Without QA, Bad Habits Set in 2 Weeks
A cold caller who doesn't receive regular feedback will unconsciously drift - shortening calls, skipping qualifying questions, and tagging ambiguous leads as "not interested" to avoid the discomfort of pushing harder. This drift is invisible in dial count and only shows up in lead quality weeks later.
QA is not about catching people doing things wrong. It's about catching small drift early, reinforcing what's working, and giving the VA something specific to improve each week. VAs who receive structured feedback consistently outperform those who don't over any 90-day period.
The Weekly Call Review Process
Run this process every week, no exceptions. It takes 30–45 minutes once the system is set up.
1
Pull 3–5 call recordings
From your dialer or call recording tool. Don't cherry-pick all bad calls - pull a mix: 1–2 calls that went well, 1–2 short calls that ended quickly, and 1 call the VA flagged or found challenging. Variety gives you calibration data, instead of only hunting for mistakes.
2
Score each call on the 10-point rubric
Listen through each recording once. Score each criterion while listening - don't rely on memory. Average the scores for that call. Then average across all calls for the weekly score. Track weekly averages over time; the trend line is more informative than any single week.
3
Write 2–3 lines of specific feedback per call
Not "this was good" or "you need to improve." Specific: "At 1:42 the seller said they inherited the house - that's a probate signal. You moved past it instead of asking about the estate situation. Next time: 'Oh interesting, is the estate settled or still in process?'" Share with the VA via message before the 1:1.
4
Run the 20-minute weekly 1:1
Walk through the feedback together. Pick ONE improvement focus for the coming week - not three. Ask the VA to repeat the specific improvement back to you in their own words. Set next week's targets and close.
5
Check improvement at the next review
Pull 1–2 calls specifically looking for the improvement area you targeted. Did it change? If yes, acknowledge it explicitly before moving to the next focus. If not, repeat the coaching with more targeted role-play practice.
10-Point Call Scoring Rubric
Score each criterion 1–10. A 7 or above in any criterion is good. Below 5 is a coaching focus. Below 3 is urgent.
Criterion
Weight
What to listen for
Opening delivery
/10
Natural, not robotic. Name and company clear. Transition to purpose smooth.
Rapport building
/10
Does the VA warm up the call? Acknowledges the seller's situation. Sounds human.
Discovery questions
/10
Asks timeline, motivation, condition, owed. Doesn't skip qualifiers to rush to the offer conversation.
Active listening
/10
Picks up on signals (inheritance, divorce, moving mentions). Follows up on hints instead of ignoring them.
Objection handling
/10
Calm, not defensive. Uses the right handler. Doesn't fold immediately on "not interested."
Persistence
/10
Re-engages after soft rejection at least once. Doesn't hang up at the first objection.
Appointment close
/10
Direct ask with specific time: "Would Tuesday at 2 PM work for a quick call?" Not vague: "I'll have someone follow up."
Clarity and pacing
/10
Accent intelligible. Not rushing. Pauses appropriately for the seller to respond. Not talking over them.
CRM accuracy
/10
Check the CRM entry after the call. Does it reflect what actually happened? Correct stage, complete notes?
Overall impression
/10
If you were a seller, would you stay on this call? Would you call back? Gut-check holistic score.
80–100: Strong performance
60–79: Coaching needed on 1–2 areas
Below 60: Urgent intervention required
QA Cadence by Stage
Week 1–4 (Training)
Daily review
- · 5+ calls reviewed per session
- · Same-day feedback required
- · Role-play corrections after review
- · Manager notes specific line issues
Month 2–3 (Ramping)
3x per week review
- · 3–4 calls reviewed per session
- · Async written feedback
- · Weekly 1:1 sync
- · One improvement focus at a time
Month 4+ (Production)
Weekly review
- · 3–5 calls reviewed weekly
- · 20-min weekly 1:1
- · Flag-based spot checks
- · Monthly deep performance review
Coach vs. Escalate: When to Do Which
Coach Through These
- · Weak objection handlers (skill gap)
- · Forgetting qualifying questions
- · Robotic script delivery
- · CRM logging errors
- · Rushing the call
- · Missing motivation signals
- · Inconsistent dial counts without pattern
Skill-based issues. Fix with targeted role-play and specific feedback. Allow 2–3 weeks to see improvement.
Escalate or Replace
- · Fabricating lead data or call logs
- · Missing shifts without notice repeatedly
- · Refusing feedback or coaching
- · Rude or unprofessional conduct on calls
- · Consistent no-shows after warnings
- · Zero improvement after 3+ coaching cycles
- · Violating TCPA or DNC list requirements
Behavioral issues. Rarely fixed with coaching. Start replacement process if pattern continues after one formal warning.
Common Questions
Review 3–5 calls per week for active production VAs, and 5–10 per week during the first month of training. Pull a mix of good calls, short calls, and challenging ones. Consistency matters more than volume - weekly reviews catch drift before it becomes a pattern.
Coach when the issue is skill-based: objection handling, CRM accuracy, call pacing. Escalate when the issue is behavioral: dishonest logging, refusing feedback, missing shifts without notice. Skill gaps are fixable with targeted practice. Behavioral patterns rarely are - start the replacement process after one formal warning.
A 20-minute weekly 1:1 should cover: KPI review vs targets, 2–3 specific call clips with written feedback, one improvement focus for the coming week, any blockers the VA needs help resolving, and targets for next week. Keep it structured and brief - it should feel supportive, not like a performance hearing.
An average score of 75–80 out of 100 across the 10-point rubric is solid for a production VA. New VAs typically score 55–65 in weeks 1–2. Strong performers in month 2+ consistently hit 80–85. Scores above 85 are excellent. Below 65 in a seasoned VA is a flag for coaching intervention.
Hub 4: Hire a Real Estate VA
More in this series
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