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If you had a lead source that sent you 2 leads a month at $300.00 a lead and you sold 1 of them each time and the average gross on that sale was $2,000, would you continue with that lead provider?I'll pick one of my dealers here. They're heavy into AutoTrader. They slack for one month on photos, pricing, comments and spotlights - the calls and walk in traffic drop. They get back on their game, and guess what? Calls and some floor traffic picks up.How many form leads do they get? Almost none!When we are merchandising and working the system as we should, the ROI makes sense. My point is, I look past the email lead count we get from AT and Cars.com and look at phone and floor traffic as well.
If you had a lead source that sent you 2 leads a month at $300.00 a lead and you sold 1 of them each time and the average gross on that sale was $2,000, would you continue with that lead provider?
I'll pick one of my dealers here. They're heavy into AutoTrader. They slack for one month on photos, pricing, comments and spotlights - the calls and walk in traffic drop. They get back on their game, and guess what? Calls and some floor traffic picks up.
How many form leads do they get? Almost none!
When we are merchandising and working the system as we should, the ROI makes sense.
My point is, I look past the email lead count we get from AT and Cars.com and look at phone and floor traffic as well.
