Duplicate Leads in Automotive Marketing – Friend or Foe?

It is said that duplicate leads reduce productivity and they are nothing more than a frustrating waste of time. There is no doubt that duplicate leads do make your multiple lead capturing services redundant, create confusion when it comes to follow ups, and even cause issues with the CRM system of your auto business.

However, contrary to what you’ve heard so far, you may not necessarily have to get rid of all duplicate leads. In this article, we’ll tell you how these leads could potentially lend your auto business a helping hand.

It’s very true that when you get duplicate leads for auto businesses, you need a good system in place for marking them as such, making sure that the information is correctly merged, clearly indicating what contact efforts were made.

The Key to Opportunity

A duplicate lead is someone who has told you, more than once, that they are interested in your auto business. Considering how hard it is to get anyone to convert at all, this is a huge opportunity.

For instance, a person may have visited the website of your auto dealership a few months ago and enquired about an offer you had back then on SUVs, but he may not have been ready to buy at that time. If he returned at a later time for a different model, he’s definitely a good quality lead, even if he is a duplicate lead.

In another example, someone might convert and leave their contact information on your auto dealer website, and then move on to other rival sites. A few weeks later, the same person could return to your website and enquire again on an attractive leasing offer your auto dealership had on a particular vehicle.

Ready-to-Buy Leads in Disguise

Both the above-mentioned examples are high quality leads, especially since they are practically ready to give you their business.

Another thing these instances had in common is that their second conversion is more valuable than their first, since it came when they are further down the buying funnel, more sure of what they want, and more invested in your auto dealership. Therefore, instead of dismissing these duplicate leads, you could make an asset of them with the following pointers:

• Educate your staff on the importance of duplicate leads. Find out why this person is a duplicate.
• Ask yourself if these leads have been called and if their interests have changed.
• Figure out how your auto dealership can help them in their car buying process.
• Pay close attention to what pages these leads looked at, which vehicle detail pages they viewed, and what cars they’re interested in.
• It also pays to look at all the CRM notes about this lead.

Once you’ve done all this, contact them for follow-up conversations and provide them with the information they actually want so that they come to your showroom and close the deal.

Prioritize them higher because as they’ve converted more than once, they obviously have an interest in doing business with your dealership.