March 2017 Results: Top 3 Sources of Leads, Test Drives and Sales

Overall March 2017 was a successful month for kiwi dealerships who generated 17.6% more leads in March than they did in February (view the Feb results - http://www.theplaybook.co.nz/playbook/-where-do-your-leads-come-from-find-out-the-top-3-leads-by-source)

The top 3 sources of Leads didn't change in March - with Trade Me again taking out the top spot as the number one source of leads.  However whilst 'Trade Me' leads increased by 14.3%, 'Web' (i.e dealers websites) and 'Brand' gained traction as the next largest source of leads with growth of 24.8% and 32.6% respectively.

When it comes to the source of Test Drives, like February many were attributed to 'Direct' walk ins.  However 'Brand' increased by 22.5% as a source of Test Drives - further reinforcing that brands/OEM's put in a big effort to generate leads for dealerships in March.

Despite dealerships being able to convert 'Brand' leads to Test Drive, they were less successful at converting these leads to sales.  'Direct' again took out the top spot for Sales by Source, followed by 'Trade Me' and 'Web'.  In March 'Web' was the big mover in Sales by Source with a massive jump of 57.5% in sales against leads where 'Web' was identified as the source of the lead.

Make sure to check into next months issue of the PlayBook to catch the top Leads, Test Drives and Sales by Source for April.