How to Hire an ISA in 5 Simple Steps

When to Hire an ISA: The Growth Milestone Every Real Estate Team Needs

If you’re looking to hire an ISA (Inside Sales Agent) for your real estate business, follow these essential steps:

1. Confirm readiness: Have 500-1,000 leads and close 1-2 deals monthly (or struggling to hit GCI needs)
2. Prepare financially: Set aside 4-5 months of salary ($10,000-$12,500)
3. Define role: Decide between inbound lead qualifying or outbound prospecting
4. Set up systems: Ensure CRM, scripts, and equipment are ready
5. Create accountability: Establish clear metrics and daily reporting

Hiring an ISA is a pivotal growth milestone for real estate teams ready to scale. When your lead pipeline is overflowing and you’re consistently closing deals but running out of hours in the day for proper follow-up, it’s time to consider this crucial hire.

Time kills deals in real estate. According to industry data, 80% of sales require approximately five follow-up calls, yet most agents struggle to maintain consistent contact with their database. An effective ISA manages a pipeline of 500-1,000 leads, systematically nurturing prospects and setting appointments so agents can focus on closing.

“How quickly you respond to a lead and how frequently you keep up with existing relationships is the difference between success and failure.”

Before you hire an ISA, you need to evaluate if your business can support one. Are you consistently closing 1-2 deals per month? Do you have administrative systems in place? Can you invest in 4-5 months of salary while your ISA ramps up? These questions will determine if you’re truly ready to make this investment or if you’re setting yourself up for disappointment.

I’m Preston Guyton, co-founder of Digital Maverick where we specialize in training high-performing ISAs and implementing lead conversion systems that have helped hundreds of real estate teams scale efficiently after they hire an ISA to manage their growing pipeline.

Step 1 — Decide If You’re Ready to Hire an ISA

Let’s face it – the idea of bringing someone on to handle all those follow-up calls sounds amazing. But timing is everything when you hire an ISA. This isn’t just about wanting more appointments – it’s about having the foundation in place to make this investment truly pay off.

I’ve seen too many agents rush this decision only to face disappointment. Before you take the plunge, let’s make sure you’re truly ready.

Take a moment to honestly assess your business against this readiness checklist:

• Are you consistently closing 1-2 deals per month?
• Do you have at least 500-1,000 leads in your database?
• Is your CRM properly set up with workflows and automations?
• Can you set aside $10,000-$12,500 (about 4-5 months of salary), if hiring an in-house ISA?
• Have you prepared a dedicated workspace and equipment?
• Are your sales process and scripts documented and ready to share?

Signs Your Business Is ISA-Ready

You’ll recognize when it’s time to hire an ISA – your business will practically be begging for it. Here’s what to look for:

Your phone is constantly ringing while you’re in showings, and your unread email count looks like a high score. When your lead flow becomes overwhelming, that’s your first sign. You’re generating more leads than you can personally handle, and you know opportunities are slipping through the cracks.

Or, the opposite. You have a good list of contacts but are not making the calls yourself. Therefore, you’re not getting appointments; you do not know where each of your contacts are in the homeownership stages, etc.

You’ve started to dread checking your CRM because the follow-up tasks are piling up. Industry data shows 80% of sales require five follow-up calls, but you simply can’t maintain that consistent contact anymore.

You’ve already brought on administrative support to handle paperwork and transactions. According to the Keller Williams Leverage Model, this should be your first hire to document systems before you hire an ISA – unless you’re bringing on an ISA service that will guide you through this.

Your marketing costs keep climbing. With increasing competition on platforms like Zillow, Realtor_com, and ez Home Search, you need to maximize conversion on every lead.

When you calculate the time spent on database follow-up, it’s taking over 1,000 hours annually. That’s time you could be spending on dollar-productive activities like listing presentations and negotiations.

Risks of Hiring Too Early

I’ve seen what happens when agents jump the gun hiring an ISA full-time, and it isn’t pretty:

Wasted payroll hurts more than just your bank account. If your ISA doesn’t have enough leads to work, you’re essentially paying someone to refresh their email inbox all day.

The poor ROI creates a negative cycle. Without proper systems and lead volume, your ISA won’t generate enough appointments to justify their salary, which can lead to frustration on both sides.

Burnout and turnover are almost guaranteed. ISAs thrive on structure and consistent work. Without it, they quickly become disengaged and start looking elsewhere.

Your brand reputation can take a hit. Unprepared ISAs may deliver inconsistent customer experiences, potentially damaging relationships you’ve worked hard to build.

As the saying goes, “Time kills deals.” This truth applies not just to lead follow-up but to your hiring decisions as well. If you hire an ISA too early, you’re not just burning cash – you’re potentially creating problems that could set your business back months.

The right timing makes all the difference between an ISA who becomes your secret weapon and one who becomes an expensive lesson. Take your time, build the foundation, and when you’re truly ready, your ISA investment will pay dividends for years to come.

Step 2 — Define the Ideal Candidate & Source Talent

Once you’ve confirmed your business is ready, the next step is defining exactly what you’re looking for in an ISA and where to find top talent.

When you hire an ISA, you’re not just looking for someone who can make calls—you’re looking for a relationship-builder who thrives on the phone. The best candidates bring a special blend of persistence and people skills that’s surprisingly rare.

“The most successful ISAs I’ve seen combine persistence with genuine curiosity about people’s real estate needs,” says Kurt Uhlir of ez Home Search. “They’re not just calling to set appointments—they’re solving problems.”

What makes someone a great ISA? Start by looking for proven phone sales experience. Whether they’ve set appointments, sold products, or knocked on doors, they need to be comfortable with rejection. Your ideal ISA bounces back quickly after hearing “no” and maintains their enthusiasm call after call. They should genuinely care about helping people, building rapport within seconds of conversation.

Look for ambitious candidates who get excited about hitting targets. The best ISAs are naturally competitive—they want to win, and they view each appointment set as a victory. At the same time, they need to be process-oriented, willing to follow your systems consistently without cutting corners.

Many successful teams use DISC behavioral assessments to identify the right personality fit. For ISA roles, you typically want high D (dominance) and I (influence) scores, indicating someone with the assertiveness to ask for appointments and the people skills to build trust quickly.

Should You Hire an ISA Directly or Use a Service?

This might be the most important decision you’ll make in your journey to hire an ISA. Both paths can work, but they come with different trade-offs.

With a direct hire, you get complete control over who joins your team. You can fully integrate them into your culture and potentially develop a loyal team member who grows with your business. However, you’re looking at a 3+ month ramp-up period before seeing meaningful ROI. You’ll shoulder full responsibility for their training and development, plus all the employee overhead like benefits, taxes, and workspace. And if the hire doesn’t work out? You’re back to square one.

Using a service provider like Digital Maverick offers a different approach. You get immediate productivity with pre-trained ISAs who already know what they’re doing. There’s no overhead costs or management headaches, and you can scale up or down as your business needs change. The potential downside is having less direct control over day-to-day activities and possibly paying more monthly than a base salary would cost.

Let’s talk numbers. A direct-hire ISA typically costs you:

• Base salary: $24,000-$30,000 annually
• Commission/bonuses: 5-10% of gross commission
• Benefits and taxes: ~20% of salary
• Training and equipment: $2,000-$5,000 upfront

That adds up to $35,000-$50,000+ in the first year—and that doesn’t include the opportunity cost during those first few months when they’re learning the ropes.

“When teams factor in the true cost of hiring, training, and managing an in-house ISA—plus the opportunity cost during the 3-month ramp period—many find that our dedicated ISA services provide better ROI and immediate results,” explains Nikki Pais of Digital Maverick.

Direct vs Service-Based: How to Hire an ISA Strategically

Your decision should align with your specific situation and growth stage. A direct hire makes sense when you have experience training sales professionals, a well-documented sales process, financial runway for several months without significant ROI, and the management bandwidth for daily oversight.

Consider a service like Digital Maverick when you need immediate results, lack experience training sales staff, want to avoid employment overhead, or need flexibility to scale as your business grows.

The decision to hire an ISA directly versus using a service comes down to your stage of growth. Early in your scaling journey, leveraging a professional service gives you the systems and expertise without the learning curve.

What makes Digital Maverick’s approach unique is that it combines the best of both worlds—you get dedicated ISAs who work exclusively for your team, but without the hiring risk, training burden, or management overhead. It’s like having your own in-house team without the usual growing pains.

Whichever path you choose, the quality of your ISA directly impacts your business growth. This isn’t a role where cutting corners pays off—investing in the right talent or service partner is one of the smartest moves you can make as you scale.

Step 3 — Interview & Select Your ISA Like a Pro

If you’ve decided to directly hire an ISA, your interview process will make or break your success. I’ve seen how the right approach to interviewing can uncover hidden gems – and help you avoid costly hiring mistakes.

The most successful real estate teams use a two-stage interview approach that goes beyond basic qualifications to reveal whether a candidate truly has what it takes to connect with prospects and set appointments.

Stage 1: Finding the Right Fit
Your first interview should feel conversational while strategically assessing cultural alignment and communication style. Rather than drilling candidates with technical questions, focus on understanding their personality, motivation, and how they’ve handled challenges in previous roles. This is also your opportunity to clearly explain what the ISA position entails – including the rejection they’ll face daily.

“In our ISA hiring process, we look beyond resume qualifications to identify candidates with natural curiosity, resilience, and a genuine desire to help. These traits can’t be taught but are essential for ISA success,” shares Travis Halverson of Digital Maverick.

Stage 2: Seeing Skills in Action
The second interview is where things get interesting – and revealing. Role-playing phone scenarios will quickly show you who can think on their feet versus who simply talks a good game. Have candidates handle common objections like “I’m not ready to sell yet” or “I’m already working with an agent.”

During these role-plays, pay close attention to:

• How naturally they build rapport in the first few seconds
• Their ability to ask thoughtful questions that uncover motivation
• The way they steer rejection without becoming defensive
• Their phone presence and voice tonality
• Whether they can follow a process while still sounding human

Many teams also incorporate DISC behavioral assessments at this stage. The ideal ISA profile typically shows high D (dominance) and I (influence) scores, indicating natural sales abilities, while adequate S (steadiness) suggests they’ll consistently follow your systems and processes.

Crafting Scenario-Based Questions to Hire an ISA

When you hire an ISA, scenario-based questions reveal far more than traditional interview questions ever could. These real-world situations quickly separate those who can handle the daily challenges of the role from those who will struggle.

Try these revealing scenarios during your interviews:

For testing FSBO handling abilities, present this objection: “I’m not interested in working with agents. I can sell this myself and save the commission. Why should I list with you?” The best candidates won’t get defensive but will ask questions to understand the seller’s situation before offering value.

Challenge them with an expired listing scenario: “My home didn’t sell with the last three agents. What makes you any different?” Watch how they balance confidence with empathy in their response.

To assess emotional intelligence, try this delicate situation: “We need to sell quickly because we’re going through a divorce. This is really stressful for us.” The right candidate will acknowledge the emotional component while gently steering toward helpful solutions.

When discussing compensation, pay attention to how candidates respond. The ideal ISA understands the value of both base salary security and performance incentives – they should be excited by the opportunity to earn more through their efforts.

“The interview is as much about finding red flags as it is about identifying strengths,” notes Nikki Pais of Digital Maverick. “Listen for blame-shifting, excuses for past performance issues, or an inability to receive feedback constructively.”

Finding the perfect ISA can be challenging, even with a structured interview process. If you’re concerned about making the wrong hire or want to skip the lengthy process altogether, Digital Maverick’s pre-vetted ISA team provides an alternative that eliminates the guesswork and delivers immediate value to your business.

Step 4 — Train, Onboard & Launch Your ISA in 30 Days

The first 30 days after you hire an ISA are critical for long-term success. A structured onboarding process dramatically shortens the ramp-up period and accelerates time-to-productivity.

Week 1: Shadowing & Foundation

• Complete CRM and technology training
• Review company values and sales philosophy
• Shadow successful calls and appointments
• Study scripts and dialogues
• Learn lead sources and ideal customer profiles

Week 2: Supervised Calling

• Make calls with direct supervision
• Receive immediate feedback and coaching
• Practice handling common objections
• Learn proper lead documentation
• Begin understanding lead scoring

Week 3: Independent Calling with Review

• Make calls independently
• Record calls for later review
• Implement feedback from previous week
• Begin setting appointments
• Learn follow-up sequences

Week 4: Full Implementation

• Work independently with daily check-ins
• Begin meeting performance metrics
• Implement full follow-up protocols
• Start contributing to script improvements
• Establish ongoing training schedule

Travis Halverson of Digital Maverick emphasizes: “The most successful ISA onboarding programs front-load scripts, systems, and technology training so the ISA can focus solely on conversation skills once they start making calls.”

Essential tools to have ready before your ISA starts:

• Multi-line dialer with local presence
• CRM with custom ISA workflows
• Call recording and monitoring software
• Text messaging platform
• Email templates and sequences
• Script library for different scenarios
• KPI tracking dashboard

Ramp Faster: Get Your ISA Producing Within 24 Hours

Want to accelerate your ISA’s productivity? Use the two-week notice period before their start date for pre-boarding training.

“When you hire an ISA, you’ll want this person to be a legitimate phone crusher as soon as humanly possible,” says Travis Halverson. “The secret is utilizing their notice period with their previous employer for training, so they hit the ground running on day one.”

Here’s how to implement this strategy:

1. Provide access to training materials immediately after hiring. Send scripts, audio recordings, and video tutorials they can review before their first day.

2. Set up technology accounts in advance. Create their CRM login, email, and dialer access so there’s no delay when they start.

3. Import and segment leads. Have at least 500 leads ready and categorized in the CRM so they can start calling immediately.

4. Record sample calls. Provide examples of successful calls for different scenarios (buyer leads, seller leads, cold calls, etc.).

5. Create clear call filters. Set up daily calling queues based on lead priority:

   • New leads (less than 24 hours old)
   • Active leads (engaged in the last 30 days)
   • Nurture leads (expressed future interest)
   • Reactivation leads (no contact in 90+ days)

80% of sales require five follow-up attempts, yet many agents give up after just one or two tries. Your ISA’s systematic follow-up process is what will ultimately drive ROI.

Essential Tools & Systems for Your New Hire an ISA

When you hire an ISA, having the right technology stack is crucial for their success. Here’s what you need:

1. Robust CRM with ISA-specific workflows. Your CRM should allow for lead assignment, activity tracking, and automated follow-up sequences.

2. Multi-line dialer with local presence. This technology increases answer rates by displaying a local number to the prospect.

3. Call recording and quality monitoring. Recording calls allows for coaching opportunities and performance improvement.

4. Text messaging platform. Many prospects prefer text communication, so your ISA needs an efficient way to send and track messages.

5. Email templates and tracking. Pre-written templates save time while allowing for personalization, and tracking shows when prospects engage.

6. KPI dashboard. Real-time performance metrics keep your ISA motivated and accountable.

Kurt Uhlir of ez Home Search notes: “The difference between average and exceptional ISAs often comes down to their tools. When they can see exactly which leads to call, when to follow up, and how prospects are engaging, their productivity skyrockets.”

Digital Maverick’s ISA team comes with all these tools built-in, eliminating the need for you to research, purchase, and integrate multiple systems.

Step 5 — Measure Performance & Optimize ROI

The final step after you hire an ISA is implementing a performance measurement system that drives accountability and continuous improvement.

Effective ISA performance tracking includes both activity metrics and outcome metrics:

Daily Activity Metrics:

• Number of dials (aim for 80-100 per day)
• Contacts made (conversations with decision-makers)
• Voicemails left
• Emails sent
• Text messages sent
• Notes and updates in CRM

Outcome Metrics:

• Appointments set
• Appointments held
• Conversion rate (appointments set per contact)
• Deals closed from ISA-set appointments
• Revenue generated from ISA activity

Travis Halverson of Digital Maverick advises: “The most successful ISAs have crystal clear daily targets. They know exactly how many dials, contacts, and appointments they need to hit each day, which eliminates guesswork and drives consistent performance.”

A typical compensation structure for an ISA includes:

• Base salary: $24,000-$30,000 annually
• Performance bonuses: $50-$150 per appointment held
• Commission: 5-10% of gross commission income from closed deals

This structure balances security with performance incentives, keeping your ISA motivated to set quality appointments.

Accountability Rhythms That Keep Your ISA on Track

When you hire an ISA, implementing consistent accountability routines is essential for sustained performance:

Daily Huddles (15 minutes)

• Review previous day’s results
• Set priorities for current day
• Address any obstacles or challenges
• Celebrate wins and progress

Weekly One-on-Ones (30-60 minutes)

• Deep dive into performance metrics
• Listen to call recordings for coaching
• Provide specific improvement feedback
• Discuss lead quality and conversion strategies

Monthly Performance Reviews

• Evaluate against agreed targets
• Adjust compensation based on performance
• Set goals for coming month
• Identify additional training needs

Quarterly Strategy Sessions

• Review overall contribution to business
• Adjust scripts and processes based on results
• Plan for upcoming market changes
• Recalibrate targets if needed

Nikki Pais of Digital Maverick shares: “The rhythm of accountability is what separates high-performing ISA programs from mediocre ones. When ISAs know exactly what’s expected and receive consistent feedback, they continuously improve rather than plateau.”

For teams that struggle with consistent accountability, Digital Maverick’s coaching programs provide structured oversight and performance optimization, ensuring your ISA investment delivers maximum ROI.

Conclusion

Taking the leap to hire an ISA can truly transform your real estate business. It’s not just about adding another team member—it’s about implementing a systematic approach to lead conversion that can dramatically change your growth trajectory.

When done right, having an ISA frees you to focus on what you do best—meeting clients and closing deals—while ensuring every lead in your database receives the attention it deserves. The five-step process we’ve outlined isn’t just theory; it’s a proven roadmap that’s helped hundreds of teams scale successfully:

1. Confirm your readiness by ensuring you have 500-1,000 leads and consistent monthly closings
2. Define and source your ideal candidate with the right mix of experience, resilience, and people skills
3. Interview strategically using role-plays that reveal true capabilities, not just interview skills
4. Implement structured onboarding with a 30-day plan that accelerates productivity
5. Measure performance and maintain accountability through daily, weekly, and monthly check-ins

Most real estate teams see their ISA generating 1-2 additional deals per month after the initial three-month ramp-up period. With proper systems and support, many teams see even greater returns, making the investment in an ISA one of the most profitable decisions in their growth journey.

“When you hire an ISA, you’re not just solving a lead follow-up problem,” explains Travis Halverson of Digital Maverick. “You’re creating a scalable foundation that can support your business growth for years to come. The difference between struggling with an ISA and thriving with one comes down to the systems, training, and accountability you put in place from day one.”

If you’re ready to scale but concerned about the risks and learning curve of hiring directly, Digital Maverick offers a solution that combines the benefits of an in-house ISA with none of the hiring headaches. Our team provides expert ISAs, hands-on coaching, and proven operational frameworks that drive consistent results—turning your leads into meaningful conversations and those conversations into closings.

Jon Cheplak often reminds his clients: “The quality of your business growth is directly proportional to the quality of your systems and the people running them.” Whether you choose to hire an ISA directly or partner with specialists like Digital Maverick, the key is taking action when your business reaches the right stage of growth.

With a healthy pipeline of leads and consistent monthly closings under your belt, you’re standing at an exciting threshold. Taking this next step with confidence—whether through a direct hire or a service partnership—could be the decision that propels your business to new heights in the coming year.