How to Generate Leads in Car Sales & Get More People in the Dealership Doors

This article was updated on 11 October 2024.

Selling cars is hard these days.

In the past there were tried-and-tested, dedicated places to go and sell and buy cars, and nowadays, there are seemingly infinite options. While this is great for your prospects, it's hard for dealerships to generate leads - there's just so much competition.

What's more, auto dealers feel as though car buyers feel reserved when using a car dealer, which is stereotypically renowned for high prices and high-pressure sales tactics.

While these feelings are completely justified, the statistics are actually on your side. Just 7% of people say they don't trust car salesmen, while 25% are indifferent. Interestingly, a staggering 68% said they had a "significant level of trust" with their dealership.

So, why aren't people coming in, and why aren't you making more car sales?

Well, there are plenty of things you can do to stack the deck in your favor, and that's exactly what we're talking about today. Proactive lead generation strategies you can implement throughout the automotive sales process that get results.

Let's get into it.

Know Your Audience: It's Not Just About Selling Cars, It's About Selling Their Car

First things first, do you have a clear idea of who you're selling to? 

Imagine trying to market a rugged pickup truck to a city-dwelling fashionista. Not an easy sell, right? And probably not the right fit. 

That's the first trick to succeeding when it comes to generating car sales leads - know what you're selling, and who you're selling to. Then, you can define your pitch, and get the best results!

After all, why waste your time generating leads, creating content, spending time and other resources on marketing strategies, when only a fraction of the public are potential buyers? Your ideal customers are those who are interested and are ready to buy. That's who you want to use your new lead generation techniques with.

So, who's your ideal customer?

The best way to think about this is that you're not just selling new cars anymore; it's about selling their new car. The one they dream about, the one that fits their lifestyle like a glove. But how do you get inside the heads of prospective buyers?

Who are you talking to?

First, let's get to know your target audience. These are the people who'll make up your high quality leads. Think about their demographics:

• Age: Are you targeting young professionals, families, or retirees?
• Income: What's their budget? Are they looking for a luxury vehicle or something more affordable?
• Location: Do they live in the city, suburbs, or countryside? This can influence their needs and preferences.

One thing to keep in mind is that demographics only tell half the story. You'll need to dig deeper into their psychographics to polish your lead generation strategy:

• Lifestyle: Are they adventurous, family-oriented, or career-driven?
• Interests: What are their hobbies and passions?
• Values: What's important to them? Car model? Fuel efficiency? Safety? Technology?

And don't forget about their buying behaviors:

• Online research: Do they spend hours researching a car online before visiting a dealership?
• Preferred communication channels: Do they respond well to email marketing, phone calls, or social media interactions?

Creating your customer avatars

Now, let's bring these insights to life by creating buyer personas. These are fictional representations of your ideal customers, like characters in a movie.

Give them names, ages, occupations, and even a back story. The more detailed, the better! It'll help you visualize who you're talking to and tailor your marketing strategies accordingly to your car buyers.

Here's an example: Sarah, a 35-year-old marketing manager, lives in the suburbs with her family. She cares deeply about car safety and fuel efficiency, and loves to research dealership websites online before making a purchase.

Can you imagine what her lifestyle might look like? What about her ideal car? We'll bet!

As we've demonstrated, understanding your ideal customers inside and out means you can craft marketing campaigns that resonate with them on a personal level, and generate leads that are far more likely to convert. 

It's all about understanding their needs, and offering them the perfect solution. 

Online Lead Generation: How to Rev Up Your Digital Engine

Remember the days when people would just stroll into dealerships on a whim? Maybe they'd browse, just to have a look at what's out there.

Those days are fading fast. Today we're a nation of online shoppers, viewing car sellers catalogs from our couches, or getting our shiny new car dreams from the latest car shows and YouTube reviews.

Therefore, if you're not online and doing well in the online space, there's certainly room to improve by getting your name out there and giving people what they want.

Let's break it down.

Your dealership website: Your online salesperson

First, your website. 

When potential customers are looking for car dealerships in their local area, they're first looking online. If your website either doesn't exist or isn't built for a positive experience, people aren't going to interact with your business. It's that simple.

And looks aren't everything here, either. Your website needs to be informative, engaging, and easy to navigate. Here's the tune-up it needs:

• Crystal-clear information: Imagine walking into a dealership and finding no prices or details about the cars. Confusing, right? Your website should be the opposite. Showcase your inventory with high-quality photos, detailed descriptions, and (crucially!) pricing. Don't forget to highlight your services, too, whether it's financing options or after-sales care.
• User-friendly design: No one wants to navigate a website that feels like a maze. Keep everything clean, intuitive, and easy on the eyes. Make sure it's mobile-friendly too, because let's face it, everyone's glued to their phones these days.
• Call to action (CTA): What do you want visitors to do? Book a test drive? Request a quote? Make those CTAs prominent and irresistible. Think "Book Your Dream Test Drive Today!" or "Get Your Personalized Quote Now!"
• Lead capture forms: These are your golden tickets to gathering those precious car sales leads. Place them strategically throughout your website, offering valuable content like car buying guides or exclusive promotions in exchange for contact information.

SEO: Getting found in the digital crowd

Next, you'll need some technical improvements. We're talking SEO (search engine optimization) and the essential process of getting Google and the other search engines to know your website exists and putting you at the top of the rankings. One of the most important of all lead generation techniques.

When people search "car dealerships New York," you'll want to be front and center. After all, 68% of people will click one of the top three results when searching online, so you need to be there.

Here are some ways to do that:

• Keyword research: What are people searching for online? "Used cars in [your city]"? "Best family SUVs"? Identify those keywords and sprinkle them naturally throughout your website content.
• On-page optimization: This is all about making your website appealing to search engines. Optimize your title tags, meta descriptions, and headings.
• Off-page optimization: Think of this as building your website's reputation. Get other websites to link to yours, like local directories or industry blogs. It's like getting endorsements from other businesses. Search engines like this. A lot.

Oh, and don't forget to fill out and optimize your Google Business Profile. This is essential for your car dealership to be found, and shows up at the top of search engine results pages. Otherwise, you won't appear in any of the places Google sets up for local businesses to shine.

Paid advertising: Putting your pedal to the metal

Once your digital presence is set up, it's time to push it to the masses, and by far the best way to do this is to run digital ads, also known as "paid advertising". You can cap your digital ad spending at a specific cost, or let it run for a specified time period.

Here are a few options:

• Google Ads: These ads appear when people search for relevant keywords on Google. You can target specific locations, demographics, and even interests.
• Social media advertising: Platforms like Facebook and Instagram allow you to target users based on their profile information and interests. It'll use Meta's data to showcase your ad to potential customers, specifically those most likely to be interested in your cars.
• Remarketing: Ever noticed how an ad for those shoes you were browsing online seems to follow you around the internet? That's called remarketing. It allows you to target past customers, or people who have already visited your website, reminding them of your car dealership and enticing them to come back.

Content marketing: Fueling the engagement engine

Content marketing provides valuable information in bitesize chunks, to attract and engages potential customers. It's sort of like offering a free test drive of your sales team's expertise. Here's how to get started:

• Blog posts: Share your knowledge about car maintenance, buying tips, or local events.
• Videos: Create videos showcasing your inventory, customer testimonials, or behind-the-scenes glimpses of your dealership.
• Infographics: Present information visually with eye-catching infographics.

Once you've got your content up, you can promote it (this is similar to the 'paid ads' we spoke about above) to reach a wider audience. The more value you provide, the more likely people are to trust you and consider your dealership when they're ready to buy.

Social media marketing: Building your online community

You may not think social media is important for something like a car dealership, and sure, it might not be as vital as it is for other businesses. But, if you want to commit, you can make it work and get some pretty good results.

Take a look at the car dealerships in your local area. See what they're up to. What could you do better? What kind of content could you post? 

Some ideas include:

• Your sales team giving a tour of new cars you've just got in
• Pictures of car buyers with the keys to their new vehicle purchases
• Any news people may want to know about the local market
• Posts on the trends and news of the car and automotive industry
• Reviews of cars in the local market

Don't forget that social media is, well, social. This means that replying to comments and messages, encouraging conversations, and encouraging people to engage with what you post will really support your sales process.

Here's a game plan:

• Choose the right platforms: Where do your ideal customers and potential buyers spend their time? Facebook? Instagram? Focus your marketing efforts on those platforms.
• Be social: Engage with your followers, respond to comments, and participate in relevant conversations in the automotive industry (and beyond!).
• Run contests and promotions: Everyone loves a good deal! Offer exclusive discounts or giveaways to generate excitement and attract new followers.
• Use social media advertising: Target your ideal customers with paid ads on social media.

By building a strong social media presence geared towards your target audience, you can create a loyal community of followers who are far more likely to become customers, thus growing your business!

Offline Lead Generation: Hitting the Pavement (Yes, Really!)

While the internet is a lead-generating goldmine, it's important we don't forget about the real world. Sometimes, the best way to connect with potential customers is face-to-face, building genuine relationships that translate into auto sales.

Here are a few offline strategies that can put you in the driver's seat:

Referral programs: Turning customers into cheerleaders

Think about it: who's more trustworthy? A flashy online ad, or a friend who's had a great experience with your dealership? Exactly! Turning your happy customers into brand ambassadors is like having a whole team of car salespeople working for you.

Here's how to create a referral program that gets people talking:

• Make it rewarding: Offer incentives that make people want to spread the word. Think discounts on their next service, free car washes, or even gift cards to local businesses.
• Keep it simple: Don't overcomplicate the process. Make it easy for customers to refer their friends and family to you over other auto dealers.
• Show your appreciation: Don't just say "thank you," show it! Send personalized thank-you notes or even a small gift to show your appreciation for past customers and their referrals.

Community involvement: Becoming a local hero

Want to build goodwill and generate car sales leads at the same time? Get involved in your community! Planting local seeds will almost always blossom into long-term relationships, and therefore more customers.

Here are a few ideas:

• Sponsor local events: From Little League games to charity runs, sponsoring local events is a great way to get your car dealership's name out there.
• Join community organizations: Become a member of your local Chamber of Commerce or other business organizations. It's a fantastic opportunity to network and build relationships with other professionals.
• Partner with other local businesses: Team up with complementary businesses, like car washes or auto repair shops, to offer joint promotions or discounts.

Using the phone: Still a tried-and-tested method

Car buyers, of all consumers, still like using the phone to get in touch and learn about details, especially when buying a car. Sure, live chat, email, and social media is everywhere, but we're not all online shoppers! Sometimes, a good old-fashioned chat on the phone is what people are looking for.

In fact, statistics show that 91% of people prefer to work with brands who give them a choice between phone or messaging, so bear this in mind.

You’ve got to make sure you’re catering to the people who want to connect in this way, as this is still a great way to make auto leads, sell and close car sales. If you’re using the phone, it’s highly recommended you use a callback tool, like CallPage, so you can ensure you never miss a chance to call and can get back in touch promptly.

What’s more, work on making sure you have call scripts and procedures in place so your car salespeople aren’t making up what they’re saying on the spot. This simplifies the process and opens the door to honest, clear, and effective communication, every single time you pick up the phone.

Direct mail marketing: A blast from the past (that still works!)

It sounds a little oldy-worldy, but because it's so unheard of these days, a personalized letter or postcard can really stand out. This probably won't work all the time for every type of car buyer, but typically if you're really invested in building relationships with your customers (especially if you have high-value leads), then this can really pay off.

Of course, you can be more general as well, creating brochures and leaflets to post through doors when you've got more value to offer, are running sales events, and so on. Basically anything you're doing to get more car sales that your leads may be interested in.

Here's how to make direct mail campaigns work for you:

• Target your audience: Don't just send out a bunch of generic mailers to anyone and everyone. Encourage your sales team to use your customer data to target specific demographics or interests. The more successful your targeting, the high quality car sales leads you'll have.
• Make it irresistible: Offer exclusive incentives that position you as the best car dealer, and encourage customers to visit your dealership. Think special discounts, free oil changes, or a chance to win a prize.
• Track your results: Include a unique lead generation code or phone number on your mailers so you can track their effectiveness.

Networking: Building connections that count

Remember, people buy from people they know, like, and trust. Networking is all about building those connections.

Here are a few networking tips:

• Attend industry events: Car shows, conferences, and trade shows are great places to meet potential customers and industry professionals.
• Be a connector: Don't just focus on selling yourself. Look for ways to connect with other people who might benefit from knowing each other.
• Follow up: After meeting someone new, send a quick email or LinkedIn message to stay in touch.

Converting Car Sales Leads into Customers: Sealing the Deal

Okay, so you're following the strategies above, and you're starting to get a ton of car sales leads. This is great, but just like having a garage full of shiny new cars, they're not much good unless driven off the lot. 

So, how do you turn these new car sales leads into buying, profitable, proud car owners? You've got to sort your leads out and make the most of them.

Lead qualification: Separating the wheat from the chaff

Not all leads are created equal. Some folks just really like window shopping, while others are ready to sign on the dotted line. Qualifying your car sales leads gives you a (figurative) sixth sense that tells you who's serious about buying.

Here's how to identify those hot leads:

• Needs assessment: As above with our lead generation strategy, you'll have to rapidly identify thw potential buyers' needs and priorities. The better you understand their needs, the better you can tailor your approach.
• Financial Readiness: Are they pre-approved for financing? What's their budget? Know their financial situation, and you'll ensure you only present options they're able to go all in on.
• Sense of urgency: Are they ready to buy now, or are they just starting their research? Identifying their timeline helps you prioritize your efforts towards generating car sales.

All in all, buying a car is a really big decision. All potential buyers will need time to research, compare, and build trust - so don't rule anyone out at any point in the process.

The key is to provide value and build a relationship, not just bombard with sales pitches. Think of yourself as a trusted advisor, guiding them towards the perfect car for their needs.

Sales follow-up: The art of the close

This is the moment you've been waiting for – the chance to seal the deal! But it's not about high-pressure tactics; it's about understanding needs, addressing concerns, and offering a solution that makes them say "yes!"

Here are a few communication tips for sales teams:

• Be prompt: Don't let quality leads go cold. Follow up promptly and consistently.
• Be personalized: No one likes generic sales pitches. Tailor your approach to each individual lead, and be yourself!
• Be a problem solver: Approach any and all objections or concerns with empathy and understanding.
• Offer a seamless experience: Make the buying process as smooth and stress-free as possible.

The goal isn't actually to close the sale. Ultimately, your goal is for a happy customer to bring repeat business and and refer their friends and family. So, spend some time practicing these conversion strategies! You'll quickly transform your car dealerships into lead-converting powerhouses.

Wrapping Up

And with that, you should have more than enough to get your auto lead generation efforts paying off and working. Feeling pumped? You should be!

Remember, snagging quality leads isn't about luck; it's about strategy, hustle, and genuinely connecting with your customers. It's about getting them, giving them what they need, and building relationships that go the distance.

Need a quick recap?

• Know your audience: What makes them tick? What are they looking for?
• Online presence is key: Make your website a lead-generating machine.
• Digital marketing magic: SEO, paid ads, content marketing – it all works!
• Don't forget the offline stuff: Referrals, community love, and networking are your friends.
• Convert those car sales leads: Qualify, nurture, and follow up like a pro.
• Measure and analyze: Track your progress and make data-driven decisions.

Oh, and with all this in mind, don't forget there are plenty of tools and resources out there to help you kick your lead generation into overdrive.

When it comes to callback lead generation tools, CallPage.io is the place to be. We’ve been used by the likes of Ford and dozens of other leading businesses to provide punctual callback services so you never miss an opportunity.

Head over here and see exactly what we can do for your car dealership business.