In the fast-paced world of real estate, managing inbound leads efficiently is critical for success. Real estate teams and brokerages often face the challenge of handling multiple leads from sources like listings, online forms, and advertising campaigns. The key to turning these leads into closed deals lies in quick and accurate lead routing. Lead routing software automates this process, ensuring leads reach the right agent at the right time. This guide explores the top lead routing software for real estate teams in 2025, focusing on solving pain points such as managing inbound leads, improving response times, and assigning leads to the most suitable agents. We’ll cover features, pricing, and ease of use, with a special emphasis on solutions for small-to-mid-sized teams.
Why Lead Routing Matters in Real Estate
Leads in real estate can go cold quickly—sometimes within minutes. Research suggests that responding to leads within five minutes increases conversion rates significantly. Manual lead assignment wastes time, creates confusion, and risks losing opportunities. Effective lead routing software ensures leads are assigned based on criteria like location, property type, or agent expertise, leading to faster follow-ups and more closed deals. By incorporating sales automation, these tools streamline repetitive tasks, allowing agents to focus on building relationships and closing sales.
What to Look For in Lead Routing Software for Real Estate
When choosing lead routing software, consider these essential features:
- Real-time Lead Assignment: Instantly assigns leads to available agents to minimize response time.
- Agent Availability Tracking: Tracks which agents are free to take on new leads.
- Zip Code or Territory-based Routing: Distributes leads based on geographic areas for targeted follow-up.
- Mobile Alerts and Integrations: Sends notifications to agents’ phones and integrates with tools like MLS or Zillow.
- CRM Compatibility: Works seamlessly with existing CRM systems for unified data management.
- Ease of Use: Offers an intuitive interface for non-technical users to adopt quickly.
These features ensure your team can respond promptly and efficiently, maximizing lead conversion potential.
Top Lead Routing Tools for Real Estate Teams [2025 Edition]
Below, we review eight top lead routing tools for real estate teams, highlighting their features, pricing, and suitability for small-to-mid-sized teams. For a broader comparison, check out top real estate CRM tools.
1. Follow Up Boss
Overview: Follow Up Boss is a real estate-focused CRM designed to streamline lead management and improve team efficiency.
Key Lead Routing Features:
- Distributes leads by ZIP code or town for localized follow-up.
- Sends listings directly to the listing agent.
- Prioritizes high-value leads for senior agents.
- Offers first-to-claim and round-robin distribution for fair lead allocation.
- Features Lead Ponds for managing inactive leads, allowing agents to prospect freely.
Real Estate-Specific Functions:
- Integrates with over 200 lead sources, including Zillow and Realtor.com.
- Provides a mobile app for on-the-go lead management.
- Offers Smart Lists and Action Plans for automated follow-ups.
Pros:
- Highly customizable lead distribution rules.
- Seamless integration with multiple lead sources.
- User-friendly mobile app for real-time updates.
Cons:
- Pricing can be high for larger teams.
- Initial setup may require time to configure rules.
Pricing: Starts at $69 per user per month (Grow plan). The Pro plan is $499/month for 10 users, and the Platform plan is $1000/month for 30 users. Annual plans offer discounts.
Best For: Teams needing flexible lead distribution and robust integrations.
2. kvCORE
Overview: kvCORE is an all-in-one platform combining lead generation, CRM, and marketing tools for real estate professionals.
Key Lead Routing Features:
- Automatically routes leads based on agent listings, source, location, or price point.
- Supports round-robin distribution for equitable lead sharing.
- Includes automated follow-ups to keep leads engaged.
Real Estate-Specific Functions:
- Offers IDX websites with lead capture capabilities.
- Integrates with MLS and lead sources like Zillow.
- Provides detailed analytics for tracking lead performance.
Pros:
- Comprehensive platform covering lead generation and CRM.
- Advanced routing based on multiple criteria.
- High user satisfaction (94% based on 2022 reviews).
Cons:
- Higher cost may deter solo agents or small teams.
- Learning curve for mastering all features.
Pricing: Starts at $499/month. No free trial, but eXp Realty agents may access it at no additional cost.
Best For: Brokerages and teams needing a robust, all-in-one solution.
3. BoomTown
Overview: BoomTown is a real estate CRM focused on lead generation and conversion, ideal for teams leveraging paid advertising.
Key Lead Routing Features:
- Routes leads based on criteria like source or location, with strong Zillow integration.
- Supports automated lead nurturing via email, text, and social media.
- Offers customizable lead assignment rules.
Real Estate-Specific Functions:
- Provides IDX websites and PPC lead generation from Google and Facebook.
- Includes Success Assurance, a concierge service for lead engagement.
- Features detailed analytics dashboards for performance tracking.
Pros:
- Strong focus on lead generation and nurturing.
- Robust community support and resources.
- Seamless MLS synchronization.
Cons:
- Pricing requires a custom quote, lacking transparency.
- High investment in PPC campaigns may be needed.
Pricing: Contact for a quote; estimated starting at $750/year.
Best For: Teams focusing on paid leads and PPC campaigns.
4. LionDesk
Overview: LionDesk is an affordable CRM tailored for real estate professionals, emphasizing lead management and automation.
Key Lead Routing Features:
- Routes leads using unique email addresses for sources like Zillow and Facebook.
- Supports automated follow-ups and task reminders.
- Offers database segmentation for targeted lead assignment.
**Real Estate-Specific Functions. Integrates with lead sources like Zillow, Realtor.com, and Facebook.
- Provides video email and texting capabilities.
- Includes drip campaigns for lead nurturing.
Pros:
- Budget-friendly pricing starting at $39/month.
- User-friendly interface for non-technical users.
- Flexible integrations with multiple lead sources.
Cons:
- Limited advanced features compared to premium platforms.
- Scalability may be constrained for large teams.
Pricing: Starts at $39/month, with add-ons like a single-line dialer ($99/month) or landing pages ($29/month).
Best For: Solo agents and small teams seeking affordability and ease of use.
5. CINC
Overview: CINC (Commissions Inc.) is a premium all-in-one platform for lead generation and conversion, trusted by top-producing teams.
Key Lead Routing Features:
- Automatically routes leads based on property price, zip code, or source.
- Supports manual and automated lead assignment.
- Integrates with Google and Facebook for lead generation.
Real Estate-Specific Functions:
- Offers IDX websites and home evaluation landing pages.
- Includes 24/7 text-based conversation intelligence.
- Features a guaranteed sales program for high-performing teams.
Pros:
- Comprehensive lead generation and conversion tools.
- Strong support and community resources.
- High-quality lead generation from paid ads.
Cons:
- Expensive, starting at $1500/month for the Pro platform.
- May be overkill for smaller teams.
Pricing: Starts at approximately $1500/month for the Pro platform; contact for custom quotes.
Best For: Top-producing teams with significant budgets.
6. Real Geeks
Overview: Real Geeks provides an all-in-one solution with CRM, IDX websites, and lead generation tools for real estate agents.
Key Lead Routing Features:
- Offers manual, round-robin, weighted round-robin, and geographic round-robin lead assignment.
- Supports Lead Ponds for unassigned leads.
- Reassigns idle leads based on response time rules.
Real Estate-Specific Functions:
- Includes SEO-optimized IDX websites and PPC lead generation.
- Features Geek AI chatbot for lead engagement.
- Provides custom reports and mass email marketing.
Pros:
- Affordable for small teams, starting at $399/month.
- Comprehensive lead generation and CRM tools.
- User-friendly interface with strong support.
Cons:
- Setup can be complex for larger teams.
- Some features limited in lower-tier plans.
Pricing: Starts at $399/month (Establish plan, 2 users), up to $1799/month (Conquer plan, 15 users).
Best For: Small teams wanting an all-in-one solution.
7. Salesforce with Propertybase
Overview: Propertybase is a real estate CRM built on Salesforce, offering scalable tools for brokerages and teams.
Key Lead Routing Features:
- Uses Salesforce Flow for declarative lead routing based on territory or inquiry type.
- Supports automated lead assignment with customizable rules.
- Integrates with MLS and external apps for real-time updates.
Real Estate-Specific Functions:
- Offers luxury IDX websites and transaction management.
- Provides detailed reports and dashboards for performance tracking.
- Includes email marketing automation and MLS integrations.
Pros:
- Highly customizable and scalable for large teams.
- Robust integration with the Salesforce ecosystem.
- Reduces lead response time significantly (e.g., from 3 hours to under 10 minutes).
Cons:
- Complex setup and steep learning curve.
- Higher cost for smaller teams.
Pricing: Starts at $79 per user per month (Essential plan); custom pricing for Enterprise.
Best For: Larger brokerages needing advanced features and scalability.
8. HubSpot
Overview: HubSpot is a versatile CRM platform with sales and marketing tools, customizable for real estate needs.
Key Lead Routing Features:
- Supports round-robin and custom workflow-based lead assignment.
- Integrates with tools like LeadAngel for advanced routing.
- Offers lead scoring to prioritize high-potential leads.
Real Estate-Specific Functions:
- Provides a free CRM with basic lead management.
- Includes marketing automation for drip campaigns.
- Integrates with Zillow and other lead sources via Zapier.
Pros:
- Free CRM with robust basic features.
- Scalable with add-on hubs for growing teams.
- Wide range of integrations for flexibility.
Cons:
- Requires customization for real estate-specific workflows.
- Costs increase with additional hubs and users.
Pricing: Sales Hub Starter at $45 per user per month; free CRM available.
Best For: Teams wanting a flexible, scalable CRM with a free entry point.
Comparison Table
| Tool | Starting Price | Key Lead Routing Features | Best For |
| Follow Up Boss | $69/user/month | ZIP code routing, round-robin, Lead Ponds | Teams needing flexible routing |
| kvCORE | $499/month | Auto-routing by listings, source, location | Brokerages with comprehensive needs |
| BoomTown | ~$750/year | Zillow-integrated routing, automated nurturing | Teams focusing on PPC leads |
| LionDesk | $39/month | Email-based routing, automated follow-ups | Solo agents and small teams |
| CINC | ~$1500/month | Intelligent routing, Google/Facebook integration | Top-producing teams |
| Real Geeks | $399/month | Customizable round-robin, geographic routing | Small teams with all-in-one needs |
| Salesforce/Propertybase | $79/user/month | Salesforce Flow routing, MLS integration | Large brokerages needing scalability |
| HubSpot | $45/user/month | Round-robin, custom workflows, lead scoring | Teams wanting a flexible CRM |
How to Choose the Right Tool for Your Team
Selecting the right lead routing software depends on your team’s specific needs:
- Team Size: Solo agents or small teams may prefer LionDesk or Real Geeks for affordability, while larger brokerages might opt for Salesforce with Propertybase or kvCORE for scalability.
- Coverage Area: Tools like Follow Up Boss and Real Geeks excel at territory-based routing, ideal for teams covering large geographic areas.
- CRM Needs: Ensure compatibility with your existing CRM or choose a tool with a built-in CRM like kvCORE or CINC.
- Automation and Integration: Look for automation features and integrations with listing sites like Zillow or Realtor.com to streamline workflows.
- Demo or Trial: Most tools offer demos or free trials. Test them to ensure they align with your team’s workflow and ease-of-use requirements.
Lead Routing Best Practices for Real Estate Teams
To maximize the effectiveness of your lead routing software, follow these best practices:
- Match Leads by Location or Property Type: Assign leads to agents specializing in specific areas or property types for better conversions.
- Set Response-Time Rules: Configure rules to reassign leads if not responded to within five minutes, ensuring no lead goes cold.
- Use Round-Robin for Fairness: Distribute leads evenly to maintain team morale and productivity.
- Monitor Performance: Regularly track lead response times and conversion rates to optimize routing rules.
Common Pitfalls to Avoid
Avoid these common mistakes when implementing lead routing software:
- Overloading Top Agents: Distributing too many leads to top performers can lead to burnout and missed opportunities.
- No Fallback for Unavailable Agents: Ensure a backup system reassigns leads if an agent is unavailable.
- Neglecting to Update Rules: Regularly update routing rules to reflect team changes or new strategies.
- Not Tracking Results: Failing to monitor performance can prevent you from optimizing your lead routing process.
FAQ
Can I assign leads by zip code?
Yes, tools like Follow Up Boss, kvCORE, and Real Geeks offer zip code or territory-based routing to match leads with agents in specific areas.
What if my agents work part-time?
Most platforms, such as LionDesk and Salesforce with Propertybase, allow you to set availability rules to route leads only to active agents.
How does lead scoring help?
Pairing lead routing with lead scoring, available in tools like HubSpot and Real Geeks, prioritizes high-potential leads, improving conversion rates.
