Our guest blogger today is Larry Barditch. Larry is the Area Vice President of Sales at Horsepower 360 Marketing.
Mastering the Digital Phone Up
I personally work with some of the top dealers across the country and speak to, consult with and present to hundreds of others. I see a common thread of concern on the decrease of lead form submissions. The flip-side to that is that phone calls are way up — and my dealers say that's just fine with them. Consumers are spending more time researching online, but still desire and need to buy a car from a human being. Many of my dealers experience higher closing ratios (conversions) on phone calls, then actual lead forms. Therefore, equal weight should be focused on the "digital phone up" —especially now that more than 50 percent of searches are on mobile devices, and the top action on a mobile device is the "click-to-call" button.