Lead distribution software for your own buyer network
Take leads from your partners, forms and networks and sell them to your own buyers — with the routing rules, caps, filters and buyer storefront that a lead business needs, and call tracking attached to the same record.
- Distribution
- Exclusive, multisell, hybrid
- Pricing
- Fixed, ping/post or live bid
- Caps
- Daily, weekly, monthly
- Every decision
- Recorded and queryable
Your buyers
Build a buyer network, and give each buyer a storefront
A lead buying platform is only as good as the buyer side of it. Buyers who can see what they bought, change what they want and top up their own balance stop being an account-management cost.
Each buyer gets their own portal: the leads and calls they purchased, their contracts, their orders and reports, and team access so more than one person at their company can use it without sharing a login.
On top of that sits a storefront — lead and call products they can buy outright or on a recurring basis, branded checkout links you can send directly, and a public catalogue of what is available. A buyer can start buying without a call with your sales team, which is usually the difference between a buyer network of twelve and a buyer network of sixty.
- Lead and call products, one-off or recurring.
- Branded checkout links and a public product catalogue.
- Buyer-managed balances, with credit limits where you extend them.
- Team access per buyer, not one shared login.
Routing
Real-time lead distribution, including ping/post
Every inbound lead is evaluated against every eligible contract in parallel, then the offer's own rule decides who wins. Lead routing software earns its keep in the rules it can express, not in the speed of the hop — a fast router that cannot describe your buyers' actual terms just breaks agreements faster.
- 1
Evaluate
The lead is checked against each contract at once: buyer status and balance, schedule, geo, demographic and vertical-specific filters, caps and deduplication. Contracts that fail are recorded with the reason they failed.
- 2
Price
A contract can carry a fixed price, take part in a ping/post auction, or bid live through its own API. Ping sends a preview with personal details stripped out and asks who wants it and at what price; post sends the full record only to the winners.
- 3
Select
Exclusive picks one buyer, multisell picks several, hybrid picks up to the maximum the offer allows. Ranking is by price, buyer priority, round-robin fairness or weighted split, set per offer.
- 4
Deliver and fall through
Winners receive the lead by their own integration. If a buyer rejects or times out, the lead falls through to the next eligible contract in order rather than being lost, and each step is recorded.
Every routing decision keeps its trace: which contracts were evaluated, which filters matched or failed, which caps applied, what bids came back, who won and why. It is the first thing to open when a partner asks why a lead was rejected.
Control
Caps, filters and lead routing rules
Caps that hold under load
Daily, weekly and monthly caps per contract, with each counter locked while it updates so parallel traffic cannot push a buyer past what they agreed to. Sale caps and delivery caps are tracked separately.
Filters per contract
Geography by state, ZIP or radius; demographics; and vertical-specific criteria such as policy type, loan amount or property detail. A buyer only sees the leads they are paying for.
Cross-partner deduplication
Dedup runs per buyer across every partner, not just within one source, on a window and match fields you configure. Duplicates are rejected before routing and logged.
Schedules and availability
Contracts buy inside the hours and days they choose, so a buyer who cannot work a lead at 2am does not receive one and then return it.
Returns that reverse cleanly
A buyer can return a lead inside an agreed window. The return reverses the revenue, reopens the cap slot and can put the lead back into the waterfall for resale.
Quality gates
Explainable quality models can be attached to an offer with a minimum score, so leads below a threshold never reach a buyer who has asked not to see them.
Onboarding
Getting a new buyer live without a two-week email thread
New buyers are the slow part of running a lead business. A guided onboarding wizard walks a buyer through the targeting, caps, delivery method and terms you have made available, with the steps that genuinely need your input flagged for an operator rather than left to chance.
The result is a buyer who has set their own filters and caps, agreed your terms and connected their delivery endpoint before anyone from your team has had to write an email explaining what a cap is.
One loop, not three products
Route the lead, insert the number, dial it, attribute the call
Call tracking vendors insert numbers but do not route leads. Voice-agent vendors dial but start from an empty contact list. Lead distribution platforms route but do not dial. Lead Router runs all four steps on one record, so the call an agent places carries the same attribution as the lead that produced it — and the outcome lands back on the source that sent it.
Route
A lead arrives and the routing engine picks the buyers and the price.
Insert
The landing page shows a number held for that visitor, carrying their click.
Dial
An AI voice agent calls the routed lead, qualifies, and transfers a live prospect.
Attribute
The call, its recording and its outcome report back to the keyword that started it.
Insert
Dynamic Number Insertion
Each visitor sees a phone number held just for them, so the call they place carries the keyword, campaign and click that sent them.
Dial
AI Outbound Calling
The moment a lead is routed, an AI voice agent dials it, qualifies on the phone and transfers the live prospect to a closer.
Calls
How call tracking attaches to the leads you distribute
Lead distribution and call tracking are usually two purchases, which is why most lead businesses can report on leads sold and calls received but not on both as one number. Here they are the same record.
A campaign that sends form leads can also carry a tracking number pool, so a visitor who calls instead of filling in the form arrives as a tracked call with the same campaign and keyword attribution a form lead would have had — and is deduplicated against that form lead if it turns out to be the same person.
Calls route through the same buyers, contracts, caps and filters as leads, bill against the same balances, and appear in the same reporting. And because the platform issues the tracking numbers, a lead you have just distributed can be dialled by an AI voice agent that transfers the qualified prospect onto a tracked number — the whole loop on one record.
Questions
Frequently asked questions
What operators ask when they are comparing lead distribution platforms.
What is lead distribution software?
Lead distribution software moves leads from your sources — partners, web forms, affiliate networks — to the buyers who purchase them. It checks every inbound lead against each buyer's requirements in real time, decides which buyers are eligible and what each will pay, delivers the lead to the winners, and records what happened. The job is to get each lead to the right buyers at the right price, volume and quality without anyone sorting them by hand.
How does ping/post work?
Ping/post is a two-step auction. The ping step sends a preview of the lead, with personal details removed, to every qualified buyer and asks which of them want it and at what price. The post step then sends the full record, including personal data, to the winning buyer or buyers. It prices each lead against live demand instead of a flat rate, and keeps personal data away from buyers who were never going to take it.
What is the difference between exclusive, multisell and hybrid distribution?
Exclusive sells the lead to a single buyer. Multisell sells the same lead to several buyers. Hybrid sells up to the maximum buyer count configured on the offer. Which buyers come first is decided by the offer's ranking rule — highest price, buyer priority, round-robin fairness or a weighted split.
Can I cap how many leads each buyer receives?
Yes, at daily, weekly and monthly periods, set per contract. Each cap counter is locked while it updates, so parallel traffic cannot push a buyer past their cap. Sale caps, which count billable leads, and delivery caps, which count everything sent, are tracked separately.
Does deduplication work across different partners?
Yes. Deduplication runs at the buyer level across all of your partners rather than only within a single source, using a match window and match fields — phone, email, address or custom — that you configure. Duplicates are rejected before routing and recorded, so a partner asking why a lead was rejected gets a real answer.
Does it handle calls as well as form leads?
Yes, and on the same records. Campaigns can carry tracking number pools alongside form intake, so a caller and a form lead from the same person are deduplicated together, calls route through the same buyers, contracts, caps and filters, and both bill against the same buyer balances and appear in the same reporting.
What is the difference between lead distribution software and lead routing software?
In practice the two terms describe the same product from different ends. Lead routing software emphasises the decision — which buyer should get this lead, under which rules. Lead distribution software emphasises the outcome — getting each lead to the buyers who bought it, at the agreed price and volume. A platform that does one without the other is not much use, so most tools, this one included, are sold under both names.
What happens when a buyer rejects or times out on a lead?
The lead falls through to the next eligible contract in priority order rather than being dropped, and keeps moving until it sells or the waterfall is exhausted. Every step of that fall-through is recorded, including which buyer was tried, what they returned and how long they took.
Build your buyer network
Run lead distribution and the calls that follow in one platform
Set up an offer, attach your buyers' contracts, and start routing — with the storefront, caps and attribution already attached.
Every feature is part of the plan. Usage is billed in credits.