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We typically see a 10:1 ratio of phone calls to form leads...with many dealerships, we see upwards of 20:1.  However, we all know a call doesn't equal a lead!  If a dealer gets 10 phone calls, about 3 of those are actual sales prospects where the dealership has the opportunity to sell a car.  When monitoring calls, we see (or hear) customers calling in to check on a stock number they saw online, understanding what the towing capacity is for certain truck models, etc.