Krista Mashore Coaching

01The full story

Krista Mashore moved from teaching into real estate after a personal financial shock. In her first year she sold 69 homes and made $690,000, then averaged 133 homes a year for about 17 years, with a peak of 169 in one year as a solo agent. She later left residential sales and built a real estate coaching business, using marketing systems she learned from established internet marketers and adapting them for agents. The coaching practice generated nearly $80 million in sales over eight years, according to the interview. Her strongest coaching year produced $18 million; she expected about $12 million that year as her audience and market changed. One event cost $450,000 and generated $2.4 million in sales, illustrating the scale and risk of her reinvestment strategy. The sales engine is simple and expensive: webinars sell a fast-action ticket to a 3-day virtual event held every month, and the event sells a $20,000 coaching program. At the most recent event about 230 people attended (roughly 180 buying units, since many came as couples), well over half bought, and the average attendee was worth almost $11,000; total spend on ads, team and hotel was $450,000 against $2.4 million in sales. Her audience is agents aged 40 to 65, and she says acquisition costs have been rising.

For a real estate coaching practice, the first customers usually come from a specific agent community that already recognizes the founder's field experience. Mashore's local reputation as a high-producing agent gave her practical credibility, but she says she was not known nationally when she began coaching.