Lead, Test Drive and Sales By Source July 2019 (vs June 2019)

The market performance in 2019 to date has been up and down, and July was no different.  After increasing by 3.3% from May to June, the volume of leads captured by kiwi dealers decreased by 3.2% from June to July 2019.  Test Drives fell again with 4.6% fewer Test Drives loaded across the 80% of franchise dealers using AutoPlay in July.  Sales bounced back in July with 12.9% more Sales being logged among AutoPlay dealers in July.

Unlike most sources, leads from ‘Web -Classified’ sources increased by 5.4% from June to July.  July also saw ‘Web – Dealer’ reclaim the second most popular source of leads despite decreasing by 1.9% from month-to-month.  This is because leads from the ‘Brand’ source decreasing by a massive 69.1% from June to July.  This is not unexpected as every June in NZ we see brands accounting for a large amount of leads due to the marketing and sales activities around Fieldays.

In July ‘Web Classified’ was the most common source of Test Drives but fell by 9.4%.  Test Drives arising from ‘Web – Dealer’ leads increased by 2.1% and Test Drives from ‘Direct’ leads decreased by 2.0% from June to July.

After a sizeable drop in Sales in June, Sales across the board increased in July 2019 (by 12.9%).  This was primarily due to a significant uptick in conversion to Sales on ‘Web – Classified’ leads – increasing by 23.2% from June to July.  Sales from ‘Web – Dealer’ source also increased by 5.5% resulting in a great month of Sales from online sources.  Sales from ‘Repeat’ customers decreased slightly (-0.1%) but still remained the 3rd most prevalent source of leads in July.

​Make sure to check back in August to see the top Sources of Leads, Test Drives and Sales in August 2019.