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Should Agents Use Their Lead Routing Email Address in MLS?

September 12 2016

email boxReal estate agents have a crazy number of email addresses. They have their personal email address at aol.com, their vanity email at MyAgentWebsite.com, their corporate email address at MyBrokerEmail.com and, of course, that mysterious lead routing email address.

Lead routing email addresses are pretty common in real estate. Perhaps the most common is the email address assigned to every agent member of the REALOGY franchise group. It reads something like 8789398976293578(at)leadrouter.com.

The benefit of each agent's LeadRouter® email address is that it follows business rules and provides certain alerts. An example of business rules would be a use case whereby a team would all get the notification of the email. This is especially important in terms of response time. With LeadRouter, agents may receive a text message or other alert when an inquiry comes in. The is a particularly valuable alert in terms of managing responsiveness.

Another key feature of using a lead routing email address is that inquiries are naturally added to an agent's CRM solution. From there, the agent can assign an appropriate response and track that response in either the lead routing system or assign tasks or drip campaigns, or whatever might be the right action. Surely, even inquiries from other agents or notifications from the MLS would be well served from an attention to rapid response or follow up plans.


An often overlooked component of the email address that an agent uses in their MLS profile is listing syndication. In an evermore increasing number of cases, the MLS is becoming a central hub of distribution for listing data to third party websites.

Companies like Zillow Group and ListHub get feeds from the MLS when they are authorized by the broker. If these feeds contain an email address other than the agent's lead routing address, inquiries from those third party advertising websites go to email addresses that often do not have the types of alerts from lead management solutions or CRM solutions. As such, they are handled differently.

It's a simple change

To apply this technique, simply update your profile with your associaton of REALTORS® and your MLS. While you are at it, be sure to check your photo and other profile information. Too often that data gets stale.