What were the Top 3 Sources of Leads, Test Drives and Sales for kiwi dealers in August 2017

After a drop in the total number of captured leads in July, August bounced back with an increase in the number of leads of 12.2%.  Last month we saw increases in Test Drives & Sales of over 5%.  In August Test Drives and Sales continued to rise, but by smaller margins with Test Drives increasing by 3.7% and Sales increasing by 2.3%.

The usual suspects occupied the top 3 lead sources again in August, with ‘Web – Classified’ continuing to increase as the main source of leads post Fieldays.  A lot more leads were received from dealership website with a significant 50% increase from this source – a great sign of dealers focussing on marketing to drive customers back to their websites.  Last month we saw a massive drop in the number of leads referred by Brands.  This was due to the unusually high volume of leads generated by brands around Fieldays returning to normal levels.  In August ‘Brand’ rebounded as a lead source to occupy the third spot and increase by 28.6% from the previous month.

In July ‘Web – Classified’, ‘Brand’ and ‘Direct’ were the top 3 sources of Test Drives – although ‘Brand’ and ‘Direct’ were on a downward trend.  In August, both of the Web Sources increased dramatically and ‘Brand’ slipped to third.

‘Web – Classified’ regained the top spot for source of Sales in August – increasing by 72% as some other sources dropped off.  As with Leads and Test Drives, Sales from the ‘Web-Dealer’ source also increased significantly.  Sales from ‘Repeat’ business continued to occupy one of the top 3 spots in August and increased by 16.5% from July 2017.

Make sure to check back in next month’s issue of Autotalk to see how kiwi dealerships fared in September 2017. 

Matt Darby works for AutoPlay who specialise in pre-sale lead management tools.  To find out more about AutoPlay services email sales@autoplay.co.nz or visit www.autoplay.co.nz