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SPECIAL FINANCE LEADS - Feature Article: Some car dealers call them BAD CREDIT AUTO LEADS, some call them SPECIAL FINANCE LEADS. No matter what you call them, they're the lifeblood of a successful special finance operation. Leads close at a rate much higher than walk-ins because the lead immediately goes to the person best qualified to handle consumer financing at the dealership. You can generate leads in a variety of ways: Internet, otherwise known as search engine leads; Toll Free Credit hotline numbers; vanity web sites and direct mail. Toll-free numbers and vanity web sites are probably the most cost effective way to produce these leads since most car dealers already run print ads promoting their products and services. Providing consumers in their market a convenient way to apply 24 hours a day increases print advertising effectiveness. Direct mail on the other hand can more effectively target the consumer you're trying to reach. This increases the number of potential sales. Internet leads can add volume quickly, but the quality may not be as good. The bottom line is: MORE LEADS=MORE SALES. Denny O'Brien, founder of WMCARNET, is a veteran in the field of special finance; he has 20 years of experience in the business. He highly recommends continuously searching and seeking out new and better ways to produce leads. A good source for research on lead generating companies would be Internet searches, trade publications and trade shows. Prior to contracting with a lead source, you should ask for references and thoroughly research the company. You want more leads, but you also want leads that will result in sales. If you have any thoughts or need further information about leads or researching lead companies, contact Denny O'Brien between 9 a.m. and 5 p.m. ET at 800-944-0213
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