The whispers are getting louder.
“Al is coming for real estate.”
“Al is going to replace coaching.”
“Why hire a coach when ChatGPT is free?”
Let’s rip the bandaid off this topic!
As someone who’s coached elite agents through market crashes, pandemics, booms, busts, and total burout – I’ve seen the industry evolve. What we’re experiencing now with Al isn’t a disruption. It’s a filtration system.
The truth is, Al will replace coaching — but only the kind that’s already become irrelevant.
What Al Will Replace -And Should
Let’s get brutally honest: the coaching and training world has become oversaturated with one-size-fits-all “solutions” – white-labeled online courses, outdated pre-recorded videos, slide decks from 2018 slapped with someone else’s logo, and PDF templates that are handed out like Halloween candy.
These aren’t transformational. They’ re transactional. Al is absolutely going to bulldoze that category. And frankly, it should.
Because you know what Al can do better than a static video module? Create dynamic, responsive, adaptive content in real time – based on the user’s learning style, market data, and behavior patterns. It’s already happening.
If your idea of coaching is watching a few videos and getting a monthly “check-in” email, Al is coming for that job. And it’s bringing heat.
But that’s not coaching. That’s passive consumption.
What Al Can’t Replace – And Never Will
Al can’t feel your energy on a Zoom call after a deal falls apart. It can’t detect the burnout in your voice before you even speak, or challenge the limiting belief that’s been quietly sabotaging your confidence and momentum. Al doesn’t know what it’s like to coach someone through a brutal market, or to hold someone accountable to a vision they’re not yet ready to believe in. It can’t read between the lines when your numbers look good, but your mindset is cracking.
Most importantly – Al will let you quit. A real coach won’t. Coaching, real coaching, is about transformation, not just information, I’s about energy, strategy, leadership, fire, heart, and grit -the human kind. And sorry, ChatGPT doesn’t do grit.–
The Al Advantage: Exposing What’s Real and What’s Just Well-Marketed
One of the most interesting things Al is doing in our industry isn’t replacing coaches-it’s exposing them.
And here’s the truth no one likes to admit a lot of the courses being sold today are simply repackaged content pulled from other coaches, events, and programs. Slapped with a new logo and sold as “proprietary systems,” these courses often rely on the hope that no one will notice. But guess what? They will.
The future of real estate coaching lies in a precise, rarely mastered formula. In my career, I’ve seen only two truly million-dollar programs. Success in this fast-paced, high-investment space demands speed, depth, and originality-qualities often replaced by imitation. A quick test drop a landing page into ChatGPT and ask, “Does this sound like generic coaching language?” Are there signs it’s been copied or lacks originality?
Al isn’t just disrupting the market -it’s democratizing it. And in that shift only the original, value-driven, and transformational coaching will survive.
Why I Created Elite Coaching for Teams and Brokerages
When I launched Elite Coaching for teams and brokerages, the name wasn’t just branding-it was a standard.
I chose the word elite intentionally, because I realized there’s a small group of us in this industry who have earned it. We’ve invested over 30,000 billable coaching hours. We’ve coached in every type of market—from white-hot to ice-cold. We’ve guided agents through breakdowns, breakthroughs, and billion-dollar years. When Covid hit, we were around because AI couldn’t navigate Realtors@ through that. Honestly? We function like human Al— except our data comes from decades of lived experience, not scraped content.
That’s what qualifies as elite. (almost any coach who coached full time ALL Covid is Elite in my books)
I started building and branding Elite Coaching programs specifically for top producers on high-performing teams and brokerages because they were being underserved. They didnt need generic advice – they needed strategy, nuance, and leadership at the highest level. It’s working out well we are currently in over 12 large brokerages in Canada offering Elite Coaching programs to their offices.
And in 2024, even in one of the hardest markets we’ve seen in years, our Elite Coaching on Teams and Brokerages helped multiple teams rise to #1 in their City-and in Canada. AI Cannot replicate that at all!
To me, Elite has criteria. It means excellence backed by track record, experience, and results.
What’s frustrating is seeing that word now being picked up and used casually — slapped onto Al-generated content or basic coaching programs pretending to offer high performance. Just because Al can mimic the language of success doesn’t mean it understands the grind behind it.
Elite isn’t a label. It’s earned!
The Smart Coaches Aren’t Fighting Al- We’re Using it
At Red Apple Coaching, we use Al — but not as a gimmick. We use it to amplify human performance. To track numbers that help us look deeper into your business. Predict market patterns for our clients. Run predictive analytics on their goals. Listen to coaching calls at scale. Read facial patters in Zooms to flag when engagement drops. Spot trends and test the latest strategies – all so we can show up with a truly personalized game plan.
Now we’re taking it even further.
Were currently building, testing, and refining what we believe will be the next evolution of high-performance real estate teams: Al-enhanced, human-led team structures. Not just content libraries or automations – we’re exploring how far we can scale efficiency, communication, marketing, and decision-making using Al without losing the leadership, connection, and mentorship that teams actually need to thrive.
Because the future of real estate teams isn’t going to be built on more templated content— it’s going to be built on smarter roles, strategic systems, and real-time intelligence. It’s not about replacing people. It’s about evolving how they work together.
And the coaches who understand how to blend Al with elite leadership?
We’re not preparing for the future.
We’re building it.
So.. Will Al Replace Coaches?
Yes
But only the ones who already replaced themselves with mediocrity.
The rest of us? We’re just getting started.
Mary-Anne Gillespie, Elite Business Coach
www.redapple.ca
