How to Set Up Lead Routing Rules in Lofty CRM

You've set up your Lofty lead routing rules. Leads are coming in. But some are still landing with the wrong sales rep.

That can happen when the information used by your routing rules is missing, outdated, or incorrect. A wrong ZIP code can send a lead to the wrong territory. An incorrect source or tag can make it match a different rule. And once the lead is assigned, an invalid email or phone number can make follow-up harder.

Lofty evaluates the information available on each lead to determine which routing rule applies. So when the underlying data is wrong, even a correctly configured rule can produce an unexpected result.

This guide explains how Lofty CRM lead routing works, how to configure routing rules, and how data quality can influence both lead assignment and follow-up.

Setting up one routing rule is straightforward. The problem begins when you have different rules for different locations, lead sources, teams, or agents. If conditions overlap, or rules are in the wrong order, a lead can get picked up by a rule you didn't intend.

A well-organized setup will let you see why a lead went where it did, and fix problems if something went wrong.

Open "Settings" and choose the routing level you want to configure. Then locate "Lead Routing" under "Lead Settings."

Choose the ownership level you want to configure:

Choose the level that matches how your team manages lead ownership in Lofty.

Click "Add New" to create a routing rule. Give the rule a name that clearly identifies its purpose. For example, you could use a name such as "Phoenix Buyer Leads - Round Robin."

Clear names make rules easier to manage when your routing setup grows. They also make routing logs easier to understand during troubleshooting.

Next, define which leads should match the rule.

Lofty supports conditions such as:

The system evaluates incoming leads against these conditions. A lead continues through the routing list until it matches an applicable rule.

Some fields, such as tags, can use options such as "Match Exactly" or "Empty or Match Exactly" to control how leads match the rule.

Review each condition before saving the rule. A condition that is too broad can capture leads intended for another rule.

Set the days and times when the rule should be active. If a lead comes in outside the rule's working hours, Lofty moves on to the next applicable rule.

Next, choose how matching leads should be assigned. Lofty supports Round Robin, Next Up, and Blast Alert.

Choose the method based on how your team handles incoming leads. Round Robin distributes leads in rotation, Next Up assigns them to the next eligible agent based on availability or queue order, and Blast Alert notifies multiple agents so one can claim the lead.

Vacation mode also affects lead availability. When an agent has Vacation Mode enabled, Lofty won't distribute leads to that agent. If all agents in a rule are unavailable, the lead moves to the next applicable rule or the Default Rule.

Make sure the relevant users have the correct time zone configured so lead distribution follows the expected schedule.

Choose the agents who should receive leads that match the rule. The available agents depend on the routing level and ownership setup you selected.

Before saving the rule, check that all the right agents are included. If an agent isn't part of the selected group, they won't be considered when Lofty assigns a lead through that rule.

Lofty checks routing rules from top to bottom. Once a lead matches a rule, Lofty applies it and stops checking the remaining rules.

This means you should organize rules from most specific to most general.

A typical structure looks like this:

For example, a rule for website leads from a specific ZIP code should appear above a broader website-lead rule.

Don't wait for a real lead to find out whether a new rule works. Create a test lead that matches the conditions you've added and check whether it reaches the expected agent.

If the lead does not follow the path you were expecting, check the rule conditions and the order of your routing rules. You can also check the routing logs to know which rule was applied and why the lead was or was not matched.

Testing first lets you catch issues with the conditions, agent availability or rule order before a real lead is impacted.

The routing of leads depends on the data associated with each lead. If your routing fields are missing, out of date or incorrect, Lofty might go down a different path than you want.

The effect depends on what routing rule you are using:

If you've ever looked at a routing issue and thought, "Why did this lead end up here?", it's worth checking the data before changing the rules.

After all, routing is only as good as the information feeding it. A wrong phone number, outdated contact details, or incomplete lead data can create problems long before a sales rep gets involved.

That's why many teams validate contact data as it enters the CRM. For HubSpot and Salesforce users, Clearout Data Pulse validates key contact details directly within the CRM.

In many cases, the routing rule isn't the problem. The rule did exactly what it was supposed to do. The data it received was the issue.

Good lead data helps Lofty apply routing rules correctly and gives reps a more usable record once the lead is assigned.

When routing fields and contact details are accurate:

So data quality is not just about getting the lead to the right person. It also helps the rep act on the lead once it arrives.

A lead assigned in seconds can still take hours to act on if the underlying contact data can't be trusted.

Sales reps shouldn't have to investigate every record before reaching out. The more time spent checking emails, phone numbers, and contact details, the less time spent moving opportunities forward.

Clearout Data Pulse validates email, phone, and name data directly within HubSpot and Salesforce. It helps keep contact records ready for follow-up instead of adding another task to the rep's workflow.

For example, if a phone number is invalid, Clearout Data Pulse can flag it in the CRM instead of leaving the rep to discover the problem during a call. The same applies to invalid email addresses that could otherwise lead to failed follow-up.

Clearout Data Pulse keeps core contact information reliable for the sales workflows that happen around and after lead assignment.

Clean routing fields help determine where a lead goes, while reliable contact data helps the assigned rep act on it once it arrives.

Lead routing does more than decide which agent receives the lead. The assignment can also affect what happens next in the sales process. Several automated actions depend on the lead reaching the primary agent role.

Lofty states that the following actions occur after lead routing is complete:

These actions depend on a person being assigned to the primary agent role on the lead profile.

Routing delays can therefore delay these automated communications. A lead that remains in a claim-based routing process may not trigger these actions until assignment is completed.

Lofty provides different assignment methods for distributing leads. The right option depends on how your team handles incoming opportunities.

Round Robin distributes leads through a group of agents in rotation. Each new lead moves to the next agent in the sequence. The system continues cycling through the selected agents.

One important detail is that editing a Round Robin rule resets its rotation. Consider these factors when changing an active routing rule.

Next Up sends the lead through an ordered group of eligible agents. Next Up assigns the lead to the next eligible agent based on availability or queue order. It can also use a weighted hunger value. Next Up can be useful when agent availability and response time matter.

Blast Alert notifies multiple eligible agents about a new lead at the same time. The first agent to claim the lead becomes the assignee.

To use Blast Alert for lead routing, select it as the assignment method when setting up the routing rule, then choose the eligible agents who should receive the alert.

You can manage existing Lofty lead routing rules from the Lead Routing settings.

Go to Settings > Lead Routing and select the relevant role or routing level.

You can then manage rules using the following options:

Open an existing rule when its conditions, agents, working hours, or assignment method need to change. Review the full configuration after editing. Changes to active routing rules can affect future lead assignments.

Pause a routing rule when it should temporarily stop processing matching leads. Resume the rule when it should become active again. Check the rule order after resuming it.

Copy an existing rule when a new rule needs similar conditions or assignment settings. Update the copied rule before saving it. This prevents two rules from unintentionally handling the same leads.

Delete a routing rule when it is no longer needed. Review the remaining rule order afterward. Removing a rule can change which rule receives leads that previously matched it.

Drag and drop rules to change their position in the routing list. Review the order whenever you add or change a rule.