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Dealer's Gone Lead-Gen Crazy

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#11
Alex Snyder said:
In the battle to convert a visitor to a lead has anyone asked whether leads do help sell cars?
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If you don't have a lot of competition and you don't have a steller process, too many leads can cost you business.

Also - if you team receives too many leads that are not truly in the market, "lead fatigue" can set in and you have sales people cherry picking leads by source, as in how much effort they please into that lead.
 
#13
Alex Snyder said:
In the battle to convert a visitor to a lead has anyone asked whether leads do help sell cars?
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oh oh...

:naughty: Leads Help Sell Digital Spending. :naughty:
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  1. How many car shoppers go to google and think... "man I can't wait to submit a lead to get this new car!"
  2. How many zillion leads never get replied to? WHY? Becuase the website sucks and the shopper can't find the answer. All the shopper wanted was an answer they couldn't find on the site.
For 20 friggin years, vendors and dealers are stuck in this same lead chasing merry-go-round. The cause of this insanity points to Ryan's observation
reverson said:
Dealers also love leads because it makes "attribution" easier.
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Someone in our space needs to create an attribution model that can predict a dealers sales. When we cross that threshold we can finally understand what sells cars and a new era will be born.


p.s. sub-prime is it's own unique marketplace. It has a completely different set of rules.
 
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#16
reverson said:
Very true, I have seen some luxury rooftops without BDC's that mark a lead as Bad / Lost after making a single phone call and email attempt because they receive enough leads to just cherry pick the easy ones.
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It seems as if high-end dealers are more guilty for this than others. And you're right, mostly due to not having an operational BDC.
 
#17
reverson said:
I know by GM you mean General Managers, but the homepage also reflects General Motors persona for GM dealers.

GM is test piloting a program in Florida where each dealer is assigned a digital strategist (in addition to the GM required CDK procare advocate) who for lack of a better word babysits dealers to make sure they are doing everything they deem necessary. For small single point stores it's probably a godsend but for larger groups like us it tends to be a waste of time with more homepage banners and CTA's being the answer for everything. Really hope this doesn't get rolled out nationwide.
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they are doing that here too.
 
#20
Stop paying attention to the "internet department" and pay attention to the whole store. The fact that only 1-2% of inventory search traffic will submit a lead, why do we spend so much time/effort. Leads don't sell cars - people walking through the front door sells cars. While leads might be a start for an ending process - don't miss what the focus should be, customers in the showroom.

If you can increase your dealers website traffic by ~20%, you can increase the OTDBs (ups walking through the front door) by ~15%.
 
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