Today,  I am joining with Jeff Kershner, and automotive professionals who have voiced their concerns, to raise national awareness and energize the discussion of third-party lead quality.

Can auto dealers work together for change? It is my hope that once dealers understand the flaws in the current system, they will demand change. It’s time to turn the light on to third party leads sales.

Today, third party lead aggregators are supplying dealers and OEM co-op programs with a “mix” of leads from a variety of online sources. Aggregators create lucrative business deals to supply OEMs with leads to their franchise dealer network. Aggregators are paid on a per lead basis and not on a per sale basis. The more leads that are sent to franchise dealers, the more money aggregators will make.

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