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Edmunds as 3rd-Party Lead Provider -- Thumbs Up or Thumbs Down?

Discussion in 'Websites, SEO, SEM, Display, Social, Marketing' started by john.quinn, Sep 29, 2011.

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  1. john.quinn

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    We got on-board with the new program 4 months ago, Premium Territory (yada-yada -- and don't even get me started on the data sharing thing!!).

    Results have been poor. I've always viewed Edmunds as more of a mid-funnel type research platform -- not a bottom-funnel "choice" selector.

    Agree, disagree? Anyone seeing good results evaluating Edmunds as a 3rd-party lead provider?
     
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  3. john.quinn

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    Anybody playing with Edmunds in the 3rd-party lead program?
     
  4. sweece

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    Haven't tried edmunds; however from my understanding, they're one of those lead providers that encourage users to price shop multiple dealers at a time. I try to stay away from those.
     
  5. Jeff Kershner

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    *bump*

    Was in a meeting today with a few others the and the conversation around Edmunds.com third-party leads came up. I continue to hear dealers are struggling with the quantity of leads Edmunds is able to produce.

    Are any DealerRefresh readers hearing or witnessing the same?
     
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  6. yagoparamo

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    Jeff,

    Not to be rhetoric but,

    are dealer happy about ANY source nowadays?
     
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  7. kcar

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    Refuse to use them.. Never will.
    Horrible territory radius planning, too expensive for what they really offer.
     
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  8. DealerMarketing

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    IMO.. All Dealers are better served by advertising their own brand over paying for 3rd party leads. As a former affiliate new car lead provider to many of those 3rd party web portals I can say that Edmunds does provide better quality than quantity of leads.
     
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  9. ddavis

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    Cost per lead is very expensive. They had it at one of my Lexus stores.

    The customer builds a vehicle like it's the new car buffet. I would see a lead where the customer wants a RX 350 with navigation. Edmunds will allow the customer to build the vehicle without the premium package, that is a prerequisite to having navigation. Edmunds has a disclaimer that they do not add for manditory local dealer advertising but customers rarely see this. In my RX 350 example, the actual cost is over $3K more than what the customer has printed out as my invoice. The lead comes with a "target price" that is less than that. I don't remember any of these leads coming with a phone number and it is very difficult to make the customer understand in a series of emails. They simply don't want to believe you.

    I don't know if Edmunds is more accurate for other franchises but I couldn't cancel it fast enough. Like most, you have to give them 30 days.
     
  10. jssimonton

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    In our area, the unsold new GM brand leads submitted on Edmunds appear to go to Dealix ($22) and then to the GM 3rd Party lead program ($16) before going directly to the dealer (free). That just seems like a penalty for playing. As a bonus, Edmunds encourages customers to submit their leads to ALL 5 of the closest stores (for obvious reasons.)
     
  11. Jeff Kershner

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    Doesn't seem right does it?
     
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