Rica Ruiz, Founder

🎓 Active Realtor® & Licensed Broker: 20+ years of active real estate experience holding multiple N.A.R. designations (SRES, SFR, Probate & Trust Specialist).

🔄 Tested Every Playbook: Coaching client with 6 major real estate coaching programs and a former coach for 2.

🎯 The Elevate Mission: Replacing rigid, cookie-cutter scripts with repeatable systems, high operational standards, and trust-based influence.

Better Than I Found Out

A letter from Rica

Have you ever let fear and self-doubt stop you from doing a thing? Me too!!

I’ve been talking about launching a real estate coaching business for months (my husband would say years). Over my 20+ years in real estate, I’ve been a coaching client with six different coaching companies and served as a coach myself for two of those companies. I’ve seen the playbook from every angle—and I saw where it was falling short.

Many years ago, I watched a friend clean our table at a restaurant we were leaving. She turned to me and said, “My mom always taught me to leave things better than when you found them.” That sentiment never left me. I feel that way about everything in my life—especially relationships.

That's why, after months of building behind the scenes, I officially launched Elevate Coaching Academy!

The barrier to entry to be a real estate agent is far too low, and there are no real industry standards. A LOT gets missed—and ultimately, it’s the client who pays the price. Too often, I’ve found myself doing both my job and the co-op agent’s job simply to protect the transaction, usually because they were part-time agents, treating it as a side hustle, or simply not keeping up with current industry knowledge.

Conversely, I’ve seen dedicated colleagues work themselves into the ground—experiencing overwhelm, burnout, and client friction simply because no one showed them a better way.

Let’s be honest: this industry has a bad rap, and in many ways, it’s earned. Many people think this job is easy or that anyone can do it. They don't see the intricate dynamics behind every transaction, the ever-changing legal landscape, or the constant hyper-local demands of navigating city-by-city point-of-sale requirements.

Instead of raising the bar, brokerages and coaching companies have turned agents into commodities—teaching us to memorize the exact same scripts, objection handlers, and listing presentations.

When every Realtor is saying the same thing, no one is actually listening to what matters most to the client. We're one of the few industries that hasn't historically compensated based on true meritocracy. I firmly believe—and coach to the fact—that high standards, deep expertise, and exceptional client care should be rewarded accordingly.

Elevate Coaching Academy is here to disrupt that unhealthiness and elevate the entire real estate experience for both agents and the clients we serve. My heart is to mentor agents on how to build process-driven practices that prevent costly errors (I’ve seen some stuff!), protect their well-being, communicate with true empathy, and provide clients with the high-touch protection, clarity, and peace of mind they deserve.

At the same time, I want to honor an industry that has given me so much. Real estate afforded me the freedom to be there for my family—to serve as room parent, chaperone field trips, and attend every single one of my son’s games and events. Real estate gave me the flexibility to take vacations when I wanted or needed to. And real estate has allowed me to meet and maintain friendships with some of the most amazing human beings on the planet—I absolutely adore my clients!

Real estate isn't all bad. We’ve just never been taught how to run our practices like true, professional businesses built on standards, systems, and intentional listening.

My hope is to leave this industry better than I found it—and if I can coach agents to better serve their clients and elevate our profession, I feel like I’ve done my part.

I hope this inspires you to "do your thing"—whatever that may be!

Here’s to making our world a better place.

With love & gratitude,

Rica



P.S. In case it isn't clear—I am still actively serving my real estate clients and selling homes! Coaching simply allows me to give back.