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Lead types are a refinement of a lead category, and they classify leads by intent, value, or any other axis you care about. A single “Home Insurance” lead category might route into three lead types (High-Value Homeowners, Renters, and a fallback for everything else). This guide walks you through creating a lead type from scratch, writing the conditions that match it, setting priority, and configuring the bidding and marketplace settings that decide how customers compete for its leads.

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Prerequisites

  • An existing lead category with the fields you plan to match on. If you haven’t added custom fields yet, see Adding Fields to a Lead Category first.
  • A role that can create and update lead types.

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1. Create the lead type

Open Lead Types in the sidebar (under the Ingest group) and click New lead type in the top-right corner. The Lead Type section has these settings.

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Name

Give the lead type a descriptive name. It’s how the type appears in tables, bidding dropdowns, and customer-facing bid pages. Something like “High-Value Homeowners” or “Renters Under 30” works well.

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Lead Category

Select which lead category this type refines. You can change it later on the edit page if you need to.

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Description

Optional free-text description for your team’s reference. 1,024 characters maximum.

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Fallback Lead Type

Turn this on to make the type a catch-all. Fallback types automatically match any lead that doesn’t match any other lead type in the same category. When it’s on, two things change.
  • The Priority field is hidden, because fallback types are always evaluated last.
  • The Conditions section is hidden, because fallbacks match by definition, not by rule.
Only one fallback is allowed per lead category, and every category already has one from when it was created. If you try to add a second, you’ll see “A fallback lead type already exists for this lead category.”
Lead type edit page with Name, Lead Category, Description, and the Fallback Lead Type switch turned onLead type edit page with Name, Lead Category, Description, and the Fallback Lead Type switch turned on

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Priority

A number that decides which lead type wins when a lead matches more than one non-fallback type. Lower values mean higher priority, so a type with priority 1 beats a type with priority 2.
Priority only matters when your conditions overlap. If every lead type has mutually exclusive conditions, each lead matches exactly one type and priority is irrelevant.

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2. Define conditions

The Conditions section is where you write the rules that decide whether an incoming lead matches this type. It’s hidden when Fallback Lead Type is on. Click Add filters to add your first condition. Each condition has three parts.
The Fields list includes every field in your workspace, not just the ones in this lead type’s category. Pick fields this category actually collects.

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Combining conditions

  • Conditions within a group are combined with AND, so every condition in the group must be true for the group to match. Each group is labeled Match all of the following.
  • Groups are combined with OR, so a lead matches the lead type if any group matches.
To add another AND condition to a group, click Add "AND" condition at the bottom of the group. To add a new OR group, click Add "OR" group at the bottom of the section.
You want a lead type that catches drivers who are either experienced with a clean record, or young with a premium vehicle.Group 1
  • age greater than 25 AND
  • violations equals 0
Group 2
  • age less than or equal to 25 AND
  • vehicle_class any of luxury, sport
A lead matches this type if it satisfies all of Group 1’s conditions or all of Group 2’s.
Turning Fallback Lead Type on clears all existing conditions. If you turn it back off, you’ll need to click Add filters to rebuild them from scratch.

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3. Save the lead type

Click Create lead type at the bottom of the form. You’ll see “Lead type created.” and land on the new lead type’s edit page. From here, the tabs along the top take you to Overview, Bidding, and Marketplace. The lead type’s page header has Edit and Archive.

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4. Add at least one bidding scope

A new lead type has no bidding scopes, which means customers can’t bid on it yet. Open the Bidding tab and click New bidding scope. The form has these fields.
Fixed Price is the right choice for flat-rate pricing where you don’t want price competition, since every customer pays the same. Use the range (Minimum/Maximum/Step) when you want customers competing on price.
Save the scope. It appears in the Bidding Scopes table with its Scope, Enabled status, Fixed price, Minimum, Maximum, and Step. Use a row’s actions to Edit or Delete it.
Bidding tab listing the lead type's bidding scopes with enabled status, fixed price, minimum, maximum, and stepBidding tab listing the lead type's bidding scopes with enabled status, fixed price, minimum, maximum, and step
Until at least one bidding scope is enabled, customers won’t see any bidding options for this lead type in the customer portal.

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5. Configure marketplace settings (optional)

The Marketplace tab controls the reverse auction for this lead type’s leads when a Marketplace distribution stage lists them. Turn on Enable marketplace and fill in these settings. As you type, a summary below the form spells out the auction in plain English. For example, it might say “Your auction will start at $50.00 and end at $10.00. The price will drop by $5.00 every 60 minutes. The auction will last for a total of 480 minutes.” Until all four values are valid, it asks you to fill them in instead. Save with the bar at the bottom of the page.
Marketplace tab with Enable marketplace on, First Price, Last Price, Increment, and Interval fields, and a plain-English summary of the auctionMarketplace tab with Enable marketplace on, First Price, Last Price, Increment, and Interval fields, and a plain-English summary of the auction
Make sure First Price is higher than Last Price. The form doesn’t stop you from saving them the other way around.
How you tier leads is a business decision as much as a settings one. Ask how other operators price their premium leads in That Agency Group, our free Skool community.

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What happens next

Once your lead type is created and configured, a few things happen.
  • Incoming leads start being evaluated against its conditions. Matches are classified as this lead type.
  • Priority resolves conflicts. If a lead matches multiple types, the one with the lowest priority value wins.
  • Bidding scopes show up in the customer portal under this lead type, and customers can place bids that compete for its leads.
  • Marketplace behavior kicks in when a Marketplace stage lists the lead. The reverse auction starts at First Price and drops by Increment every Interval minutes until a buyer takes it or it hits Last Price.
To change any of this later, open Lead Types, click the type, and use the tabs to jump between Overview, Bidding, and Marketplace. Click Edit to change its name, category, conditions, or priority. To retire a lead type, click Archive, which archives the type and all bids associated with it.