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I have one dealer that uses text messaging on their website.  They've had awesome success with it on their Under $10,000 cars.  People basically just text for that last bit of info, and walk in.  They get a few sales from it each month, but there is no way to tell if the person would have contacted the dealer anyway.  They were obviously interested enough in the car to message the dealer, so they probably would have come in anyway.  They keep using it because it was included in the website, and costs them nothing extra.