Forward-thinking dealerships can prioritize the low-funnel buyer while building a lead nurture infrastructure to engage potential buyers still high up the funnel. A balanced approach to these two types of customers will lead to the best results.
Many dealerships, and for good reason, have tunnel vision when it comes to leads. They seek a particular type of low-funnel buyer who will close within 30 days, or at most 60, and spend little to no time nurturing higher-funnel leads. This makes sense because most BDCs aren’t designed to spend months nurturing leads who aren’t ready to buy, when low-funnel leads require immediate attention. It’s not smart to divert attention away from paying customers.
But rather than focusing exclusively on one type of lead, dealerships should also be looking for ways to reach all of them. Why? Because nontraditional leads are important. They are your future customers, and they will eventually buy from you and not your competitor IF you build loyalty with them now.
The good news is that it’s possible to nurture earlier stage leads without gutting your BDC resources. In fact, you can engage most early-stage leads with nearly zero day-to-day effort on the part of your BDC. With smart planning, you can set up a nurture cycle that engages all your leads but keeps your energy focused on following up with the ones that pay off the most.