Good leads vs Bad Leads

Jennifer Kidd
Is there a general number of sorts of what % of internet leads are bad (including duplicates)?
David Russell
Jennifer, We usually run around 24-25% bad leads, including duplicates. It's been consistent that way for easily 6 months now. 75% good...25% BAD.
Chad Sabatka
There isn't an exact percentage you can blanket all internet leads as bad leads or duplicates. Your website and manufacturer direct leads shouldn't see as many bad leads as a 3rd party vendor. Other factors include, do you show pricing or require a form submission to get pricing? Do you have all inventory photographed? Do you require phone number and email or lots of customer information to submit lead? Is a duplicate a trade evaluation submission and a confirm a vehicle is available? For bad leads (no way to email or call) we see around 2-3%.
David Russell
Agreed. To confirm, our actual bad leads hover near 5% (no way to email or call)...our duplicates are consistent around 20%. Our website and manufacturer leads are main contributors to our duplicates every month.
Megan Barto
I don't think the percentage of bad leads matters as much as source matters. If you're realizing you're getting nothing but non-workable bad leads from a certain lead source, maybe you should reevaluate that particular lead source.
Jennifer Kidd
Thank you for everyone feedback!

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