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Creating a LEAD tracking system for Auto Dealers?

Using a website as a marketing tool.........



10:48 pm on Dec 1, 2002 (gmt 0)

10+ Year Member

I have a used car dealer that would pay me $200 per lead on any of his inventory.

I would simply create a website for these vehicles and market the site....

One problem, how can I track my successful leads for each auto that I market?

Of course we know that Used Auto Dealers are the most honest people of the planet... "Wink, Wink"


4:15 am on Dec 2, 2002 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

>> how can I track my successful leads for each auto that I market? <<

I guess you could drive by and count cars. ..

Seriously, it's really up to the dealer to track, if you go ahead with the deal, make sure you have a back up plan for the leads/sales that you generate, just in case it doesn't work out. Does he have a tracking system in place now that tracks newspaper,radio, etc? If not, you may get taken for a ride.

(couldn't resist!)


5:44 am on Dec 2, 2002 (gmt 0)

10+ Year Member

Is that $200 per visitor to the website, or to the dealership? What if they call? What if they don't call? What if they "forget" to mention the website?

You need to work out exactly what you will be paid for(leads, or sales).

As a side note, work out a non-exclusivity agreement so you can offer this lead generation to other dealers. (Maybe just 1 dealer per city/county or something...)


11:57 am on Dec 2, 2002 (gmt 0)

According to recent study Used Car Salesmen are least trusted professionals........


12:06 pm on Dec 2, 2002 (gmt 0)

Veneerz...perhaps, but estate agents gotta be in the running as well! :)

Bossmanty Im doing something similar,

Stick a form on your site to take the contact details for the potential clients and forward them to your car dealership.

A few weeks later call the clients and ask them "how they got on". Tell them its a quality control call.

Basically you want to know if they done what your dealership is paying you for (a sale, an enquiry?). But you can also use it to get some feedback on your site and tweek your sales pitch! :)

It does mean a bit more work on your part though, but it also means that you are less likely to get ripped off.


ps...afterthought....perhaps even telling the dealership that you are going to do this will (without actually doing it) will scare them into being honest! ;)


1:29 pm on Dec 2, 2002 (gmt 0)

10+ Year Member


Do you have a website I can view to get an idea of how you're doing it?


1:35 pm on Dec 2, 2002 (gmt 0)

nope havent set it up yet!

Just having a basic form for info so the dealership can contact the client would do.

For exmaple, to mail them out more information, or to call them to arrange a time to come out.

You can then have either the phone number or email address as required fields for you to contact them back.

Also, having a page of information detailing how the information would be used is a useful marketing technique for this kind of activity.

Also if you keep the tone of your site friendly, then people will be more receptive to you calling or emailing them.

Hope this helps


4:25 pm on Dec 2, 2002 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

Maybe a crazy idea, but why don't you offer a rebate coupon to the visitors of the site that purchase any of the advertised vehicles. For example, have them print a rebate coupon on your site that they can take to the dealer, if they buy a car, the dealer will sign the coupon, and if they mail it in with a copy of the sales agreement, you'll send them $10 (example). Now you will have the proof they sold one of your advertised cars.
Note: They would have to enter their phone number, email and name to get the coupon on the site - that way you could call them later.

The problem is, the dealer can always offer them $20 so they don't send the coupon in to you - it will be cheaper than paying your commission. But because there are still honest people in this world, that might not work for the dealer.

This is a tough one to track


8:51 pm on Dec 2, 2002 (gmt 0)

10+ Year Member

Yeah, I thought of that also.... But you're right the dealer may offer something that's cheaper than what I'm offering......

Hopefully, the dealer can see that the service works but that doesn't insure that they will be honest of course....

There has to be a way to track a sale....


9:05 pm on Dec 2, 2002 (gmt 0)

WebmasterWorld Senior Member 10+ Year Member

If you get inventory information from the auto dealer, does that include the VIN (vehicle identication number)? You could compare the current used car owner to your "contact us" database at a later time.


11:52 am on Dec 3, 2002 (gmt 0)

10+ Year Member

(1) Buy every used car he has priced under $200. Use the commission to buy the car and pocket the difference.

(2) Instead of a contact form, obtain a Small Claims Action form from your local Clerk of Courts and put it up on your site for prospective customers to fill out. Hand a copy of that over to the used car dealer as a lead sheet. (a) He may be more motivated to pay the commission. (b) You'll always have the jump on him.

(3) Clip and save every Vaseline coupon you can find. Always keep a batch for yourself and hand them out gratis to prospective used car customers who visit your site. Without any doubt, all will need them sooner or later.

(4) Advertise your site with your web address printed on free Whoopee Cushions. It'll be consistant with the theme of the used car business.


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