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In my dealership, we started tracking quite a bit to verify much of these "stats". This is what we found. only 33% of our leads were coming in having submitted a lead and no response back to our follow up every month (we started to refer to them as "blue birds"). 79% of our customers had done some research online prior to coming in regardless of submitting a lead. Of that 21% that had not done online research 77% were Buick customers.Stats are just numbers that people extrapolate from a study. 5 people can look at the same study and extrapolate 5 different conclusions of that same study. I just find it so TERRIBLE that some companies find it okay to manipulate a study to spread information that tries to make their company look good and in the same breath move this industry BACKWARDS with the garbage they spew. Rant over.Now back to the topic at hand, I think that number is nonsense and more dealers should track everything themselves. Lead providers (YES THEY ARE ALL REFERENCED AS LEAD PROVIDERS WHETHER THEY LIKE IT OR NOT), claim that no one can FULLY track everyone and all sources effectively. But I can say from my experience, that it is possible to get a full picture of your traffic. Every study has outliers that you remove and as long as you are aware that some customers will lie or not pay attention and you drop those from your statistics... you then have a great picture of what IS and what WORKS for your dealership.
In my dealership, we started tracking quite a bit to verify much of these "stats". This is what we found. only 33% of our leads were coming in having submitted a lead and no response back to our follow up every month (we started to refer to them as "blue birds"). 79% of our customers had done some research online prior to coming in regardless of submitting a lead. Of that 21% that had not done online research 77% were Buick customers.
Stats are just numbers that people extrapolate from a study. 5 people can look at the same study and extrapolate 5 different conclusions of that same study. I just find it so TERRIBLE that some companies find it okay to manipulate a study to spread information that tries to make their company look good and in the same breath move this industry BACKWARDS with the garbage they spew. Rant over.
Now back to the topic at hand, I think that number is nonsense and more dealers should track everything themselves. Lead providers (YES THEY ARE ALL REFERENCED AS LEAD PROVIDERS WHETHER THEY LIKE IT OR NOT), claim that no one can FULLY track everyone and all sources effectively. But I can say from my experience, that it is possible to get a full picture of your traffic. Every study has outliers that you remove and as long as you are aware that some customers will lie or not pay attention and you drop those from your statistics... you then have a great picture of what IS and what WORKS for your dealership.
