I ran a test here locally using a Dealership I work with. I created a Gurus consumer account, did so using a created email on incognito screens with a different I.P. Essentially, I went all out to be a fresh face to the system.
I searched for a vehicle, found their dealership, and submitted a lead on that vehicle and that vehicle only. The first screen I was shown after submission was a list of vehicles at other dealerships. The first email I got was a list of vehicles from other dealerships. A few weeks later I got an email saying the vehicle was sold and guess what it included? A list of vehicles from other dealerships. That email was actually the worst because it showed competitors cars all with green colored great deals yet this dealer had a yellow deal.
Now, I'm a fair-minded guy, I get that a listing site is there to help people find cars, but my GOD MAN! If someone shows interest in one dealership that dealer should at least be rewarded with some sort or priority in the emails, right? The first action should have been something about similar vehicles at that dealer. The first email should have had that dealers other cars up top then maybe sprinkle in some other dealerships cars below.
As I said in that long post above, the sales model requires that they be able to go to every dealer and point out an increase in numbers. The problem with that is if you can't create buyers out of thin air, how do you increase everyone's lead count in an area where they are all competing against each other? This is how, by using the example I included in my test. You get one person to click on as many different dealerships listings as possible and bam= Everyone sees an increase in incoming leads.
For the naysayers, I'll stop you here by saying that I admit this doesn't mean you can't close any of the leads coming in. We all know there are numerous variables in this industry and for whatever reason, some will do more sifting through higher volumes of leads than others. All I am discussing is the strategy behind it and that a customer that you think is yours is going to be directed right down the street even if they haven't asked to be.
