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Eleni Sommerschield is now Chief Executive Officer of OnTrack Agent, a web-based coaching resource and video e-learning environment for the real estate industry. Inman learned of the leadership update in a May 14 statement.
Eleni Sommerschield
In conjunction with Sommerschield’s appointment, OnTrack Agent is showcasing a revamped user experience that more clearly demonstrates its value proposition as a place for agents and coaches to coalesce around the goal of improving how real estate professionals serve clients and their communities.
OnTrack Agent is, in essence, an intricately categorized YouTube-type platform for anyone who helps consumers with real estate decisions. It’s designed around helping coaches reach those who can benefit from what they offer.
Perhaps the platform’s most engaging draw for coaching content creators is its industry-first Digital Rights Management (DRM) technology, a security measure to prevent unauthorized duplication or publishing. It provides an enhanced sense of ownership, improves the quality and accuracy of content, and cuts down the noise created by unqualified mentors and advisors.
“The real estate industry faces unprecedented challenges with low inventory markets, rapidly evolving compliance requirements, and an increasing need for specialized training,” said Sommerschield in the release. “OnTrack Agent is uniquely positioned to address these pain points through our streaming education platform that connects agents with the industry’s best trainers and coaches while protecting digital rights for content creators.”
The company offers coaches three tiers of membership that vary according to fee, percentage of revenue from subscriptions, analytics and other OnTrack benefits. Agent accounts are based on who they choose to subscribe to, and brokerages can choose to white label content as branded training.
OnTrack offers free courses amid the selection of topics that include lead generation, marketing, goal setting, public speaking, time management, working with buyers and other critical lines of business.
The company launched initially in 2021 but had trouble gaining the traction needed to accommodate its business model. It’s been under the hood of late, going through content delivery updates, building new relationships, implementing pricing model changes and making other operational repairs, including the appointment of Sommerschield, who has a background in proptech leadership, most recently as COO at Wise Agent.
Real estate coaching is big business, and selecting a coach can be tough as a result. Not everyone who positions themselves as an expert has the best interests of their clients in mind.
Allied Market Research reported in November 2023 that “the global online coaching market was valued at $3.2 billion in 2022, and is projected to reach $11.7 billion by 2032, growing at a CAGR (compound annual growth rate) of 14 [percent] from 2023 to 2032.”
Neither Allied nor the International Coaching Federation offered numbers specific to real estate coaching. It can be readily accepted that coaches and continuing education providers occupy a significant portion of the real estate services economy, offered directly by brokerages, independent consultants and large-scale national entries and personalities.
OnTrack Agent hopes to provide the space with a vetted, easy-to-access resource for real estate coaching’s more reputable experts, and the tools for them to broaden their reach.
