AutoUSA Study Reveals Dealers Rank Ability to Capture New Markets as Most Important Benefit Offered from Lead Providers

Share Article

AutoUSA, America's best source of Internet customers, announced today that in a recent dealer survey that polled 632 automotive dealerships, 29% of respondents listed "capturing new markets" or reaching customers that otherwise would not find them, as the most important benefit or reason to use a third-party new car leads service. Approximately 27% listed "increased sales/higher closing ratios," while 15% indicated that "more leads/increased traffic" were the most important benefits for this type of service.The survey also revealed that the average number of third-party lead service providers used by dealers is 4.4. When asked how interested they would be in SEO and PPC services, nearly 70% of dealers responded that they were somewhat or very interested.

Dealers should carefully review the performance of their 3rd party new car leads service and eliminate the lowest performers. This will reduce duplication of consumers, which was a complaint from many dealers. Additional lead volume is typically available from the top performing services

AutoUSA, America's best source of Internet customers, announced today that in a recent dealer survey that polled 632 automotive dealerships, 29% of respondents listed "capturing new markets" or reaching customers that otherwise would not find them, as the most important benefit or reason to use a third-party new car leads service. Approximately 27% listed "increased sales/higher closing ratios," while 15% indicated that "more leads/increased traffic" were the most important benefits for this type of service.

"These responses confirm that dealers realize Internet leads contribute to a well-rounded marketing effort," said Phil DuPree, President of AutoUSA. "The majority of consumers use the Internet to shop or do research prior to buying a new car, and if dealers don't have an online presence, those consumers will go somewhere else."

Nearly 60% of dealers defined a quality lead as a lead that has valid contact information and that are from people who are qualified and ready to buy. "Part of the reason why AutoUSA is the first choice for so many dealers is that we partner with web sites visited by the most qualified buyers, and deliver leads that produce the highest closing rate in the industry," said DuPree. "We have a unique advantage here because our network of 331 AutoNation franchises lets us know which sites perform best and we respond very quickly to this information. No other lead provider has this first-hand dealer knowledge."

The survey also revealed that the average number of third-party lead service providers used by dealers is 4.4. "Dealers should carefully review the performance of their 3rd party new car leads service and eliminate the lowest performers. This will reduce duplication of consumers, which was a complaint from many dealers. Additional lead volume is typically available from the top performing services," said DuPree.

Another interesting trend revealed in the survey is the increased interest in Search Engine Optimization and Pay Per Click advertising. When asked how interested they would be in SEO and PPC services, nearly 70% of dealers responded that they were somewhat or very interested. The west coast showed more interest than any other geographic region.

The study, which concluded in February of 2007, was conducted by Gilleard Marketing, an independent market research firm retained by AutoUSA to survey a portion of its customer base on a variety of issues related to customer service and trends. Gilleard received responses from 632 automotive dealers, with more than 86% of respondents at the managerial level, directly responsible for managing Internet sales and leads, business development and/or General Managers.

About AutoUSA (http://www.AutoUSA.com)

AutoUSA, Inc., is headquartered in Fort Lauderdale, Florida, and a subsidiary of AutoNation, Inc. (NYSE: AN), the largest retail automotive company in the United States. AutoUSA is an independent third-party provider of leads to more than 4,000 dealerships. The company has built its success on a combination of advanced web-based technology and a network that includes the country's most well respected online automotive resources, including Edmunds.com, Kelley Blue Book, MSN Autos, Yahoo! Autos, America Online, NADA Analytical Services Group, AutoVantage.com, AutoNation.com and AutoUSA.com. The vast majority of Ward's Top 100 eDealers use AutoUSA. More information is available online at http://www.AutoUSA.com

For more information contact:

Holly Forsberg

Account Executive

Carter West Public Relations

602-283-5458

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Holly Forsberg
AutoUSA
602-283-5458
Email >
Visit website

Media