"That may be the case, but aren't some leads better than no leads? The answer is yes."
Is it when it comes to these low quality leads?
I see a lot of what I call "Lead apathy" in sales teams at dealerships from week after week of chasing down 3rd party web leads that rarely convert to a sale. Monday mornings when the weekend web leads are handed out, it's like those who get the leads are handed a death sentence and the rest of the team doesn't mind NOT getting them.
I've been running google ads since they were started in the early 2000's and I can create more leads and clicks than I can handle, but to what end? Leads that don't convert are a waste of time and money. I weekly audit my ad spend not only in money, but in conversion rates. Low rate? Eliminate it. I focus on the clicks and leads that convert. I'm amazed at how little dealers (and their marketing vendors) do this.
Switching the mindset from those buyers who are early in their purchasing journey to those who are near the end results in higher conversion rates, higher profit per sale and happier sales teams.
What would you have as a lead? Ten 3rd party web leads or three actual opportunities from car buyers who came to your store?
I'll take the store visits every time. And you would too just based on conversion rates.
Why invest in those who are further down the road in their purchasing journey?
They're invested in a purchase and not just sitting on their couch looking at cars.
They're invested in YOUR dealership and made a VISIT to your store.
They're near the end of their buying journey and will most likely purchase a car in the next week.
Jamming more leads into the large end of the sales funnel is what many do.
Maximizing conversions on the other end is what many NEED to do.
Disclosure - I'm highly biased towards the "end of the buying journey" marketing/sales method. So much so that I created a lead capture system for dealers that captures and converts those car buyers who visit stores. I don't like wasting my time with tire kickers. 
