Case study: routing high-intent leads to top agents lifted FTD 19%

Case study: routing high-intent leads to top agents lifted FTD 19%

What it is: A call center treated all agents and leads as interchangeable. A CRM rule scored leads on intent signals and routed the hottest ones to the highest-closing agents.

Best for: Broker call centers with measurable per-agent close rates and lead-scoring data.

What was done:
— Scored 4,400 leads on quiz answers, line type, and time-on-lander
— Ranked agents by trailing 30-day FTD close rate
— Routed top-quartile leads to top-quartile agents in the CRM

Outcome:
— Overall FTD conversion rose 19% with the same headcount
— Top agents' close rate on premium leads hit 34% vs 21% on random assignment
— Lower-tier leads went to newer agents as training volume, no value lost

Pros:
— Pure routing change, zero added cost or headcount
— Gave new agents practice volume without burning prime leads

Cons:
— Top agents can get overloaded; needs capacity caps in the rule
— Lead-scoring inputs must be genuinely predictive or you misroute

Who should skip this: Single-agent operations or centers with no per-agent performance data.

Verdict: Match hot leads, top agents.