ProMax Unlimited Introduces New Soft Pull Tool Instant Score

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ProMax Unlimited unveils the first of three new credit soft pull solutions powered by Equifax.

Dealer Marketing Services, Inc. the makers of ProMax Unlimited, today publicized the release of Instant Score to its dealer-customers. ProMax offers a full front end software suite to automotive dealers and boasts a strong track record of innovative and award-winning credit solutions. Partnering with global information solutions company Equifax, ProMax has announced Instant Score as the first of an exciting line of three new consumer credit soft pull products which are all powered by Equifax’s PowerLead suite.

Instant Score, the first of three new Equifax-powered credit solutions to be released, functions as a simple plug-in to any page on a dealership’s website. Using Instant Score, visitors to a dealership’s website are able to see their Equifax credit score free of charge. This simple process only requires consumers to fill out a short form and verify their identity, but does not require the consumer’s Social Security Number. Upon completing the form and having their identity verified, the consumer sees their credit score, and the dealership receives a high quality authenticated lead.

“The release of Instant Score strengthens our status as an industry leader in automotive dealer soft pull credit products,” said ProMax CTO Darian Miller. “And we are already looking forward to great future offerings powered by Equifax for our dealer customers.” Following the release of Instant Score, ProMax plans to release two additional soft pull solutions also powered by Equifax: Instant Auto Credit App and Instant Screen. The three products can be deployed by automotive dealers individually or in concert.

Instant Auto Credit App Powered by Equifax will serve as a logical extension to Instant Score. The Instant Auto Credit App enables a dealership’s website visitors to go a step further and get pre-qualified for an auto loan. Consumers who wish to be pre-qualified are required to fill out a short form and verify their identity, in exchange for which they can receive an offer that includes credit limit, interest rate, and term. The dealership in turn receives a high quality pre-qualified lead.

“Leads are the lifeblood of the auto business,” said ProMax COO Shane Born. “And these powerful soft pull tools are the first step in converting anonymous website visitors into auto sales. But website visitors aren’t the only consumers that the dealership can benefit from leveraging soft pull technology with. Some of the most valuable prospects are the ones already under the dealer’s roof: showroom walk-ins and service lane customers.”

Instant Screen Powered by Equifax will enable automotive dealers to implement a powerful soft pull tool at the dealership itself. Customers shopping for a vehicle or in for a service appointment can have a soft pull performed and given a firm offer of credit. Based on established criteria and backed by lender partners, these offers can be made directly to customers at the dealership or delivered via direct mail.

“Our dealership customers highly value sales leads that are sourced from their own websites and engaging prospects in their service lanes,” said CEO John Palmer from ProMax. “The three credit-based marketing solutions powered by Equifax enable us to use soft pull credit data to validate consumer identities and qualify customers quickly, easily, and with full compliance with applicable laws. This is why we are so excited to offer our dealerships the valuable services of each of these three products.”

Dealer Marketing Services, Inc. was formed in 1994 by John Palmer. In August of 1995, ProMax was introduced as a Special Finance software solution. In 1998, the software was expanded to handle all types of desking including new and used vehicle leasing, CRM, finance menus, inventory management, reports, and credit application submissions to lenders. In 2002, ProMax was introduced as the industry's first Internet-based full front end solution and today is used by over 2,000 automotive dealerships. The ProMax Unlimited internet application integrates with dealership DMS systems and can be used effectively in large dealer group situations as well as single location dealerships. Dealer Marketing Services, Inc. also provides credit bureaus, website development and hosting, internet leads, and direct mail services to help dealerships increase traffic. Learn more about ProMax Unlimited and Dealer Marketing Services, Inc. at

Equifax is a global leader in consumer, commercial, and workforce information solutions that provide businesses of all sizes and consumers with insight and information they can trust. Equifax organizes and assimilates data on more than 600 million consumers and 81 million businesses worldwide. The company's significant investments in differentiated data, its expertise in advanced analytics to explore and develop new multi-source data solutions, and its leading-edge proprietary technology enable it to create and deliver unparalleled customized insights that enrich both the performance of businesses and the lives of consumers.

Headquartered in Atlanta, Equifax operates or has investments in 19 countries and is a member of Standard & Poor’s (S&P) 500® Index. Its common stock is traded on the New York Stock Exchange (NYSE) under the symbol EFX. In 2013, Equifax was named a Bloomberg BusinessWeek Top 50 company, was #3 in Fortune's Most Admired list in its category, and was named to InfoWeek 500 as well as the FinTech 100. For more information, please visit:

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