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Lead, Test Drive and Sales by Source January 2020 (vs December 2019)

7/2/2020

 
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After a quiet December 2019, January saw a return to normalcy with Leads increasing by 17.6% and Test Drives increasing by 15.9% from December 2019 to January 2020 as dealers returned to work and the focus on generating leads was renewed.  Despite these notable increases, January 2020 was still a quiet month for Sales with only a small 0.2% increase from month-to-month.  With such increases in Leads and Test Drives it is highly likely that next month we will see a flow on effect to Sales despite the short calendar month in February.
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A large reason for the jump in Leads from December to January was that ‘Web – Dealer’ leads increased massively by 41% - making leads from the dealer’s own website once again the most common source of leads.  Leads from 3rd party sites also increased with ‘Web – Dealer’ leads increasing by 11% from December.  ‘Brand’ leads remain the third most common source of leads for NZ franchise dealers and after decreasing by 26.4% in December, rebounded to increase by 24.7% in January.
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With Test Drives increasing by 15.9% in January we saw increases across the board in Test Drive sources in January.  In particular the ‘Direct’ source saw a significant increase of 23.4% - making it the most common source of Test Drives in January (up from 3rd in December).  This seems to indicate that customers visited dealerships more often in January as ‘Web – Classifed’ (up 9.6%) and ‘Web – Dealer’ (up 16.5%) both increased by smaller margins. 
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​Sales only increased by 0.2% in January, and this was mirrored by the top source of sales – ‘Web – Classified’ which also marginally increased (up 0.3%).  Despite sales increasing overall from December, sales attributed to ‘Web – Dealer’ and ‘Repeat’ sources decreased significantly by 13.2% and 10.3% respectively.  It will be interesting to watch this space in February to see if sales from this source rebound – something likely for ‘Web -Dealer’ leads which are now the most common source of leads in NZ.
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Make sure to check back next month to see the top sources of leads, test drives and sales in February 2020  

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