Name

Performance Coaching

Legal name

Performance Coaching

Website

https://performancecoaching.com

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Real Estate Coaching Services

NAICS

Professional and Management Development Training (611430)

akta.pro primary industry

Sales Leadership & Revenue Executive Coaching (EDABANAL)

akta.pro secondary industries

Study Skills & Learning Strategies Coaching (EDAMAIAA), Executive Function Coaching (Planning, Organization, Time Management) (EDAMAIAB)

Keywords

• Real estate coaching
• Agent training programs
• Live group coaching
• Professional coaching services
• Performance coaching methodology

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Operations, Technology or R&D

Revenue model

1. Coaching Programs: Ongoing group and personalized coaching delivered via live Zoom sessions over 10-12 week periods. Includes role play groups, discovery call training, and tactical empathy coaching.
2. Courses and On-Demand Content: Self-paced video courses and on-demand training programs available through the Kajabi platform.
3. Live Events: In-person flagship events like Game Plan 2027 with tickets including sessions, materials, meals, and cocktail reception.
4. Books: Published books including the Full-Fee Agent book.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Performance Coaching sells coaching, courses, and live events to individual real estate agents, built around its proprietary Performance Six framework. Offerings include group and one-on-one coaching, multi-week live role play programs, on-demand video courses, live courses/bootcamps, flagship in-person events, books, podcasts, and custom training designed to help agents build sustainable, scalable, stress-free businesses.

Product overview

Performance Coaching is a coaching and education platform for real estate professionals, offering a multi-format product ecosystem built around its core framework, The Performance Six. The platform combines live events (Game Plan 2027), structured coaching programs (Business by Design, Personalized Coaching, Group Coaching), role play groups (Role Play with David, Role Play with Steve, Role Play with Sean & Lorin), on-demand courses, and live courses/events. Supplementary products include the Black Swan Method® program, No Exception course, books, podcasts, and custom training. The company is led by Steve Shull, Head Coach, with over 32 years of coaching experience.

Differentiator

Problem solved

Functional benefit

Brands

• The Performance Six: Core coaching methodology framework encompassing six pillars: mindfulness, time optimization, relationship cultivation, process implementation, communication mastery, and strategic execution.
• Black Swan Method®
• Game Plan
• Role Play with David
• Role Play with Steve
• No Exception

Products and services

• Coaching Programs Ongoing education, support, and accountability from a live coach for real estate agents, available in group or one-on-one formats.
• Business by Design A structured program for building a sustainable, scalable real estate business with coaching support, designed for individual real estate agents.
• Personalized Coaching One-on-one coaching tailored to individual agent needs and business goals, delivered by Performance Coaching's head coach and team.
• Group Coaching Coaching delivered in a group setting with peer support and shared learning experiences for real estate agents.
• On-Demand Courses Self-paced video courses that allow real estate agents to dive deep into specific topics on their own schedule, delivered on the Kajabi platform.
• Live Courses & Events Intensive learning experiences including bootcamps, retreats, and conferences providing hands-on training for real estate agents.
• Game Plan 2027 A high-impact, two-day live event in Los Angeles on December 9-10, 2027 focused on helping real estate professionals run their business with clarity, confidence, and intention; in-person tickets include sessions, materials, meals, refreshments, and Day 1 evening cocktail reception.
• Role Play with David A 12-week live role play group led by coach David Lewis, focusing on Tactical Empathy skills and mastering high-stakes client conversations including new client consultations, delivering bad news, price reductions, requests for repairs, offers, and counteroffers.
• Role Play with Steve (New Client Discovery Call) A 10-week live role play program focused on mastering the New Client Discovery Call framework with Steve Shull, including 3 Core Questions, 1 Framework, and practical role play exercises; $3,000 pay-in-full or $1,500 x 2 payment plan.
• Role Play with Sean & Lorin A 12-week live role play group meeting 45 minutes daily Monday through Thursday via Zoom, co-led by coaches Sean and Lorin; $2,400 for 12 weeks, providing consistent practice to improve real estate conversations.
• Black Swan Method® A proprietary program for real estate success built into the Performance Coaching product ecosystem.
• No Exception A live four-week course led by Gabrielle Witkin, focused on helping agents become the kind of person who can hold standards when pressure arrives; $499 for the 4-week program with live Zoom sessions and recordings.
• Books Publications such as the Full-Fee Agent book teaching the fundamentals of building a sustainable, scalable, stress-free real estate business.
• Podcasts Audio podcast content related to real estate coaching and business development.
• Custom Training Tailored live training programs designed for specific organizational needs in real estate.

Quantifiable outcome

• Work 15 hours per week on average while earning high 6 figures for 15+ years
• +1 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Sandler Training: Sandler Training is a global sales, leadership, and management training franchise delivering structured curricula and ongoing coaching—adjacent competitor for sales-agent coaching dollars, though it serves a broader B2B sales audience rather than real estate specifically.
• Tony Robbins Business Coaching / Robbins-Madanes: Tony Robbins' business coaching division targets entrepreneurs and sales professionals with high-ticket coaching, live events, and curriculum-based programs—comparable as a much larger, broader sales/business coaching incumbent that competes for the same discretionary coaching spend.

Direct peers

• Buffini & Company: Buffini & Company provides coaching, training events, and lead-generation systems to real estate agents, with a similar mix of live events, group coaching, and educational content aimed at helping agents build sustainable businesses—comparable in audience and offer structure.
• Icenhower Coaching & Consulting: Icenhower offers coaching, masterminds, and live training programs for real estate agents and team leaders, with an emphasis on business building and accountability—closely overlapping with Performance Coaching's group coaching and live event model.
• Ninja Selling: Ninja Selling is a sales training and coaching program built around a proprietary framework (Ninja Selling System) for real estate agents, with workshops, certifications, and ongoing coaching—comparable in that it sells a branded methodology plus training to the same agent segment.
• Tom Ferry: Tom Ferry is one of the largest real estate coaching and training brands in the US, selling group coaching programs, live events, courses, and memberships to real estate agents—directly overlapping with Performance Coaching's customer base, product mix, and GTM motion.
• Mike Ferry Organization: Mike Ferry Organization sells sales coaching, scripts, and live training programs to real estate agents, focusing on prospecting and conversion tactics—directly comparable as a real estate-specific sales coaching competitor targeting the same SMB agent persona.
• Jeb Blount (Sales Gravy): Sales Gravy / Jeb Blount produces sales training content, books, podcasts, and live events targeting real estate and B2B sales professionals, with a framework-based methodology (Fanatical Prospecting, etc.)—comparable in content-heavy, community-driven GTM aimed at sales agents.
• KW MAPS (Keller Williams MAPS Coaching): KW MAPS Coaching is Keller Williams' in-house real estate coaching business, offering business planning, scripts, and accountability coaching to agents—a closely comparable offer given its focus on sustainable business building and live coaching cohorts for real estate professionals.

Emerging players

• Hal Elrod / Miracle Morning: Hal Elrod's Miracle Morning brand sells books, courses, coaching certifications, and live events built around personal development and morning routines—an adjacent competitor that overlaps on the personal-development/performance coaching methodology layer rather than the real estate vertical.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/shullperformancecoaching

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Performance Coaching