Definition
Geographic lead routing is a rule that sends each inquiry to a person based on where the job is, such as a town or zip code. A small field-service team uses it so the person closest to the job gets it and spends less time driving.
What is geographic lead routing?
Geographic lead routing is a way to choose who gets an inquiry, based on where the job is. Each person on the team covers an area, called a territory. An inquiry from that area goes to that person.
It is not the same as round robin routing. Round robin gives inquiries to each person in turn, wherever the job is.
What does it look like for a small team?
Here is an example. A plumbing business has three plumbers, and each lives in a different part of town.
- Zip codes starting with 941 go to Plumber A.
- Zip codes starting with 945 go to Plumber B.
- Every other zip code you cover goes to Plumber C.
With round robin, Plumber A might get a job 40 minutes away, while Plumber B lives next door to it. With territories, each plumber gets the jobs nearest home.
When does territory routing beat round robin?
Territory routing wins when driving is part of the work. Round robin wins when it is not.
| Situation | Better choice | Why |
|---|---|---|
| Staff start each day from different homes or yards | Territory | Less time on the road between jobs |
| A permit or license only covers some towns | Territory | Each job goes to someone allowed to do it |
| Repeat customers like seeing the same person | Territory | The same person keeps coming back |
| Everyone works from one shop in a small town | Round robin | Every job is about the same drive |
| One area sends far more inquiries than the others | Round robin | One person is not buried while others wait |
| Quotes happen by phone, with no visit | Round robin | Location does not change who should call |
A quick check: list last month's jobs and who did them. If most jobs sent someone across town while a teammate lived closer, territories would save time.
How does Qualiform handle where the job is?
In Qualiform, the Home services and trades template asks where the job is. The home services page shows that template.
You can grade an answer such as "out of the area" as Not a fit. Then check Turn away anyone who picks a Not a fit answer. Picking "out of the area" then turns anyone away, whatever else they said.
Qualiform's five routing rules choose what each lead is offered from its score. Each rule can notify its own people. Under Routed to, its meetings can go to Everyone, go by Taking turns, or go to The primary host.
To decide what each score should lead to, read the lead routing rules for a small service business.
Common questions
Do small businesses need geographic lead routing?
Only if more than one person goes out to jobs and they start from different places. A team of one, or a team that all starts from the same place, gets nothing from it.
Is geographic routing the same as a service area?
No. A service area decides whether you take the job at all. Geographic routing decides who on your team takes a job you already want.
What should happen to an inquiry outside every area?
Reply quickly and say kindly that it is outside the area you cover. If you know someone who works there, tell them who to call.