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Car Dealership Lead Generation: 11 Tips For More Leads In 2022

When it comes to the automotive industry, car dealership lead generation matters. Every car dealer wants to sell more cars. However, that’s not always easy. When it comes to buying cars, it can be a long process. This is because people are not always looking to purchase cars. Some don’t buy cars until theirs is faulty. That can take a long time. 


90% of car buyers prefer a dealership where they can start the buying process online. In such a competitive industry, how do you drive up car sales?

The car dealership industry is a very interesting and dynamic industry. It is based on innovation, with new models being launched more frequently to match the evolving needs of today’s age. As a result, car dealers must come up with innovative ideas and techniques to increase automotive lead generation and sales.

What is Lead Generation?

Before we delve into the various lead generation strategies, let’s first understand what lead generation is and how important it is to your business. A lead is someone who shows interest in a company’s service or product. Lead generation is the process of attracting prospects to your business with the goal of turning them into customers. 

  • Expand your market
  • Boost your revenue
  • Build visibility and awareness

Car Dealership Lead Generation Ideas

We’ve compiled 10 great car dealership lead generation ideas to boost quality leads and drive up sales. These lead generation methods will enable you to collect leads from almost anywhere your prospects spend their time.

1. Improve your car dealership website

Your first impression matters regardless of your niche or industry. Your website is your online shop; just as you have a physical car garage, your website is your online garage. A professional-looking, well-designed website lends credibility to your dealer clients. The appearance of your website is vital as it helps generate more car sales leads. To optimize your car dealership website, you can implement the following tips: 

  • Make your value offer clear: What sets you apart from the competition? Your value proposition must specify how you supply them with the services they require.
  • Have social proof: Testimonials, case studies and endorsements provide social validation for your value offer. On your home and product pages, be sure to include Google Reviews. To create a personal connection with website visitors, ask consumers for testimonials.
  • Provide education: What assurance do your buyers require before making a purchase? As a platform for this knowledge, create a blog. There will be more on this later.
  • Deals and offers: To attract hot shoppers, give your specials their own page on your website. Include inventory information to emphasize the deal’s limited availability.
  • What should visitors do next, according to the calls to action? Give them a defined task to do in order to advance the connection.

2. Become a resource/expert in your industry

As previously said, many car purchasers start their search online. If they don’t have a certain make or model in mind, they’ll likely begin by asking more generic queries. As a car dealer, you want to be the go-to person when they come asking questions. Creating pages and blog posts that address these issues is an excellent strategy to attract new visitors to your website. This is known as content marketing, and it works in tandem with your SEO approach.

Potential car buyers want to know the “right type of fuel to buy”, “the best-used car dealership in the UK,” and “if test-driving is worth it”. These are some questions constantly on the minds of potential buyers. Providing useful tips and valuable information is one to generate leads.

3. Leverage Email Marketing


Emails are always a top source of leads. Not all your visitors will be ready to make a purchase or contact you immediately. However, they can submit their email addresses and subscribe to a newsletter. It’s therefore important to have an email signup form on your website to facilitate collecting the email addresses of website visitors. Email marketing is an effective digital marketing strategy to stay in touch with potential customers and stay in their minds. 

You can’t send emails unless they give you permission to do so. They also won’t grant you permission unless you have something valuable to offer. This goes back to the previous point on becoming an expert in your industry. How does this work? You provide a lead magnetic- something like bait to grab their attention, in exchange for their email addresses. 

Once you have a list (email list), you can segment them into different categories based on their needs and interests and send out regular updates. Remember to send out information that helps potential car buyers learn more about buying the right car. You can also send industry related news and updates. The more relevant your emails are, the more likely potential car buyers will appreciate it. 

Methods for Obtaining a Customer’s Email

  • You can consider offering an incentive.
  • You can choose from a variety of options – ebooks, a complimentary test-drive or discount.
  • You can also tailor a customer’s experience based on the type of content they’ve downloaded.

4. Website Chat

When it comes to car dealership lead generation, having a website chat is important. Quite a number of potential car buyers will first conduct online research before contacting you about purchasing a car. Due to the complex nature of the industry, buyers do have questions on their minds. 

Website chat is an effective way to respond to them. This means you can share crucial information regarding automobile costs and test drives while also increasing your prospect’s trust.

Your website visitors will appreciate you making this important information readily available during a process that can be complicated and daunting. 

Be prepared to use live chat software all day to supply any website visitor answers to convert them into a satisfied lead. 

  • Live chat allows you to be present 24 hours all day to respond quickly to questions 
  • Everything from car prices to test drives can be communicated via live chat
  • You can send sign-up forms to visitors to turn them into leads

5. Automate Lead Generation with Chatbots


Did you know that half of all car dealerships use chatbots to actively engage customers? This clearly illustrates why a bot is required to generate leads in the automobile sector. Chatbots can assist you in engaging clients at any point in the sales process and providing them with a tailored experience.

  • You can respond to questions on time because of the built-in questions, triggers, conditions and events. 
  • Conversational bots can utilize machine learning to engage in human-like discussions.
  • Bots are smart and they can answer even the most difficult question.

6. Implement Local SEO to target local potential buyers


When it comes to buying a car, it’s important to target local buyers as well. If your website isn’t optimized for this, you might end up missing out on a number of potential local car buyers and that can have an impact on your lead generation.

  • Create a Google Business profile and supply Google with your business address.
  • Use all of the important information on your Google Business profile such as the business category, services, goofs and hours of operation.
  • Submit your site to top local directories to improve your position in the search results and ranking. 
  • Encourage clients to leave good reviews since this will increase your visibility and draw more attention to your company. 

7. Capitalize on Social Media


When it comes to car lead generation, social media is important. In the car dealership industry, visibility matters. The more people see your cars, the more opportunities they create for your business. When it comes to car shopping, social networking sites are unquestionably a big factor in a buyer’s selection. A good social media strategy may help you capture the attention and involvement of online users in ways you never thought possible. It’s an excellent way to generate fresh leads.

  • As of July 2021, there were over 48.5 million Facebook users in the UK, up from 39.01 million in September 2018.
  • In the United Kingdom, in 2021, 19.05 million people had a Twitter account.
  • As of December 2021, there were 28.4 million Instagram users in the United Kingdom (UK). 

Social media has a positive impact on sales leads and branding, allowing firms to reach a larger audience for a lower cost.

Here are some tips to generate car dealership lead generation from Social media: 

  • Share frequent content on various social media platforms linking them back to a lead generation form on your website.
  • Use high-quality pictures and videos to attract and drive engagement.
  • Create interesting videos of your cars including new models and post it with a catchy caption. 
  • Increase social media engagement by hosting regular surveys and quizzes which will help you generate more car dealership leads.

8. Create Quality Videos 

Some potential car buyers are meticulous and want to know everything there is to know about the model they’re considering buying. They want to know all about the features. 

  • Showcase your car in a way that intrigues customers and provides an overview of the model. 
  • Discuss the interior and exterior aspects with the aim of making a good first impression on prospective buyers. 
  • Add a call to action and an invitation to take a test drive

9. Run a Referral Campaign

People often tend to lean towards recommendations from friends and families when it comes to buying. Can you remember a time you sought the opinion of a friend before making a purchase? Do you find it easy buying from a shop a friend recommends as opposed to one you barely know anything about? When it comes to buying a car, people heavily rely on recommendations. This is because buying a car is a big deal so buyers want to make sure they’re making the right decision. As a result, you need to leverage referral programs to reward loyal and current customers. 

10. Capitalize On Test Drive

A test drive is always an important component of the car-buying process. If somebody decides to test-drive, it means they’re in the early stages of the buying process and thus might be interested.

A test drive will not only assist clients to better understand the product, but it’ll also provide you with an excellent opportunity to convert visitors into leads.

11. Use PPC Ads

Pay-per-click (PPC) ads are effective becoming they target the right people. To reach the top of the search rankings, car dealerships employ PPC Ad solutions like Google AdWords by focusing on keywords that their potential clients type into search engines.

Car Dealership Lead Generation Service

The car dealership industry is all about having a steady influx of potential buyers. However, this can be achieved by an effective lead generation strategy.

Want to generate more leads for your car dealership? We can help. Generating new leads is a headache for some car dealers. Contact us today to get more insight on how to attract and convert more leads for your automotive industry. 


It’s important you plan your marketing budget carefully when you’re starting out. Decide which platforms are best for you to achieve your goals. 

You may only find success in one or two of these strategies, however, it’s important to evaluate each one of them. Some lead generation strategies include:

  • Clear call to action on landing pages
  • Get active on social media
  • Give attractive offers
  • Remarketing 
  • Use PPC Ads

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