Lead Quality & Quantity

As a dealer operator, you may be familiar with the challenge of maintaining a consistent flow of leads to your dealership. However, many operators are unaware of the critical distinction between quality leads and low-quality leads, and often overlook the factors that can impact lead volume and quality. This lack of understanding can lead to misplaced blame on the Business Development Center (BDC) when, in reality, the root cause of low sales appointments may lie elsewhere.

In this blog post, we will explore the importance of lead volume and quality, and discuss the role of organic web leads and Search Engine Optimization (SEO) in generating high-quality leads for your dealership.

Understanding Lead Quality

1. Quality Leads: High-quality leads are those that have a higher likelihood of converting into sales appointments and ultimately, vehicle sales. These leads are typically generated from sources that are further down the sales funnel, such as organic web leads from your dealership's website.

2. Low-Quality Leads: These leads may come from less targeted sources and have a lower probability of conversion. Low-quality leads can negatively impact your appointment-to-lead ratio, making it difficult for your BDC to set realistic appointments.

The Importance of Lead Volume and Quality

1. Impact on Appointment-to-Lead Ratio: A good appointment-to-lead ratio is around 50% by day 4 or day 5 after receiving the leads. Both lead quality and lead volume can drastically affect this ratio, with low-quality leads and insufficient lead volume making it challenging for your BDC to set appointments.

2. Assessing BDC Performance: Before blaming the BDC for low sales appointments, it's crucial to consider lead volume and quality. Low lead volume can directly impact the number of appointments a BDC can set for the dealership on any given day, while low-quality leads can reduce the chances of conversion.

Generating Quality Leads: Organic Web Leads and SEO

1. Organic Web Leads: One of the most effective sources of high-quality leads is organic web leads generated from your dealership's website. By implementing lead capture mechanisms on your site, you can attract low-funnel, high-quality, and high-converting leads.

2. SEO Investment: The amount of money you allocate for SEO can significantly impact lead volume. A well-executed SEO strategy can boost your website's visibility and drive more organic traffic to your site, resulting in higher lead volume. However, if your SEO budget is insufficient or runs out midway through the week, your lead volume may suffer.

Conclusion

As a dealer operator, it's essential to understand the importance of lead volume and quality and how they impact your BDC's performance. Investing in organic web leads and a robust SEO strategy can help generate high-quality leads that convert into sales appointments and ultimately, vehicle sales.

By being aware of these factors and their impact on your dealership's success, you can make informed decisions regarding lead generation and avoid placing undue blame on your BDC. Empower your dealership with the knowledge and tools necessary to drive more sales and achieve long-term success in the competitive automotive market.