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Master Lead Routing to Maximize Your Team's Efficiency

Unlock seamless lead management and enhance agent performance.

 

Why This Feature Matters

Sierra’s advanced lead routing system helps real estate teams tackle the challenges of managing leads effectively. Without a robust system, leads may fall through the cracks, reducing opportunities and wasting time. Sierra’s intelligently designed routing technology ensures leads are assigned efficiently, helping teams close deals faster.


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 for easy management.
  • Test your rules before pausing the Legacy system to ensure proper functionality.
  • Assign multiple agents per rule with fallback options to maximize chances of lead engagement.
  • Limit the use of Claim or Instant Call if lead volume is low to avoid overwhelming agents.

Troubleshooting Common Issues

  • Issue: Lead isn’t routed as expected
    • Solution: Review the lead criteria logic (AND/OR), time/day settings, and position of rules
  • Issue: Lead routing isn’t balanced
    • Solution: Switch to Auto-Assign to honor percentage splits exactly
  • Issue: Instant call not working
    • Solution: 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.