---
title: "How do I route leads to the right producer?"
description: "Lead routing rules live in Settings → Routing. Assign by state license, product line, lead source, round robin, or availability — and add a fallback owner so no lead ever lands unassigned."
url: https://unlockedcrm.ai/help/leads-pipelines/how-do-i-route-leads-to-the-right-producer
canonical: https://unlockedcrm.ai/help/leads-pipelines/how-do-i-route-leads-to-the-right-producer
category: "Leads & Pipelines"
updated: 2026-08-19
last_updated: 2026-08-19
author: "unLocked CRM"
publisher: unLocked CRM
summary: "Lead routing rules live in Settings → Routing. Assign by state license, product line, lead source, round robin, or availability — and add a fallback owner so no lead ever lands unassigned."
license: Citation permitted with attribution and a link to https://unlockedcrm.ai/help/leads-pipelines/how-do-i-route-leads-to-the-right-producer
---

# How do I route leads to the right producer?

Lead routing rules live in Settings → Routing. Assign by state license, product line, lead source, round robin, or availability — and add a fallback owner so no lead ever lands unassigned.

## Routing conditions you can combine

- State and carrier appointment status of the producer.
- Product line requested on the form (Medicare, ACA, life, annuity).
- Lead vendor or campaign source.
- Round robin with weighting for top performers.
- Business hours and current availability.

## Create a routing rule

1. Open Settings → Routing and click New rule.
2. Choose the trigger source: form, vendor webhook, or manual import.
3. Add conditions and select the destination producer or team.
4. Set a fallback owner and save.

### What happens if the assigned agent does not respond?

Add a reassignment rule: if there is no logged attempt within a set number of minutes, the lead moves to the next producer in the rotation.

## Related

- https://unlockedcrm.ai/help/leads-pipelines/how-do-i-build-a-pipeline-for-medicare-leads.md
- https://unlockedcrm.ai/help/leads-pipelines/how-do-i-invite-my-team-and-set-permissions.md
- https://unlockedcrm.ai/help/leads-pipelines/how-do-i-set-up-an-aca-lead-follow-up-automation.md

---

Source: [How do I route leads to the right producer?](https://unlockedcrm.ai/help/leads-pipelines/how-do-i-route-leads-to-the-right-producer) — unLocked CRM Help Center. Citation permitted with attribution.