Lead Routing and Distribution at the Account Level

Why This Feature Matters

Sierra’s advanced lead routing system empowers teams to:

Assign leads automatically using specific criteria
Ensure timely, fair distribution using auto-assign, claim, or instant call methods
Automate follow-ups like tags, drip campaigns, and action plans
Gradually migrate from the legacy routing system with zero disruption

Step-by-Step Instructions

1. Accessing the Lead Routing Panel

Go to Leads > Lead Routing
Requires Manager-level permissions (set under Users > Global Account Permissions)

2. Understanding the Routing Logic

Hierarchical Rule System: Rules are evaluated top-down. The first matching active rule applies.
Each rule must have at least one lead criteria and one assigned agent.
Catch-All Rule: Always active and at the bottom; captures unmatched leads.

3. Creating a New Rule

Click + Add Rule or use the plus icon between existing rules
Add Lead Criteria, Agent Assignments, optional Lender Assignments, and Automations

4. Adding Lead Criteria

Click the + icon next to Lead Criteria, then choose from:

Source (e.g., Facebook, Zillow)
Tag (applied via tracking links, APIs, etc.)
Price Min/Max, City, County, Neighborhood, Zip Code
Lead Type (Buyer/Seller), MLS Region, Property Type, Site

✅ Multiple values of the same type = OR logic

✅ Different types together = AND logic

5. Adding Days and Times Criteria

Click + next to Days and Times
Default is 24/7; edit to limit days or hours
Add multiple time windows if needed

6. Assigning Agents

Click the Pencil icon next to “Assign to Agent(s)”
Add one or more agents and specify Leads Per Round
Click Save and then Activate Rule

7. Selecting a Distribution Type

Choose from:

Auto-Assign: Distributes leads automatically using rotation logic
Claim with Timeout: Gives agents time to claim leads; otherwise passed to next
Instant Call with No Delay: Auto-calls agents to accept leads via the dialer

🕐 Claim and Instant Call operate during the “Actionable Window” (default: 8 AM – 9 PM)

📞 Enable voice/text integration for Instant Call to work

8. Assigning Lenders

Click the Pencil icon next to “Assign to Lender(s)”
Choose lenders and leads per round
No distribution type needed

9. Adding Automations and Follow-Ups

Configure post-assignment actions like:

Tags, Action Plans, Drip Campaigns, E-Alerts, Market Updates
Optional auto-responders via email or text

10. Migrating from the Legacy System

Your legacy settings are preserved in a Legacy Lead Distribution System rule
Add new rules above it to gradually phase it out
Once ready, pause or delete the Legacy rule to fully transition

11. Special Routing Options

Tracking Links: Override all rules and use parameters in the link
Bypass Routing for Existing Leads: Prevents changes to existing leads on re-registration
Your Listing, Your Lead: Assigns leads to agents for their featured listings

Best Practices

Use clear tag names and consistent rule naming conventions
Test your rules before pausing the Legacy system
Assign multiple agents per rule with fallback options
Limit use of Claim or Instant Call if lead volume is low

Troubleshooting Common Issues

Issue: Lead isn’t routed as expected

Fix: Review the lead criteria logic (AND/OR), time/day settings, and position of rules

Issue: Lead routing isn’t balanced

Fix: Switch to Auto-Assign to honor percentage splits exactly

Issue: Instant call not working

Fix: Ensure voice/text integration is enabled for all assigned agents

FAQs

Can I assign leads by tag or city?

Yes, the routing engine supports both tag- and location-based assignments.

What if no rules match?

The Catch-All Rule will apply and route the lead.

Does this work across all websites in my account?

Yes, lead routing operates at the account level, not site level.

What’s the best way to ensure equal lead distribution?

Use Auto-Assign with properly configured “Leads per Round” settings.