Best Practice Articles

If you're like many dealers, you're currently facing a barrier between you and many of your customers. This is the barrier of third-party sites that list a ton of inventory, including yours and your competitors'. While having a presence on these sites can be beneficial, there's a middleman that is also between you and your customers that can pose a challenge.

The model that has grown over the years with third-party sites has been a mutually-beneficial one. Whether it's AOL Autos, Yahoo! Autos, or any of the hundreds (perhaps thousands) of relevant listing sites, they all have pretty much the same idea behind them. They draw consumers in, collect their contact information, and then sell the lead generated to one or more interested party. The site makes money. The dealers get leads. The consumer gets contacted by the dealer. Perfect...

...or, maybe not. It's not as perfect as most realize. You see, there's a middleman in the majority of these interactions that hurts two of the three interested parties. Most of these third-party sites do not sell the leads directly to the dealer that has the car. In many cases, the lead is sold to the OEM, other third-party sites, finance sites, or even other lead-selling agencies before they ever reach the dealership that has the inventory item in question. In fact, the lead doesn't necessarily ever end up in the hands of the dealer that has the inventory.

This can be considered a disservice to both the dealership that is marketing their inventory and the consumer who expects to be contacted by the dealership that has the car they wanted in the first place.

One of the primary reasons we partnered with LotLinx in the first place is because they cut out the middleman. In essence, they become the middleman, but they're doing it the right way. Rather than trying to collect the lead or control the interaction, all they do is connect the interested parties. If someone clicks on a vehicle listed on one of AOL Auto's search results pages, they aren't taken to a lead form to leave their information there. Instead, they're taken directly to the inventory item on the dealership's website. This prevents confusing, isolates the customer to be able to interact with the dealer that has their vehicle they want, and does so in a cost-effective manner.

Rather than buying leads, dealers can do themselves and their customers a favor by sending the traffic directly to their own website. It's best for everyone, really.

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"The other sites just have too much spam."
That was the complaint that we received most often when discussing with dealers and other vendors about the variety of sites out there that serve the automotive industry. One would have to sift through sale…
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Simon Leggett posted a blog post
A number of traffic accidents are associated with distracted driving. This includes the use of mobiles which results in severe injuries or even loss of life.The continuous pings on our phones happen to distract us. You feel the urge to attend that m…
Aug 19, 2016
Simon Leggett and Amit joined Dealer Bar
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Dealer Bar via Facebook

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Larisa Bedgood commented on Tyson Madliger's blog post What is ROI to You?
"Agreed - tracking the ROI of marketing campaigns can be a tricky subject. Especially when it is hard to trace blog posts and social media marketing to conversions then to sales. Prospects can hear about your company through a post then call-in, whic…"
May 5, 2016
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