FordDirect Lead Quality

[riverside]

Has anyone noticed a decrease in the quality of leads coming from
FordDirect/DealerDirect? I am getting about 50% more leads than a year
ago, but less of them are buying, from me or another dealer. Today I
received a DealerDirect Lead on a 2009 Lincoln Mark LT. Problem is
Lincoln didn't make any 2009 Mark LT's. I wanted to see if I'm just
seeing this or we have a real problem with lead quality.

[Victoria Logue]

I've gotten them too, leads on vehicles that just aren't available. Sometimes it's a color or interior combo, sometimes it's a year issue. I've always chalked it up to faulty web design.

As for the drop in sales.. It's hard to measure, I have more leads, but also more appointments.. People just aren't qualifying for credit, and a majority aren't purchasing, choosing to "wait it out".

[Hank]

I agree, more and more Leads with Bad #'s and E-Mail Addresses

[Bobby Malatia]

I have heard this from my clients as well. I believe it is because more and
more of these leads are being bought by Ford from third party aggregators,
as opposed to being generated on fordvehicles.com

We need to let Ford Direct know about this and maybe they can alter the lead
filters of the ones they purchase, they probably won't because it is such a
huge money generator but it is worth a shot.

Bobby Malatia
KainAutomotive.com
Internet Sales Training and Solutions
214-228-7930 Cell/Text
248-928-5237 Fax


Need some good ideas? - join our Idea Exchange at
http://kainautomotiveideaexchange.ning.com/ or follow me on Twitter at
twitter.com/bmalatia

[and...@riversideford.net]

Thanks for the input. Sounds like this is a widespread problem. I
think it will be difficult to get FordDirect to take notice, but if
enough of us speak up I feel we can have an impact. Remember,
FordDirect was started by dealers who weren't happy with the direction
Ford was going at that time, so don't think we can't make a
difference. I will send an e-mail to my regional FordDirect today, and
I encourage you to do the same!

On Jun 9, 12:30 pm, "Bobby Malatia" <bo...@kainautomotive.com> wrote:
> I have heard this from my clients as well.  I believe it is because more and
> more of these leads are being bought by Ford from third party aggregators,
> as opposed to being generated on fordvehicles.com
>
> We need to let Ford Direct know about this and maybe they can alter the lead
> filters of the ones they purchase, they probably won't because it is such a
> huge money generator but it is worth a shot.
>
> Bobby Malatia
> KainAutomotive.com
> Internet Sales Training and Solutions
> 214-228-7930 Cell/Text
> 248-928-5237 Fax
>

> Need some good ideas? - join our Idea Exchange athttp://kainautomotiveideaexchange.ning.com/or follow me on Twitter at

> twitter.com/bmalatia
>
>
>
> -----Original Message-----
> From: for...@googlegroups.com [mailto:for...@googlegroups.com] On Behalf
>
> Of Hank
> Sent: Tuesday, June 09, 2009 10:34 AM
> To: FordBDC
> Subject: [FordBDC] Re: FordDirect Lead Quality
>
> I agree, more and more Leads with Bad #'s and E-Mail Addresses
>
> On Jun 8, 1:01 pm, riverside <sa...@riversideford.net> wrote:
> > Has anyone noticed a decrease in the quality of leads coming from
> > FordDirect/DealerDirect? I am getting about 50% more leads than a year
> > ago, but less of them are buying, from me or another dealer. Today I
> > received a DealerDirect Lead on a 2009 Lincoln Mark LT. Problem is
> > Lincoln didn't make any 2009 Mark LT's. I wanted to see if I'm just

> > seeing this or we have a real problem with lead quality.- Hide quoted text -
>
> - Show quoted text -

[Pete]

Quality has always been an issue. Ford "sucks" these leads in from
probably 25-30 different sources. We've all called people who have
something along the lines of, "I was on this website that promised
anyone with bad credit could get a car loan". Boom... here they are in
our New Leads. Or, the people who are truly stroking themselves online
and didn't want or know someone would call them.

Make your thoughts and comments known to Forddirect. Also, you need to
be posting your comments on the Ford Dealer Breakroom where many more
people AND Ford see the comments.

[Ernest Warner]

Yes, the quality of the leads has dropped.  Think about using your Ford website as a microsite and an additional link to promote your own website. 

[victoria.logue]

I've just started to get leads from "The Lincoln Mercury Dream It Win
It Sweepstakes Online"

3 leads in 3 days from http://www.dreamcarsweeps.com/Mercury.html

It's even more disheartening that I recognize the leads that came in,
they're people we
were unable to get financing.

> > people AND Ford see the comments.- Hide quoted text -

[DTF]

Out of curiosity, which is more important to you as dealers/internet
managers: Quantity of leads or quality?

That is to say, would you rather have:

1) A lot of leads, including the source of the lead, and be able to
decide which are worth following up with.
or
2) A smaller amount of pre-qualified leads with some suppressed if
they are deemed "bad" by a set of criteria?

I've heard arguments from both sides when talking to dealers and am
interested in your take.




On Jun 20, 10:37 am, "victoria.logue" <Victoria.Lo...@gmail.com>
wrote:

> I've just started to get leads from "The Lincoln Mercury Dream It Win
> It Sweepstakes Online"
>

> 3 leads in 3 days fromhttp://www.dreamcarsweeps.com/Mercury.html

[Jeremy Welsch]

Quality - No question about it

Anyone can supply quantity.

--
Thank you,
Jeremy Welsch
816-729-0753

[riverside]

Quality, no question about it. I can't imagine any dealer wanting all
the leads they can get regardless of their actual interest or total
lack there of.

> > > - Show quoted text -- Hide quoted text -

[Victoria Logue]

Quality. I would rather spend the majority of my time giving my potential customers the attention they need and deserve, than chase down leads that do everything in their power to not be contacted, including wrong phone numbers, never ending voice mail, no response to emails, etc.

[Scott Harlan]

As kind of a sidebar question, how long do you 'chase' the no response (email or phone) leads before you table them?

----- Original Message -----

From: Victoria Logue

To: for...@googlegroups.com

Sent: Wednesday, June 24, 2009 1:53 PM

Subject: [FordBDC] Re: FordDirect Lead Quality

[Bobby Malatia]

This is a good question and the answer has 2 parts.  The first is to never “table” them and the second is to devise a plan that accomplishes this without overwhelming your staff.  You obviously have to have less in the way of attempts using emails and we teach our clients to do it using a mass marketing approach which tends to be the best of both worlds.

 

Bobby Malatia
KainAutomotive.com

Internet Sales Training and Solutions

214-228-7930 Cell/Text
248-928-5237 Fax

 

 

Need some good ideas? - join our Idea Exchange at http://kainautomotiveideaexchange.ning.com/ or follow me on Twitter at twitter.com/bmalatia

<BR