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Should Agents Use Their Lead Routing Email Address in MLS?

email boxReal estate agents have a crazy number of email addresses. They have their personal email address at, their vanity email at, their corporate email address at 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)

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.

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