Almost all of automotive agrees: sales are driven from conversations with consumers. For years, the automotive industry has relied on leads to start these conversations. But in today’s digital age, leads are too few and far between to be the sole focus of your marketing efforts. Conversations with today’s car shoppers start long before a lead would ever be considered. Yet, most dealers measure the success of their marketing efforts on the number of leads delivered and spend their ad budgets accordingly. Frankly, dealers hyper-focused on driving leads are missing sales opportunities with most car shoppers.
Let’s take a moment and put ourselves in the consumer’s shoes. If you were in market for a car today, what would it take for you to submit a lead? It would most likely require significant interest or an unbelievable price for you to submit a lead. Before that, wouldn’t you shop around several websites to look for a competitive price or even drive to the dealership once you’ve found the best price? It’s time to face it – the game has changed, and what once was the go-to tactic for marketers in automotive is now mediocre at best.
Here are two things every dealer needs to know about leads in today’s market.