Automated Lead Routing Between a Property Listing App and CRM for a Riyadh Real Estate Agency to Reduce Response Time by 48%

Rules run in a fixed order and stop at the first agent who qualifies.

• District match, then language match, then sale or rent specialty
• Agents with more than 10 open leads are skipped
• Agent shift calendars decide who is available, including prayer breaks computed for Riyadh
• If nobody qualifies, the lead goes to the branch manager queue
• Rule changes are stored as versioned configuration, so a manager can see what the rules were on any date

The CRM stays the system of record for contacts and deals. A mapping table links each lead field to a CRM field.

• Matching on normalized phone number: a new buyer creates a contact and lead, a known buyer gets a new activity on the existing contact
• Writes go through a queue that respects the CRM's API rate limit
• The listing link, price and buyer message are written into the lead notes
• A CRM webhook reports when the agent logs the first call or message, and that event stops the response timer

Each assigned lead starts a delayed job in Redis through BullMQ.

• 3 minutes without contact: reminder push to the agent
• 5 minutes: the lead is reassigned to the next qualifying agent
• 10 minutes: alert to the branch manager
• Every step is written to the lead's history with a timestamp

Push notifications are sent via Firebase Cloud Messaging and APNs, and SMS as a last resort if push is not sent within 30 seconds. The lead opens in the mobile view of the CRM with each message containing a deep link.

Leads still come to agents even if the CRM is down or slow, as the notification does not wait for the CRM to write. If the CRM fails to write, it will fail again in a random amount of time and with an increasing number of back-off periods. Then it will be sent to a dead letter queue with an alert. A replay command re-sends dead letter jobs once the CRM recovers, in the original order.

A correlation ID follows each lead from the app to the CRM write. Logs are structured JSON with OpenTelemetry traces and masked phone numbers. The manager dashboard displays the median and p95 response time for each agent, branch, and hour, queue depth, reassignment count, and dead letter volume. Records within the audit are append-only.