Better leads. No matter which industry you’re operating in, that’s ultimately the goal of every sales utond marketing team — but the similarities end there. What works for generating great auto dealer leads in the tech industry and other B2B markets won’t necessarily work for the automotive industry.
With the average price of a new car hitting $33,560 in 2015, consumers are understandably taking their time doing plenty of research before signing a contract. Automotive dealerships are faced with the challenge of sorting through prospective buyers who may be browsing for as long as six months, and those who could be ready to drive away in a new car within several weeks.
Identifying strong new auto dealer leads requires car dealership software specifically designed to meet your needs in the industry. Take a look at these 3 key ways that you can start getting better auto dealer leads:
Give Visitors What They Want
It may take weeks, months or even a year of research before a consumer is ready to drive away in one of your new or used cars. Although it seems frustrating, you could look at it as a positive. That additional time gives you the opportunity to engage them, and therefore, separate yourself from the competition. That includes giving them what they want.
“Anytime you can make a consumer feel like they’re getting something out of the deal is a positive.”
Don’t simply throw static forms at them when they visit your website, trying to get their emails without providing value. Set up interactive forms that allow visitors to get an appraisal on a trade or calculate payments, just as an example. Consumers already have a distrust about releasing personal information. Overcome those barriers with information that will be helpful or incentives like cash bonuses or offers. Anytime you can make a consumer feel like they’re getting something out of the deal is a positive.
According to Troy Lerdo, internet director for Gary Yeomans Ford Lincoln in Florida, the right auto lead generation software can provide the tools to better engage consumers. He has used incentives as part of his strategy.
“For one, consumers are more enticed to put in the correct information because they have the chance to win some money,” he said. “Secondly, dealers have the opportunity to ask buying questions and pre-qualifying questions that show you where these buyers stand in the buying process. Those two things are really, really good things about the tool.”
Make the Experience Engaging.
Maybe a consumer is not interested in a trade appraisal because they’re still in the early browsing phase. Attempt to meet their needs by providing a top-of-the-funnel experience that takes them closer to their ideal cars.
“Tempt to meet their needs by providing a top-of-the-funnel experience that takes them closer to their ideal cars.”
Set up an interactive form for auto lead generation that quizzes them on the type of car that best fits their lifestyle or personality. Encourage them to share their results on social media to broaden your potential for gaining more auto dealer leads.
Interpret the Data to Properly Follow Up.
It’s not enough to simply get more auto dealer leads. You must have a strategy to follow up with consumers, depending upon where they are in the marketing funnel. The accurate data you receive from comprehensive automotive dealer software will give you the insights you need to better connect with prospects.
It’s not enough to simply get more leads. You must have a strategy to follow up with consumers, depending upon where they are in the marketing funnel.”
By reviewing the pages consumers visited, you can determine where they are in the buying process — responding with the relevant experiences and information that allow for a customized, intimate experience.
If you want to learn about more ways you can leverage your website to capture more auto dealer leads, download our FREE Automotive Website Optimization e-guide now!