How Long Do You Leave the Lead Active Before Making it Inactive?

Derrick Woolfson

Just curious to see what others are doing when it comes to marking an active lead inactive? We follow-up for 30 days - thereafter, we have marketing campaigns (emails/texts) that are sent to the customer. At which point, if they respond, we focus on the engaged customer. One of the things we struggle with though is that by the next month, we are each handling 100+ leads. 


Chris K Leslie

We’ve just launched a new follow up plan at one of my stores. BDC follows up for the first 2 weeks. Then a business rule auto assigns a SP and flows into a new campaign for sales to follow up on 1x week for 4 weeks. If nothing still then a biz rule marks it lost and we move on with just monthly marketing emails. 

Bart Wilson

The rule of thumb used to be 120 days.  We used to close quite a few cars after the 60 day mark.

Martins Ville

Used car leads are weak to dead beyond 2 weeks.

New cars are still in the 1-day, 3-week, or 3-months timeline. 

Video engagement still seems to elude dealers! Despite the data and proof it works, and how it creates the personal connection especially when most customers will NEVER reply to your boring emails. Ever.

Derrick Woolfson

@Chris, I do not know about you, but it seems for the long term follow-up that we have been getting much better engagement with texting vs. phone calls. 

Derrick Woolfson

@Bart, agreed - we have also seen an increase for used vehicles selling on follow-up. Especially if the customer was interested in that pre-owned vehicle because of the price point. And now that the CRM alerts us - once new inventory hits the CRM - we have seen better results. 

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