There are several different automotive sales leads on the market today. The big emphasis has been on TV and internet generated traffic or pay per lead/visit. These leads are often unqualified, tire-kickers, or simply not ready to make a purchase.  Internet leads are a few steps ahead because they qualify the buyer by having them fill out the finance application online first and then book them for a test drive/ appointment. TV generated lead are simply trying to get traffic on the car lot. This can be deceiving as many savvy dealership general managers know a big crowd of people can simply mean very few cars sold if a salesperson is not spending time with the qualified, interested buyers.
One product that stands out head and shoulders above many traditional methods is auto finance trigger leads. Only 1 in 5 people that fill out a finance application buy on the spot. This leads 4 qualified, interested applicants that simply didn’t buy a car. For any dealership in the area, this is a golden opportunity. These are qualified and interested buyers that simply haven’t made a decision on a vehicle yet. These ‘trigger’ leads, as they are referred to, can contain many filters including FICO score, year, make, model, and geography.
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The best way to market a finance triggered auto lead is to simply send a competing offer via direct mail that has an online and response component designed to attract the qualified buyer’s response.
Black Book Data offers turn-key trigger marketing for automotive sales leads at under $2.50 per lead for volume commitments over 1,000 triggers. This means you can take advantage of your competitor’s marketing by seeking out those individuals that have not finalized their purchase and are still shopping for a car.
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Some dealerships and individuals take offense to finance-related trigger lead marketing. To those that don’t like it, consider that a finance agreement, sometimes 5 years in length, requires pause and we owe it to the consumer to battle for their business. No finance transaction should ever be a slam dunk unless the credit is perfect and the rate is obviously as low as it can go. For those with poor or average credit, competing offers gives them a chance to see the best deal that is available to them.
As a car dealership looking for automotive sale leads, these are the best value because all of the targeted recipients are in the market to buy a vehicle and they are qualified via credit score.
Call Black Book Data today at 888-818-3282 and find out why our automotive trigger lead program is more comprehensive, less expensive and drives more results than the competition.
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