Google has upgraded the analytics and reporting tools for your Google Maps listing on what is now called Google Places.   Google Places replaces what was called “Google Local Business Center”.  Since there are so many ways to leverage data from Google Maps, I have created a series of photos that explain some of the most important new features offered by Google Places.

Google Places reports and data screens have MANY digital marketing implications that can be utilized to refine your online marketing strategies.  Take the time to ask yourself “Why is this data being shown?”.   Most dealers will be surprised to see just how many times their Google Map is displayed to consumers.  If you add a tracking phone number, most dealers will find that hundreds of calls and clicks combined are generated by Google Maps.

The data I have seen begs a few questions;  Is your Google Maps listing treated as a priority advertising opportunity?  Is your information on Google Maps correct?  Does Google think it is 100% complete?    Every week I find car dealer Google Maps listings with the incorrect website address or phone number.

Let’s take a quick walk through Google Places so you can see the wealth of data that is offered to you for free.

It is vitally important that every business owner login to their Google Places (http://places.google.com) account (formerly Local Business Center) and check out the new features.  Once you do this, please share what you found on DealerRefresh.

Perfecting the Lead Mix for your Dealership – White Paper

Dealers receive leads from their own websites; their OEM’s site; and independent Internet sites, which can include large portals as well as auto research, buying, and enthusiast sites. Each source represents different types of investments and different types of buyers – and no two dealers will have the same formula for how much of their lead mix should be allotted for each source. To explore the question of lead mix, Dealix hosted a moderated panel discussion at the 2010 NADA convention. The panel, attended by 50 invited guests representing dealerships of all sizes, resulted in a robust information exchange and debate. In response to requests for transcripts of the discussion, Dealix compiled this edited transcript of the event. You can download it here.

Agreement and Controversy

The panelists agreed on certain important points. For instance, all stated that dealers should have leads from each source in their business mix, and all agreed that evaluation of results should be based, not on lead close rate, but on gross profit per vehicle sold. Certain items, however, produced controversy. Most notably, the question posed by John Holt, CEO of The Cobalt Group and moderator of the discussion, produced different opinions from the panelists

“Which type of lead do you assign to your top salespeople?”

Read Full Posting >

Edmunds.com, they’re stealing from me!

We spend a lot of money with Edmunds.  We buy leads off their site (through a third-party) and participate in their PDP program for premium placement.  We have been a very good customer of theirs for YEARS!  And they’ve been good to us….until now.

Before I get into what is going on, I want to say that I have sent emails and made phone calls to my rep who aids us in all things Edmunds.  He has pushed things up the chain, along with my request for “at least a phone call” before 5:00 PM EST today to work things out.  Well, the phone call didn’t come.  So, I feel that I have given Edmunds time to respond.  They could have simply said “5:00 PM isn’t enough time” and I would have been fine with that.  So here we go:

KBB wants to change how auto leads are bought and sold

Guest Posting by Cliff Banks

Kelley Blue Book is launching a bold initiative, hoping to revolutionize the way online leads are bought and sold.

In the process, it’s turning its back on a rather successful revenue generator while speeding into a business dominated by AutoTrader.com and Cars.com.

In July, Kelley announced it was launching an online classified listings service for new and used vehicles and will charge dealers on a per lead basis. It’s calling the venture KBB’s Trusted Marketplace.

For years, AutoTrader.com and Cars.com have employed a subscription-type model, in which dealers pay a flat rate each month to list their inventory on the two automotive sites. The price is determined by the level of service a dealer chooses.

At times, dealers have grumbled about the seemingly high prices AutoTrader charges, and say the cost does not always match the level of performance.

Be careful! Dealix is/was purchasing leads from a lead provider “New Car America” and it could be a scam.

My good friend and dealer owner brought this to my attention after speaking to a CUSTOMER (over the phone) that filled out the lead form. The phone conversation with the gentlemen that apparently filled out the lead form, supposedly confirmed that he was being paid to fill out leads request forms at $5.00 per form. The gentlemen went as far to say that he got the job by answering to a “work from home” ad.

• I did a little research and found their actual website.

http://www.newcaramerica.com/

Taken from their “About Us” page.

“NewCarAmerica.com is committed to providing consumers direct access to automobile dealers across the United States. Our automobile directory helps our users quickly find dealers in their area. Thru the use of the latest technology, such as our new car quote service and daily Blog on topics effecting today’s car and truck buyers, we provide the fastest information available to help you buy your next car or truck.”

• I did some more research and found their registration information.

Registration Service Provided By: BuffaloWeb Services, LLC

Visit: http://www.buffalowebhosting.com
Domain name: newcaramerica.com

Registrant Contact:
NewcarAmerica, Inc.
(I did remove the personal contact information)

• Here is a copy of the lead from Dealix.

————————————–
DEALIX CORPORATION SALES LEAD
————————————–
Michael Hopkins has asked to be contacted specifically by your dealership regarding the 2008 Nissan Titan 4WD below. Please contact them as soon as possible.
————————————–
Lead No.:    1217054999
Received On: 8/3/2008 12:02:00 PM (PST)
————————————–
CUSTOMER INFORMATION:

Name:        Michael Hopkins
Address:     Valley View Ave
City:        Lewistown
State:       PA
Zip:         17044
Distance:    Customer is approx. 19.6961722717323 mi. from you
E-mail:      mshopp69@yahoo.com
Phone:
Best Time:   Morning
Purchase Time Frame:  Within 2 weeks
————————————–
REQUESTED VEHICLE:

Year:         2008
Make:         Nissan
Model:        Titan 4WD
Trim:         XE Crew Cab Short Bed
Engine:       Not Specified
Transmission: Not Specified
Ext. Color:   No Preference
Int. Color:   No Preference
————————————–
ADDITIONAL INFO AND CUSTOMER NOTES:

No Trade-In Specified.
Payment Method: Cash
SPECIAL NOTES ON THIS LEAD:
Customer is approx. 19.7 mi. from you.
————————————–
CONTACT DEALIX:

Your Dealix Service Representative is:
Steve C. Diacont, 412-727-7857 (removed email)

It’s our goal to send you the very best sales leads in the business.
————————————–

After bringing this to Dealix’s attention, they did say they researched the lead and too called the customer to confirm that the gentlemen was indeed being paid to fill out the lead forms.

Props to Dealix for doing the research (I guess?) and for crediting the dealer for all the leads that had came from New Car America. It still concerns me that Dealix would even buy leads from a lead generator like this, just look at the website.

• Here is a copy of the email from the support rep at Dealix (take notice to his signature..he.).

Hi Jeff,

These are the 4 leads that you received from New Car America, i have compd them.  I will stay on top of this and let you know when we have a resolution.

(see attached)

Thank You
Steve Diacont
Delaix
412-980-8377

This is total crap! I encourage EVERYONE that is purchasing leads from Dealix or ANY 3rd Party Lead provider to be sure you’re NOT careful buying leads from New Car America.