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This is my opinion, and not meant to be anything but that....

I hate things that are placed on dealership websites solely to promote lead conversion.  The more I think about it, listen to shopper feedback, and dive into a significant top secret project Joe and I are on I believe more and more that lead conversion is counterproductive to the bottom line.

I'm not saying Internet leads are the devil.  You still need to provide a place for someone to submit a credit application or get some peace of mind that you will trade a car ....yeah, it isn't common knowledge you do trade-ins and your trade form is the only place you say it online.  What I am saying is building a site on lead conversion makes you look like a predatory car dealer.  It turns off the majority of the people who visit your site; the person who doesn't submit a lead.  The person who is planning to drive in to your store can get the impression you're not a business who has their best interest at heart when you display a predatory perception.

Put me back in the dealership and I'm going to strive for a lead conversion way less than 1% while catering to the shopper who "just walks in."

Again, this is just my opinion.  But I'm pretty fucking right