We are diving into a topic that many team leaders struggle with: the Inside Sales Associate (ISA). To grow, we must stop having “tunnel vision”—only looking at what other Realtors do. Instead, we need “funnel vision.” By looking at how tech giants like Salesforce handle sales, we can build a more efficient model.
The Setter and the Closer Model
In the tech world, senior closers do not waste time “dialing for dollars.” Consequently, they use Sales Development Representatives (SDRs) to set appointments. In our world, your real estate ISA strategies should follow this same path. Your ISA is the “Setter,” and your outside agents are the “Closers.”
If you don’t have an ISA, you are asking your senior reps to do both jobs. While this is common, it is not the most effective way to scale. Because your outside agents should be in the car or at the kitchen table, you need someone inside driving the opportunities.
Inbound vs. Outbound: Choose Your Track
There are two distinct tracks for an ISA. First, there is the Inbound ISA. If you have a massive lead flow from Zillow or OpCity, you simply need a customer service rep to ensure no balls are dropped.
However, if you want to hunt for new business, you need an Outbound ISA. Therefore, you must be extremely clear about their goal: Outbound Opportunities.
The Target: Expireds, FSBOs, and Circle Prospecting.
- The Goal: 50 listings a year per ISA.
Why Your First ISA Should Be Seller-Focused
Many leaders hire an ISA to handle buyer leads. But, that is a mistake. Market share is not defined by the number of agents you have; it is defined by how many signs you have in yards. Because listings are the lifeblood of the business, your real estate ISA strategies should prioritize homeowners.
Compensation and Accountability
How do you pay an ISA? I believe in a “Base plus Bonus” structure. The base covers their needs, while the bonus incentivizes results.
- The Base: Paid by the team leader.
- The Bonus: Paid as a 5% to 10% referral fee by the outside agent who closes the deal.
This means the ISA becomes a profit center. As long as they know they are being watched, they will perform. Consequently, you must require an End-of-Day (EOD) Report. This report should track one thing above all else: Appointments Set.
The Bottom Line: Stop Negotiating with Yourself
In conclusion, a high-performing ISA helps you maintain your commission standards. When your ISA sets a high-value appointment, you can match it with an agent who is confident in your 3.5% or 4% structure. By implementing these real estate ISA strategies, you stop being a “low-cost option” and start being the premier choice in your market.