March 2018 is now in the books and as expected we saw a reasonable bounce back in the number of Leads, Test Drives and Sales recorded by the approx. 80% of franchise dealers that use AutoPlay Sales Pipeline to manage their leads.
Overall there was a 10.5% increase in the number of leads generated in March vs February. Some of this can be attributed to February being a shorter month, however such an increase still reflects more leads being created each day in March compared to February. Despite fewer leads generated in February, there were still 16.1% more Test Drives generated in March – highlighting that a significant portion of leads are test driven within the same month as being created. In addition, Sales increased by 11.9% overall, making March a successful month for franchise dealers.
One of the biggest drivers for the increased number of leads was a significant increase in the amount of leads being generated from Dealer Websites (up 62.4%). Over the last 6 months we’ve seen a sustained positive trend with lead, test drive and sales activity that can be directly attributed to dealer websites. This latest increase indicates that ‘Web – Dealer’ is really firming as the best place to get your leads from. Offsetting the increase in ‘Web – Dealer’ leads was a decrease 22.1% in ‘Brand’ leads and 4.1% in ‘Web – Classified’ leads.
In March the ‘Web – Dealer’ source was again the number one source of Test Drives – up 9.5% from February 2018. After decreasing 11.3% in February, the ‘Brand’ source bounced back with 33.9% more Test Drives recorded against the ‘Brand’ source in March than we saw in February. The ‘Web – Classified’ source also performed well – jumping into the third position with 16.3% more Test Drives from this source in March than February.
The usual suspects occupied the top three sources of Sales in March with ‘Web – Dealer’, ‘Repeat’ and ‘Web – Classified’ occupying the top 3 spots. However, after a down February where all 3 experienced a drop from the month prior, Sales increased across the board. ‘Web – Dealer’ experienced a small increase of 1.6%, whilst ‘Repeat’ (up 12.2%) and ‘Web – Classified’ (up 9.5%) experienced larger increases.
Make sure to read the next issue of Autotalk to see what sources of leads were popular in April amongst kiwi dealerships.