August 2017 - Top 3 Sources of Leads, Test Drives and Sales

With Fieldays June was a big month with significant increases in the number of sales leads generated across NZ Dealers.  In July, even with Fieldays firmly in the rear-view mirror we saw 4.4% fewer leads captured by kiwi dealers than June 2017.  Despite this there were 7.7% more Test Drives recorded and 11.5% more Sales.    

In June we saw a massive number of leads generated by ‘Brands’ as many manufacturers ran marketing/lead generation programmes in the lead up to/during Fieldays.  As expected July 2017 saw a significant drop of more than 55% fewer brand leads – returning normality to the list of top lead sources back towards online sources for most dealerships.  In July 2017 ‘Web-Classified’ was the number one source of leads and increased by 18.1% from June.  Similarly, it was a strong month for dealership websites with ‘Web – Dealer’ leads increasing by 13.6%.

For the second straight month, the high number of leads generated from ‘Web – Classified’ sources continued to generate a large number of Test Drives.  On the back of a 30.3% increase in Test Drives from ‘Web – Classified’ in June, July saw a significant 72.2% increase in Test Drives.  Balancing this out the second (Brand) and third (Direct) saw decreases in the number of Test Drives generated.

July was a productive month for Sales generated in AutoPlay with increases of 39.8% for the ‘Repeat’ source, 32.6% for ‘Web – Classified’ and ‘Brand’ increasing by 5.7%.

Make sure to check back in next month’s issue of Autotalk to see how kiwi dealerships fared in August 2017. 

Matt Darby works for AutoPlay who specialise in pre-sale lead management tools.  To find out more about AutoPlay services email sales@autoplay.co.nz or visit www.autoplay.co.nz