Lead routing overview

When a visitor becomes a lead, Roof AI needs somewhere to send them. There are two ways to receive leads: by email notification, or directly into your CRM / lead router. Which option is right for you depends on your plan and how your team operates.

Option 1: Email notifications

Available on all plans.

Every time a lead is captured, Roof AI sends a notification email to the address you set up during onboarding. The email includes the lead's contact details, the page they were on, an (on the Intelligence tier and above) their full qualification profile.

This is the default routing method and the fastest way to get started.

Best practice: Send notifications to a monitored team inbox – a shared mailbox or alias – rather than one person's inbox. Follow-up speed is one of the biggest drivers of conversion, and a shared inbox ensures leads don't go cold when someone is out of office or leaves the team.

From Core tier and up, lead notification emails include structured metadata following the Real Estate Lead Metadata Specification. If your CRM supports email parsing, it can automatically extract lead details from these emails – no direct integration required.

Option 2: CRM and lead router integration

Available as an add-on for Core tier and above, and included on Intelligence and Full service tiers.

If your team runs on a CRM or lead router – like Follow Up Boss, kvCORE, or a similar platform – Roof AI can deliver leads directly into your existing workflow instead of (or alongside) email notifications.

This means leads land where your agents already work, routing rules can be applied automatically, and nothing needs to be manually forwarded or re-entered.

On Core tier: CRM integration is available as an add-on. Email support@roof.ai to discuss adding it to your plan.

On Intelligence and Full service tier: CRM integration is already included. See Understanding add-ons for the full breakdown.

Questions?

Email us at support@roof.ai with your domain and a description of how your team handles leads. We can help you figure out the right setup.