The PERQ team called GYFL and introduced the benefits of using Trade Appraisal Plus (TAP). The dealership realized that their old tool wasn’t optimized for generating leads like it could be with TAP and decided that because of its return on investment and price point, they’d give TAP a try.
PERQ helped turned GYFL’s trade-in tool into a lead generation tool that became a way to drive high –quality leads to the showroom. Implementing TAP was very easy and didn’t change GYFL’s sales process. One of the biggest benefits of TAP was that it gave the dealership more detail about each lead, making it easier to have a meaningful conversation with the lead.
Said Troy Lerdo, Internet Director at GYFL, “With TAP, we’re moving people farther down the buying funnel. Especially when we get buyer profiles. When they share all the extra buying information, that’s when we know they’re live- it’s like having a big fish on the line, they’re hooked!”
When asked what TAP provided that Black Book didn’t, Lerdo also said, “The difference is that TAP concentrates on customers versus concentrating on the cars. It makes a huge difference.”
In a forty-five day period, Gary Yeomans Ford Lincoln gathered 87 appraisals through PERQ and sold ten cars for a 12% lead to sale conversion rate.
GYFL also found out useful results from utilizing TAP and its reporting capabilities that they plan to use for lead generation. Some examples are: 57% of their customers asked for additional information regarding financing, and 25% said they needed help in finding spare time and assistance to assess their appraisal. Finally, 74% of customers were interested in buying right away- indicating the quality of the leads that TAP produces!
We also asked Troy Lerdo what he would tell another dealership about switching to TAP. He said, “To me, it’s a no-brainer: TAP gives me higher quality leads than I got before. TAP is a great tool because customers are incentivized to put in their correct information to enter to win money, that’s the first thing. The second thing is that its pre-qualifying questions will show you where the buyer stands in the process. Those two things are really good things!”
"To me, it’s a no-brainer: TAP gives me higher quality leads than I got before. TAP is a great tool because customers are incentivized to put in their correct information... that’s the first thing. The second thing is that its pre-qualifying questions will show you where the buyer stands in the process."