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