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Put Third Party Car Leads On The Back Burner – Get Your Dealer Chat Leads Cooking

October 31, 2010 - 1:54 am

Dealer Chat is the new big thing in dealer marketing. Some dealers hopped right onto the bandwagon and ran with the opportunity to optimize their website traffic.  They saw the benefit in greeting their online showroom visitors just as they do their physical showroom visitors. Other dealers are strongly set in their ways and don’t want to deviate away from the third party sales leads they’ve been getting for years.  I can’t say that I blame them – why fix something that isn’t broken, right?

Third party lead source providers do have their benefits. I’m not attempting to take anything away from them, as a large percentage of dealership special finance sales come from third party automotive sales leads. It’s important to realize though, that often when this type of lead gets delivered to your dealership; it cannot be guaranteed that the customer was actually in the market for a vehicle when they submitted their information. You could spend days, weeks, even months trying to work this type of lead.

There is a huge difference working with automotive sales leads generated from your own website. Visitors don’t arbitrarily land on your website. They are there for a reason. They may be shopping prices, rates and programs, or comparing vehicles in your inventory to other local dealers’ inventory. The difference is they are on your site, not a third party source.

Statistics show that automotive sales leads coming from your own website have a better closing ratio than third party sources.  A better closing ratio equals more sales.

Of course, having a Dealer Chat provider is the solution to increasing these leads. Make sure your virtual showroom is staffed just as your showroom is. Always remember that automotive sales leads generated by your own dealer website are of higher quality than a third party car lead.  Every. Single. Time.

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