This spring, Mercedes-Benz of Oklahoma City cut their marketing budget and decided to only use their website package tool to generates leads, hoping to save money. After a month without FATWIN, Schade says they saw a dip in the quality leads they were receiving. “When we cut it, we noticed the leads submitted per unique visitor were incredibly less,” she says. “We did think we could pull in the same numbers because we added a digital retailing tool through our website provider, but it just didn’t work.”
Schade says they were averaging 30 to 50 visitors per lead submission with FATWIN. When they turned FATWIN off, they jumped up to 90 visitors for 1 lead submission. After a few conversations and seeing that their leads were down, Schade contacted PERQ: “My boss said sign them back up.”
The dealership began using the Deal Arrangement tool on their website again in June and also added the FATWIN Trade Appraisal Plus tool to their Volvo Cars Oklahoma City website. “The benefit we got just spoke for itself with the Mercedes store, so we decided to see how it does for our Volvo dealership,” Schade says.
In the last quarter on Deal Arrangement, Mercedes-Benz of Oklahoma City received 206 leads resulting in 26 sales (12.62% conversion), along with a total of $81,916 gross profit.
As an added bonus, Schade says the leads they receive are higher quality from FATWIN and they get valuable consumer data with every lead, which arms their client advisors with a lot more information to help a customer. “We know where visitors are at in the buying process… if they’re ready to buy in the next couple of days or if they’re still a couple months out. We know what vehicle the consumer is looking at and know if they’re interested in pricing information or just wanting to learn more about 4-door sedans, for example.”
The client advisors also use the information to send individual emails to customers based on their needs and the information they provided using the FATWIN tool. “The data from FATWIN is constantly being looked at by all the different departments at the dealership,” Schade says.
FATWIN has also helped meet their customers’ needs, as well, offering up a more customized experience for every visitor. “We really love the way the tool functions because it makes the online experience more intuitive for our customers. It’s personalized to them and we’re not just sending every person through the same cattle shoot.”
Schade says they’re seeing online visitors engage with the FATWIN technology and those visitors typically complete an entire interactive experience, which helps result in sales. “FATWIN offers the highest percentage of leads with the highest closing rate,” she says. “I would recommend other dealerships use it, just based on the change in lead submission we saw with and without the tool. You’re not wasting money on this tool because you’ll see the benefits.”
"FATWIN offers the highest percentage of leads with the highest closing rate on sales."