Lead routing

Lead routing decides who owns the next inbound opportunity. If that rule is vague, hot leads sit too long or end up with the wrong person.

The main routing choices

• Round robin
• Territory based
• Source based
• Always to one primary operator

What to think through

• Who should get Zillow leads?
• Who should get sphere or referral leads?
• What happens after hours?
• When should the AI escalate to a human immediately?

Keep it boring

The best routing rule is the one your team can explain in one sentence. If it takes a meeting to understand, it is probably too complicated.