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."
"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