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.