Most CRMs distribute leads equally. But in real estate, equality kills performance. Learn why performance-based routing is the secret to higher conversions.
In many real estate agencies, the golden rule of lead distribution is "fairness." Every agent gets the same number of leads. It seems logical. It keeps peace in the office.
But here is the hard truth: Fairness to agents often means unfairness to your business.
The Star Performer Problem
Imagine you have two agents. Agent A calls leads within 5 minutes and converts at 10%. Agent B calls "whenever they have time" and converts at 2%.
If you give 50 leads to Agent A, you get 5 sales. If you give 50 leads to Agent B, you get 1 sale. By splitting 100 leads equally (50/50), you get 6 total sales.
But if you gave 80 leads to Agent A and 20 to Agent B? You would get 8 sales + 0.4 sales -> roughly 8-9 sales. That is a 30-40% revenue increase just by changing who gets the leads.
Context-Aware Routing
Modern CRMs like Brixi go beyond simple round-robin. They route leads based on context:
- Language Match: Lead speaks Marathi? Route to the Marathi-speaking agent.
- Budget Match: High-ticket luxury lead? Route to your senior closer, not the intern.
- Availability: Is the agent actually clocked in? Or are you sending leads to someone on leave?
The Shark Tank Method
Some top agencies use a "Shark Tank" model. Leads are broadcast to a pool of eligible agents. The first one to "claim" it gets it. This ensures speed-to-lead because only hungry, available agents take the calls.
While aggressive, for high-volume, low-intent leads (like Facebook ads), this often produces the best results.
Route Leads Like a Pro
Stop wasting expensive leads on slow agents. Use Brixi's smart routing rules to maximize conversion.
Frequently Asked Questions
It can, if not managed well. The key is to give juniors a "training quota" of lower-quality leads to prove themselves. As their conversion metrics improve, the system automatically upgrades them to better leads.
You set a fallback rule. If no one claims a lead within 5 minutes, it automatically gets assigned to the team leader or round-robin distributed to the group.
Yes! If you have multiple project sites, you can geo-fence leads. A lead looking for North Bangalore property should go to the North Bangalore sales team automatically.