Deb Spence

Coaching and AI-powered systems to scale your service business.

I'm Deb Spence. Award-winning real estate broker, systems and AI specialist, and creator of The Fierce Formula. I've run the businesses I coach, so you get what works, not theory.

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Let's build the business that runs itself.

Coaching plus the AI and systems that take the busywork off your plate, so you can focus on the work only you can do. It starts with one honest conversation about where you are and what I'd do next.

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Credentials & recognition

Meet Deb Spence, award-winning broker and creator of The Fierce Formula

I entered real estate eager to make my mark, and quickly found that traditional training and generic strategies weren't cutting it. So I researched, experimented, and refined until I cracked the code.

Along the way I built the systems and AI tools my own businesses needed to breathe. Now I coach agents, lenders, and service business owners with strategies I've actually run, with real stakes.

Off the clock you'll find me reading in my She-Shed, photographing sunrises, or deep in a true crime documentary.

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The Fierce Formula

Five pillars, in order. The exact path I take every client through, built from what actually moved the needle in my own businesses.

Fierce Mindset

Get honest about what is holding you back and decide to lead your business instead of react to it.

Pillar 1 of 5

Innovative Strategies

Modern plays that fit your market and strengths, not recycled scripts from a decade ago.

Pillar 2 of 5

Relationship Building

People do business with people. We turn your network into a durable engine for referrals.

Pillar 3 of 5

Efficient Systems

Automation and AI doing the repetitive work so your time goes where only you can go.

Pillar 4 of 5

Continuous Growth

A rhythm of review and improvement so the business keeps scaling after our work is done.

Pillar 5 of 5

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$1K

Guarantee

Results in 90 days, or I pay you $1,000.

Follow The Fierce Formula, do the work, and if you don't see results in your business within 90 days, I'll hand you $1,000. That's how much I stand behind this.

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Client success stories

Client thank-you message — A text from a client, 84 years young

Five-star reviews — Leveraging AI for Real Estate Agents

Questions, answered honestly

Who is coaching with you for?

Real estate agents, lenders, tradesmen, and small service business owners who are good at the work but stuck doing all of it. If your growth depends on you grinding harder, we should talk.

What happens on the call?

We talk about your business. Where you are, where you are stuck, and what I would do next. You leave with clarity either way. There is no script and no pressure to buy anything.

Do I need to be tech-savvy for the AI part?

No. I build and teach the systems in plain language. If you can send an email, you can run what we set up together. The technology serves you, not the other way around.

How are you different from other coaches?

I have actually run the businesses I coach. Brokerage, payroll, listings, all of it. I teach from lived experience, and I will tell you the truth even when it is not what you want to hear.

What does the program cost?

It depends on where your business is and what you need, so we cover it on the call. Enrollment is by conversation only. I want to make sure we are a fit before either of us commits.

Let's talk about your business.

No script, no pressure. Bring me where you're stuck and I'll tell you honestly what I'd do next, whether we work together or not.

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