Interestingly whilst Trade Me was the number one source of leads from dealerships, it only represented the third most sales – and conversion was comparatively lower than it was in January.
The majority of Sales were actually captured as ‘Direct’ leads – which is often what dealerships use to describe a walk-in customer who has approached them directly (generally straight to Test Drive). The lead source ‘Repeat’ accounted for the next most Sales and actually increased by 25% from January. Combine this with the fact that overall leads captured were lower in February, this increase in Sales from Repeat customers shows that dealerships worked harder to generate their own leads through prospecting their repeat customers.
Make sure to read next month’s issues of The PlayBook eDM to keep up to date with where the market is sourcing their leads.