One of the more important stats that dealerships can measure using the AutoPlay Sales Pipeline is where their leads are coming from. AutoPlay have a purpose-built Lead Source Report which tracks what salespeople select in the ‘SOURCE’ field when loading a new lead. This information helps dealerships make better decisions about where to spend their marketing money to get the most bang for buck. With our customer base, AutoPlay has access to a significant % of the presale lead stats throughout NZ.
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Overall, February was down in terms of the number of leads being captured and entered by AutoPlay customers. In terms of the volume of leads ‘Trade Me’ generated the most leads for dealerships, followed by dealership ‘Websites’. In third place was ‘Brand’ – with OEM’s accounting for the third most leads pushed to dealerships in February.
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.
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.
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