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.

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Have you experienced the AutoTrader.com BLITZ?

Every once in a while you meet a salesperson who was obviously flexing his/her muscles to a coworker before trying to sell you something.  If things go awry, they have a tendency to say things that don’t usually make the sale, but probably push someone further away.

Well, I’m not going to get into what happened to my boss and me last Thursday, but would rather hear your Autotrader blitz stories.

Don’t know what the Autotrader.com blitz is?

Autotrader.com brings sales reps from different  areas into various markets to see if a change of face can get a dealer to sign-up for more stuff….or just sign-up.  I have heard it is called the Autotrader Blitz, but I’ve never actually heard an ATC rep say that.

Soooooo – have you been approached by an AutoTrader.com sales rep who usually doesn’t work your market area? If you have, how did it go?

P.S.  I promise to share my story later.

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What do you want from your 3rd Party Lead Vendors?

A.  ROI
B.  Conversion
C.  Marketing
D.  All of the above

Here is another Blueprint Series to discuss those exact things.  Tell your third party lead provider exactly what you want! Tell your third party lead provider what they’re doing wrong.  Yes, this includes anyone who sends you a lead, except your own website or direct ventures.

This one is for, but not limited to:  AAA, AOL, Adtel, AutoExtra, AutoMart, AutoUSA, AutoTrader.com, Jumpstart, CarFax, Cars.com, CarsDirect, Dealix, Edmunds, KBB, NewLeadsPlus, OEM’s, Vehix, Yahoo, USAA, ZAG, etc.

Share the wealth!

AutoUSA had 400 automotive dealerships surveyed AND 90% of respondents ranked "accuracy of the information" as the most important feature!?!? No Shit! The "amount of contact information" and the lead "closing ratio" were also very important. No Shit! x 2

I’m not sure we needed a study to figure this out.

Phil DuPree, president of AutoUSA said:

"Providing dealers with a volume of leads that can’t be worked because of inaccurate or incomplete information will drive down closing rates. Lead quality continues to be the overriding factor in achieving high close rates and dealer satisfaction with third party lead providers."

AND

"Dealers are looking for the right mix of lead providers that deliver the best coverage for their dealership and a high volume of quality leads," said DuPree. "They’re not afraid to switch providers if they aren’t seeing results."

Those are some impressive key factors to point, AND….I hope they didn’t pay too much to have that survey performed.

I’m not going to knock AutoUSA too hard (even though I still never got a solid answer for my duplicate lead issue). In my previous positions at past dealers, I did get my better leads from AutoUSA. Though, if you wanted to break it down even deeper, it was actually the leads from Edmunds.com that had the highest closing ratio (BUT..too often had the worse front end gross). Guess you can’t have both?

If you want, you can make the jump over to the
full press release..AutoUSA Study Finds Accuracy of Information Keeps Dealers Satisfied with Third Party Lead Providers

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Most of you (the one’s that sell cars for a living) may have to make a concentrated effort to look past the way you like to sell cars in order to answer honestly. With any luck, everyone that comments will do so from the perspective of a consumer.

Is there anything in the traditional or expected car shopping/buying experience that consumers really like? I’ve had dealers, General Mangers and salesmen tell me over and over for years that “buying a car is an emotional experience.” Those words are always spoken with an “I’m so smart and I really understand people” kind of tone. Do I disagree? Yes and no. Buying a car obviously involves some emotion, but the truth is that it’s primarily negative emotion. Car dealers and the typical way they run their businesses create tension, worry, frustration, anger, fear and depression often before the customer has even considered them.

Not that any of you read the newspaper, watch the boob-tube, listen to the radio or use the internet, but if you did then you’d know that car dealerships advertise in these places. Have you ever seen a TV commercial advertising a vehicle at what seems to be an impossible price? Have you ever seen a newspaper ad doing the same? Can you say loss-leaders? Can you say trickery, manipulation, coercion? So, what’s my point? When dealers market and advertise themselves in these ways they’re already stirring emotion in consumers. Guess what kind of emotion? Maybe this video will help paint the picture.

So…what do consumers want in a car buying experience? I have my opinions, but I want yours. You took the time to read this, so think like a consumer (if you can) and let the community know your thoughts.

With encouragement and hope.

Shaun is the CEO and Consultant for Dealer Advisor

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