Lead Routing
Give the next property inquiry a clear agent owner.
Built for: Broker-owners and team leads at independent brokerages where a web lead, referral, or sign call can sit unassigned for hours, or where agents already suspect routing isn't fair.
Where this breaks down today
A buyer asks about a listing while the team is handling showings. The inquiry sits unassigned, and two agents each assume someone else will respond. A clear routing rule and visible responsibility make the next contact easier to manage.
- A web lead goes two hours without a response because no one was clearly assigned.
- Agents compare notes and suspect certain teammates always get the better leads.
- A missed call or a comment on a listing post never makes it onto anyone's follow-up list.
How The Forge addresses it
- 1
Lead intake to scheduled appointment
Proposed, not yet verified: A lead arrives from any source, is routed to an agent by rule within a set response window, and moves to a scheduled showing or listing appointment — one tracked thread from first contact to the calendar.
- 2
Lead-routing SLA alert
Proposed, not yet verified: A lead that has not been contacted within the brokerage's configured response window is escalated to the team lead or broker-owner automatically.
What employees see
- Proposed view, not yet verified: Agents see their own leads, pipeline, transactions, and past clients by default — not other agents' assignments.
- Proposed view, not yet verified: The moment a lead is assigned, and to whom, the same way for every agent — so routing is visible instead of a source of office friction.
What managers control
- Proposed view, not yet verified: Broker-Owner: configures the lead-routing rule itself — round-robin, territory, or team — and sees routing distribution and response time across every office.
- Proposed view, not yet verified: Team Lead: sees pipeline and leads for their own team, but cannot view routing detail for agents outside it.
Integrations required
- Existing CRM or lead-management tool
- Brokerage website (IDX-enabled) and advertising or voice/SMS providers
- A telephony provider, once the AI Voice Receptionist is added
Security & data
Agent, team and office record separation has not been verified. Tenant isolation is not proof of private agent or commission access. Review and test exact permissions before entering confidential records.
Lead Routing — questions
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Read the guide- Proposed view, not yet verified: Broker-Owner: configures the lead-routing rule itself — round-robin, territory, or team — and sees routing distribution and response time across every office.
- Proposed view, not yet verified: Team Lead: sees pipeline and leads for their own team, but cannot view routing detail for agents outside it.
- Proposed view, not yet verified: Agents see their own leads, pipeline, transactions, and past clients by default — not other agents' assignments.
- Proposed view, not yet verified: The moment a lead is assigned, and to whom, the same way for every agent — so routing is visible instead of a source of office friction.