Dealers are always questioning the quality of 3rd Party Leads the Lead Providers they come from – OEM programs are NOT excluded.

WE KNOW – we (dealers) get sold duplicate leads from time to time.
WE KNOW – we get sold recycled leads from time to time.
WE KNOW – we get sold straight-up FAKE leads sometimes.

It happens, it’s the lead business.

BUT CAN the quality of 3rd Party Leads be IMPROVED? The better question might be, does anyone WANT TO IMPROVE THEM?

My guess is NO. But let’s assume it could be. But HOW?

I’ve been an advocate of Lead Scoring for years now. I’ve used Polk (IHS) Lead scoring with good to great success when applied at the dealership and vendor level. But let’s face it, lead scoring for whatever reason has never really caught on.

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