- Apr 14, 2009
- 76
- 36
- Awards
- 4
- First Name
- Tom
"The strong performance of AutoTrader.com for two consecutive years is founded on its most notable strengths -- the quality of leads and the amount of contact with the dealership -- both of which are especially important to dealers."
The quality of leads provided by AutoTrader are not statistically different from any other legitimate lead provider in my opinion. I measure quality on relevance of the data submitted and NOT the final outcome of the lead. As long as I have valid contact information from a lead, the rest of the equation is up to my process and people.
The amount of contact between AutoTrader and my dealership is minimal and absolutely worthless. My account "manager" has little bearing on my success with the platform. I certainly wouldn't include contact with AutoTrader as one of my bell-weathers on happiness with the product.
JD Powers is an antiquated beast we have to put up with, but I would caution everyone to think about your own situations before giving much weight to anything they have to say (unless, of course, they run your SSI/CSI programs).
For the record, I use both AutoTrader and cars.com and have success with both. I believe that my success is more about my pricing models and quality of my inventory listings than anything the two platforms provide (other than reach).
The quality of leads provided by AutoTrader are not statistically different from any other legitimate lead provider in my opinion. I measure quality on relevance of the data submitted and NOT the final outcome of the lead. As long as I have valid contact information from a lead, the rest of the equation is up to my process and people.
The amount of contact between AutoTrader and my dealership is minimal and absolutely worthless. My account "manager" has little bearing on my success with the platform. I certainly wouldn't include contact with AutoTrader as one of my bell-weathers on happiness with the product.
JD Powers is an antiquated beast we have to put up with, but I would caution everyone to think about your own situations before giving much weight to anything they have to say (unless, of course, they run your SSI/CSI programs).
For the record, I use both AutoTrader and cars.com and have success with both. I believe that my success is more about my pricing models and quality of my inventory listings than anything the two platforms provide (other than reach).
