The auto sales industry runs on leads. While repeat customers are important, your dealership is ultimately powered by a consistent flow of new customers. The past few years have been challenging, leaving many sales managers wondering, “Should I just pay for auto sales leads?” But in 2024, things are looking up. Departments like yours are embracing new strategies and returning to tried-and-true car sales processes. Let’s explore the four most impactful things you can do this year to bring in more auto sales leads.
Summary
1. Optimize Your Website
You know that the vast majority of auto sales today start with an online search. Chances are, you’re listed on some of the top companies providing auto sales leads, like Cars.com. Your website is also likely a big source of leads. If you’re wondering how to get more auto sales leads from your website, here are a few areas to optimize.
Customer Experience
Your customer experience directly affects whether a prospect converts into an auto sales lead. Provide easy-to-understand categories in your navigation bar based on what they’re most likely looking for, such as “Cars for Sale” and “Book Appointment.” Always put your contact information and a call to action (CTA) on your homepage. And most importantly, allow customers to filter their auto searches and also search by keyword.
Loading Speed
If a customer wants to see details about a car or fill out a form, how long does the page take to load? If it’s too long, they could drop. Make sure your page speed is optimized by compressing images, minimizing code, and leveraging browser caching.
Mobile Optimization
Ensure your website is mobile-friendly, as an increasing number of users access websites from smartphones and tablets. A responsive design adapts to different screen sizes, providing a seamless digital experience, encouraging users to stay on your site longer, and generating auto sales leads from customers who found what they needed.
2. Improve Your Search Engine Optimization
While you’re wondering how to find auto sales leads online, your customers could be wondering how to find you online. Search engine optimization (SEO) is how you get your business to the top of the results when someone searches for dealerships in your area. Start with these three areas.
Local SEO
Always claim your Google My Business (GMB) listing, which is a free profile for your business, and keep it updated. Google uses that information in search results and on Google Maps, which can directly result in auto sales leads. You can also use it to collect reviews, so encourage your satisfied customers to leave positive reviews.
Keyword Targeting
Keywords are the words or phrases your customers are searching for online. Using keywords in your website copy helps potential customers find your business. Dealerships should always use geo-specific keywords, which contain your city name and the service you provide, for example, “car dealership in Austin.” You can also build out pages for more specific keywords, like “fuel-efficient cars” or “affordable trucks.”
Link Building
Backlinks are links on other websites that point to your dealership’s website. They help Google determine whether your site has value: the more high-quality backlinks you have, the more authority Google will give you. You can develop a strong backlink profile by writing blogs for other websites and seeking out partnerships and collaborations.
3. Build Your Social Media Presence
The importance of social media will only continue to grow in 2024, especially as more and more Gen Zers reach car-buying age. While they may not directly translate into auto dealer sales leads (although they can), Twitter, Facebook, Instagram, and TikTok are important for staying top-of-mind when it comes time to buy. Follow these tips.
The 70/30 Rule
This common best practice says that you should post content created by others 70 percent of the time, such as sharing articles from industry magazines or retweeting relevant posts. Share content that you created yourself 30 percent of the time, such as articles from your blog or fresh takes on newsworthy stories. Don’t forget to ask questions and interact with your followers.
Video Content
Today it seems customers’ attention spans are getting shorter and shorter. Posting short, engaging videos on your social media can help you stop the scroll. Make holiday videos, post behind-the-scenes footage, create a “day in the life” of your top sales people, and get creative. Posting walkthroughs of some of your most popular vehicles to your website or YouTube page with a clear CTA can also generate auto sales leads.
4. Mine Your Manifest Lists
Aged leads in auto sales can be a hot topic. But what if we told you that you already have your own lists of aged leads? Mining your manifest lists is a simple way to turn aged leads into fresh opportunities – and it works for service departments, too. Here’s how.
Ideas for Auto Sales List Leads
Your manifest lists can provide your sales people with exclusive auto sales leads, if you know where to look. Mine the gold from both your sales and services lists by looking at:
- Early lease turn-ins
- New model releases
- Declined services
- First visits
- Outbound marketing leads
Potential Challenges
Like many strategies for generating auto sales leads, mining your manifest lists takes time and resources. Your sales people are typically busy on the floor, not sitting in the back office looking at aged leads. The good news is that you can hire a partner like Better Car People to mine your manifest lists, make phone calls, leave voicemails, and send emails that drive traffic to your website to book an appointment.
The Next Step: Following Up With Leads
You followed the strategies above and the auto sales leads are pouring in. Now what? If you don’t respond within 20 minutes, customers could look elsewhere. But thanks to the internet, auto sales leads can come in any day, at any time, and you may not have the resources to respond quickly. This is where software and other solutions can help.
Customer Relationship Management
Invest in customer relationship management (CRM) software to efficiently manage leads, track customer interactions, and facilitate communication. Your CRM acts like a BDC tracker, allowing you to contact, assign, and follow-up with leads. It also helps your sales team stay organized and responsive, with everyone working from a single source of truth.
Lead Response
Hiring a company that responds to auto sales leads can streamline your processes and take some work off the plate of your busy sales people. Forget autoresponders and autodialers for sales leads – Better Car People has live, on-shore agents 24/7/365. We respond to all leads within 10 minutes and have a 90-day follow-up process that includes emails, phone calls, and text messages, depending on the customer’s preferences.
Our proprietary software also integrates directly with your CRM to help you optimize your operations. Want to learn more about how we can help you get more auto sales leads in 2024 and beyond? Book a quick, 15-minute meeting with one of our experts today.