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Sorry Ed, I wasn't clear enough there. My point was I think sometimes dealers spend way too much time with things that aren't driving direct sales. The simple things that really matter with sales aren't done well first, either with website layouts, vehicle merchandising, communication, or on the showroom floor. So trying to increase and get more leads in your local market to drive more sales is going to get very expensive on paper.


In my opinion, 3rd party shopping websites bring in more online traffic for dealers than any other source. I see it when I deep dive into sales sourcing and lead attribution. It would appear that the majority of shoppers are entering our name in search engines, or visiting our websites directly. That's not logical though, there aren't that many psychic shoppers out there that suddenly know I have that sweet Tacoma TRD Pro in-stock, in their color, with beige leather, low miles and listed at $26,782. They are finding it somewhere online. The majority of which I attribute back to either OEM or 3rd party shopping websites. If you stop digging into the stats though, and believe all you really need is your website, then you're probably missing out on sales opportunities your competition is getting a shot at.