Coaching That Works: Why Identity Beats Scripts
Most real estate agents do not lose deals because they picked the wrong script.
They lose deals because the client can feel uncertainty.
In an episode of The Mindful Agent, Magenta Real Estate founder and broker owner Michael Coxen sits down with high ticket sales trainer Josh Lyons to unpack a truth that hits hard in real estate: two agents can say the same words and get completely different results.
The difference is not the market. It is not the script.
It is the agent.
For agents looking at their next level, this conversation is a reminder that real estate coaching should not just teach tactics. It should build identity, presence, and leadership.
High Ticket Sales Is Not a Different Industry. It Is Your Industry.
Josh Lyons trains salespeople who sell anything above $5,000, including offers that reach hundreds of thousands of dollars. Real estate fits naturally inside that category. Most agents are guiding clients through decisions worth half a million dollars to multiple millions.
That is why the traditional advice to “memorize word tracks” and “handle objections” falls apart.
High ticket clients are not looking for a performer. They are looking for a leader.
Why Agents Get Shopped (And the Fix Is Not Another Script)
When a seller says, “We are going to talk to a few other agents,” the typical response is defensive. Agents try to pitch harder, prove more, or offer discounts.
Josh’s view is sharper:
If a prospect feels they can shop the agent, the agent has likely not gone deep enough in discovery. The conversation stayed surface level. The client did not experience a level of intention, effort, and clarity that makes them think, “I would be a fool to talk to someone else.”
In other words, agents get shopped when they show up as “one of many.”
Coaching that works trains agents to become “the obvious choice.”
The Four Agreements Every Listing Appointment Needs
Josh outlines four things that must be agreed on between agent and prospect in any high ticket sales conversation. In real estate, these apply directly to buyer consults and listing appointments.
The prospect has a burning problem
Not a casual interest. A real, urgent reason to move.They are committed to solving it
Many people want change. Fewer are ready to act.They admit they need help
This is the gap between “I can do it myself” and “I need a pro.”They believe the agent can help them
Authority, trust, and confidence must be felt, not just explained.
When any one of these is missing, it becomes harder for a client to make a decisive move.
The Line That Explains Why Coaching Beats Scripts
At one point, Michael sums up what many agents know intuitively but struggle to articulate.
Josh makes it even clearer:
It is not what you say or how you say it. It is who is saying it.
That is why two agents can follow the same process and still get completely different outcomes. A client responds to the agent’s internal state, emotional regulation, and presence, especially when deals wobble.
Real estate coaching that produces consistent closings has to train the internal side, not just the tactical side.
The Pre Call Checklist: A Simple Habit That Changes Outcomes
Josh’s most practical tool is a pre call checklist. Not a list of lines to say. A list of identity cues that shift an agent’s internal state before any important conversation.
Examples include:
Relax and slow down
Be present and grounded
Lead with certainty
Listen longer than feels comfortable
Let silence work
Michael immediately recognizes this. It mirrors the kind of work he trains inside Magenta, because the state an agent brings into a conversation often decides the outcome before the first question is asked.
Detachment From Outcome Creates Negotiation Power
Neediness is loud, even when it is unspoken.
Josh explains that when an agent “needs the deal,” they show up in scarcity. They over talk. They over explain. They collapse in negotiation.
Detachment does not mean the agent does not care. It means the agent is stable enough to lead the client without performing for approval.
The fastest path to detachment is not another negotiation tactic. It is a stronger internal foundation and a life that is not hanging on one transaction.
That is the kind of coaching that changes income long term.
The Coaching Standard: Earn More by Becoming More
One of Josh’s core ideas is that income is often a reflection of personal growth. Michael connects this back to real estate leadership.
Top agents do not just work harder.
They become more:
More grounded
More disciplined
More emotionally regulated
More willing to ask difficult questions
More comfortable holding silence
More consistent in how they show up
That is why Magenta’s culture emphasizes coaching and internal mastery alongside business skill.
Work With Michael Coxen: Real Estate Coaching for Agents Who Want the Next Level
For agents, this episode points to a simple reality: scripts do not build leaders. Coaching does.
Michael Coxen’s real estate coaching is built for agents who want more than motivation. It is designed for agents who want to:
Stop getting shopped
Lead better listing appointments
Build confidence that holds under pressure
Develop a stronger internal state and presence
Create sustainable performance without burnout
Learn more and explore coaching resources at:
https://www.michaelcoxen.com/