Math, Not Feelings: How Smart Dealers Evaluate Lead Sources
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Math, Not Feelings: How Smart Dealers Evaluate Lead Sources
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In this episode you'll learn:
How to evaluate your marketing partners using Lead Source ROI
When it's time to cut a vendor—and when it isn't
The hidden trap of judging lead quality without understanding cost per sale
The two CRM metrics every leadership team should inspect every Monday
Why contact rate and appointment-setting rate reveal your biggest opportunities
How after-hours leads are impacting dealership performance
Why coaching your team often produces a bigger ROI than replacing your vendors
One of the biggest takeaways:
Before spending another dollar—or cutting another vendor—inspect your process first.
The best dealerships don't guess.
They measure.
They coach.
They improve.
Key Performance Benchmarks
✅ Contact Rate: 70%+
✅ Contact-to-Appointment Rate: 40%+
✅ Inspect vendor ROI weekly—not quarterly
✅ Track after-hours opportunities separately
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