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Amy Taggart

Amy Taggart Marketing Manager

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Some responses: Third Party Leads = Online Advertising

 

In my last post, I wrote about the term "third party leads".  I shared it with the community here on DrivingSales.com, and I did get a few responses.

The bottom line was: according to the folks who commented, it's a lead that comes from properties outside their direct control and is the result of online advertising by someone other than their dealership or their OEM.  Think AutoTrader.comCars.comKBB, etc.

That's borne out by our experience in the real world, where our sales reps talk to dealers about finance leads and where they fit in with their advertising strategy and budget.  On a good day, those discussions end up becoming more about us getting a piece of the marketing budget, comparing our programs to other online advertising programs and determining which one will best fit the structure of the store and the make up of their sales team.

The challenge comes in highlighting the difference between a consumer who's interested in the shiny blue Mustang (inventory lead) and the consumer who's applied for credit and can be influenced to pick the right car for them (finance lead).

I'll take a closer look at those in my next post.

Lindsey Auguste
Interesting distinction, Amy. Just for clarification, what is the intention of distinguishing the two in your eyes?
Amy Taggart
Hi Lindsey, thanks for the question. I'll cover it in more detail in the next entry - but the essential point is that the intention of someone who's submitted all of their personal information to qualify for financing is substantially different from someone who has submitted their email address and phone number on a specific car. They've already got more skin in the game.

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