What is a good show rate for a real estate ISA?

A common benchmark is 60 to 70% or higher. If the set rate is high but the show rate is under 60%, the ISA is booking calendar slots without real commitment.

Should I track dials and talk time?

Not as the headline numbers. Dials and talk time measure activity. Speed to lead, contact rate, set rate, show rate, and signed rate measure whether that activity turns into commission checks.

How fast should an ISA respond to a new lead?

Under 5 minutes. Leads contacted within 5 minutes are far more likely to qualify than leads contacted at 30 minutes.

Who logs the appointment outcome, the ISA or the agent?

The agent. The ISA should not log outcomes their own bonus is paid on. An assistant should follow up on any outcome missing within 24 hours.

How to Measure Real Estate ISA Performance

The short answer

Measuring an ISA comes down to five conversion ratios: speed to lead, contact rate, set rate, show (met) rate, and signed rate. If you only track dials and talk time, you reward activity that never turns into commission checks.

Benchmarks below come mostly from companies that sell ISA and lead services. Use them as starting points, then set your own targets from 30 days of your team's real data.

The 5 metrics on every working ISA scorecard

Speed to lead: target under 5 minutes. Leads contacted within 5 minutes are 21x more likely to qualify than leads contacted at 30 minutes (MIT/InsideSales Lead Response study, an older cross-industry study).
Contact rate: 30%+ is generally considered good for online leads (Jamil Academy); some vendors report 60–80% for trained ISAs (Rework). It varies heavily by lead source.
Set rate: 25–35% of conversations (Rework; Jamil Academy cites 25–30%).
Show rate: 60–70%+ (Rework; Jamil Academy). If the set rate is high but the show rate is under 60%, the ISA is booking calendar slots without real commitment.
Signed rate: 40–50% of held appointments become signed clients (Rework). Mostly an agent metric, but track it so the ISA sees which appointments actually turn into business.

What must be logged in the CRM

Every call and text inside the CRM, not on personal or separate phones.
Every handoff logged as an appointment with its own type (e.g., "ISA Handoff"), separate from customer-booked tours, with the ISA, agent, and lead source.
A note after every real conversation using LPMAMA: Location, Price, Motivation, Agent (already working with one?), Mortgage (pre-approval status), Appointment (next step and when).
Every follow-up as a task with a due date.
Lead stage updated after every contact: New, Attempted, Contacted, Appointment Set, Met, Nurture.
Appointment outcomes (held, no-show, signed) logged by the agent, with an assistant following up on any missing within 24 hours. The ISA should not log outcomes their own bonus is paid on.

Weekly review cadence

Listen to 3 recorded calls together every week: one great set, one lost lead, one mishandled objection.

What I do

Want to audit your team's lead conversion pipeline and see where deals are slipping through? Use the Funnel Check tool or book a 30-minute call to diagnose your numbers.

Benchmark sources: Rework · Jamil Academy

How to measure ISA performance: the scorecard that matters.