Overview
In SmartMoving, lead routing automation rules allow you to automatically assign leads to the right salesperson or sales role based on criteria such as service type, state, referral source, or branch. Lead routing is managed through Automation Rules under the Workflow Automation settings group.
This guide explains how to create and manage lead routing rules, and outlines typical use cases and best practices.
Note: Some screens in this video look different from what you'll see in SmartMoving. Follow the written steps in this article as your reference. The concepts and setup process work the same way.
How Lead Routing and Follow-Up Automation Work Together
How Lead Routing and Follow-Up Automation Work Together
Lead routing and follow-up reminders both run through the same Automation Rules system:
Assign Lead To handles automated lead assignment.
Create Follow-up handles automated follow-up reminder creation. (Learn more here)
In most cases, you can (and should) manage both lead assignment and follow-up scheduling within a single rule, as long as the workflow is intended to begin when the lead is created.
A combined rule allows you to:
Assign the lead to the correct salesperson immediately, and
Start an early follow-up sequence (such as a 2+1 pattern, then transitioning into a longer 5x cadence)
→ all from the same trigger event.
You may still create separate rules if your follow-ups should begin at a different event (e.g., Estimate Sent, Booked, Portal Viewed), but for lead-intake workflows, combining routing and initial follow-ups into one rule is the recommended approach for simplicity and consistency.
⚠️ Automation Rule Order Matters
Automation Rule Order Matters
Automation Rules are evaluated top-to-bottom in your Automation Rules list.
When an event occurs:
SmartMoving looks for the first enabled rule whose trigger and conditions match.
That rule runs.
By default, SmartMoving stops evaluating additional rules with the same trigger.
Best practices:
Place your most specific or highest-priority routing rules at the top.
Review rule order whenever you add or modify routing logic.
Use drag-and-drop to reorder rules as needed.
Running Multiple Rules with the Same Trigger
SmartMoving allows multiple automation rules that share the same trigger (for example, When Lead Is Created) to run, depending on your rule settings.
Each rule includes a toggle at the bottom of the rule form, below the Actions section:
"If this rule runs, don't process subsequent rules."
If enabled, SmartMoving stops evaluating additional rules with the same trigger.
If disabled, additional matching rules may run.
For full details and configuration examples, see:
→ Fire Multiple Automation Rules with the Same Trigger
Setting Up Lead Assignment Rules
Step 1: Access Automation Rules
Go to the Settings icon in SmartMoving.
Navigate to Workflow Automation.
Select Automation Rules.
This is your centralized page for building automations for lead routing, follow-ups, and task creation.
Step 2: Create a New Automation Rule
Click Add Rule.
Enter a Rule Name (for example, "Interstate Lead Routing").
In the When section, choose what starts the rule. Search the trigger list, or select one of the Popular options below the field.
The Condition and Actions sections sit on the same form, below When. Step 3 and Step 4 cover them. The Condition section becomes available once you choose a trigger.
The Assign Lead To action can be used with most trigger events in Automation Rules, giving you flexibility to assign or reassign leads at key points in the sales process.
Note: The Assign Lead To action cannot be combined with a trigger event of Lead Assigned or Lead Reassigned. If you attempt to save a rule with this combination, the system will block the save. This restriction prevents conflicting assignment logic.
Common trigger events you can pair with Assign Lead To include:
Lead Created - assign at the moment a lead enters SmartMoving
Booked - reassign to a new owner after a job is booked
Estimate Sent - hand off after an estimate is delivered
Portal Viewed - reassign when a customer engages with their portal
Step 3: Add Conditions
Conditions allow you to control when the lead assignment rule applies.
Conditions are chosen from three tabs at the top of the Condition section. Select the tab that matches how the rule should apply:
Always applies — the rule applies to every lead, with no conditions.
Match any — the rule applies when at least one of your conditions is met.
Match all — the rule applies only when every one of your conditions is met.
A rule uses one tab at a time, so a single rule cannot combine Match any and Match all logic. To do both, build two rules.
Examples of condition types
SmartMoving provides several condition types to help you refine your routing logic. Some commonly used examples include:
Branch – Route leads based on branch.
Customer – Target specific customers.
Destination State/Province – Filter by destination region.
Opportunity Status – New lead, in progress, booked, etc.
Opportunity Type – Local, interstate, intrastate.
Origin State/Province – Filter by origin region.
Referral Source – Website, partners, campaigns, etc.
Service Type – Moving, packing, moving + packing, etc.
Time of day – Apply rules only within specific hours.
UTM Key – Route leads tied to specific marketing campaigns.
Important Note
This is not an exhaustive list. SmartMoving continues to add condition options over time, and the Conditions dropdown in-app is always the most accurate and up-to-date source.
Use as many conditions as needed to ensure each rule applies only to the types of leads you want it to manage.
Each condition accepts more than one value. Selecting several values in one condition shows them as chips in the field, and the condition is met when the lead matches any of them. For example, one Opportunity Type condition can cover both Local and Intrastate without building a second rule.
Step 4: Choose Who the Lead Is Assigned To
In the Actions section, choose Assign Lead To.
You can route leads using:
Salespeople
Assign directly to specific users.
Leads distribute in round-robin order, cycling through your list.
Sales Roles
Assign to one or more roles (for example, "Inside Sales" or "Sales Team").
Leads distribute across the users assigned to those roles.
Roles are managed in Company Settings > Roles & Permissions.
A person who belongs to more than one selected role is listed once, not once per role. They also receive one lead per turn in the round-robin rather than one per role they hold.
This setup is ideal for distributing leads across sales teams, multiple branches, or high-volume inbound environments.
Step 5: Save and Test
Click Save changes.
Create a test lead that matches the rule's conditions.
Check the lead's Activity section to confirm that the automation assigned a salesperson as expected.
SmartMoving logs all automated assignment actions, making it easy to verify that rules are functioning correctly.
Typical Use Cases
Branch-Based Routing
Automatically assign leads to salespeople who handle specific branch territories.
Repeat Customer Routing
Route returning customers to the same salesperson they worked with previously.
Even Distribution / Round-Robin
Ensure leads are evenly and fairly distributed across sales reps or sales roles.
Conclusion
Lead assignment via Automation Rules gives you a centralized and flexible way to route leads to the right people immediately upon creation. By selecting the correct trigger (Lead Created), combining the right conditions, and structuring your assignment actions thoughtfully, you ensure:
Faster responses
Consistent sales workflows
Better lead distribution
Improved customer experience