Lead sources

Every lead gets a source, and you choose the agent

Three leads come in overnight from the website, a portal email, and a past client. AI employee Mia records where each came from and notes the language each one wrote in. A person on your team assigns each lead using your language, area, and availability rules. AI employee Mia drafts the first reply for that person to approve.

Talk to a person Browse use cases See how it works

The problem

Leads land in four inboxes. The fast agents grab the easy ones, nobody can say where a lead came from, and buyers who write in Spanish wait for a reply.

How this is designed to work

Overnight, three leads arrive: Lucía Herrera from the website form, in Spanish, about 82 Maple Avenue; a seller on Pine Street from a listing portal email; and Marcus Bell, sent by a past client. AI employee Mia records the source on each lead and flags any repeat of a request it already has.

Reads
Drafts
You approve
Logged

AI employee Mia’s computer

Live

Inbox

Lucía Herrera82 Maple Avenue showing request in Spanish9:02 PM
Jordan EllisSelling our home on Pine Street8:47 PM
Marcus BellReferred by a past client, looking to buy7:19 PM

Sheets

Lead	Source	Language	Proposed agent
Lucía Herrera	Website form	Spanish	Ana
Jordan Ellis	Portal email	English	Nate
Marcus Bell	Past client referral	English	Dana

Mia is working. Take over to pause Mia and use the computer yourself.

Done: Reads three new leads and records the source of each
Done: Flags any repeat of a request it already has
Done: Notes the language each lead wrote in
Waiting: Waiting for your approval
Next: Dana assigns, and each agent gets the history

AI employee Mia, Chief of staff

Assigning three leads: Lucía to Ana, Pine Street to Nate, Marcus to Dana

If approved: Dana approves two and keeps the Pine Street seller for herself. The assigned agent opens each lead with its source and the first message. AI employee Mia drafts the first reply for each agent to approve. The source and the assignment are logged on every lead.

You choose Ana for Lucía, who writes in Spanish. You choose Nate for the Pine Street seller, who listed that street last spring. Marcus goes to Dana, because the referral named her. Your team records each assignment. Nothing is sent until you approve it.

Nothing is sent until you approve.

What runs alone and what waits for you

Does on its own

Records the source of every lead: website, portal, referral, call, or text
Flags a repeat of a request it already has
Notes the language each lead wrote in
Drafts the first reply for the assigned agent

Waits for your approval

Assigning or reassigning a lead
Sending the first reply
Changing a lead stage or source
Merging two contacts

Never does

Route or score by race, national origin, religion, family status, or any protected trait
Assign a lead without a person approving it
Promise a buyer or seller a specific agent before you decide

Sending, spending and changing records wait for your approval by default. You choose what, if anything, may run on its own, and every decision is logged.

For teams that split leads by area, price band, or shift

Your brokerage defines its assignment process. A person selects the owner by area, price band, or duty. AI employee Mia prepares a factual reply for that person to review.

Connects to your tools

Each connection shows its status today.

Gmail
Twilio
AI phone answering
Routing rules
Attribution tags

See all 1,500+ tools

We connect 1,500+ tools during setup and build the workflows to match how you work. These are the most common ones. If yours is not listed, we can still connect it. Talk to a person

Cal.com
Calendly
Gmail
Google Calendar
Google Meet
Mailgun
Microsoft 365
Microsoft Outlook
Microsoft Teams
Postmark
SendGrid
Zoom
Aircall
Messenger
Telegram
Twilio
Vonage
WhatsApp
Discord
Google Chat
Slack
Airtable
Box
Canva
Coda
Confluence
Dropbox
Evernote
Figma
Google Docs
Google Drive
Google Forms
Google Sheets
Loom
Microsoft Excel
Microsoft Word
Miro
Notion
OneDrive
SharePoint
Apollo
Close
HubSpot
Pipedrive
Salesforce
Zoho
ADP
Adyen
Braintree
Expensify
Gusto
Klarna
PayPal
Plaid
QuickBooks
Shopify
Square
Stripe
WooCommerce
Xero
Adobe Acrobat Sign
DocuSign
Asana
Basecamp
ClickUp
Jira
Linear
monday.com
Todoist
Trello
Ahrefs
Brevo
Buffer
Constant Contact
Eventbrite
Facebook
Google Analytics
Hootsuite
Hotjar
Instagram
LinkedIn
Mailchimp
Semrush
Similarweb
Squarespace
Vimeo
Webflow
Wix
WordPress
Yelp
YouTube
Zillow
Front
Help Scout
Intercom
SurveyMonkey
Typeform
Zendesk
1Password
Amplitude
BigQuery
Datadog
GitHub
GitLab
Make
Mixpanel
n8n
Okta
PagerDuty
PostHog
Segment
Sentry
Snowflake
Supabase
Zapier

Frequently asked questions

Does Omni route leads on its own?

A person on your team assigns each lead using your language, area, and availability rules. AI employee Mia drafts the first reply for that person to approve.

What counts as the source of a lead?

The channel it arrived on: your website form, a listing portal email, a text or call to your number, a referral, or an entry you add by hand. Omni stores the source and the reference on every lead. We set up lead origin tags during onboarding to distinguish brokerage-originated and agent-originated leads.

Does it catch a repeat request?

It checks the source reference of each request, so the same request that arrives twice becomes one lead. Your setup includes duplicate checks across emails and phone numbers, so AI employee Mia can flag possible matches for a person to review. A person decides whether to merge two records. Omni never merges on its own.

Does routing by language break Fair Housing rules?

A person can ask for an agent who speaks their language. A person on your brokerage team chooses the agent. AI employee Mia never guesses a language, origin, or any protected trait from a name, accent, or address, and it blocks protected-class fields at intake. A person approves every assignment. We do not claim certification or regulatory compliance.

Do agents see every lead?

Each agent sees the leads assigned to them and anything your roles allow. Limiting an agent to only their own leads is an access setting that is still being tested, so ask us before you rely on it.