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3rd Party Lead Provider vs. Hook Logic (Auto Logic)

Discussion in '3rd Party Leads and Automotive Classifieds Website' started by Agrrip, Mar 20, 2012.

  1. Agrrip

    Agrrip Getting Refreshed

    First Name:
    Joseph
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    I'm in a unique position...I have advertising/lead generating dollars to spend; but, no quality options to spend the money on.

    I am tired of dealing with under performing 3rd party vendors (such as AutoByTel & AutoUSA). I feel that at least half of my leads are duplicated between the two and our closing ratio is dropping each month.

    I've been researching other 3rd party vendors and I can't seem to find one that is worth investing in (I already spend a fortune with Auto Trader and Cars.com). I have decided to give EveryCarListed.com a 90 day trial...but, that still leaves me with money to invest.

    I've been looking at Hook Logic's Auto Hook Program and possibly KBB Direct. Do any of you use either product and have any feedback? Or can you recommend a decent 3rd party vendor?

    I appreciate your help in advance!!
  2. JoePistell

    JoePistell Super Moderator

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    Drive them to your site with a Pay Per Click tool. M&S HayStack or Dealer.com's Total Control Dominator

    Then wack them with Hooklogic's appt tool.

    Also, work on getting that chat more inviting to use. Many People with cash work hard and long. They'll like the idea of the Chat Agent becoming the concierge & do the shopping for them.
  3. JQuinn

    JQuinn Super Moderator

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    Hook Logic vs. 3rd Party Leads? Good Lord man... plug Hook Logic in, and if after 30 days you think it was a bad decision, come back here and say so, and I'll lose my purple tie forever....
  4. kcar

    kcar Sr. Refresher

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    HookLogic. I haven't used them yet, but I plan to soon enough. Also plenty of data that shows it's worth every penny.
  5. ajholland

    ajholland Refresher

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    I use Hook Logic at 4 locations and have seen a great ROI on it...I would highly suggest adding it before any more 3rd party leads. I agree with Joe, add PPC then use Hook. We also use Moore and Scarry and it has greatly increased our web traffic.
  6. Agrrip

    Agrrip Getting Refreshed

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    Joseph
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    We already invest heavily in PPC with pretty good results. I pay just as much in PPC as I do with Auto Trader.

    We use Contact at once for our Chat feature...At one point we had our chat more "inviting"...It was actually in your face all the time and we got a few complaints on it, so we dialed it down to a clickable link.

    I like the idea of using Hook Logic...but, have been cautioned that it may seem cheesy for a highline dealer. I'm of the mindset that it doesn't hurt to try it.
  7. Agrrip

    Agrrip Getting Refreshed

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    I may have to take you up on that challenge...
  8. Agrrip

    Agrrip Getting Refreshed

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    I just looked at your Nissan Dealership and I like that it only pulled up I looked at your inventory. Can you set it up so that it only pulls up when a potential customer clicks on the details page?

    Have you tracked your conversions since installing this tool?
  9. JQuinn

    JQuinn Super Moderator

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    There is a GREAT thread here the last couple of days talking about high-line marketing.

    One of the best experiences I had with the lads at Hook Logic was figuring-out the messaging that worked best for our store(s), and I can tell you that there is no "One Size Fits All."

    So be creative in your messaging, and thoroughly discuss and concentrate on what it really is that will motivate your clients: this person is seriously considering an E-Class and is on my site tonight; what can I offer him that will peak his interest enough to visit tomorrow?

    Maybe it's $75. Maybe it's a Gift Card for Coach. Maybe it's Pick-Up Service while they are at work. Maybe it's a Choice: Choose Your Perk. Be creative, and challenge Hook Logic to be creative.

    Honestly, it really can't "fail" if you work it.

    Good luck!
  10. ajholland

    ajholland Refresher

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    You can set it up either way, I left it so it would pull on the SRP and details page. From our SRP you can look at photos. submit a lead, etc...so we may have missed potential opportunities leaving it just on VDP. We track the conversion and sell around 30-35% of the people who actually show up. For the investment, it's hard to beat.

  11. mcampo2501

    mcampo2501 Refresher

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    Agrrip, It's good to see another MB dealer here, active in the conversations. I've been trying to do exactly what you're trying to do. Business is stagnent here and I want to find a way to get more leads that won't make make my close ratios worse. I just got finished with a 3 Birds Marketing newletter demo (anyone have any thoughts on that?) and it seems like a good solution to driving qualified buyers back to the website. The biggest problem I have is that Mercedes-Benz is so restrictive that creating a site that makes anyone want to submit any information in nearly impossible. I also considered spending money on our facebook page, thinking that a social media campaign would be the answer. Please share with me any success you have and I'll certainly do the same for you. This site really is more helpful than I would have imagined...
  12. mcampo2501

    mcampo2501 Refresher

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    Mike
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    Hooklogic looks pretty nice. Our new ad agency has trippled our web traffic, yet our walkin business is flat and our web leads are actually down. I don't know how to make people submit an e-lead, but this seems like a great way to drive in some of that walk-in traffic. Interested to see what it cost. Any other products like this that might help convert web traffic into a lead (walk-in or e-lead)?
  13. ajholland

    ajholland Refresher

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    Are your phone calls increasing or is that included in what you consider web leads? Our web traffic has increased as well, but we didn't really see that translate into leads. However, our phone calls doubled in that same period.

    Also, have you changed any of your other advertising? Did you cut out a bunch of newspaper/tv/ or radio lately?

    As far as other conversion tools, I have heard some good things about drive it now as well. I would go with Hook first-when you see the cost, it shouldn't scare you off at all.
  14. mcampo2501

    mcampo2501 Refresher

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    We did cut our newpaper ad and replaced it with tv, which has a call to action sending the user to our web site. On top of that we have fine tuned our SEO efforts, all to try and drive more people to the web site. As part of this push, I was hired and an internet department now exists. Our GSM and NCM are screaming about the lack of floor traffic and blaiming it on the fact that we pulled the newspaper ads. Everyone wants to hang the ad agency, whom we most likely are overpaying, however I don't thing that's the answer. I believe they've done what they came in and said they would do. Feb '11 we have less than 2000 unique visitors to our site. Last month we had almost 6,000. I don't pick up the phone, so I can't speak to our phone traffic. If we are getting more phone calls they're not turning into appointments. As I type this it makes me wonder if we can set up call tracking through the website (maybe already have it), to get a better idea if phone calls are just being mishandled. hmmm....
  15. Agrrip

    Agrrip Getting Refreshed

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    You are exactly right on our restrictions...however, I have found that pushing hard on SEO and PPC have done wonders for our internet department. We switched our website vendor to AutoFusion and in the short time we have had them, they have greatly improved our internet traffic and floor traffic.

    We average between 15,000 - 17,000 unique impressions a month compared to 3,000 - 7,000 before using them.

    We also have a great Auto Trader rep that comes out weekly to ensure that we are using their tools properly...that has made a massive impact over our previous year's performance (we were super close to cutting them altogether).

    We recently invested in Facebook and social media and that has increased our awareness...though, it's hard to monetize our results.
  16. Agrrip

    Agrrip Getting Refreshed

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    You definitely need to get phone tracking if you don't have it. I also highly suggest that you record your calls as well. I think you might be surprised by what you find.
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  17. Agrrip

    Agrrip Getting Refreshed

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    I recently spoke with Drive It Now and they may be a good source to help with web conversion. I just don't like that they do not offer lease rates (a must have for a highline dealer).
  18. mcampo2501

    mcampo2501 Refresher

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    Who are you using for PPC?
  19. Agrrip

    Agrrip Getting Refreshed

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    ***removed post due to duplication***
  20. Agrrip

    Agrrip Getting Refreshed

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    We use AutoFusion for our SEO and our PPC. It's not cheap, but it does provide a good ROI and should only get better with age and refinement.

    We started both our SEO and PPC in December of 2011...so, we've seen great results thus far.

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