Lead sources compared: ad forms, IndiaMART and JustDial, web forms, walk-ins and referrals — and how to route each

A lead is not a lead. A person who walked into your office and one who tapped an Instagram ad while waiting for a bus have very different intent, and they should be called differently. Teams that treat every lead the same waste their best agents on the weakest channel and lose the hottest leads to slow routing.

What each source is really like

Connecting the channels

The goal is that every source lands in one queue with its source recorded. In LumaKol, Setup → Lead sources connects the channels that can deliver leads on their own: Google Ads lead forms (Google sends each submission to a webhook), Facebook and Instagram lead ads (you connect with Facebook and choose the Pages whose lead forms feed LumaKol), IndiaMART (LumaKol checks your seller account with its CRM key every five minutes), JustDial (they push leads to a URL you give your account manager) and any website, form builder or automation tool that can send a webhook. Each source sets who gets its leads — one person, or shared in turn — plus the starting stage and tags, and the owner’s phone gets a push the moment a lead arrives.

• Your own website: post the enquiry form to a lead-source webhook, or use a LumaKol lead form — a hosted link or an HTML snippet for your page.
• Facebook and Instagram lead ads: Lead sources → Add → Facebook & Instagram → Connect with Facebook, then choose the Pages whose lead forms should feed LumaKol. Each Page becomes a source, leads from every lead form on it arrive within about a minute, and Instagram lead ads come in through the Facebook Page the Instagram account is linked to. Name, phone, email, city and the other standard questions fill the lead’s fields; answers to custom questions, the platform and the ad name are kept as a note, and the campaign name goes into the lead’s campaign.
• Property and other portals without a feed: import their CSV or Excel export, or a Google Sheet, with the source label set.
• Walk-ins and referrals: added from the phone in thirty seconds, or on the web where you can also set the source and tags — put the referrer there.

Whatever the route, duplicates are matched by phone number. A buyer who enquires twice does not become two leads with two agents: a repeat from a lead source or form is added as a note on the lead you already have, and an import skips numbers that already exist.

Missed calls can be a source too, if your agents call from Android phones. Set Settings → Calling policy → “Calls from new numbers” to turn missed calls into leads, and a missed call on an agent’s work SIM from a number that is not yet a lead becomes a lead named “Missed call +91 …” with the source “Missed call”. It belongs to the agent whose phone rang, has a callback due straight away, and the agent gets a notification that opens it. Several calls from the same number make one lead, and the agent renames it after calling back; “Not a lead” deletes a wrong one and stops that number from ever becoming a lead again. The setting is off by default — until you turn it on, calls with numbers that are not leads never leave the phone — and it does not work on iPhones, because iOS does not let any app read call history.

Routing rules that work

• Round-robin within a team for ad and form leads, so no agent is starved and nobody sits on a pile.
• By territory or project: one lead source or form per project or campaign, each with its own owner, so the agent who knows the site gets the enquiry.
• By language when your customers speak several; a lead form field or the ad’s language tells you which.
• Missed-call leads to the agent whose phone rang. To spread them across a team instead, add an automation rule for new leads from the source “Missed calls” that shares them in turn.
• Referrals to the person referred to, with the referrer recorded — but tracked like any other lead.
• Reassign automatically when a lead is untouched for a set time. The clock, not the manager, should move it — in LumaKol that is an automation rule: when a new lead is not called within, say, 15 minutes, pass it to the next person and notify the managers.
• Cap active leads per agent. Forty open leads with due follow-ups is a workload; two hundred is a graveyard.

The first call by source

An ad lead needs confirmation before a pitch: “You asked about our weekend batch on Instagram — is that right?” Half the value of the call is finding out whether the enquiry was real. A form lead already told you what they want; go straight to it. A missed call needs an apology and a question: “You called us at 10:42 — how can I help?” A referral opens with the referrer’s name. A walk-in follow-up references what they saw. Scripts per source, shown on the phone next to the Call button, keep this consistent across a team.

Measuring sources honestly

Volume flatters bad channels. Measure every source on connected rate, qualification rate, visits or demos booked, and closed deals — per lead and per rupee spent. A calling CRM that captures calls from the SIM gives you connected rate for free; outcomes give you the rest. Review monthly and move budget towards the sources that produce conversations, not submissions. Reports → Coaching adds speed to lead — how long new leads waited for their first call — which is usually the first thing that slips when a source suddenly spikes.