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Principled Coaching

Performance Coaching Focused on Results for Real Estate Professionals

Welcome to Principled Coaching

Growing productivity starts with an internal process. Increasing your capacity is paramount. We focus on your ability to transform yourself and your business by focusing on four core principles:




Personal Responsibility

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About Us

Principled Coaching was founded by Rich Casto with a vision to create breakthroughs for real estate agents, leaders, and executives. 


The foundational belief is that with Principled Coaching, we can create conditions to facilitate your internal growth which will lead to your business growth. 


Rich has over 30 years of experience and is a recognized industry leader. Before embarking in real estate, Rich served his country as an enlisted army infantryman, completing college at night and on the weekends.  He attended Officer Candidate School and was voted by his peers as the Distinguished Leadership Graduate. After his career in the military, Rich began his illustrious real estate career where he became the Top Agent (units closed) in the state of Texas for the entire Prudential Real Estate system, owned two successful start-up brokerages, held a broker’s license, and practiced real estate in four states


He has consulted for 38 of the top 50 brokerages, as named by RealTrends, and coached, and trained over 100,000 agents across the country. His other notable accomplishments include creating the Certified Real Estate Negotiator (CREN) designation and certifying over 11,000 agents, serving as Executive Vice President and Chief Revenue Officer for three of the largest brokerage firms in the country, and he has personally facilitated over 60 merger/acquisitions/joint ventures totaling over $40 billion in newly created agent volume across three states.


Our Services

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Claire Autrey

Rich’s training and coaching is priceless. In the past six months my sales have gone from meager to catapulting my business. Thank you Rich, for passing on your proven results.

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