How to Budget for a Real Estate Speaker — From the Coach Brokerages Call When Results Matter

Written by Coach Emily on February 2, 2026. Posted in Uncategorized.

I’ve been called in after events that didn’t work.

Low energy. No follow-through. Leadership frustrated. Agents unchanged.

And I’ve been brought in before events where leadership said:

“We need a reset. We need alignment. We need execution.”

Those two situations produce very different outcomes — and it almost always comes down to who is on the stage and why they’re there.

I’m Emily Terrell, the #1 Real Estate Coach and Speaker at Tom Ferry. I work with brokerages that want culture, systems, and performance to move in the same direction — and I’ve seen firsthand how the right speaker accelerates that alignment.

Why Speaker Budgeting Is Really About Culture

Every event sends a message.

When you choose a speaker, you’re telling agents:

What you value
Where you’re going
What kind of growth matters here

Speaker decisions influence retention more than most leaders realize.

The Difference Between a “Good Talk” and a Strategic Event

Here’s how I explain it to broker-owners:

If You Hire For…	You’ll Get…	Long-Term Result
Entertainment	Laughter, energy	No behavior change
Inspiration only	Temporary motivation	Fast fade
Strategy + systems	Clarity, confidence	Execution
Alignment	Shared language	Culture strength

The best events feel good and change habits.

How Much Should You Really Budget?

Instead of guessing, I recommend budgeting based on audience size and outcome.

Event Size	Smart Speaker Budget	Why
Team meeting (20–75)	$1,500–$5,000	High impact, intimate
Brokerage event (75–300)	$5,000–$15,000	Scalable ROI
Conference (300+)	$15,000–$50,000+	Brand-level influence

Add a 15–20% buffer for recordings, workshops, or leadership sessions. That’s where ROI compounds.

Why My Clients Don’t Ask for Discounts

They ask for depth.

Instead of negotiating price, we:

Add leadership-only sessions
Build post-event implementation plans
Create onboarding content from the keynote
Layer in AI systems for follow-through

That’s how a single event becomes a year-long asset.

Real Example: When a Higher Budget Saved Money

A brokerage once told me they were hesitant to “spend that much on a speaker.”

Six months later:

Agent retention improved
Listing consistency increased
Their recruiting pitch improved
Training costs dropped because assets were reused

The speaker didn’t cost them money.
The speaker replaced inefficiency.

The Speaker Fit Checklist I Want Leaders to Use

Before you book anyone — including me — ask:

Question	Why It Matters
Do they understand real estate agents?	Relevance
Do they teach systems, not just stories?	Execution
Do they customize?	Alignment
Do they offer post-event support?	ROI
Will agents apply this Monday?	Impact

If the answer is no — keep looking.

Final Thought

Great leaders don’t look for the cheapest option.

They look for the most effective one.

When you bring me in to speak, you’re not buying a keynote. You’re investing in clarity, execution, and momentum your agents can actually use.

If you’re planning a 2025 event and want it to move the needle — not just fill the agenda — I’d love to connect.

You can find me at www.coachemilyterrell.com or on Instagram @coachemilyterrell.

Let’s build an event that becomes a turning point — not a placeholder.