Not uncommon to see a decrease in actual form fill leads when you have real photos of your new car inventory. I know of dealerships that stop taking photos of their new cars for this reason alone.
That's when you start asking questions.
1. What was/is your average closing percentage on your new car leads?
2. Do you have a way of tracking or are you currently tracking any increase in new car floor traffic or new car phone inquiries?
3. Did new car sales increase?
Obvious questions BUT many dealers become so lead hungry, they make some really silly decisions based upon lead volume while overlooking the obvious - showroom traffic and sales.
I had a process for new car photos with my dealerships over 10 years ago. When I was on the floor selling Volkswagens (1999), I was outside with my Sony Mavica floppy drive camera taking photos of new Volkswagens for my website - vwrep.com. My only reason for doing so (15 years ago) was to better the overall experience for anyone on my website.
When you provide a better experience, you're rewarded for doing so. The reward isn't always in your face.
