Disclosed herein is a lead allocation methodology that relates to a scenario where a client is best served by being assigned to an agent located in close geographic proximity to the client' s current geographic position. In order to best cater such interests, the real estate service may perform the lead allocation by identifying current the geographic position of the client, and then comparing that position against current geographic positions of agents in geographic proximity to the client. In some instances, the real estate service identifies a certain number of most proximate agents and relays the client' s request to such agents. When one of the agents responds to the request, that agent is assigned to the client. In some instances, the service then informs the client about the assignment, and also, in some instances, indicates an expected arrival time of the agent at the client' s present location.