Lead routing

Lead routing decides, in seconds and by rules you set, which member of your team owns each new lead — weighted round-robin for fairness, first-to-claim races for hunger, or a shared pond for coverage — and records every hop so “who got what” is never a debate. On a team, the router is where lead-generation spend either compounds or leaks.

One door in, no leads lost

Every lead on a BrokerFold site — contact forms, listing inquiries, tour requests, home valuations — enters through a single capture path that deduplicates the person, writes the contact and the lead, and queues delivery in one atomic step. Two consequences follow. A lead can never exist half-captured: if it is in your CRM, its assignment and notifications are guaranteed to run, with automatic retries behind a sweep that catches anything a bad moment dropped. And duplicate people never fork: a lead who inquires twice is recognized by email or phone and appended to their existing record — with a “they’re back” alert to whoever already owns them, never a re-route to someone new.

Three distribution modes, per rule

Routing rules match leads — by source, by area, however you segment — and each rule picks its mode:

• Weighted round-robin. Fair rotation with per-agent weights (“Sam ×2, Priya ×1”) and optional monthly caps, so splits and ramp-ups are policy, not memory. Manual assignments and claims don’t disturb the rotation’s fairness accounting.
• First-to-claim. The lead is offered to eligible agents with a countdown; contact details unlock only when someone claims. Fast fingers win, the window is explicit, and an expired offer moves the lead to the pond rather than into limbo.
• Pond. A shared pool any agent can claim from — the honest home for overflow, off-hours traffic, and reactivation work. Claims lock the row, so two agents can’t grab the same person.

Notifications ride each mode through the CRM’s push and bell stack: the assignee, the racers, or the pond watchers hear about it instantly — which is the entire game, per speed to lead.

What routing feeds in the CRM

Assignment runs before everything else in the delivery chain, so every downstream step — notifications, automations, your configured forwarding — already knows the owner. The lead lands on its person record with source, routing outcome and claim history intact, next to the site behaviour that preceded the inquiry on the contact timeline. For team leads, that audit spine answers the operational questions: which sources convert, who answers fastest, what the pond’s claim rate looks like.

Sized for teams, invisible for solos

A solo agent never touches any of this — leads simply arrive, instantly, with notification. The router matters the day there are two of you, and it scales with the seat model: Team plans include five seats, Brokerage twelve, with routing rules as the mechanism that turns seats into a system. Fair distribution you can prove is what keeps good agents on the team — and what makes your lead spend a shared asset instead of a scramble. Change the rules whenever the roster changes; the audit spine keeps the history of who got what under which policy.