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Complete evaluation framework
What to assess and how to score it
Review the evidence signals before interviewing. Then use the anchored descriptions—not instinct alone—to choose the score that best matches each answer.
01
Evaluation factor
Track record
35% weight
Ask for their lead-to-appointment and appointment-to-close rates, monthly lead volume handled, and sources worked: Zillow Flex, Realtor.com, Facebook lead ads, open house sign-ins.
Explains the market and buyer they sold to, not just the product
Distinguishes what they closed from what the team closed
Can describe a deal they lost and why
Five-point scoring guide
1
Poor
No numbers; cannot describe what they actually sold or to whom.
2
Needs Improvement
Vague attainment; credit for team results is unclear.
3
Satisfactory
Real record with some numbers; attribution occasionally fuzzy.
4
Very Good
Clear numbers and ownership, including honest losses.
5
Excellent
Quotes concrete numbers, for example 1,200 leads monthly at 12 percent appointment set, and names the sources behind them.
02
Evaluation factor
Method and qualification
25% weight
Probe their speed-to-lead standard, call attempt cadence over 30 to 90 days, and how they score leads as hot, nurture, or dead inside the CRM.
Evidence to listen for
Has a repeatable approach to qualifying and progressing deals
Can walk a real deal from first contact to close
Handles objections with questions rather than scripts
Knows when to disqualify
Five-point scoring guide
1
Poor
No method; pitches at everyone and hopes.
2
Needs Improvement
Weak qualification; deals stall with no diagnosis.
3
Satisfactory
Workable method; inconsistent on complex or long cycles.
4
Very Good
Clear repeatable method; disqualifies early and deliberately.
5
Excellent
Describes a defined attempt sequence with text, call, and email touches, plus a scoring rule that decides which leads agents receive.
03
Evaluation factor
Relationships and trust
25% weight
Examine how they hand off buyers and sellers to agents without leads going cold, and how they hold agents accountable for follow-up on assigned opportunities.
Evidence to listen for
Has clients or talent who came back or referred them
Manages a difficult conversation without damaging the relationship
Represents the client's interest, not only the commission
Builds rapport across seniority levels
Five-point scoring guide
1
Poor
Transactional; burns relationships for a close.
2
Needs Improvement
Builds rapport but does not sustain relationships.
3
Satisfactory
Solid relationships; less tested in conflict.
4
Very Good
Repeat business and referrals; handles conflict without damage.
5
Excellent
Shows a documented handoff and accountability loop, with examples of reclaiming stalled leads and rebuilding agent trust after a bad transfer.
04
Evaluation factor
Drive and resilience
15% weight
Test appetite for high-volume dialing and rejection: daily call and text targets, response to no-show appointments, and how they sustain output during slow market months.
Evidence to listen for
Handles rejection and a bad quarter without unravelling
Self-directed on pipeline rather than waiting for leads
Coachable on feedback
Honest in how they represent the product and themselves
Five-point scoring guide
1
Poor
Gives up easily; blames leads, product, or market.
2
Needs Improvement
Motivation depends on momentum; resistant to coaching.
3
Satisfactory
Steady; recovers from setbacks with support.
4
Very Good
Self-motivated, coachable, and steady through bad stretches.
5
Excellent
Cites daily dial or conversation targets held over months, and a specific rebound after a quarter when lead quality or volume dropped.
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