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Email new leads into SAMI OS with parser addresses

Turn Zillow, Realtor.com, and website lead emails into new SAMI OS contacts by forwarding them to a parser address.

Open in SAMI OS

Most lead sources email you when a new lead comes in. SAMI OS can read those emails and create the contact for you — you just forward them to a dedicated parser address.

How email parsing works

Each lead source you sell on — Zillow, Realtor.com, a website form — sends notification emails in its own format. In SAMI OS you create one parser source per format. That gives you a unique parser email address. Forward (or auto-forward) the source's notification emails to that address, and SAMI OS reads each one and creates a new contact, stamped with the source name you chose.

You manage all of this from the Email new leads to SAMI OS panel in Settings → Integrations.

Create a parser source

  1. Open the email panel

    Go to Settings → Integrations and select the Email new leads to SAMI OS card.

  2. Add a source

    Click Add source to open the create form.

  3. Name the source

    In Source name, type the lead source exactly as you want it recorded — for example Zillow, Realtor.com, or Website form. This exact value becomes the lead source on every contact created from this address, so keep it consistent for clean reporting.

  4. Choose a scope

    Set Scope to Personal or Organization (see below), then click Create source.

  5. Copy the parser address

    SAMI OS generates a unique parser email address and shows it in a confirmation panel. Use Copy to grab it. Every source also appears in the list below with its own Copy button.

  6. Forward your lead emails

    In your inbox or your lead source's notification settings, forward (or set up auto-forwarding for) that source's emails to the parser address. New leads will start flowing in as contacts.

Create a separate parser source for each lead source. One address per format keeps your lead-source reporting accurate and makes it easy to disable a single source later without touching the others.

Personal vs. organization scope

The scope you pick controls who the new contact is assigned to and whether it runs through lead routing.

  • Personal — contacts are assigned directly to you and skip lead routing. Good when the source is your own (your personal Zillow account or your website).
  • Organization — contacts come in unassigned and go through your team's lead routing rules. Only admins and owners can create organization-scoped sources.

If you don't see the Organization option or get a permissions error when creating one, you're not an admin or owner. Ask an admin to create the org-scoped source, or use Personal scope instead.

Enable, disable, and delete sources

Each source in the list shows its scope and a status of Active or Disabled. Only Active sources accept forwarded email, so an address stops creating contacts the moment you disable it.

  • Disable pauses an active source. Forwarded emails to a disabled address are ignored — useful when a source goes quiet or you're troubleshooting.
  • Enable turns a disabled source back on.
  • Delete removes the source for good. Use this when you've stopped using a lead source entirely.

New contacts created this way land in Contacts, where you can confirm the lead source was applied. From there you can route them into your Pipeline or hand them to your SAMI Bots for first contact.

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Last updated 2026-06-21

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