What is an ISA?

// The answer

ISA stands for Inside Sales Agent. An ISA isn't a virtual assistant. A VA wears many hats, but an ISA has one job: following up on your leads and converting them into appointments. They nurture leads through calls and texts, building a relationship with each prospect and figuring out where they are in their buying or selling journey. They run on numbers. They know how many calls they made in an hour, how many people answered, how many appointments they set, and exactly when to follow up next. And they can gauge a prospect's interest level just by listening to them. They know when to ask the right questions, like 'Are you working with an agent or lender?' and 'What's your timeline to buy or sell?' The best ISAs know the real estate industry inside and out, and they represent you and your brand across social media while providing real value. Their conversion is your conversion. They'll do everything they can to move your leads from prospect to closing. Treat them like part of the team, include them in the wins and the losses, and communicate with them constantly. When your ISA feels like a true partner, they'll care a lot more about your success. Great ISAs also adapt their follow-up plan to the lead type and level of engagement. Some think the more you call, the more success you'll have, and that's true for certain leads. The best ones know how to follow up persistently without ever feeling pushy or salesy.