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Dealers need better links to manufacturer sites

Dealers are losing money by not managing leads effectively and choosing ineffective forms of advertising, according to used car marketing service 2nd Byte.

Its research says that with more than seven million buyers annually sourcing a car online, up to 80% of dealer leads could be generated from better links to manufacturer websites.

By not using the man-ufacturer’s used car locator, 2nd Byte claims dealers could be missing out on more than 5,800 leads, equating to 400 sales or a £195,000 loss each year.

The company also believes dealers could make better use of lead management software, which would help them to measure how successful their advertising is.

The study found that almost 80% do not use lead management tools, and surprisingly a further 70% said that they would not consider doing so.

Alex Lowe, director of sales and marketing at 2nd Byte, said: “With so many potential customers searching online for their next car, it’s vital that approved dealers have a manufacturer led presence.

“Not participating in the manufacturer used car locator is like hiding most of your forecourt stock. “Some dealers could be throwing good money after bad on advertising that doesn’t produce leads.

“It is essential that all dealers start evaluating which forms of advertising work, and which don’t.“

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