Posted:
Tuesday, January 21, 2014
Comments: 0
Case Studies:
In this study, I’m going to show information for dealers on the daily posting method and the monthly posting method.
DAILY POSTING METHOD
The daily method, is posting a set number of vehicles every single day. This can be any number, though I think at least 5 per day would be best at minimum. Best when paired with an initial upload so that the dealer’s inventory is immediately available and then augmented every day.
PROS:
– Inventory Up Every Day
– Some inventory always at or near the top of the search
– No drop-off (expiration) day for entire inventory.
CONS:
– It can be cost prohibitive
– If not paired with initial upload, it can take a week or more to get a dealer’s entire inventory posted.
MONTHLY POSTING METHOD
The monthly method is setup so that all the cars post at the beginning of the month (or when the dealer signs up) and as new inventory arrives in the dealers feed, that inventory is posted to CL.
PROS:
– Easier to manage Cost.
– Inventory up immediately without build-up budget
CONS:
– Majority of inventory could drop off and be off of CL until reposted.
– Could go days or more in between fresh postings.
MONTHLY POSTING METHOD ——————————————
Independent dealer metro area
– 54 Vehicles Posted 12/21 – 1/20
– Monthly Posting Method
– 8 Calls
– 0 Emails
– $33.75 per lead
An easily identifiable pattern is that leads occur, when fresh inventory is posted. Today, we posted 4 vehicles. We got 2 new calls.
The last time leads were received for this dealer was Jan 8th & 9th, not coincidently we also posted vehicles on both of those days.
These guys are a prime candidate for a daily posting total.
Hyundai dealer metro area-
160 Vehicles Posted 12/21 – 1/20
– Monthly Posting Method
– 16 Calls
– 0 Emails
– $50 per lead
The last time a lead was received was Jan 11th, a day fin which we posted fresh inventory. Prior to that they received leads on Jan 8, Jan7, Jan 6, Jan 2 & Jan 1. All of those dates are either the same day or day after we post fresh inventory.
This is another example of a dealer that could benefit from daily posting.
Ford dealer metro area
– 174 Vehicles Posted 12/21 – 1/20
– Monthly Posting Method
– 94 Calls
– 2 Emails
– $8.28 per lead
This is a good example of a dealer that gets fantastic results on the monthly option. A quick look at their chart in the dealer interface points to the reasoning. They have fresh inventory posted on 16 out of the last 30 days (almost every other day). So while they aren’t on the daily posting method, they are getting fresh inventory on CL very frequently.
DAILY POSTING METHOD ——————————————
Franchised dealer metro area
– 210 Vehicles Posted 12/21 – 1/20
– Daily Posting Method
– 33 Calls
– 8 Emails
– $25.61 per lead
This is the 2nd dealer we put on the daily posting method. From 12/21 – 1/12 they received 24 leads while being on the monthly posting method. Since switching to the daily method (8 days ago) on 1/13 they have received 17 leads. So, prior to switching, they were averaging a lead or less a day. Now they’re averaging just over two leads per day.
Chevy dealer outside metro area
– 81 Vehicles Posted 12/21 – 1/20
– Daily Posting Method
– 10 Calls
– 0 Emails
– $40.50 per lead
This is another dealer we recently put on the daily posting method as a trial. Of their 10 leads, 7 have come since switching to the daily method. While their lead total isn’t good, it was far worse prior to being put on the daily method.
Independent in metro area
– 420 Vehicles Posted 12/21 – 1/20
– Daily Posting Method
– 93 Calls
– 2 Emails
– $21.32 per lead
This dealer has been on the daily method for the entirety of the last 30 days. They consistently get leads. There has only been 7 of the past 30 days in which they did not get a single lead.
– Dustin Moore Development
Operations Manager , ACS
T: 425.379.0483 x115 | F: 425.357.0796
[email protected] | autoclassifiedsolutions.com
