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Personally, I am not a fan of the "make an offer" button in any fashion. Let's face it, the offer is almost NEVER going to be reasonable. The one saving grace with the "get e-price" button is that YOU as the dealership get to throw out the first number. Just like if you have a customer in your showroom you want to present the proposal. Starting your conversation trying to overcome your clients lowball is not a position I want to be in once I make my first contact. Especially since the client isn't even standing in my showroom yet.

 

There are many ways to skin a cat and I am not claiming to be the king of the internet here, but the call to action buttons that I have found effective after much toying around are: contact dealer, get more info, get e-price. The first two are about the only things I have on my used (we don't offer an e-price on used). I believe that on used cars if you get the lead in the first place you are getting it because the vehicle is merchandised well and appropriately priced. If you know of another way to get a used car lead I would be happy to hear about it!

 

On new I think the consumer wants to know what the "deal" is. They are confused by incentives, programs, etc. and they are looking to have it all spelled out in some fashion. Our e-price is available to help our clients feel armed and prepared.

 

We NEVER imply that our e-Price will be the lowest. All of our correspondense from the time we receive the lead is promising a fast response, an accurate response, and a fair price.

 

Good luck to you!