The immediate reaction is that this is mainly due to the different online lead model that dealers are used to in Australia. Whilst kiwi dealers spend a monthly fee to the likes of Trade Me that is based on the number of listings displayed – no matter how many leads those listings generated. In Australia dealers will pay approx. $50 for each lead they are sent from the likes of CarSales.com.au.
Naturally this puts ROI front and centre for Aussie dealers as they are faced with the reality that if they ignore any leads they receive they are literally throwing away $50. As a rule, this means that all leads are valued and worked hard by the sales team – no matter the perceived quality.
NZ can be a different beast. Sales teams are smaller so prioritising what leads are being worked sometimes needs to happen. It’s a harsh reality that some of the online leads received by dealers will not look like quality leads. We’ve all seen them – the “tyre clickers”, the online brochure requests, the ones that are so far apart on price that they are never a realistic opportunity to convert to a sale. When you factor in that sales people are often never aware of what the true cost of leads actually are, it’s no surprise that not all online leads are valued.
One of the methods AutoPlay uses to help bring the true cost of generating those online leads to the forefront is by adding Costs to the Campaigns and Lead Sources. This process takes just a few minutes and will yield accurate ROI without changing any dealership process. The majority of dealers are now tracking the source of their leads, and without changing their process the management team can see exactly how much each lead is costing them from everyone of their marketing sources.