A Guide to Agent Sites, Subdomains, and Lead Ownership
Understand how agent subdomains work, how they assign leads, and when teams should use them.
Summary
Agent Sites (also called Agent Subdomains) give each agent a personalized web presence under your main Sierra website. When an agent shares their unique Agent Site URL, any lead who registers through that site is automatically assigned to that agent bypassing Lead Routing Rules entirely. This creates a clear, incentive-driven model that rewards agents for the business they generate while maintaining consistent branding across your site.
Table of Contents
Why This Feature Matters
Agent Sites are designed to support both agent performance and operational clarity. They help teams:
- Encourage agents to take ownership of their lead generation efforts
- Reward agents directly when they drive traffic to their own Agent Site
- Build trust with consumers by giving each agent a professional, branded presence
- Reduce confusion in lead assignment by providing a clear "if they register here, they go to me" model
How Agent Sites Are Structured
Agent Sites are subdomains of your primary Sierra website. This architecture is intentional and comes with important implications:
- All Agent Sites inherit the main site’s layout, navigation, and design
- Styling and structural changes are managed at the main site level and automatically cascade to every Agent Site
- This ensures brand consistency, performance reliability, and simplified maintenance
Agent-level customization is intentionally limited to protect the overall site experience.
What Agents Can Customize
Each Agent Site supports agent-specific information without breaking brand standards. Agents can manage:
- Profile photo
- Short bio
- Contact information
- Agent or Board ID(s) (used to associate listings)
- Optional social media links
This strikes a balance between personalization and consistency, giving agents ownership of their presence without introducing design fragmentation.
Agent Sites vs Agent Profiles
Not every agent needs a full subdomain. Sierra supports two agent representations:
- Agent Profiles
Profile-only entries that appear on pages like About or Team pages but do not have their own URL. - Agent Sites (Subdomains)
Full agent-specific URLs designed for marketing, lead capture, and direct attribution.
Teams often start newer or support agents with profiles and upgrade to Agent Sites as agents become more active in self-promotion.
How Agent Sites Handle Lead Assignment
The most important functional difference between Agent Sites and standard site pages is lead routing behavior.
When a lead registers through an Agent Site:
- The lead is automatically assigned to that agent
- Account-level Lead Routing Rules are completely bypassed
This direct assignment is the primary reason Agent Sites exist and why agents should consistently promote their unique URLs in marketing, email signatures, social media, and open house materials.
Using Open House Forms with Agent Sites
Agent Sites integrate seamlessly with Sierra Open House Forms, allowing agents to capture in-person leads while preserving correct assignment.
Agents can:
- Launch buyer, seller, or neighbor sign-in forms tied directly to their Agent Site
- Use property URLs, tracking links, or QR codes
- Collect leads that are automatically assigned to them with Source = Open House
- Display their own contact information directly on the form
This makes Agent Sites especially powerful for agents who rely heavily on open houses and local events.
Best Practices for Teams
To get the most value from Agent Sites:
- Encourage agents to promote their Agent Site URL everywhere they market themselves
- Train agents on using Open House Forms connected to their Agent Site
- Keep agent photos, bios, and contact details current
- Reinforce that limited customization is intentional and protects the team’s brand
When Agent Sites are positioned as a personal growth tool, not just a technical feature, adoption and results improve significantly.
Admin Setup, Display, and Troubleshooting
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For step-by-step setup, display configuration, and troubleshooting, refer to Manage Agents and Display Them on Your Site Using the Sierra Agent Manager and Agent / Team Widget.
FAQs
- Can agents fully customize their Agent Site design?
No. Agents can update their profile information, but layout, navigation, and styling remain consistent across the site. For more information on other customization services, visit here. - Are Agent Sites standalone websites?
No. They are simplified subdomains designed to preserve brand consistency and ensure accurate lead routing. - Do Agent Sites affect how leads are routed elsewhere on the site?
Only leads who register directly through an Agent Site bypass Lead Routing Rules. All other site registrations follow normal routing logic. - Can every agent have an Agent Site?
Yes, depending on your subscription. Teams can also mix Agent Profiles and Agent Sites as needed.