Priority routing
Rules are ordered from 1 to 1000; higher numbers run first, tied priorities use the older rule first.
Lead Assignment
Real estate lead assignment software that routes leads to the right agent.
Real estate lead assignment software that evaluates active rules whenever a lead becomes assignable, matches it against your branch, campaign, source, budget, timeline, and property criteria, then assigns it to an eligible employee with a traceable ownership history.
Feature Workflow
What this module helps your team do
A quick map before the detailed product proof. Jump to the area that matters most.
Assignment workspace
One rules table for every automatic handoff.
Priority, conditions, target employees, active status, and routing performance stay visible so managers can inspect whether leads are being distributed fairly before opening a rule.
PriorityConditionsTargetsTest ruleMetrics
app.irm365.com/marketing/lead-assignment-rules
01Rule Priority
Decide which rule wins before a lead reaches the queue.
Assignment rules run when a lead becomes assignable — after manual creation, preference capture, import, ad-platform ingestion, or selected duplicate resolutions. IRM365 evaluates active rules in priority order, then applies the first match.
- Priority numbers from 1–1000, where higher priority rules run first
- Conditions across branch, campaign, source, type, budget, timeline, purpose, category, unit type, and unit status
- Catch-all fallback rules can sit at priority 1 so assignable leads do not disappear
- Inactive rules are skipped without deleting your routing setup
app.irm365.com/marketing/lead-assignment-rules/create
02Eligible Agents
Route to the right employee pool, not a random inbox.
Each rule defines the employees who are allowed to receive matching leads. Multiple target employees can share the segment through round-robin or load-balanced distribution depending on rule type, while inactive or unavailable targets can be spotted through rule metrics.
- Choose the exact agents eligible for each segment or campaign
- Support team rotation patterns such as round-robin within a segment
- Use separate seniority or budget-tier rules when premium enquiries need senior agents
- Route rental enquiries to leasing agents and sale enquiries to sales agents with lead-type rules
- Total assignments, successful assignments, and success rate reveal broken target lists
app.irm365.com/marketing/lead-assignment-rules/create
03Test & Debug
Prove a rule before your team depends on it.
The rule detail screen includes a Test Rule action. Pick an existing lead and IRM365 tells you whether the rule matches, which target employees would be considered, and why it failed if the conditions are too narrow.
- Test rules against real leads before activating a new routing pattern
- See match status, eligible targets, and non-match reasons
- Resolve priority conflicts before the wrong rule wins
- Use metrics to find rules that match but cannot assign
New leadFacebook · Apartment · AED 1.8M · Investment
Routing ruleSource: FacebookCategory: ApartmentPurpose: Investment
Fatima A.Apartment specialist · senior agent
Kyle P.Villa segmentOmar R.Fallback target
Priority 220 matched — assigned to Fatima A.Rule matched
04Manual Handoffs
Move ownership cleanly when the team changes.
Automatic assignment is only the first handoff. Managers can assign unowned leads, transfer assigned leads, reassign sensitive cases with a mandatory reason, or queue bulk transfers and replications during campaign or team changes.
- Assign unowned leads and transfer assigned leads with actor/timestamp history
- Reassign requires a reason, making sensitive handoffs auditable
- Bulk transfer is queued and processed in chunks of 100 leads
- Agents are notified when a lead is assigned or transferred to them, so teams respond faster
- Bulk replicate creates linked copies for parallel ownership when needed
app.irm365.com/marketing/leads
Capabilities
Lead assignment controls
Automatic lead routing that is deterministic, permissioned, and testable — designed for real estate teams that need fair distribution without losing auditability.
Real estate conditions
Match by branch, campaign, source, lead type, priority, property category, unit type, budget, down payment, timeline, purpose, and unit status.
Target employees
Each rule chooses the employees eligible to receive matching leads, so premium or specialist enquiries stay with the right team.
Distribution method
Multiple target employees can share leads through the rule type’s distribution strategy, such as round-robin or load-balanced assignment.
Test Rule
Run a sample lead through a rule and see match status, considered employees, and why a rule did not match.
Rule metrics
Track total assignments, successful assignments, and success rate to detect inactive targets or overly narrow conditions.
FAQ
Frequently asked questions
You define rules that match incoming leads on criteria like branch, campaign, source, budget, timeline, and property interest, then route them to specific employees or teams. Leads that match no rule can fall back to manual assignment by a manager.
Continue the workflow
Related features
IRM365 modules are connected. Explore the next capabilities that usually sit beside this feature in a real brokerage workflow.
Lead Management
Capture, qualify, score, and convert enquiries once routing sends them to the right owner.
Learn moreLead Scoring
Use rule-based scoring to prioritize the leads that deserve fastest attention.
Learn moreActivities & Follow-ups
After assignment, schedule calls, viewings, WhatsApp follow-ups, and manager-visible activity.
Learn moreGet started
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