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Top 3 Sources for Leads, Test Drives and Sales New Zealand Dealerships December 2017 (vs November 2017)

8/1/2018

 
Now that 2017 is over we can take a look back at Lead, Test Drive and Sales activity over December 2017.  Overall December was a quiet month as we lost a number of days to stat holidays and the quiet period between Christmas and New Year’s.  Overall, the number of Leads captured by dealers using AutoPlay Sales Pipeline were down 17% from November 2017 to December 2017.  Mirroring this trend, we also saw the number of Test Drives decrease by 12.7% and Sales by 12.9%.
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Although Leads decreased by 17% in December, ‘Web – Classified’ managed to buck the trend and increase by 4.4%.  Whilst the discipline of loading leads can slip around the holiday season, AutoPlay captures leads from 3rd party websites automatically which has helped to keep this figure stable.  With ‘Web – Dealer’ accounting for 10.7% fewer leads in December this helped ‘Web – Classified’ regain the top spot in December 2017.  After a strong November, the number of leads provided to dealers by the ‘Brand’ decreased by 33%, causing this lead source to slip to the third best source of leads for kiwi dealers.
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Test Drives were down across the board in December. but after several months as the number one source of leads for dealers, there were still a number of leads from the ‘Web – Dealer’ source to be converted to Test Drives – resulting in a smaller decrease of 0.9% compared to 12.7% across all sources of Test Drives.  ‘Direct’ was the second most prevalent source of Test Drives and ‘Web – Classified’ accounted for the third most Test Drives – up 6.8% from November 2017.
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Sales were also down across the board with ‘Web – Dealer’ down 10.6% and ‘Repeat’ down 20.6%.  In between ‘Brand’ accounted for the second most sales in December and was up 20.2% from November – likely due to the high volumes of brand leads pushed through from previous months slowly being converted to sales.
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Make sure to check back next month to see the most frequent sources of Leads, Test Drives and Sales in January 2018.


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