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— by Dale Archdekin

The New Era of ISAs in Real Estate

Inside sales has been around since remote communication was invented, but the role of inside sales agents (ISAs) in Real Estate is often misunderstood. That’s because inside sales is a relatively new development for many Real Estate teams, so it is no wonder that most Real Estate teams would have trouble defining the role of the ISA. The development of inside sales seems to be a natural evolution that stems from “lead scrubbers”—receptionists who ask basic questions of a consumer and then pass the customer on to a Real Estate agent. Inside sales is so much more than simple lead scrubbing, and it would be a detriment to your team if you didn’t know the true role of the ISA emerging in modern markets. 

Even the seminal book for Real Estate sales, Gary Keller’s 2004 book, The Millionaire Real Estate Agent, described the role of inside sales agents as mere “telemarketers.” Today, the ISA’s role has progressed to the point where organizations have entire departments dedicated to inside sales. Are you missing out? 

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If you managed a baseball team, you wouldn’t tell your pitcher that he had to catch his own pitches. In that context, defining roles sounds ridiculous and implied. But this might not be the case with your Real Estate sales team. 

In a 2013 article in Forbes, Ken Krogue gave a “pragmatic” definition of inside sales as “remote sales” or “sales in the cloud” for most industries and mentioned that outside sales agents are spending more than 50 percent of their time selling remotely. 

Maybe it’s time to establish bolder delineations to the roles in your Real Estate team. 

With ISAs often misidentified as a receptionist or assistant, what then is the basic job function of an ISA?






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