Lead routing: how routing rules work
Lead routing is the set of rules that decides which buyer, office or sales rep receives each lead. Lead routing software checks every lead against filters first, then applies schedules, caps, priority and weighting to pick one recipient, and sends the lead to a fallback when no rule matches. The rules run in a fixed order.
Key points
- Lead routing uses six main rule types: filters, schedules, caps, priority, weighting and fallback.
- Filters, schedules and caps decide who is eligible; priority and weighting decide who wins; fallback handles leads no one takes.
- In a ping/post sale, the bid price often takes the place of fixed priority.
- Write the rules down in order and test each one with sample leads before going live.
What is lead routing?
Lead routing is the logic inside lead distribution software that picks a recipient for each lead. It is used in two settings with the same rule types:
- Between companies: a broker, network or aggregator routes a lead to one of many buyers.
- Inside a company: a buyer routes a lead it received to one of its offices, teams or reps.
This page explains each rule type and the order they run in. Two related pages cover other parts of the same system: what is a ping tree explains tiers and price floors, and how lead distribution works explains how supply and demand meet across a network.
What are the types of lead routing rules?
| Rule | What it decides | Typical setting |
|---|---|---|
| Filter | Whether a buyer can receive this lead at all | States, ZIP codes, sub-type, form answers, lead source |
| Schedule | Whether the buyer is open now | Days and hours in the buyer’s time zone |
| Cap | Whether the buyer has room for another lead | Leads per hour or per day, or a spend limit |
| Priority | Which eligible buyer is offered the lead first | A ranked order, or the highest bid in ping/post |
| Weighting | How leads are shared among buyers of equal priority | A share for each buyer, or simple rotation |
| Fallback | Where a lead goes when no buyer takes it | A lower tier, a fixed-price buyer, an aged lead file, or no sale |
In what order do routing rules run?
Most systems apply the rules in this order for every lead:
Filters
Remove every buyer whose filters do not fit the lead.
Schedules
Remove buyers who are closed at this moment.
Caps
Remove buyers who have reached their hourly, daily or spend cap.
Priority
Rank the remaining buyers, by fixed order or by bid.
Weighting
If two or more buyers share the top rank, pick one by their weights.
Deliver or fall back
Post the lead to the winner. If the winner rejects it, or no buyer is left, move to the next buyer or to the fallback.
The first three rules decide who is eligible. The next two decide who wins. Fallback catches what is left. A rule placed out of order gives different results, so the order should be written down and kept the same in the software.
Lead routing examples
Each example below uses made-up buyers and settings to show how one rule type changes the result.
Example 1: filters
Example (made-up setup): Buyer A takes car accident leads in two states. Buyer B takes car and truck accident leads in one of those states. A truck accident lead arrives from the state both buyers cover. The filter on sub-type removes Buyer A, so only Buyer B is eligible. A car accident lead from the same state would leave both eligible, and the next rules decide.
Example 2: priority with fallback
Example (made-up setup): A roofing lead matches three buyers. The broker has ranked them C, then D, then E. The lead is posted to Buyer C. Buyer C rejects the post because the address is outside its service area. The lead moves to Buyer D, who accepts it. If D and E had both rejected it, the lead would go to the fallback: a fixed-price buyer that takes any valid roofing lead in that state.
Example 3: weighting
Example (made-up setup): Buyers F and G have the same priority for window replacement leads. F is given a weight of two and G a weight of one. Over time, F receives about two leads for every one G receives. If F reaches its daily cap, G receives every lead until the cap resets.
Example 4: caps and schedules
Example (made-up setup): Buyer H takes MVA leads during office hours in its time zone, with a daily cap. A lead arrives in the evening. The schedule removes H, so the lead goes to a buyer that takes evening leads. The next morning H opens again, takes leads until it reaches its cap, and is then removed for the rest of the day.
Example 5: bid price as priority
Example (made-up setup): In a ping/post sale, Buyers J and K are both eligible. Each is pinged and returns a bid. The routing rule gives priority to the higher bid, so the lead is posted to the buyer that bid more, as long as the bid meets the price floor. If neither bid meets the floor, the lead goes to the fallback.
How to set up lead routing rules
- List every buyer (or office or rep) and their filters, schedule, caps and price.
- Decide how winners are chosen: fixed priority, highest bid, or a mix of both by tier.
- Decide how ties are shared: weights or rotation.
- Define the fallback for each vertical: a lower tier, a fixed-price buyer, or no sale.
- Write the rules down in the order they run, then enter them in the software.
- Send test leads that should hit each rule, including leads that should fall back, and check where each one went.
- Review results by buyer each day at first: leads received, rejected and returned. Adjust filters and caps before changing priority.
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What to look for in lead routing software
Lead routing software is usually part of a larger lead distribution system. When you evaluate it, check that it:
- Supports all six rule types and lets you combine them.
- Lets you filter on any lead field, including custom fields.
- Handles time zones in schedules.
- Shows why each lead went where it went, in a log you can search by lead ID.
- Lets you test rule changes on sample leads before they go live.
The full feature list is in lead distribution software.
Common mistakes
- Filters that are too loose. Buyers receive leads they cannot serve and return them.
- No fallback. Leads that no buyer takes are lost instead of sold elsewhere.
- Caps set without schedules. A buyer can hit its daily cap early in the day and receive nothing when its team is free.
- Changing several rules at once. You cannot tell which change caused a result.
- No routing log. Without a record of why each lead went where it did, disputes and returns are hard to settle.
Frequently asked questions
What is lead routing?
The set of rules that decides which buyer, office or rep receives each lead, using filters, schedules, caps, priority, weighting and fallback.
What is the difference between lead routing and a ping tree?
A ping tree is one way of ordering buyers, in tiers with price floors. Lead routing covers all the rule types, including the filters, caps and schedules a ping tree relies on.
What is round robin lead routing?
Rotation: each eligible buyer or rep receives the next lead in turn. It is a form of weighting where every recipient has the same weight.
What does lead routing software do?
It applies routing rules to each incoming lead, picks a recipient, delivers the lead, and logs why it went there. It is usually part of lead distribution software.
Related guides
- What is a ping tree: Tiers and price floors.
- Lead distribution explained: Supply and demand across a network.
- Lead distribution software: Features and an evaluation checklist.
- Ping post vs direct post: Bid pricing or a fixed price.
- Lead aggregators: Who routes large volume to many buyers.
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