How to Motivate Struggling Real Estate Agents (Without Pep Talks or Burnout)

Written by Coach Emily on October 20, 2025. Posted in Uncategorized.

Learn a systems-based, AI-enhanced approach to re-engaging underperforming real estate agents. Includes a 10-step plan, coaching tools, tech workflows, and FAQs.

What if the problem isn’t their motivation… but their map?

Every broker, team leader, or productivity coach knows this feeling.

You have an agent who showed early promise — great with people, high energy, even some early wins. But somewhere along the way, they stall out. Leads dry up. Confidence fades. Their production drops, and so does their voice in meetings.

So, you try what most leaders do:
You get motivated.
You have the pep talk.
You send the podcast link.
You bring in a speaker to fire everyone up.

And for a day or two, it works.

But then — nothing changes.

Here’s what I want you to hear:

Struggling agents don’t need more inspiration. They need structure that rebuilds belief.

As the #1 Real Estate Coach and Speaker at Tom Ferry, and the leading expert on AI systems for agents, I’ve coached countless leaders through this exact situation.

The turning point doesn’t come from cheerleading. It comes from clear, supportive systems — layered with tools that give agents a way forward, not just a reason.

Let’s talk about what that really looks like.

The Real Reasons Agents Underperform

Before we jump into strategy, let’s name the truth.

When agents plateau or start underperforming, the issue usually falls into one (or more) of these buckets:

1. Skill Gaps

They never learned how to:

Handle objections with confidence
Write compelling offers
Generate consistent lead flow
Communicate their value beyond “I’m local and I care”

2. System Gaps

They’re missing:

A schedule
A lead follow-up process
A content plan
A CRM with action plans or smart lists

They’re not lazy — they’re lost in decision fatigue.

3. Mindset Gaps

Discouragement
Burnout
Comparison
Low belief

The truth is: you can’t mindset your way out of a missing system — and you can’t system your way out of burnout.

So you need to coach both.

The 10-Step System to Reignite Underperforming Agents

This is the exact coaching sequence I use when helping leaders turn agents around.

Each step is designed to remove friction, restore clarity, and rebuild momentum one decision at a time.

Step 1: Diagnose the Root Cause — Not Just the Symptom

Before you build a plan, you need to know what’s broken.

Ask:
“What feels hardest for you right now?”
This unlocks the conversation without shame.

If they say “I just can’t seem to get appointments,” it might be a script or follow-up skill issue.
If they say “I don’t even know where to start,” it’s likely systems and structure.
If they say “I’m exhausted,” it’s probably mindset, boundaries, or burnout.

Step 2: Shrink the Goal Until They Can Win Today

If they haven’t closed in 60–90 days, don’t set a production target.

Set an action target.

Instead of:
“Close $5M by end of quarter”
Try:
“Call 5 people today and DM 3 past leads”
“Record and post 1 Instagram Reel this week”

Small, tangible, daily wins rebuild belief faster than quotas ever could.

Step 3: Show What’s Possible With Peer Social Proof

Your team already has the inspiration they need — they just need to see it.

Use your Slack, group chat, or team huddle to:

Highlight a win from someone who bounced back
Share a message like “Jordan was stuck last month… now she has 3 pendings”
Invite a peer to share a 5-minute breakdown of how they handled a recent success

When they hear “this is possible, and someone like me did it,” belief starts to return.

Step 4: Give Them a Daily Schedule That Makes Decisions for Them

Agents in a slump don’t need more ideas — they need fewer choices.

Try this simple daily rhythm:

Time	Task
9:00 AM	Power Hour: Call past clients/SOI
10:00 AM	CRM follow-up via smart lists
11:00 AM	DM 3 new leads on Instagram
12:00 PM	Lunch + review wins
1:00 PM	Write one content post or Reel
2:00 PM	Open house prep or field follow-ups

You don’t need to fill every minute. You just need clarity and rhythm.

Step 5: Use AI to Help Them Get Early Wins Faster

This is where most leaders miss the opportunity.

AI isn’t just for “techy” agents — it’s an energy-saving tool that helps underperformers win without burning out.

Try this:

Set them up with ChatGPT and a prompt library
Show them how to generate 5 IG captions in under 5 minutes
Use Revii or similar tools to analyze listing performance
Build an AI-generated smart list workflow in Follow Up Boss

Example: One agent I coached used ChatGPT to write a series of listing descriptions and neighborhood blog blurbs. Not only did her listings look better, but it saved her 4+ hours a week — and she felt back in control.

Step 6: Begin With Micro-Accountability

Don’t build a 10-step performance plan on Day 1. That’s overwhelming.

Start with:

A 5-minute daily text check-in
“What’s your #1 focus today?”
Celebrate anything — even effort
“I saw you posted that Reel — great job showing up.”

After 7–10 days, layer in:

Weekly review calls
Peer shadowing
Daily CRM action tracking

Low pressure → High trust → Better buy-in

Step 7: Reconnect Them to Their Personal Why

One of my go-to coaching questions is:

“What did you hope this career would give you?”

Then I ask:

Who benefits when you succeed?
What would it mean to have more consistency or control in your business?

Have them write it down and keep it on their mirror, vision board, or phone background.

Purpose is the fuel that carries them when progress is slow.

Step 8: Match Them With a Peer — Not a Lecture

Sometimes, your voice isn’t what they need. A peer’s voice is.

Ideas:

Shadow a top agent for a day
Pair them to co-host an open house
Have them listen in on a call block
Use “walk and talk” sessions — 15-minute coaching walks outside the office

Example: A newer agent I worked with started walking with a senior teammate once a week. They swapped ideas, solved a script together, and built confidence. It worked better than 10 Zoom training sessions.

Step 9: Coach Rejection With Reframing, Not Avoidance

Every “no” gets heavier when belief is low.

Teach them to reframe:

“That wasn’t a failure — it was a rep.”
“They’re not saying no to me. They’re saying not yet.”
“Every rejection moves me closer to the right client.”

You don’t need to shield them from hard days. You just need to give them mental tools to survive them.

Step 10: Set a 30–60–90 Day Turnaround Plan

Motivation without measurement is just good intentions.

Create a written plan:

30 Days: Full engagement in daily actions
60 Days: Lead flow and pipeline building
90 Days: Results — appointments, offers, contracts

If progress is made — great. If not, you can make a compassionate decision to pivot, pause, or part ways.

Clarity builds confidence. For you and for them.

Frequently Asked Questions (SEO-Optimized)

Q: How can I tell if my agent is struggling with mindset or skill?
A: Listen to their behavior and language. If they’re doing the activities but not converting, it’s likely a skill gap. If they’re avoiding the work altogether, mindset and burnout may be the cause.

Q: What if I’ve tried everything and nothing changes?
A: If there’s no shift after 90 days of structured coaching, it’s time to reevaluate fit. Clarity and closure are better than dragging out disengagement — for both of you.

Q: Can AI really help struggling agents?
A: Yes. AI reduces friction by taking over content writing, task organization, and lead follow-up. It helps agents stay consistent without burnout.

Q: Should I use public leaderboards with underperformers?
A: Not initially. Public accountability works better once agents regain confidence. Early on, focus on private wins and one-on-one support.

Q: What’s the fastest way to re-engage a stalled agent?
A: Assign a tiny, specific task they can win today — like making 3 calls or writing 1 post. Micro-success builds belief and restarts action.

Additional Resources | Want to Go Deeper?

Final Thoughts

You don’t coach your way out of underperformance with more “hype.”
You lead your way through it with structure, belief, and tools that meet your agents where they are — not where you wish they were.

You are the architect of your culture.
And every underperforming agent is an opportunity to prove that leadership doesn’t mean louder… it means smarter.

If this resonated with you, let me know. DM me @coachemilyterrell — or tell me which tactic you’re trying first.

We’re building agent momentum one system at a time.