Million Dollar Principles #33:
Hire Local ISAs Who Love to Talk And Let Them Talk All Day
There’s a better way to run your team.
Stop trying to force agents to be something they’re not.
Most of them hate calling strangers.
They dread rejection.
They want to be liked.
They want to show homes, write contracts, and serve,
Not get hung up on, and not make 30 calls just to talk to 2 people.
So why do we keep handing them a list of leads and saying,
“Just make your dials”?
It’s not rejection that’s scaring your agents away from the CRM,it’s boredom.
You can’t change someone’s personality.
Let’s break this down using the right brain / left brain analogy:
- Right-brain agents are relational. Empathetic. They love connection and want to be liked.
These are your show-and-serve types. Put them face-to-face with a client and they shine.
But they freeze up in front of a CRM because of boredom. - Left-brain agents are logical. Direct. Focused. They close.
They cut through the noise and make it happen.
But often, clients feel steamrolled or disconnected.
Direct people hate wasting time. They want the leads, but only want to close.
Filtering and scrubbing? That’s the last thing they’ll ever do.
Instead, hire a local ISA, someone licensed who doesn’t go on appointments but lives to talk.
Here’s who you’re looking for:
- They’re chatty.
- They’re social.
- They’ve got the gift of gab.
- And often, they’re a little lonely,maybe retired, maybe empty nesters, maybe just craving connection.
Give them a phone, a database, and permission to talk.
They’ll happily spend 3–4 hours a day in meaningful conversations.
Not cold pitching, just connecting.
And those conversations?
They turn into closings. Routinely.
Don’t measure them by number of calls.
Measure them by TOTAL TALK TIME.
Because the more minutes they spend talking:
- The better they feel
- The more business they create
Want proof?
Look at Zappos,one of the most legendary customer service companies in the world.
They used to track traditional call center metrics:
- Average handle time
- Calls per hour
- Speed of resolution
But they flipped their strategy after one game-changing moment:
A customer service call lasted 10 hours and 43 minutes.
No script. No rush. Just a deep connection.
And the customer became a lifelong fan.
Instead of punishing long calls, Zappos celebrated it.
They made “customer happiness” the KPI,not call volume.
That’s exactly how you should treat your ISAs.
Let them talk. Let them build trust.
Their talk time is their value.
And here’s the kicker:
They get a slice of the commission when the outside agent closes the deal.
Everyone wins.
Nick McLean
Owner – The Reside Platform
