Multiple or Duplicate Auto Leads: Industry Analysis
Posted by admin | Filed under Lead Follow Up
duplicate auto leads
The image above shows one potential car buyer going through three different companies for nearly one and a half years.
As you can see the first application was initiated on 8/10/2007 and the most previous application generated 2/9/09. What does this say about car shoppers and auto dealers?
Car Shoppers:
- Use the Internet for instant gratification - HELP ME NOW
- Jump to multiple sites - HELP ME NOW
- Persistent - Auto shoppers will keep trying until they find somebody to help them
Auto Dealers:
Even though many auto dealers have a CRM it is apparent that many fall short on long-term follow up with potential customers. Most lead providers have a 30 day duplicate policy. If the lead is less than 30 days old they don’t pay for it, but in the above scenario, the dealership pays for the lead three additional times. What if the dealership worked with this buyer even if they could not purchase the day they came to the store? The customer probably would not have completed multiple applications and the store could have avoided being charged for the same lead multiple times.
It is more important than ever that auto dealers look at every lead as “Timing is of the essence”. The longer a dealership waits to communicate with a potential buyer, the less likely the dealership will be able get that person to their store.
If auto dealers maintain an ongoing relationship with potential customers they are increasing the lifetime value of their leads and eventually reducing the cost of Internet leads.
Again, this is a scenario we see daily across a small handful of dealerships we work with directly. We summize this is a small snapshot of what is occurring in the industry nation-wide.
What are your thoughts on duplicate leads and poor lead follow up?
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