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Lead routing rules

Automatically assign incoming leads to the right agent based on source, Facebook form, or round-robin distribution. No manual sorting required.

How routing works

When a new lead enters Asan CRM — from a Facebook form, a website signup, a CSV import, or any other source — routing rules determine which agent gets assigned. Without routing rules, new leads arrive unassigned and must be distributed manually.

Routing rules run instantly when a lead is created. The assigned agent receives a notification so they can follow up without delay.

Setting up routing rules

Go to Settings in the sidebar.
Click Lead Routing under the Lead Management section.
Click + Add Rule.
Configure the rule conditions (see below).
Select the target agent or choose Round Robin for even distribution.
Click Save. The rule takes effect immediately for new leads.

Rule conditions

Each routing rule has one or more conditions that determine which leads it matches. You can combine conditions:

Condition	Description	Example
Source	Match leads from a specific source.	Route all "Facebook" leads to Agent A.
Facebook Form	Match leads from a specific Facebook Lead Ad form. A dropdown lists your connected forms by name.	Route "Home Valuation" form leads to Agent B.
Tags	Match leads that have a specific tag applied.	Route leads tagged "VIP" to the senior agent.
Custom field	Match based on a custom field value.	Route leads with "Property Type = Commercial" to the commercial team.

The Facebook Form condition shows a dropdown of your connected form names — you do not need to type the form ID manually. This is especially useful when running multiple lead ad campaigns with different forms.

Facebook form routing

If you run Facebook Lead Ads, you likely have multiple forms targeting different audiences. Asan lets you route leads from each form to a different agent:

Create a routing rule and set the condition to Facebook Form.
Select the form name from the dropdown (e.g., "Free Home Valuation," "Buyer Consultation").
Assign the target agent.
Repeat for each form that needs specific routing.

Leads from Facebook forms that do not match any routing rule remain unassigned.

Round-robin distribution

Instead of assigning to a single agent, you can distribute leads evenly across your team using round-robin:

Create a routing rule with your conditions (or no conditions to match all new leads).
Set the assignment to Round Robin.
Select which agents to include in the rotation.
New matching leads rotate between the selected agents in order.

Round-robin tracks which agent received the last lead and assigns the next lead to the next agent in the list. This ensures even workload distribution across your team.

If an agent is on vacation or unavailable, remove them from the round-robin pool temporarily. Add them back when they return.

Rule priority and conflicts

Rules are evaluated in the order they appear in Settings. The first matching rule wins — subsequent rules are skipped for that lead. If no rule matches, the lead arrives unassigned.

Drag to reorder rules to change priority.
More specific rules should be placed above general rules. For example, put "Facebook Form = Home Valuation → Agent A" above "Source = Facebook → Round Robin."

Frequently asked

Do routing rules apply to imported leads?+

Routing rules apply to leads created through integrations (Facebook, website forms). CSV-imported leads are not automatically routed — assign them during or after import.

Can I route to multiple agents without round-robin?+

Each rule assigns to one agent or uses round-robin. To send the same lead to multiple agents, create a workflow that notifies additional agents when a lead is assigned.

What happens if I delete a routing rule?+

Existing lead assignments are not changed. Only future incoming leads are affected — they will no longer match that rule.

Can I test a routing rule before it goes live?+

Rules take effect immediately when saved. To test, create a test lead from the matching source and verify it is assigned correctly. You can then reassign the test lead.

My Facebook forms are not showing in the dropdown. Why?+

The dropdown populates from forms that have already sent leads to Asan. If you have a new form, submit a test lead from Facebook first. The form name will then appear in the routing rule dropdown.

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Last updated 16 Jun 2026 · Applies to: Asan CRM