The last 12 months have proven to me the power of the Internet in more ways than the first 12 years of my career have. I have watched dealers’ monthly web traffic double and even triple in volume. Earlier this year we took one dealer over 50,000 visits in one month, which was a milestone I would have never thought possible.
The ability to generate enormous amounts of digital traffic is here and if you are not ready to handle this traffic you are going to get left behind. It comes down to the number of people you have handling your leads. How good are they at doing this? Do they have a regimented 90 day follow-up program? Is their performance measured constantly? Who are they accountable too? All of these questions must be answered before you can attack the Internet at full force.
Internet traffic is the fastest and easiest traffic to a drive to a store. But it is pointless to spend the money if you do not have your house in order. To take full advantage of a “hot market” you must be prepared to handle every bit you get from the web or they WILL buy from somebody else.