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I know all stores work differently, and this is a little off topic, but has anyone else found this to be an effective way of handling internet leads?  My opinon is that there is no way sales people can pay the appropriate amount of attention to an internet lead to get desired results.  They'll always get the low hanking fruit, but anything that requires extensive follow up I've found always gets put aside and adventually forgotten about.  Anything less than 200 leads per month can be successfully handled by one BDC agent and you'll certainly sell enough extra cars to pay for him/her.  I know this isn't why you posted, and not the suggestion you're looking for, but I would be very hesitant to spend more money on digital advertising until I knew that I was going to be able to handle the increased lead volume.  Hiring someone to do the job you described is going to bring in more traffic to your website and will lead to more internet leads, not showroom leads.  If you're tracking the prduction of your leads now and are happy with the close rate, then maybe your group is the exception to the rule.  I personally think that no matter how good you're doing now, you would do better with a dedicated department.