Your Instructor

Roy Benford is an award-winning real estate broker and Canfield Certified Trainer & Coach with over 30 years of experience helping clients invest wisely and live purposefully. Based in the San Francisco Bay Area, Roy ranked in the top ten percent of more than 11,000 sales associates across Northern California and Hawaii. His career spans high-stakes negotiations, market strategy, and transformational coaching—earning him recognition not only for results, but for heart.

Beyond real estate, Roy is the founder of Aim High Coaching, where he partners with his clients in a thought-provoking and creative process to empower them to discover their inner strengths to create the success, freedom, and quality of life they desire. His coaching style blends authenticity, humor, and enthusiasm, creating a powerful space for transformation and growth.  

Whether leading keynote presentations, hosting group trainings, or coaching one-on-one, Roy uses The Success Principles as his guide to move his audience from where they are to where they want to be. His signature coaching program Mastering The Core Principles of Success is rooted in principle number one: Take 100% Responsibility for Your Life. 

Roy’s influence also extends to public speaking. He’s a sought-after speaker, guest lecturer, and master of ceremonies, known for his ability to connect deeply with his audiences. His partnerships include Merritt College, the National Association of Real Estate Brokers, and CES Real Estate School. His insights have been featured in the Oakland Post and Marin Independent Journal.