action; thus, the coach will always supply action items for all new behaviors and principles shared.
Our Structured Systems Insure Your Team Begins with the Same Foundation
Marketing Strategies That Inform How You Present Your Message
Competitive Analysis: Know your market. Own your edge.
Clear Value Props: Say what matters. Prove it with systems.
Persona Targeting: Speak to the right people, the right way.
Media Strategy: Pick the right channels. Track performance and scale. Attract agents instead of chasing them.
Calling Methodologies: Build confidence. Book appointments. Close deals
We Teach Data-Driven Recruiting Operations
CRM Mastery: Regardless of which CRM your team uses, we help squeeze every bit of usefulness from it
Database Segmentation: Structured Pipelines and Follow- Strategies that maximize results and time management
Dashboards & Forecasting: Watershed metrics helps teams stay accountable and pinpoint breakdowns
Accountability Systems: Benchmark performance. Coach with clarity.
Conversion and Follow-Up Strategies
Mastery of the Recruting Interview: Many well built systems fall apart because of failure to close. We fix that!
Prepping for the Meeting: We show how to prepare for the meeting with custom agent dossiers.
Stop No-Shows and Cancelations: We teach how to make agent candidates eager to show and hear your plan.
Communication and Confirmation: Drips, texts, pre-meeting checklists, and post-meeting strategies.
Two Great Plans - Which is Right for You?
We offer guided or completely custom experiences
Gold Plan
The guided experience that helps your entire team focus on growth
We begin with a deceptively simple question: "Who is your customer?" Many brokers are surprised by the answer. Agents serve clients buying and selling real estate. Legally, those clients belong to the broker—but practically, the agent drives the transaction. So who is our customer? The agent.
Any company that neglects customer acquisition will eventually fail. At Real Recruiting Services, our founders built recruitment systems that have attracted thousands of agents and generated hundreds of millions in GCI. We know how to build systems that last—and we train your managers to do the same.
Our Gold Plan is a group coaching program focused on goal-setting and strategy. We work with small cohorts of 6–10 people over 12 weeks. In week one, we spend five days teaching the core system. The remaining 11 weeks are about applying it—building plans, staying accountable, celebrating wins, and refining as needed. Here are a few of the features:
One year of Silver Access included for each seat.
12-week, small-group coaching co-hort. We take our principles and apply them to your business.
The first week of the 12 week co-hort is a 5 day recruiting bootcamp.
Leaderboards and goals checklist for participants and an executive dashboard for owners/managers.
Bi-weekly goal setting and accountability 1-on-1 coaching sessions after the 12-week intensive.
Voluminous content library that's constantly updated containing scripts, tools, and more
We are happy to give you and your team a full tour
Enterprise PLan
Leverage Our Decades of Experience in Executive Real Estate Brokerage Management and National Strategy Implementation
We built our Enterprise Consulting Service for brokerages that need more than a playbook—they need a partner. While recruiting is the core focus, our consulting framework is flexible enough to support a wide range of strategic initiatives: referral and lead generation programs, financial modeling, CRM architecture, onboarding systems, and data-driven decision-making.
Our founders bring over 20 years of experience scaling national brokerages, including one of the top three residential firms in the world. We’ve led the buildout of recruiting pipelines, referral ecosystems, financial and data structures, and CRM implementations that support thousands of agents and billions in production. We don’t just advise—we architect, troubleshoot, and deliver.
This plan is fully customizable. We start with a discovery session to identify your goals, pain points, and growth opportunities. From there, we design a tailored engagement that may include:
Recruiting system audits and rebuilds
Referral and lead program design
CRM and workflow implementation
Financial benchmarking and margin strategy
Onboarding and retention architecture
Data dashboards and business intelligence
Custom training for managers and recruiters
Strategic planning for M&A, roll-ins, and expansion
We are happy to give you and your team a full tour
TESTIMONIALS
What our clients are saying...
“I want to thank you for sharing your knowledge and best practices with me. As you know, recruiting is not my strength, and you really helped me. Your patience paid off as we were able to recruit several agents in the six months of working together. I definitely see recruiting in a different way and appreciate all of your efforts.”
- April S. (Berkshire Hathaway)
“Adam is literally the best recruiter I’ve ever worked with, hands down. Dedication, fantastic tools and most importantly, results!”
- Tom K.(Engel & Volker)
“Love all the support but most importantly, thank you for helping us hire more than we ever have before.”
- Brian H. (The Agency)
Thank you for all you have done for our company. You really helped our managers and team leaders become better recruiters and they are bringing on more productive agents because of that. Thank you for everything.”
Dan K. (C21 Affiliated)
“Thank you so much for all your help and guidance, it’s been tremendous. We have already hit our annual goal!”
- Cary C. (Engel & Volker)
From recruiting and onboarding agents to designing world-class systems for lead conversion and coaching, Ray consistently brings passion, innovation, and strategic thinking to every endeavor. He has a rare ability to not only solve existing challenges but also anticipate and create solutions for those yet to emerge.
- Nathan G. (CB Realty)
Adam Lerman
Adam is a veteran recruiting strategist and leadership coach with over 24 years of experience in the real estate industry. He has held executive roles across both franchised and independent brokerages, helping organizations attract high-performing agents and build systems that support long-term growth.
24+ years of real estate management experience
Led national growth initiatives with high-performing brands and organizations
Led leading luxury firms specializing in recruiting agents who service luxury markets
Built and led coaching programs sought after by the nation's leading residential real estate firms
Served as keynote speaker at major trade and industry conferences
Ray Garrett, Jr.
Ray has spent 18 years growing multi-office teams and personally recruiting thousands of agents nationwide. He specializes in optimizing every stage of the recruitment funnel, and he now helps modern brokerages replicate his success.
Ray created the industry’s leading course on high-converting agent recruiting. Graduates regularly double their agent count within 12 months, reduce churn by 30%, and add millions in GCI.
18+ years designing scalable recruiting systems and operational workflows
Led national recruiting operations for organizations with 65,000+ agents
Built enterprise-level recruitment CRMs and onboarding systems used by publicly traded firms
Developed curriculum and live training for over 5,000 agents
Reduced cost-per-hire to one-third of the industry average
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