NFS alternative

Maybe it's not slower transfer speed, but increased write latency. Try mounting the NFS share async instead of sync and see if that closes the speed gap. When you rsync over ssh, the remote rsync process writes asynchronously (quickly). But when writing to the synchronously mounted nfs share, the writes aren't confirmed immediately: the NFS server waits until they've hit disk (or more likely the controller cache) before sending confirmation to the NFS client that the write was successful.

If 'async' fixes your problem, be aware that if something happens to the NFS server mid-write you very well might end up with inconsistent data on disk. As long as this NFS mount isn't the primary storage for this (or any other) data, you'll probably be fine. Of course you'd be in the same boat if you pulled the plug on the nfs server during/after rsync-over-ssh ran (e.g. rsync returns having 'finished', nfs server crashes, uncommitted data in the write cache is now lost leaving inconsistent data on disk).

Although not an issue with your test (rsyncing new data), do be aware that rsync over ssh can make significant CPU and IO demands on remote server before a single byte is transfered while it calculating checksums and generating the list of files that need to be updated.

I think you have a cart before the horse problem here in that when you export a file system using NFS it locks on to the source direcotory. You are trying to not even have that source directory available at that time and only put something there via a mount later.

This will not work, because once you give NFS a handle on something to share, it will always share that thing, even if it ends up underneath a layer of mounts.

Let's say you setup a directory with a file 'frog' and export it with nfs:

[server] $ mkdir /mnt/test && touch /mnt/test/frog
[server] $ echo '/mnt/test *(ro)' >> /etc/exports
[server] $ exportfs -a

Then you mount it on a client somewhere, you will see the file frog as expected:

[client] $ mkdir /mnt/test
[client] $ mount -t nfs server:/mnt/test /mnt/test
[client] $ ls $/mnt/test
frog

Now let's say you mount something else on top of that folder on the server:

[server] $ mkdir /mnt/test2 && touch /mnt/test2/fish
[server] $ mount -o bind /mnt/test2 /mnt/test
[server] $ ls /mnt/test
fish

Spiffy. But what is nfs serving up?

[client] $ ls /mnt/test
frog

You can't even get to that file frog on the server because it's got a different thing mounted on top of it, but NFS is serving up that under layer!

To make a long story short, if you want to export your file systems via NFS you will need to have them mounted up properly at the time NFS starts up and exports them and they will need to stick around. Exporting file systems that are themselves mounted using autofs will never work quite right. You will need to permanently mount those ISOs in order to export them via NFS.