Duplicate leads. Just hearing these words make many dealers wince. Why? Well, the mindset is that duplicate leads can cause confusion among your salespeople. Different information is scattered across multiple consumer profiles, and you don’t know who’s been catered to and who hasn’t. In your mind—and in the minds of many other dealers—it’s a pain. But despite that … [Read more...] about Why Duplicate Leads Are a Problem Worth Having
Back in the day, the only major interactions most consumers had with your dealership were when they talked to one of your salespeople in person. Nowadays, many those interactions are happening online: OEMs are online, data validators are online, and your dealership is online. In the past, consumers would go straight to the dealership in order to get information. But now … [Read more...] about How to Win the Fight for Online Consumer Attention
Last month, I discussed the huge opportunity trade-in leads are for the dealers who work them well. Clearly, a shopper who requests an appraisal is going to be a low-funnel consumer looking to buy soon. Now I want to share some data that proves that point—and sheds some light on who these consumers are—then offer some thoughts on how best to capture them. According to … [Read more...] about How to Reduce the Time From Trade-In Appraisal to Purchase
Over the past few years, trade-in leads have become increasingly valuable conversion opportunities, but most dealership websites are not optimizing them. Before we go any further, let’s start with a little history lesson. About 15 years ago, consumers used static forms to request additional information. Obviously, this doesn’t work as well now as it did back in the day … [Read more...] about Why Aren’t More Dealers Capitalizing on Trade-In Leads?
In the automotive industry, it’s an extremely common practice for dealerships to integrate plain lead-generation forms onto their website so consumers can request more information. These forms are typically static, with only a few form-fill spaces available for consumers’ name, phone number, email address, and a larger space for them to ask questions. Just because static … [Read more...] about See the Big Picture With Interactive Lead-Generation Forms