|
Understanding Auto Trigger Leads
An auto trigger lead is generated when an individual has their credit pulled by a finance company, bank or car dealership when they were shopping to purchase a car either recently or within the last 24 hours. The auto trigger lead is based on a credit report being pulled for the purpose of purchasing a vehicle.
Auto trigger leads are a great and affordable way to market to individuals, because only 1 in 3 car buyers actually buys from a credit check (even at the dealership). With auto trigger leads there are several factors to take into account, such as the minimum credit score your finance company requires as a minimum lending requirement. Other factors include the geographic area in your location and what the most effective way is to market these leads to get the best response (your mail piece or appointment script).
When you try auto triggers you have to contact the individuals right away, because they've already had their credit ran and want to purchase a car ASAP. These leads can also be sold up to 3 other competitors so it's crucial to make contact as early as possible. If you are doing a direct mailing or telemarketing campaign, persistence will and does pay off.
Direct Mail vs. Telemarketing
Direct mail usually has a much higher response rate than telemarketing, which is around .05% to 3%. The reason being is because most individuals only give out one phone number, this usually being a home number. This makes the individual more difficult to contact as compared to mailing a letter, flyer or postcard to their home address, where they will actually be able to see what product or service you are offering to them. This increases the contact percentage since most people always check their mail.
Telemarketing usually has a response rate of.05% to 2%. This response is based on how quickly you contact the individuals, how persistent you are if no contact has been made and whether or not you can offer the individual the car or product they are interested in.
Effective Marketing in Today's Auto Industry
As we all know, marketing in the auto industry has been getting tougher with the recession and other marketing mediums. It's not like it used to be where you would see a national or local T.V. commercial or hear on the radio the deals the dealerships are offering and rush down to purchase a car. Now you need to be smart and effective with your marketing. Targeting individuals that are interested enough to have their credit ran is a good way to know they are interested, instead of having to get them interested. This is why we offer and specialize in the most effective and affordable way with our auto trigger leads.
This is especially true for lower credit individuals that may not like the terms or even qualify for an auto loan.
|
