67. How to Build a Game-Changing Inside Sales Team With Anna Krueger

Summary

The Millionaire Real Estate Agent Podcast

Episode 67: How to Build a Game-Changing Inside Sales Team With Anna Krueger
Host: Jason Abrams
Guest: Anna Krueger
Date: January 27, 2025

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Episode Overview

This episode centers on the crucial role of Inside Sales Agents (ISAs) in real estate teams. Host Jason Abrams welcomes Anna Krueger—nationally recognized ISA coach and trainer—to break down every aspect of building, hiring, and leveraging an inside sales team for maximum lead generation, conversion, and business growth. The conversation offers both high-level philosophy and tactical implementation steps, with practical advice for agents and team leaders looking to integrate this game-changing role into their businesses.

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Key Discussion Points & Insights

1. Anna Krueger’s Journey to Real Estate and ISAs

• Anna was “found” by real estate; originally a high school teacher drawn to “difficult kids,” she later became a college recruiter—essentially an inside sales job, handling inbound leads and motivating adults to enroll and stay engaged ([02:40]–[07:25]).
• Her recruiting experience taught her motivation is essential: “It wasn’t just enrolling them...I actually need to keep this person engaged and motivated enough that they pass their first class, or all of the work up to this point won’t count for anything.” ([04:20])
• These insights directly informed her approach to ISAs, drawing a parallel between recruiting students and converting real estate leads.

2. Why Hire an ISA?

• ISAs should be the “lifeblood” of a real estate business, handling dedicated lead generation and conversion ([08:42]).
• Anna credits Gary Keller’s Millionaire Real Estate Agent book: “Lead generation and conversion to appointments, that is the first domino in everything else happening. So we need people in that role who are incredibly skilled and that probably means it’s their one thing.” ([08:42])
• The argument: Specialization and time-on-task create top converters; a dedicated ISA multiplies the business’s capacity to generate and nurture leads.

3. ISA vs. OSA—What’s the Difference?

• Anna: “ISA technically means inside sales agent. It means I deal with inbound leads.”
• Most ISAs in real estate handle a mix of inbound and outbound, but the key is full-time dedication to call-based conversion ([10:06]–[10:50]).
• Clarity on roles is critical for hiring and team success.

4. The ISA Hiring Process (Step-by-Step)

A. Define the Role:

• Get crystal clear: What do you want the ISA to do? Which lead sources should they handle? What meetings should they attend (or not)? ([11:48]–[13:21])
• Target: At least 6 hours/day on lead conversion activities, not administrative tasks.

B. Sourcing Candidates:

• Start with your database—people who already know, trust, and fit your team’s culture ([13:33]).
• When outreach isn’t fruitful, supplement with platforms like Indeed and WiseHire. Remember you’ll need to screen more extensively ([15:51]).

C. Recruiting Message:

“Who do you know that may not be looking for an opportunity, they may already be employed, that they are going to have a stellar year next year, because it’s just who they are... They love talking to people and they like a challenge. Like, who fits that description?”
— Anna Krueger [14:21]

D. The Interview Process:

• Early filter: Automate an email asking applicants to call and leave a voicemail about themselves. Screens for initiative, detail orientation, and voice/tone ([16:43]).

“This is a phone sales job. This is not customer service...I’m looking for someone—this is the hallmark part—they feel like a friend over the phone.”
— Anna Krueger [17:13]

• Proceed with formal interviews, using tools like Career Visioning (Keller Williams process), and/or personality assessments ([18:39]–[19:24]).
• Consider hiring two ISAs if financially feasible to build camaraderie and reduce attrition ([20:07]).

5. Onboarding and Training ISAs

A. Activity Focus & Shadowing:

• Clarify “what matters most.” ISAs should focus on lead conversion, not superfluous admin or excessive meetings ([20:59]).
• Have ISAs shadow agents—but also run full simulated buyer/seller consults, including role-play for handoffs, to clarify boundaries and expectations ([21:24]).

B. Teaching Language & Conversation Frameworks

• Avoid robotic scripting—true mastery means blending proven structure with personal style ([23:18]).

“When someone feels like a robot, it simply means they haven’t deeply studied to understand how to navigate a conversation...when you have that in your head, that is going to help you walk through this conversation seamlessly.”
— Anna [23:18]

• Builds ISAs’ confidence, ensures natural and effective conversations.

6. The Four-Part Consultation Framework

(Anna’s Signature Approach) ([24:24]–[29:04])

1. Motivation:
   • Always first! Understand why the lead is considering moving. Go at least three questions deep to uncover real drivers, not just surface reasons.

     “Moving is a lot of work. What makes you want to move?” ([26:13])

2. Pre-Screen/Logistics:
   • Cover timing, decision makers, financials, existing agent commitments, etc. (“When do you want to be there? Are you paying cash or financing? Scale of 0–10, how motivated are you?”)
   • Mirror back client’s exact words for rapport.
3. Next Step:
   • Always offer clear, specific instructions (“Our next step is to meet and do X, Y, Z,” or, “Your next step is to speak with a lender.”)
4. Deadline/Time Frame:
   • Every next step must have a 48-hour deadline to keep momentum.
   • ISAs track and follow-up assertively.

“Your next step is blank within [time frame].” ([29:04])

Fast vs. Quality

• Anna is unwavering: Go for depth over speed.

“I would rather have a longer conversation for a faster result. And what I learned was when I had short conversations, it took forever to get actual results. But longer conversations on the front end led to quicker results. So to me, a long conversation is the fastest method, I guess.”
— Anna [30:46]

7. Measuring ISA Performance

Key Metrics:

• Focus on quality:
  • Percentage of set appointments that show and convert to signed clients trumps total appointments set ([31:59]).
  • Typical averages: One real appointment per 20 contacts (5% in a normal market; 3.5–4% currently) ([34:07]).
  • Expectations: 40 contacts/day standard, tailoring upward with agent’s financial/business goals; 1–2 appointments/day ([35:56],[36:47]).

8. Compensation Structure

• Best Practice: Salary ($24k–$40k depending on market) + Commission (5–10% of net team/company side of closed transaction) ([37:40]–[39:44]).
• Avoid “bonus per appointment” models—these motivate quantity over quality and degrade appointment value.

9. Accountability and Motivation

• Weekly 1:1 meetings using the “411” system—tracking weekly, monthly, annual goals ([40:12]).
• High-visibility, public goal trackers (e.g., countdowns on the wall).
• ISAs need feedback not only from managers but the agents they support (agents must report lead progress back to ISA for morale and closure) ([41:50]).
• Rejection: Normalize and systematize (“Numbers Game” approach). Anna reframed “no” as one step closer to “yes”—kept a 1–20 tally of calls and found humor in rejection ([44:22]).

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Notable Quotes & Memorable Moments

• “Why should I have an ISA? That’s like saying why should I have lifeblood in my business?”
  — Anna Krueger [08:42]

• “Our target is, out of an eight hour workday, the Inside Sales Agent is active in lead conversion activities six out of eight hours a day.”
  — Anna [12:07]

• “There are people that love real estate, and they do not want the real estate schedule. And that was me.”
  — Anna [14:36]

• “This is not a customer service role. It is 100% not a customer service role. It is a sales role.”
  — Anna [17:13]

• “When you have commission, it is unlimited earning potential. So if you make more money, they make more money. Why would you not want that?”
  — Anna [48:14]

• “You could not pay me enough, Jason, to be an agent. And I mean that sincerely. I mean, maybe $5 million, I would do it.”
  — Anna [49:26]

• “There are a lot of incredibly talented people that love real estate. They want a set schedule and they want to be able to work from anywhere...when you get good at building relationships...it started to feel like I’m coming to work and calling my friends.”
  — Anna [47:42]/[50:40]

• “Be funny, make money.”
  — (Anna quoting Haro) [18:11]

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Timestamps for Key Segments

• Why ISAs matter: [08:42]
• Sourcing & hiring ISAs: [11:48]–[18:03]
• Onboarding & boundaries: [20:59]
• The four-step consultation: [24:24]–[29:04]
• Conversation depth vs. speed: [30:46]
• Metrics & expectations: [34:07]–[36:47]
• Comp plan details: [37:40]
• Accountability systems: [40:12]
• Handling rejection: [44:22]
• Flexibility and team culture: [47:14]–[49:26]

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Tone & Takeaways

• Anna’s tone is direct, practical, encouraging, and rooted in real-world experience. She speaks with authenticity and stresses the importance of structure, motivation, and finding the right fit—both as an employer and as a potential ISA.
• Jason complements with humor and clear curiosity, mapping Anna’s insights to practical action steps for the listener.
• The episode reframes the ISA role not as a “lesser” job but as a flexible, lucrative, and highly respected career path in the industry.

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Final Thoughts

If you want to scale your business, build leverage, and multiply quality leads and appointments, you must understand (and properly implement) the ISA model.
As Anna asserts, “Specialists succeed.” ISAs are the specialized, skilled force behind lasting real estate growth.

“The model we unpacked, it’s beautiful. This turned out to be a podcast about why you might want to be an ISA...there’s an opportunity for them to live all their wildest dreams.”
— Jason Abrams [48:34]

Whether you’re hiring, training, or considering a career move, this episode offers a clear roadmap to success.

Transcript

[A]

Foreign.

[B]

Welcome back to another episode of the Millionaire Real Estate Agent Podcast. I'm Jason Abrams, and this is the place where we lift the curtain on the world of real estate like never before. Every week I sit down with visionaries, pirates and mavericks. We're here to document, demonstrate, and most importantly, demystify their game changing models and systems. What secrets propel them to the top and how are they living their dreams? This is about passion. It's about strategy. But above all, it's about real, tangible success. So buckle up and let's dive in. This is the Millionaire Real Estate Agent podcast. Hey, gang. This is an exciting show. This one is actually inspired by one of our listeners named Anouk. Listen to what he can. We get some information on building an ISA team and how to train them. Specifically steps to making the perfect isa, how to train them to speak the lingo and use proper language when talking with clients to give us the best chance of landing them as a client. I thought the question was so good. Like, it's so good because there's so many people out there that don't understand why they would want to have an inside sales agent. Then how to go find an inside sales agent, Then how to make the decision you have the right one to hire. Then how to train them, then how to get them on the phone in a TCPA friendly and compliant way. So I happen to know the expert friends. Today you're gonna hear from somebody who teaches courses just to ISAs about how to make them better. She's trained over 2,000 of them. She is an expert in precisely what they should say. You're gonna learn how to hire, how to train, and how to get an ISA into production. Fast friends, sit back and buckle up. This is Anna Krueger. Anna, how are you?

[A]

I am fantastic. How are you, Jason?

[B]

I am fantastic as well. Thank you so much for being on our show.

[A]

Yeah, thanks for inviting me. It's a huge, huge honor.

[B]

So the honor's all ours. Tell me. And I ask the same question to everybody. I ask it in different ways, but with you, my dear, how did you find the greatest industry in the world?

[A]

Well, I would say it found me, which speaks to always be recruiting. But I had someone from my church, Haro. He approached me about working on his team, and I actually did not have a big interest, but I was like, I could use some practice interviewing. It's always good to network. So sure, I'll go on this interview. And several months later, I actually joined the team. So it was not what I was looking for, and it found me.

[B]

What were you doing prior to that?

[A]

Well, I was a high school teacher up in Baltimore, and then I left teaching politics as a lot of teachers.

[B]

Wait a second. You don't get to skip over being a high school teacher that quickly. Yes, because I have fond memories, high school, none of which included class. What did you learn from being a high school teacher that you've brought into the real estate business?

[A]

Oh, man. It was more what I learned about myself, but I was very drawn to the kids that other teachers would call the difficult kids, which I hated that label. I was actually drawn to them. And now that I know more about myself and how I'm wired, it makes sense why. But I loved figuring out how can I get in their head and win them over. I don't know if you've ever seen the movie Dangerous Minds. I'm kind of dating myself here. But that was one of my favorite movies growing up, and I loved that. In that movie, she figured out how to get into the kids heads and win them over and show them that anything's possible. So that was what I learned as a high school teacher, is I love being around the ones that nobody seems to be able to reach and figuring out how can I reach them and make a difference. This is what I learned.

[B]

Extra points for a Coolio reference. Everyone loves a gangster's paradise. I would be added to your collection of wayward boys, that is for certain. So after high school teaching, what do you do next?

[A]

Yeah, so I went to a temp agency, and basically I said, I need a job. Any job will do, and I guarantee it'll make more than I did as a teacher. And I was really just looking for a placeholder. I was about 25 years old, just looking for a job, and they turned me into a college recruiter, which I was naive. I thought, ooh, this will be such a fun job. And I get to have the booth at the fair and, you know, recruit students. And it was actually 100% an inside sales job. So I would respond to web leads. And then, much like real estate, it's actually a lot like real estate. I would deal with leads that came inbound, and then I would set up meetings with them, work on enrolling them in school. And the biggest thing I learned there, Jason, is the university that I worked for. There's a lot of rules around the Department of Education, and I'm saying this because it matters for people interested in hiring an isa, an inside sales agent. But in the Department of Education at the time, and probably still today, they don't let you make commission in the Department of Education. So there's a, a lot of recruiters who are really excellent salespeople, but they have a ceiling because they're not allowed to make commission. But my salary could go up or down depending how many students I enrolled. So if I enrolled a lot of students, I would get a percentage increase every six months. So I was really motivated to enroll a lot of students. But here's the thing is, if they did not pass their first class, they did not count. So I had to learn. It wasn't just enrolling them and getting all the paperwork done and all the financial aid. It was, I actually need to keep this person engaged and motivated enough that they pass their first class or all of the work up to this point won't count for anything. Which taught me how to get really good at motivation.

[B]

Oh my gosh. I'm sitting here and I'm wondering for all of our broker owner friends in the audience, if all of a sudden tomorrow you were only allowed to count the agents that actually sold a house. Now how many do you have in your brokerage?

[A]

Now how many.

[B]

Now how many do you have on your team? Because I got news for you. In order to get paid, they had to have success in the classroom, it sounds like. And you were not sitting next to them in the classroom?

[A]

No. And these were adults. Our school geared towards working adults. So these are working adults. Many of them had families and kids at home, lots of distraction, and now they're taking a grad level class or a master's level class after work in the evening. How do I keep that person engaged long enough that they pass their first class? So I used to give them a piece of paper and I would say, you're gonna write a letter to yourself because you will have a day that you wanna quit and you will be the best person to encourage yourself. So pretend that you wanna quit today, Write a letter to yourself. And at the bottom, I want you to tell me who you're inviting to your graduation. And what I was really trying to find out is who in this person's life matters to them. So that if they call and say, hey, I really want to quit today, who are the people I can reference? Like, hey, have you talked to George about this? You know, you have them down on your graduation list. And then also I had all the words that they would need from their own mouth of how to keep them engaged.

[B]

I got to tell you, my aha so far from this interview is that If I'm ever hiring an inside sales associate, I'm going directly to the college phone centers.

[A]

Yes, 100%. I've recruited a few into real estate and they are doing quite well. So yeah, I think college recruiters, there's not much else that mirrors the real estate industry so much because it a long, difficult process, lots of paperwork, lots of money, and you have to know something about their motivation. I mean, it's very copy and paste to the real estate industry. So when I did get into real estate, it was like, well, I already know how to do this. I just need to learn the real estate language. But I already get the gist of this job.

[B]

So we're about to switch gears and we're going to unpack the ISA model. How do I find an isa? How do I get that person through an interview process, how do I get them functioning high level on a team and most importantly, how do I raise my conversion rates? What are the conversation frameworks and how do I make that work? Before we do, I want to ask you a very simple question. Why an isa? Pretend I'm a solo agent out there or even I own a team and our audience are the highest producing real estate agents in the world.

[A]

Yeah.

[B]

For the ones that don't have an isa, make an argument for me, why isa?

[A]

Yeah, that's like saying why should I have lifeblood in my business? Right? I mean, the first thing Haro had me do was sit down and he literally said, here's a conference room. You're going to say like your one thing is to read the millionaire real estate agent book. Before you do anything else, I want you to read it front to back. And when I read it, I read how Gary Keller talked about how lead generation is the lifeblood of your business. And I remember feeling honored thinking Haro hired me to do the thing that's the lifeblood of the business. And I felt proud. I felt like, man, he must really trust me. And I also got context of I'm going to be in the role on the team that keeps people employed. Like if we want operations, we need sales. If we want agents, we need sales. And obviously they are in sales as well. But when I read millionaire real estate agent, I realized lead generation and conversion to appointments, that is the first domino in everything else happening. So we need people in that role who are incredibly skilled and that probably means it's their one thing. If they're going to be incredibly skilled, that might need to be the one thing they do all day. They're going to have more time on task in the best. ISA should also be the best lead generators and converters in the whole business.

[B]

Okay. I love that. Well, so let's go at this, because the next question that I get from everybody, is it an isa? Is it an osa? I'll be honest with you. I have no idea what the difference is.

[A]

Yeah. So I can tell you from being in another industry, ISA technically means inside sales agent. It means I deal with inbound leads. So if someone reaches out to me, that's an inbound lead. Outside sales in other industries, outside of real estate, refers to I'm going out and doing business development, where I'm going out to people that are unsuspecting. They're not expecting me to show up. And here I am in real estate. I personally feel like ISA is just the term for the person who does lead generation full time and lead conversion full time. And that's how I use it. Some of it might be inbound, some of it might be outbound, and most of them do a mixture of both. But their one thing is talking to leads to convert them into appointments. That's their one thing.

[B]

Perfect. All right, friends, we are about to get into the model now. You don't have to take the notes. So if you're bombing down the freeway and you're in your Ferrari, I just got, by the way, congratulations to the agent in Ohio that bought the Ferrari. Awesome. If you're going 120 miles an hour, do not try to take the notes. We're doing that for you. And if you don't get them, they come out every Thursday. You, you can sign [e-mail]. that's mreanotes.com. secondly, we're about to have a conversation about phone calls. ISA means we're going to be talking to people. Needless to say, you need to keep yourself and your business safe. And we implore you to follow all the TCPA regulations and run your business the right way. And finally, we might be talking about buyers or sellers. It should be noted that all commissions are fully negotiable. Okay, let's get into this. I wake up tomorrow, and I want to bring leverage into my life. I want to hire an isa. What do I do first?

[A]

Yeah, first, I would get very crystal clear on what you want them to do. And then I would reach out to the people you already know. So reach out to.

[B]

Well, hang on. I want to stay with what I want them to do. If I didn't know better, I would say, duh, I Want them to be on the phone, but. But I bet you have something deeper than that in mind.

[A]

Yeah, well, what I find as I coach a lot of real estate ISAs is they are in meetings all day. I just talked to an ISA the other day who we were working on her business plan and she said, well, if I'm in all the agent meetings like I am now, I will work this many days this year. And if I'm not, she gained 10 weeks of time back by not being in meetings that I personally don't think she needs to be in. And so when I say get crystal clear on what you want them to do, it's get crystal clear on what lead sources do you want them to be working. Probably the top five of your business already. And a lot of times the reason people hire an ISA is they realize we're not keeping up with our leads. So it's probably the lead sources you already have and you're not keeping up with them. But getting crystal clear, who are they going to be calling, what lead sources do we want them to be working, what meetings are they in, what meetings are they not in? And I will just tell you, our target is out of an eight hour workday, the inside sales agent is active in lead conversion activities six out of eight hours a day. And that gives two hours for a meeting and admin work and whatever else. But yeah, getting crystal clear on who they're calling, what they are and are not doing a lot of ISAs are losing valuable, precious time. Death by meeting is what I've learned.

[B]

Okay, by the way, it's not just ISAs or the death by meeting, it turns out. Okay, so get clear on what I want them to do. What's next? You said stick with my database. What did you mean by that?

[A]

Yeah, so I find, and this was true on Harlow's team, and it's true on a lot of teams I've interacted with is usually their best talent comes from people that already know and trust them. Just like referrals for our business buyers and sellers. And it's because the people that already know you, they know how you operate, they know the speed at which you run, they know your culture, they know a lot about you already. So they're gonna be really good at helping to identify who would be a good fit for your culture and what you're looking to do and when you're.

[B]

Looking to fill roles. Because there are some roles that are wildly glamor and there are other roles that maybe don't sound as glamorous. And one of the knocks on the ISA rule is there's a unique human that wants to be on the phone all day. So if you are reaching out to the people in your database for this opportunity, what would you say to them?

[A]

And also, I want to say, I think there's a unique human that wants to drive around and show buyers all day and answer contracts on a Sunday afternoon. So as much as people think, why would you ever want to be an isa? I think, why would you ever want to be an agent? And that's why we make a beautiful team.

[B]

That's so good.

[A]

There are people that love real estate, and they do not want the real estate schedule, and that was me. I want to dispel the belief that there's. These people are really hard to find. They're not that hard to find. I think if your mindset is they're hard to find, they're going to be hard to find because you're going to exude that as you interact with people. There are people that would love this opportunity within your team, and they would love to have a regular schedule, which is the beautiful thing of an isa. So if I'm reaching back to your original question, if I'm reaching out to. To my database, I would probably say something like, who do you know that may not be looking for an opportunity? They may already be employed, that they are going to have a stellar year next year, because it's just who they are. That's just the type of person they are. Whatever they put their hand to, they're just. It's going to be excellent. And they love talking to people and they like a challenge. Like, who fits that description?

[B]

Guys, you got me excited about it. I'm like, that's me. You're describing me.

[A]

Well, come work with me, Jason.

[B]

I'm in. I'm so in.

[A]

All right. Recruit by podcast. That's the theme, by the way.

[B]

Recruit any way you need to. But I love that. Okay, so I'm going to start with my database. If I'm unable to find my talent fit there, where do you think the best post place to post a job ad for this is?

[A]

Yeah, I hear of a lot of teams who find people on Indeed. And you just have to recognize you're going to need to go through a lot more resumes to find the person. It's just like in your real estate business. If I reach out to people I already know, I don't need as many contacts to find somebody that will do business with me. If I am reaching out to people I don't know, I'm going to need a higher volume. So it's the same thing. Indeed is a common place that I hear the most often. And then also don't forget, database also means vendors. So your vendors, like your attorneys, appraisers, you know, all the people that interact in a transaction with you, they have an interest in you succeeding. So don't forget also to reach out to them.

[B]

Okay, so now I have applicants that have come in and I'm going to now need to get into an interview process. Is there anything unique about interviewing with an ISA that might be different than interviewing with a different role?

[A]

Yeah. Well, what I like to do, because I need somebody who is detail oriented because they're going to have tasks to follow up with. I do not need somebody really bad at keeping up with tasks. So what I like to do is start with an automated email that's says thank you for your interest. Depending on how they come into me, of course. But they're going to get an email that gives them some instructions. And that instruction is going to be to call me and leave me a voicemail and tell me a little bit about yourself. And what I'm looking for is one, do they do it? Because especially with. Indeed, that'll eliminate a lot of people right there because they're not going to do it. And that helps narrow the pool of resumes that I just got. And then I'm looking for what's their energy like on the phone. And I want to hear that in a voicemail. So that would be a step I would take early in that interview process. And it sounds like a Hallmark card, what I'm about to say. But it is really what you need because this is a phone sales job. This is not customer service. A lot of people think this is a customer service role. It is 100% not a customer service role. It is a sales role. And so what I'm looking for is someone who does it quickly because that shows like a go get it attitude. And I'm looking for someone. And this is the hallmark part, they feel like a friend over the phone. So, like their tonality, the way they show up on that voicemail or when talking to them on the phone, I just feel like, huh, I just like this person. That's what I'm looking for.

[B]

You know, we know people do business with people they like. And if you're going to spend your time on the phone, you better sound good and be likable.

[A]

Yes. Harlo used to tell me Be funny, make money.

[B]

He's right, by the way.

[A]

That's true.

[B]

That's great. Okay, so I've decided on what I want them to do and I've gotten clear on how I'm going to manage their time. I then looked for talent and I did that both in my database and on Indeed or Wisehire, any of the other job board sites. I then started to get applicants and I weeded through them by sending them an email and asking them to leave me a voicemail so that I could close my eyes and just say, does this sound right? What do I do next?

[A]

Yeah. So I would say respond to everybody that did the voicemail thing. Not everybody, everybody. Because you need to do that. And then I would invite the ones that I really connected with in into the interview process and I would follow the career visioning process. I mean, it's a system for a reason and it works. I would follow that.

[B]

For those of you, we have listeners from every different real estate company. If you're not familiar with the career visioning process, that's a course that is taught at Keller Williams. And the concept here is that everybody has a natural personality tendency and we use a personality assessment to open up conversations so we can get to the real stuff faster to find out who they are, how they're going to show up in the workplace and ultimately how can we help them maximize their potential. So when they help us get the things we want, they in turn can get the things that they want.

[A]

Yeah. And it's rewarding. I remember when Haro took me through that process, I thought, how does he know more about me than most, even of my closest friends? And we've spent maybe eight hours together over the course of several weeks. Of course. But it's a confidence builder too, because by the time he offered me the role, I thought he has interviewed me enough that if he's offering me this role, that means he believes I can do it. And that gave me confidence. And it's so much better than a quick one hour interview that a lot of people do. Even if that I find so much value in that process.

[B]

Got it. So if I'm looking to bring on and have one good isa, should I be making one hire or am I hiring more than one, knowing that two or three aren't going to make it? How do you think about that?

[A]

Yeah, I've seen different things work. I'm a fan of Hire2 and it is a little more risky because that's, you know, you have to have a financial. You got to Evaluate your finances when you do that and decide your risk tolerance. And that's going to be individual for each person. But if you hire two, the worst that'll happen is you'll have two that both succeed. And now they're making you money. So that helps mitigate that risk. Because if they actually are successful, you'll just make money faster. And the benefit of two is they can spur each other onto success. They have a buddy. They're not alone in the role. A lot of people can feel lonely in this role. I felt that, quite frankly. So when there's two of them, it helps mitigate that.

[B]

Love it. Okay, so I go through the process. I pick the one that I like. I have an incredible winner. They think that I'm awesome. Also, how do I onboard them and get them doing the activity that matters most?

[A]

Yes. I think first for the person doing the hiring, get crystal clear again on what activity matters most. Because I see a lot of people waste a lot of time doing stuff that really ISAs don't need to be involved with. So what I personally would recommend is have them very early in the process, not only shadow agents, to see what agents are doing, but, Jason, when I first hired ISAs, I had them shadow a lot. And then they would still seem confused as to where does my job end and where does the agent's job begin, because there is a handoff. And I would think, like, how do you still not know? We've talked about this a million times, but clearly I'm not communicating this well. So I implemented a training where, okay, Jason, I just hired you. You are a buyer. So for the next 30 minutes, I'm going to do a buyer presentation with you. And the whole time, we don't know each other and we don't work together. So if you have a question, write it down, but don't ask. I'm not breaking roll, and neither are you. I'm a buyer agent. You are a buyer client. And I want you to think about, if you were to buy a house right now, what house would you want it to be? Because I want you to feel as much as possible that you actually are a buyer. Today as you meet with me. And I found taking them through the actual buyer presentation, and then again, same thing on the seller side, you're a seller. The house you live in, today, you're going to sell it. You actually are selling it. Let's pretend and go through that process. That's when I saw the light bulb click of, oh, okay, now I get it. So. So and even before that, Jason, I would call and pre qualify them before the appointment. I failed to say that. So I would call and pre qualify them. I made them go in the other room so we couldn't see each other. This needs to be as realistic as possible. Call, pre qualify to model exactly what I want them to do. And then doing the presentation. And that seemed to be the thing that made it click of, okay, now I understand what I'm doing and what you're doing, because a lot of ISAs over explain on the phone. And then why would I meet with the team? You already answered all my questions, so they need to be very clear on where does my job end and where does yours begin.

[B]

Well, this then brings up this conversation around conversation frameworks and structure. And so you're fanatical, if I may, on conversion. You're very purposeful about your words when you're talking to buyers and sellers. How do you help somebody understand the conversation tracks without them sounding like mindless automatons?

[A]

Yeah, I love that. I've never been called fanatical before. Thank you. So I would say when someone feels like a robot, it simply means they haven't deeply studied to understand how to navigate a conversation. I know for me, I feel like a robot when I feel like I don't know what I'm doing. Cause I'm not focused on the conversation. I'm focused on what am I gonna do next. I don't know what I'm doing. So, one, it's getting really crystal clear on where is this conversation headed. And I think there's four main parts to a conversation. And when you have that in your head, that is going to help you walk through this conversation seamlessly. And I'm really big into language patterns. And what I like about a language pattern is it's the science of how to talk to people, but it gives you freedom to be yourself. So it's here's how to talk to people. Put it in your own words. And so when you have the four parts of a conversation and then you have some frameworks for how do I talk to people, but I'm gonna be myself while I do it. As you start to really understand those things, you just are yourself talking to people. But that does not happen overnight. That takes time and intentionality.

[B]

Okay, well, then the next step, by the way, is have the conversation. So walk me through the four parts of the conversation.

[A]

Yeah. So number one is motivation. And I've had people disagree with me on this, and I will never change my mind. And it's because motivation. I mean, read Gary Keller's book, Read Shift as well. Both books talk so much about how motivation is the driving force for everything. And I've heard people say, well, set the appointment and then get motivation. But the thing is, I'm sure you've heard this. I don't know who said it, but you are losing so slowly that you think you're winning. And that's how I view if you set it and then get motivation, because you might set enough that you feel like, oh, I'm good at setting appointments, but how many could you have set if you got motivation first? So just like anything, if I'm reminded why I'm doing something, I'm a lot more likely to get into the activity. I do not enjoy going to the gym. It's something I'm constantly working on. I feel like my health is like a constant thing I'm working on. And if somebody came to my house at five in the morning and said, anna, let's get up, we're gonna go make your muscles hurt, you're gonna sweat, you're gonna ache tomorrow because of the work we're gonna do today. Let's go. I'm say, get outta my house. I don't want you here. What are you doing? But if someone came to me and said, hey, Anna, you have really specific goals. You want to look fantastic in the dress at the wedding in October, you want to go hiking in Colorado. They listed off the things that I want to do and then said, let's go to the gym. Totally different experience. Now I'm engaged. And it's the same thing with our clients. Moving is hard work. Why in the world would I want to do that? And why would I agree to move forward with you if we're not first talking about my motivation? If you do not get that first, really the only people you'll set are people that have to move and they would move anyway. Most people do not have to move.

[B]

Okay, well, let's stay on number one then for just another moment on motivation. What are the one or two things that I can say to uncover motivation?

[A]

Yeah, moving is a lot of work. What makes you want to move?

[B]

It's so good, right? That's great. I love that. And then depending on the answer that they give, I now know what's motivating them. Is that right?

[A]

Yeah. And I believe in taking that three more questions deep. So. So three questions deep is like the magic. You're usually really getting into motivation now. So, for example, if someone said, I want to downsize. That is not actually motivation. So I would say, what makes you want to downsize or how will it benefit you to downsize? And I'm going to keep going down that train long enough until I've asked at least three follow up questions. So if they say I want to downsize because my house is too big, okay, well, how's it affecting you that your house is too big? And I might find out that they would love to retire, but they can't because they have this big mortgage and now all their kids have moved out. So if I downsize, I can actually retire. That's motivation. That's actually the thing that would make them move. So it's an initial question, like moving's a lot of work. What makes you want to do that? And then the follow ups.

[B]

Love that. Okay, I think I understand motivation. What comes next?

[A]

Then we pre screen. So this is the logical part that agents are really good at especially. And it's all the questions like, when do you want to be there? What's your budget? Are we paying cash? Are you getting a loan? Are you already working with an agent? You know, we're going down all of the logistics, who are all the decision makers, and if they're a seller, I'm going to ask them a lot of financial questions about what they need to be happy at the end of this transaction. And the goal here is, is really to help me understand what's the game plan, you know, and part of pre screening is on a scale of 0 to 10, how motivated are you to get all the things you just told me about? Because I want to make sure I didn't misread or misjudge how excited or not excited they are about this. So it's really all the pre screening stuff with the logistics.

[B]

And are you, after you collect the raw information, are you then parroting it back to them to make sure that you have understanding?

[A]

Yes, definitely. And not every single word but the key phrases. So when, even to this day, and I've been doing this now since 2006 when I got into the college recruiting role. I have pieces of paper and when I talk to people, I am actually graphing out the conversation so that I have their actual words. Because when I use their words, it lets them know I was listening and it builds rapport, even subconsciously. So yeah, if somebody said, I want a smaller home, I would say, smaller home, not downsize. It means the same thing, but I want to say their exact words back to them. So as we're Going, I'm writing down what they're saying, I'm writing down all the logistics that they're saying and I'm repeating back key important things, especially the motivation oriented things.

[B]

Got it. So motivation, then pre screen. So now I know why they want to do it. And now I've got all the details around how they want to accomplish it and what they want to get done. What do I do next?

[A]

Yeah. So the third part of a conversation is literally the words your next step is, or it might be our next step is depending on whatever it is. What my favorite one is, Jason, is our next step is to meet together and we're going to do three things and I'll tell you the three things in just a moment. But it could also be your next step is to talk with a lender and find out what you are pre approved for. Or your next step is to talk with your spouse tonight and see what they think about moving. Because maybe they're really excited, but I haven't talked to my husband about this yet. Okay, great. Your next step is to talk with your husband tonight. And then the fourth step, which you haven't asked, but they really go together, is. So number three is your next step is number four is the deadline for it. So we need the deadline to be within 48 hours. So, Jason, your next step is to talk with a lender. And then number four, by when will you talk to a lender and let me know what they said? And today, let's say today's Wednesday. I'm gonna want you to call me back by Friday. And now I'm telling you this, Jason, I wouldn't tell the lead that. But my goal is that by the time we hang up, we've agreed we're gonna communicate no later than Friday. We just know that if it goes beyond 48 hours, that deadline, they're not as likely to do it. It drops off significantly.

[B]

So I wanna push back on all of this because from what I can tell, there seems to be two schools of thought. Which is, number one, I want my ISAs to have as quick a conversation as I can to set the appointment as fast as possible. Number two, I want my ISAs to build depth, which is what you are doing here. Slow it down until the meeting that we have is actually meaningful. Am I understanding that the right way? And why do you argue for your method 100%?

[A]

Well, part of it's the results. Like the results speak for themselves. And then the second piece is I, by nature am a very quick, fast paced Person I don't like. Let's just get to the point and move on. Which makes me sound really wonderful as I say that out loud. But what I learned, because I tried it the other way, fast conversations at the appointment, and what I had to tell myself is I would rather have a longer conversation for a faster result. And what I learned was when I had short conversations, it took forever to get actual results. But longer conversations on the front end led to quicker results. So to me, a long conversation is the fastest method, I guess.

[B]

Then the question becomes, is, what's the result that you're looking for? Because as I've interviewed more and more top teams, I see one of three challenges for each one. Either number one, they simply don't have enough appointments set. Number two, they have plenty of appointments set, but they don't actually end up happening.

[A]

Yeah.

[B]

Or the dreaded number three, we don't have enough appointments and there's not enough happening.

[A]

Right.

[B]

Are you striving and are you grading your ISAs on the number of appointments they're setting? The number of appointments that actually end up happening or the number of appointments that happen that end in a document that is signed?

[A]

Yes. Well, here's what I would say is I'm looking for quality. So there's a team I was coaching that they were setting a huge amount of appointments about. It was close to 100 a week of appointments, but they were having a lot of problems with trust between the ISAs and the agents because a lot of those appointments weren't showing. And so that was creating a trust breakdown. And the agents weren't glad to have the ISAs, and the ISAs were frustrated and there was all this tension. And so I told them, I said, basically what I just talked about on this podcast is I want you to slow your conversations down and go deeper and you will set less. And everyone's probably going to freak out because you're going to set less appointments and everybody's going to be like, oh, no, it's going to happen. And you will actually have more clients this way. And that is exactly what happened. So they had a significant drop in the number of appointments, but they actually netted more signed clients at the end of the month with less appointments set. So I don't really care how many appointments you set. What I care is how many are actually showing up and then hiring the team. We don't get paid for appointments showing up. We get paid. And we also help families when they close on a house. So I'm getting very passionate. If you can't tell. But you know, you go to these conferences and you hear people talk about how many appointments they set and I'm. That is a good measure to look at. But what I'm really interested in is what is your percentage? Because percentage shows skill. It's not number, it's percentage. So what percentage actually showed up and what percentage actually signed? That's the mark of a good isa.

[B]

Okay, well then let's get into the math for a few minutes because up to this point we're now got our people on the phone and what I'd like to have if I'm out there in the Realtor multiverse, is some frame of reference on how my team compares to others, or if I'm making this higher, what should I be striving for? You said earlier that in an eight hour day I'm looking for six hours of generated lead generation time. What should be accomplished during those six hours? And it's always going to depend on lead source. I get it. So walk me through a couple of different lead sources and some numbers so I have some frame of reference.

[A]

Yeah, I love this question. So I'll tell you what we see in a normal market, which depending on where you're located, is not what most of us are experiencing right now. In a normal market, 1 out of 20 contacts will turn into an appointment. And that means, to be crystal clear, an appointment means I know I'm meeting with you to potentially hire you. It's not a follow up call. It's not I'm showing you a house. It's are we going to work together on the buy or sell of this house?

[B]

This isn't just me calling my database and getting one of 20. This must be for incoming leads that were generated. I'm guessing through Internet or open house.

[A]

Yeah, Internet open house. When we look at this metric, we usually consider that people are working an average of about five lead sources. And some will convert less and some will convert higher. And when you shake it all together, 5% is the average that comes out. So one lead source might convert at 8 and one lead source might convert at 3. But if I'm working an average of five lead sources, I will usually set one out of 20. If I'm an average ISA or agent for that matter, the metric doesn't change. ISA or agent.

[B]

Okay. One out of every 20 real conversations I have will result in a real appointment where there is a real chance I get hired. Is that right?

[A]

Yep. And that's 5%. What I will say, Jason, is I'VE been polling different people informally, but I've been asking people that I know, like, hey, what are you seeing right now? And I've just been asking everybody this question. In today's market, I'm seeing it closer to 3 and a half to 4% because of the market that we're in. So I would say anywhere from three and a half to five percent is the average range, depending on your skill and your lead sources. And higher is better. But that's about what we're seeing.

[B]

And in a six hour day, because of the length of the conversations, how many conversations am I actually looking at? Is it realistic to be doing 20 in a day or is it 40 in a day or 60? You tell me.

[A]

Yeah, common for an inside Sales agent is 40 for me. I think when people are new, you tell them, here's what we expect of you, because they need some guidance on what it takes to be successful. So if I'm hiring a new inside sales agent, I would say 40 contacts a day is the standard and that is doable. We see people hit it. However, once they've been in the role and we've been tracking, we need to be tracking results. I'm going to get to the point where we sit down and we do some business planning for them of how much money they want to make and we backwards into, well, how many contacts a day is that for you? So 40 is very reasonable. A lot of ISAs hit that number and then once they do their business planning for themselves with their own personal financial goal, that number might change. My number was 36 and Jason, it was very doable. That's six people an hour, six hours a day.

[B]

And is it realistic then you're looking for two appointments?

[A]

I personally was, yeah, I would. Most ISAs, their metric is one a day minimum. Like if you're not hitting one a day, we may not be the right fit for the role because the role is to set appointments. Two seems to be what a lot of ISAs actually strive for their income goals. So one to two. And like you said at the beginning, a lot of this will depend on lead sources, how long they've been in the role. You know, when Haru hired me, he said, It'll take you 90 days to get up to speed. I love a challenge. And so I thought, I've trained this role in another industry, I'm going to beat it. Nope, it took me 90 days to be consistent. I was like one, you know, here and there. And by the time I hit 90 day, I started one a day consistently and then ultimately got to two a day consistently.

[B]

Okay, let's talk about the math of money. So, yeah, and I know it's going to be different all over the country, but give me some general rules of thumb are the salaried position is this salary plus bonus. And can you give me any kind of guidance on the numbers?

[A]

Yeah. So it's salary plus commission is the best process we've seen. And here I'll use myself as an example. When Haro first hired me, remember it was a very last minute thing cause I got laid off of a job. And so he hired me pretty quick. I was not yet licensed. And in the state where I live, you know, that was legally fine for me to do certain things on the phone. So I was salary when I first started. I was very motivated though to get licensed because then he could pay me commission. And what I'll tell you, Jason, is as soon as I had commission on the line and it wasn't a bonus of it's the same number every time you have a closing because it was commission, I was very motivated to get strategic because I thought, well, if I'm gonna have a closing, why not have it be a $750,000 house instead of a $300,000 house?

[B]

Amen.

[A]

So what I love about the salary plus commission is it's lower risk for the team. There is a risk because you're paying a salary, but when you do a bonus structure for like setting an appointment, you're just gonna get appointments all day. And I coach this, Jason, I see it all the time. Teams that do salary plus bonus, overall, I'm sure there's some exceptions out there, but overall you will get people setting appointments because they want that bonus. And they may or may not actually be a good one, but when they're motivated that I get paid. When there is a closing, which is commission, quality goes up. We've seen price points go up. My price point went way up as soon as I started getting commission because I was motivated.

[B]

Well, then give me an idea. If I'm out there and I'm thinking about making the hire, what's the salary and what's the commission?

[A]

Yeah. So I usually see salary anywhere from $24,000, which is on the low end, to 40,000. And I think a lot of that just depends on where you live. You know, California obviously has a much higher cost of living than where I live in South Carolina. But here's the main picture with salary is it needs to be low enough that they're not going to pay all their bills off of it, because that's another challenge I've seen coaching ISAs is when they're comfortable on salary alone. We struggle with performance. Again, generally speaking, there's always exceptions. And then for commission, we usually see anywhere from 5 to 10% of whatever the team earns.

[B]

Okay, that is perfect. Last question for me, because now they're on the phone and they're using the four steps of the conversation. They're being rewarded on commission. We're all in alignment. Let's talk about accountability, because you just walked me through the math and making sure people are accountable helps them maximize their potential. So can you walk me through how do I hold my ISA accountable and what should that conversation look like and how often should it happen?

[A]

Yeah. Well, I'll tell you what Haru did with me because it worked and I think it was a great model. But he met with me once a week and we would do a 411 conversation where we went through what my weekly goal was in light of my monthly goal. And I knew each week whether I needed to adjust the following week's activities based on my results. So if I'm behind this week, I already know next week I might need to. Well, I definitely need to change my activities and increase to make up for the gap. So it was a once a week check in and then visual goals are hugely helpful. So on the wall right in front of where I worked, my goal was to set 10 appointments a week. Don't everybody hear this and think that's what everybody's goal should be. That was highly personalized to me and my financial goals. But in front of me each week I had a countdown. 10, 9, 8, 7, 6. And every time I set an appointment, I wrote the last name over a number and I had a visual countdown in front of me. And what that meant is anyone that I worked with could walk into my physical workspace and see where I was compared to my goal. That's high accountability, because everybody can see it. And yeah, I would say those two things. The visual goal plus the weekly meeting was hugely helpful. And then I will also say that the agents need accountability to the ISA as well to communicate to the isa. The biggest challenge I see with the ISA role is you're hiring someone who's highly motivated and results oriented. That is the personality of someone doing well in this role. Well, if you're highly motivated by results. But part of your job is to hand off a lead. If you don't find out what happens to that lead. You're not going to stay in the role. So there also needs to be some accountability where the agents are reporting back to the ISA of what happened. That's another piece.

[B]

Makes perfect sense to me. All right, I want to switch gears. I want to tell you a real estate story. If you go all the way back to ancient Athens, there was this great person named Epicuros, and he was a philosopher of his day. And instead of talking to large groups, he bought a awesome villa in downtown Athens and invited small groups over to talk about the secrets of life. And it became known as Epicurosa's Garden. We'd like you to join us in our garden as we switch gears. Will you join us?

[A]

I would love to. That sounds fun.

[B]

Okay, first question. You clearly form relationships with the people that you're talking to over the phone. Then you pass them off and somebody else goes and lives a deep relationship with them. They're in the car with them, they're at the house of. They're doing all the things. Is there any part of you that longs for deeper connection with the people that you talk to once you hand them off?

[A]

Oh, absolutely. And the way that I mitigate that, Jason, is I do follow up with them. How's it going? How is it going with Tim? Tell me what's happening. But I also realized my actual client, and I don't mean this in reality, but the way I had to think about it is the agent. Because I realized this might just be super personal to me in the way I'm wired, but I realized the people that I'm going to see the impact on is the agents more than even the clients, because I don't talk to them long term. So I went around and I asked all the agents I worked with, what would it mean to you to have more closings? And I wanted to find out their motivation. And I know not everybody on the podcast can see this, but what I'm going to show Jason is I still have the piece of paper from 2013 when I got in real estate. This has agent motivation on it. I wrote it down on a piece of paper, and I would look at that, and I would ask them, like, hey, how's it going with the goal you told me about? I understood my work was fueling the agent's success, and I wanted to see them succeed. And that helped me a lot with that handoff because it was tough to pass them over.

[B]

I think that's really special. Talk to me about rejection. I once asked a girl to a dance, and she Said no. Shocked, by the way. I'm still shocked today.

[A]

What was she thinking?

[B]

I don't know. I'm in treatment. We just talked about this last week with the therapist, and I was 9. But here's the point. It was tough. I'm still talking. I'm 45 now. If you're an ISA, you're getting a lot of rejection.

[A]

Oh, yeah?

[B]

How are you handling that? And what do you tell yourself about the word no or leave me alone or the ones that just hang up on you?

[A]

Yeah, Lots of therapy, Jason. But I played it out once, and I thought, what's the worst that would happen if this person rejects me? What's the worst that could possibly happen? And by the way, I experienced some of it because I had some really rude people on the phone who would cuss me out and hang up on me. And all this one day, I just asked myself, if I were to go to the grocery store right now, and this person ended up in line behind me, would we even know that we were the two that just had this awkward conversation on the phone? And I realized nobody would even know. And it made me realize it's just really not that big of a deal. And I started finding humor in it. One day, somebody called me a curse word on the phone, which I don't know if I'm allowed to say on a podcast, but I said to them, I said, oh, really? I didn't know I was one of those. And I kind of laughed about it. And they hung up on me. But just finding the humor in it. And honestly, a lot of it came, too, from the relationships outside of work, you know? But Haro also taught me it takes 20 conversations to set an appointment. And I had a list, literally a numbered list, 1 through 20, beside me when I worked. And I would write down the names of every person who picked up the phone, even the ones who were like, oh, I'm not interested by. Okay, writing the name down. And I would get excited as the list got longer. Cause I knew by 20 I'll probably have one. So it totally reframed, like, great. I'm actually glad that was a short conversation, because I just got closer to 20 really fast. So it really helped.

[B]

You know, I've heard that before. Ben Kinney. If you haven't listened to his episode of this show, go back and listen. Because he tells the story that where he would number on a sheet of paper 1 to 100, and you would simply track his conversations each day. And for him, by the time he got to 56, he had an appointment. So he knew he was gonna set a listing appointment for himself every day. That's how it all started.

[A]

Yes.

[B]

The ISA world, you're in a room, on a phone, you're six hours. I wanna talk about it from a health journey perspective because that's a tough life. It's a lot of sitting, it's sedentary, and I know you're a hiker by hobby. How do you blend that into an active lifestyle?

[A]

Yeah, well, for me personally it's accountability and it is something I struggle with. Like my health, I would say is the biggest category of life that I am working on improving. And for me, with my personality, it's local accountability with people in person. So it's having the local gym partner that I meet and it has to be in the morning before the workday starts because otherwise I won't do it. So It's a usually 5:36am start of meeting somebody and that really helps. And then also having a standup desk helps. I have one right now as I'm talking to you. It's a standup desk. And just moving like that helps to just not actually be sitting all day. But I would say with rejection and health, for me, a lot of it comes from the outside of that six hour window of being really intentional about scheduling it in.

[B]

You said something that I thought was brilliant. You said they love real estate, but they don't love the schedule of real estate. And I'm sitting here listening to you and I think I could be an ISA and live anywhere in the world and still be tied to an incredible financial opportunity. And I don't know, and I'm questioning myself, I don't know why I've been thinking it's somehow less than. It might be one of the coolest opportunities the industry has to offer.

[A]

Oh yeah, Jason, I was coaching a rainmaker who said to me, and he said, don't tell everybody this, but my actual goal is to be the ISA of our team. It's like my dream role because of what you just said, the flexibility. And Jason, I love it. I went to South Africa for a total of five weeks last year. And you know why I could do that? Because I can work from anywhere. And I think I do not know why within this industry specifically the ISA role seems to have like a lesser than view. I don't find that in other industries because I've worked in other industries. Somehow that seems to be a thing in the real estate industry. And I would love to be an agent of change. For that, because there are a lot of incredibly talented people that love real estate. They want to set schedule, and they want to be able to work from anywhere. What's beautiful when you have commission is it is unlimited earning potential. So if you make more money, they make more money. Why would you not want that?

[B]

You would want it. Friends, I always say you love this show because you're a journeyer, and I'm on a journey also. Anna, you've opened my eyes to a whole new destination today. Because I'll be honest with you, when I started to do the research for this show a couple of weeks ago, I was 100% sure. I wanted to talk about why a team or an individual would hire an isa. And here's what I learned today. That model we unpacked, it's beautiful. This turned out to be a podcast about why you might want to be an isa, because here's the reality is that somebody else out there is going to listen to you today and realize there's an opportunity for them to live all their wildest dreams. And they need a team owner or an individual agent to hire them to do it. And when this thing comes together, it's absolutely beautiful.

[A]

Yes. You could not pay me enough, Jason, to be an agent. And I mean that sincerely. I mean, maybe $5 million, I would do it.

[B]

By the way, this is how I feel about being a painter. If someone said to me, all you gotta do is paint the house, you get a million bucks, I'd say, I can't make it.

[A]

Yeah, yeah. But, yes, there are a lot of really talented people who would jump at this opportunity. And I will tell you, I don't want to be Ms. Pollyanna here. There are days where I wanted to beat my head against the wall. Like, I cannot make one more phone call today. But then I would think of my grandpa. My grandpa used to be a park ranger. And, you know, part of the job of a park ranger, you know, the porta potties out in the middle of the woods, he has to clean those out. And I would think to myself, I don't feel like making calls today. But you know what I'm not doing? Scooping poop out of a porta Potty in the woods. And I'm making a whole lot more money than my grandpa. So I'm not saying it's the most fun role all the time. Always. I do think when you get good at building relationships with your clients, I spend started to feel like I'm coming to work and calling my friends, and they happen to be people that will become buyers and sellers because I've been following up with them for six months. But even on a bad day when I don't want to do it, I would think of all the other things I could be doing with less flexibility and a lot less money. And it helped help that perspective. So it's a lot in how you think about it.

[B]

There it is. Anna, you're a teacher at heart and it's absolutely awesome. Thank you for everything you're doing for the industry.

[A]

Oh, thanks for having me. Thanks for having me, Jason. It's a huge honor. So thank you for inviting me here today.

[B]

Now it's so obvious, right, why I was so excited about this show. She gets it. She gets it at the only deepest levels possible, coming from having done it for as long as she has. She did it in the college industry and then she did it in the real estate industry. The argument that she makes for an ISA is one that I can't break. This is the lifeblood for your business, asking the question, do you want more people in your database to be contacted more often by someone who is trained and excels at knowing precisely what to say? I can't break that argument. That's a no brainer for all of us. And then she broke it down. So simply, number one, I have to find the right person and then I have to get them on the phone in a TCPA friendly and compliant way. And once they're on the phone, they have to help the consumer uncover their motivation. Why is it that you're moving then we gotta do some pre screening. And this is this thing the real estate agents excel at. Are you buying with cash? Are you financing? Where do you want to live? Why do you want to live there? What's your time frame? Help me understand the perfect home or help me understand why you're selling the home that you're in. And then of course, the most famous lines in real estate, your next step is. And then her final step, your next step is blank within blank period of time designed to keep the process moving. Here's what's clear to me. Anna is an expert. She wakes up every day living a professional life of being an inside sales agent. If you're trying to make the decision of whether or not you want to bring some leverage into your life, consider bringing in this kind of leverage. Because here's the thing, you might not wake up every day dying to call people and talk to them, but let me assure you, there's a group of humans that do as a Matter of fact, for them, this is the dream job. They want to get up and get on the telephone. They want to get to know people and help them move forward in life. And most importantly, they want to do it with the kind of work hours that allows them to have some delineation between their work life and their home life. And I think that what she said was so wise, which is, they love real estate. They might just not love the hours associated with it. Friends, I think she's a genius. Go forth and do likewise. There it is. That wraps another episode. Friends, I don't know what you're taking out of this. I really don't. I'll tell you what I want you to be taking out of it, which is these are the people that are having tremendously big lives. And the reason it's happening is because they're setting up the models and systems to do just that. Gary Keller told me that leadership is teaching people how to think, so that they do the things they need to do when they need to do them, so that ultimately they get the things they want when they want to have them. And that's what I want for you. You're all leaders, but it begins with leading ourselves. If you're enjoying this podcast, I want you to click the subscribe button anywhere that you get your podcasts. We want to be the voice in your head every single week. And every week we're dropping new content. We are also send out a newsletter at the conclusion of every show to make sure that you get the highest points in the models and systems that were discussed. So if you want to sign up, I need your name and your email address. Head over to The Millionaire Agent podcast.com Millionaire Agent podcast.com Enter your name and your email address and every week that newsletter will be in your box. Friends, you just went on a journey. I hope, hope that what happens between now and the next time we meet is absolutely wonderful for you. Thanks for listening. I'll see you next week. This podcast is for general informational purposes only. The views, thoughts and opinions of the guest represent those of the guest and not KWRI and its affiliates, and should not be construed as financial, economic, legal, tax, or other advice. This podcast is provided without any warranty or guarantee of its accuracy, completeness, timeliness or results from using the information.

[A]

Must.

[B]

Comply with the TCPA and any other federal, state or local laws, including for B2B calls and texts. Never call or text a number on any do not call list and do not use an autodialer or artificial voice or pre recorded messages without proper consent. Contact your attorney to ensure your compliance.