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When it comes to growing your dealership, lead databases are an essential tool for identifying potential buyers and improving sales. But not all databases are equal - some offer better data quality, pricing, and integration options than others. Here's what you need to know:
Each provider has strengths, whether it’s NewLeadsPlus for customization, KBB LeadDriver for trade-in-focused buyers, or AutoTrader for its massive reach. Choose based on your dealership’s goals, budget, and customer base.
| Provider | Key Strengths | Pricing Model | Ideal For |
|---|---|---|---|
| NewLeadsPlus | Customizable lead filters, verified leads | Tiered packages | High-volume dealerships |
| KBB LeadDriver | Trade-in-focused buyers, flat-rate pricing | $249/month per location | Dealers with high web traffic |
| TrueCar | Real-time lead delivery, compliance-focused | Flexible pricing | Dealers seeking instant leads |
| AutoTrader | Massive reach, detailed data insights | Bundled with listings | Dealers prioritizing reach |
| Dealer.com | Integrated marketing tools | Custom pricing | Dealers using Cox solutions |
| AutoWeb | High-intent buyers, fast conversions | Lead-based pricing | Dealers targeting ready buyers |
| CarNow | All-in-one platform, real-time messaging | One-time fee ($2,299) | Budget-conscious dealerships |
NewLeadsPlus is Cars.com's dedicated lead generation service, offering dealerships a flexible, tiered approach to acquiring leads. Dealers can choose from three packages - Base, Premium, and Premium+ - each adding more features to meet different business needs.
One of the standout features of NewLeadsPlus is its ability to let dealerships customize their lead acquisition strategy. Dealers can specify vehicle makes, target geographic areas, and even set the exact number of leads they want to receive. This level of control ensures that resources are directed toward reaching qualified buyers in their target market.
To ensure lead quality, NewLeadsPlus employs LeadCheck, a two-step verification system. This process includes internal data scrubbing followed by external validation, confirming details like personal information, email addresses, and phone numbers. If any leads are found to be low-quality, the system offers credits as compensation, making sure dealers get real value from their investment.
The service also enhances how vehicles are presented to potential buyers. The Base package supports up to 99 photos for used vehicles and 32 for new cars, while Premium and Premium+ levels introduce 360° spin functionality, giving buyers a more interactive and detailed view of the inventory. For financing, Premium packages integrate dealers’ preferred lender workflows directly into the platform, simplifying the process for both dealers and buyers.
NewLeadsPlus is designed to work for dealerships of all sizes, from single-location businesses to multi-store operations. The Base and Premium packages include priority placement for expanded radius searches, while the Premium+ package adds VIN Performance Media, which promotes inventory both on and off the Cars.com platform.
Dealers also benefit from expert guidance provided by Cars.com consultants. These professionals help dealerships estimate monthly lead volumes and craft acquisition strategies tailored to their local market conditions and inventory. On top of that, the Cars Commerce Rewards program offers tiered rebates when NewLeadsPlus is combined with other Cars Commerce solutions. This not only helps reduce marketing costs but also provides access to a suite of tools designed to attract and retain customers. Together, these features support both immediate sales and long-term customer relationships, which are key to building repeat business.
KBB LeadDriver brings Kelley Blue Book® Trade-In Values directly to your dealership's website, making it easier to connect with shoppers actively researching trade-in options. By targeting users who are checking their vehicle's trade-in value, this tool helps identify potential buyers already in the market for a new vehicle. It's a great addition to other lead-generation strategies, offering a way to engage with trade-in-focused customers.
KBB LeadDriver uses a flat monthly fee model, eliminating per-lead costs and providing a predictable expense for dealerships. The standard rate is $249 per month per dealership location (or "rooftop"). In the past, promotional offers have reduced this to $149 per month per rooftop for the first year. Dealerships may also benefit from special pricing through OEM programs, automatic claims submissions, and co-op eligibility via KBB's Dealer Digital Solutions. Pricing terms can often be negotiated.
Because KBB LeadDriver operates directly on your website, it utilizes local traffic to ensure valuations reflect accurate, market-specific conditions. This localized approach not only builds trust with potential customers but also provides competitive trade-in values, which can help improve conversion rates.
While Kelley Blue Book integrates seamlessly with other Cox Automotive solutions, such as VinSolutions, specific details about CRM integration for KBB LeadDriver are not provided. This tool is especially effective for dealerships with high website traffic, allowing them to maximize engagement with visitors already interested in trade-in options. Its flat-rate pricing model is particularly advantageous for high-volume dealerships, though smaller operations can also benefit from its simplicity and reliability.
TrueCar bridges the gap between dealers and consumers who have already done their homework on pricing and are ready to make a purchase. The platform focuses on delivering leads instantly and leverages technology to ensure dealers receive prospects that are properly vetted. This fast and efficient delivery process lays the groundwork for smooth integration and compliance.
TrueCar ensures leads are delivered in real time through multiple channels, getting qualified buyers into the hands of dealers as quickly as possible. Timing is everything in the automotive world - leads lose their value fast, so making that first contact promptly can make all the difference in closing a sale.
TrueCar’s API integration connects directly with dealer management systems, automating the process of transferring leads into existing workflows. This eliminates the need for manual data entry, saves time, and reduces errors. These seamless integrations also help maintain strict compliance standards.
TrueCar prioritizes compliance by adhering to TCPA and CAN-SPAM regulations, requiring explicit consumer consent through a double opt-in process. To maintain lead quality, the platform uses multi-point verification, such as phone and email validation, to filter out duplicates or low-value leads. By aligning with industry standards for lead verification and CRM integration, TrueCar ensures that dealers receive accurate, compliant, and actionable leads in real time.
AutoTrader stands out as a powerhouse in the automotive industry, delivering high-quality leads from millions of active vehicle shoppers. Its success is rooted in a massive user base, a proven ability to convert leads into sales, and competitive pricing backed by advanced data verification methods.
AutoTrader simplifies cost management by bundling lead generation into flexible listings packages, allowing dealerships to maximize their marketing budgets effectively.
Franchise dealers can further benefit from OEM co-op programs, which significantly reduce net costs while unlocking premium features. Through these programs, AutoTrader offers OEM-funded products and co-op services, enabling dealers to submit claims for reimbursement of qualified purchases directly with their original equipment manufacturers.
AutoTrader goes beyond flexible pricing by ensuring the quality of its leads through a robust data platform powered by Google Cloud, BigQuery, and Looker. This system uses a LookML data modeling layer to maintain consistent and accurate data definitions across the company, serving as a reliable single source of truth.
The platform employs a multi-stage verification process that filters out low-quality prospects. Leads are refined through internally defined zones and quality checks before being passed on to dealers, ensuring they receive actionable and reliable opportunities.
To enhance this further, AutoTrader integrates with third-party validation services like Driftrock, enabling real-time synchronization and validation of leads. Dealers can also apply custom lead validation rules, helping to boost conversion rates and improve the overall quality of prospects.
With comprehensive coverage across the United States, AutoTrader ensures seamless integration with dealer management systems. Its dedicated data engineers design integration frameworks that make connecting systems straightforward and efficient. Every listings subscription includes access to the nVision analytics tool, which provides real-time insights into lead performance, inventory data, and shopper behavior.
Dealers can also opt to add "Vehicle Listings Buying Signals", which deliver 14 additional data points per lead based on shopper behavior across AutoTrader and KBB.com. This detailed data helps dealerships assess lead quality and prioritize follow-up efforts, making it easier to build meaningful customer relationships - a crucial factor for sustained sales success.
AutoTrader's ability to drive dealer customer acquisition has earned it accolades, including the "Consumer Lead Generation 2025" award from Car Dealer Magazine, based on votes from actual customers. Chief Product Officer Karolina Edwards-Smajda highlighted the importance of this recognition:
"There's no better recognition than being acknowledged by our partners for the effort we put in to make the platform work for them."
Dealers consistently report positive outcomes from AutoTrader leads. Cade Rivard, General Manager at Rivard Buick GMC, shared:
"The quality of leads Autotrader provides is second to none."
AutoTrader's leads are particularly valued for delivering the highest gross profit on average across the industry, making it a cost-effective solution for dealerships focused on profitability over sheer lead volume.
AutoTrader prioritizes data security and compliance with stringent protocols. The platform employs robust administrative, technical, personnel, and physical measures to safeguard lead data.
Data collection includes both user-provided information - such as names, addresses, and credit details - and automated behavioral data, like IP addresses and browsing history. This comprehensive approach creates detailed lead profiles while adhering to privacy standards. AutoTrader’s security infrastructure is designed to prevent, detect, and investigate potential security incidents, ensuring data remains protected throughout the sales process and preserving the long-term value of its database.
Dealer.com provides more than just basic lead generation - it offers a fully integrated suite of website solutions and marketing tools. By leveraging its connection with Cox Automotive's extensive dealership solutions, Dealer.com seamlessly integrates data across platforms. This allows for personalized inventory recommendations, smooth transitions for shoppers, and quicker deal closures. Dealers using Dealer.com alongside AutoTrader and KBB.com listings report 47% faster lead closings and increased engagement, thanks to partnerships with over 30 OEM-certified automotive brands. These features also pave the way for seamless third-party integrations.
Dealer.com maintains high standards for integrating third-party applications to ensure performance and security. The platform prioritizes loading core content before introducing third-party tools, which helps keep load times fast. All third-party code is required to use HTTPS protocols, and any code that disrupts functionality or compromises security is promptly removed. These efforts contribute to the platform's 3.9-star performance rating.
Dealer.com takes a proactive approach to compliance, offering built-in solutions for TCPA and CAN-SPAM regulations. Its advertising services - spanning Retargeting & Display, Video, and Social Media Advertising - are designed to meet regulatory standards. This focus on compliance extends to its Dealership Websites and online storefronts, ensuring proper documentation and consent management throughout the customer acquisition process. By embedding regulatory safeguards into its offerings, Dealer.com reinforces its technical and marketing capabilities.
With integrated data management, Dealer.com enables dealerships to maintain detailed customer profiles and track behavior over time, creating opportunities for long-term relationships. Consistent customer records across platforms are especially beneficial for dealers aiming to build loyalty and drive repeat business. This data-driven approach not only supports effective remarketing but also ensures sustained customer engagement, making it a valuable tool for dealerships focused on retention and growth.
AutoWeb stands out for its sharp focus on connecting dealerships with high-intent buyers - those ready to make a purchase. The platform zeroes in on what it calls "low-funnel, ready-to-buy" consumers, ensuring swift conversions and fostering long-term relationships. By targeting buyers with solid credit profiles, AutoWeb delivers faster results compared to broader lead-generation strategies.
AutoWeb's internal data highlights its success in driving quick sales: 25% of leads convert within 4 days, 50% within 8 days, and 75% within 19 days. These numbers underscore the platform's ability to identify serious buyers, not just casual shoppers.
But it's not just about speed; the quality of leads is equally impressive. AutoWeb's audience boasts an average annual household income of $81,454, a homeownership rate of 77%, and 60% have completed some level of college education. This demographic reflects financial stability and informed decision-making, making them ideal prospects for dealerships. These results are backed by rigorous data validation processes.
AutoWeb employs a dual-layer approach to validate its lead data. Internal analysis is paired with Experian verification to ensure that the information is both accurate and up-to-date.
A recent collaboration with Experian confirmed the audience's strong ConsumerView℠ Profitability Score, which identifies households likely to pay debts and respond positively to marketing efforts.
"These data points confirm the high quality of our audience and validate our ability to deliver access to consumers who are low-funnel, ready to buy and have solid credit." - Dan Ingle, COO of AutoWeb
Every month, AutoWeb generates 1.68 million website clicks and 388,000 leads. These figures represent genuine purchase intent rather than casual browsing, further emphasizing the platform's effectiveness.
Incorporating digital retailing tools has enhanced lead conversion rates. For example, in Q1 2021, 39% of consumers engaged with new digital retailing features, and 9% completed secondary digital retailing processes. These tools are designed to streamline the buying journey and cater to evolving consumer preferences.
AutoWeb continuously refines its dealer-consumer matching process through advanced data science. By analyzing consumer behavior and market trends, the platform ensures its targeting algorithms remain precise and effective.
For dealerships aiming to connect with high-quality prospects and achieve quick sales, AutoWeb offers a reliable, data-driven solution. Its focus on verified financial capacity and ready-to-buy consumers makes it a valuable partner in the competitive automotive market.
CarNow serves as an all-in-one lead management platform, streamlining various dealership operations into a single, unified system. By doing so, it helps dealerships cut down on the need for multiple software tools, making it a budget-friendly choice for many.
CarNow offers a one-time pricing model starting at $2,299, which is particularly appealing to dealerships looking to avoid ongoing monthly fees. This setup is designed with flexibility in mind, making it suitable for a wide range of dealership sizes - from small independent lots to larger, multi-location businesses. Its affordability is complemented by strong lead messaging capabilities, making it a practical option for many.
One of CarNow's standout features is its real-time messaging and lead tracking. These tools allow dealerships to respond quickly to customer inquiries, ensuring no potential lead falls through the cracks. Reviews on Software Advice highlight the platform's affordability as a significant advantage, further enhancing its appeal.
While CarNow focuses on simplifying dealership operations, there are some important considerations around integration and compliance. The platform does not publicly disclose specifics about its TCPA and CAN-SPAM compliance, so dealerships should clarify these details during consultations. Additionally, while CarNow’s system is designed to combine multiple functions efficiently, it’s essential to confirm how it integrates with existing tools and whether it meets regional lead delivery standards. For precise information, dealerships are encouraged to work closely with CarNow's sales team.
When evaluating lead databases, it’s essential to weigh factors like cost, functionality, and how well they align with your long-term goals. Different providers offer varying strengths - some focus on delivering high-quality, verified leads, while others emphasize affordability. Key aspects to keep in mind include:
These factors are even more critical for Buy Here Pay Here (BHPH) dealerships. Maintaining strong customer relationships is vital for future remarketing opportunities and sustaining revenue through ongoing services.
For BHPH dealers, it’s wise to partner with providers offering efficient data export options and seamless CRM integration. This approach ensures you can continue nurturing customer value well beyond the initial sale, complementing the remarketing strategies discussed earlier.
Keeping your lead database accurate and up-to-date requires a mix of automated tools and regular manual checks. Real-time validation can also help catch errors before they become problems.
Database cleaning should be a routine process, not something you address only when issues arise. Tools like VinSolutions and DealerSocket offer automated features to remove outdated contact details and flag suspicious entries. For example, these platforms can identify leads with invalid phone numbers, fake email addresses, or incomplete information, saving you time and effort.
Real-time API integrations are another essential tool. They instantly verify emails, phone numbers, and other contact details. For instance, Salesforce Automotive's built-in validation system automatically rejects leads that don’t meet specific criteria, ensuring your team focuses on genuine opportunities.
If you’re working with multiple lead sources, managing duplicates is critical. DealerSocket’s duplicate management system uses unique identifiers to merge or flag redundant records, helping you avoid repeated contacts and improving efficiency.
Lead scoring is another way to optimize your follow-up efforts. VinSolutions allows you to create customized scoring models, helping you prioritize high-value leads based on their engagement and demographic fit. This ensures your team focuses its energy on the most promising prospects.
For added verification, consider multi-step contact confirmation. This approach - using email, calls, or SMS - helps confirm genuine buyer interest. Platforms like CarNow enable real-time engagement, capturing accurate details when potential customers are most engaged.
| Verification Method | Primary Benefit | Best For |
|---|---|---|
| Real-time API validation | Ensures instant accuracy | High-volume lead capture |
| Lead scoring systems | Prioritizes sales efforts | Dealerships with limited staff |
| Multi-step contact confirmation | Reduces wasted follow-ups | Premium vehicle sales |
| Automated duplicate removal | Prevents over-contacting leads | Multi-channel marketing |
The effectiveness of these methods often depends on how well your lead sources integrate with your CRM system. For example, LeadsBridge offers seamless connections between platforms like Facebook ads and automotive CRM tools. This integration reduces manual data entry errors, ensuring that leads flow smoothly into systems like DealerSocket without typos or missing details.
For Buy Here Pay Here (BHPH) dealerships, maintaining clean data is even more critical. These businesses rely on long-term relationships with customers who may return for future purchases. Accurate contact information ensures you can reach past buyers for remarketing campaigns, service reminders, or referral opportunities. Regular database audits can help identify outdated contact details, allowing you to update records before launching new initiatives.
Clean, reliable data doesn’t just drive immediate sales - it’s also key to building lasting customer relationships in a competitive market. Automated CRM tools can flag unresponsive leads, while DealerSocket’s analytics pinpoint lead sources with poor-quality data, helping you adjust your marketing strategy quickly. For BHPH operations, these practices are essential for sustained remarketing and ongoing customer engagement.
Selecting the right lead database provider depends on your dealership's specific needs, budget, and target audience. NewLeadsPlus is a great choice for high-volume dealerships needing broad coverage, while KBB LeadDriver stands out for those prioritizing buyers ready to make a purchase. If transparent pricing is your priority, TrueCar is a solid option, and AutoTrader offers unmatched market reach with flexible targeting capabilities.
When comparing providers, prioritize three key aspects: data quality, integration capabilities, and compliance support. High-quality data ensures better leads, seamless integration simplifies operations, and compliance with TCPA and CAN-SPAM regulations protects your dealership. Balancing these factors with cost and conversion potential can set your dealership on a path to success.
For Buy Here Pay Here (BHPH) dealerships, the customer relationship doesn’t end with the first sale. Keeping your database updated is crucial for remarketing efforts. Accurate contact information allows you to reconnect with past buyers for service reminders, referral programs, and future sales, strengthening customer retention and loyalty.
To sustain these relationships, focus on strategies that nurture long-term engagement. Even after portfolio sales, maintaining customer connections through account servicing can generate additional revenue. Regular database audits ensure your remarketing efforts are effective, targeting the right audience with the right message.
Successful dealerships view lead databases as more than just sales tools - they're essential for fostering lasting customer relationships. Investing in platforms with strong CRM integration, automated data cleaning, and customizable targeting options can support both immediate sales and long-term retention. By aligning your lead strategy with short-term goals and ongoing customer care, you’ll build a foundation for growth in today’s competitive automotive market.
Auto dealers need to consider several crucial factors when choosing a lead database provider to ensure it aligns with their goals. Start by examining the quality and accuracy of the leads - are they verified, current, and relevant to the audience you want to reach? Also, look for providers that offer geographic and demographic targeting tailored to your dealership's specific market.
Another key consideration is how well the provider's system can integrate with your CRM or sales tools. Smooth integration streamlines workflows, saves time, and minimizes mistakes. Be sure to verify that the provider adheres to regulations like TCPA and CAN-SPAM to avoid compliance issues. It’s also smart to compare pricing models to ensure they align with your budget. Lastly, opt for providers who supply recently updated leads and maintain strong data hygiene practices to boost the success of your outreach efforts.
When assessing the quality of a lead database, there are several critical factors to consider:
It’s also important to choose databases that employ strong validation processes, such as cross-referencing and verifying contact details. This ensures you’re working with actionable leads that can genuinely contribute to your dealership's success.
Regulations like the Telephone Consumer Protection Act (TCPA) and the CAN-SPAM Act set important boundaries for how auto dealerships handle and use lead databases. The TCPA requires dealerships to secure prior express written consent from consumers before engaging in telemarketing calls or sending text messages. This means any strategy involving phone or SMS outreach must double-check and validate leads to avoid compliance issues.
The CAN-SPAM Act, on the other hand, focuses on email marketing. It mandates that dealerships include clear opt-out options in their emails and ensure all content is truthful and not misleading. Ignoring these rules can result in hefty fines, with penalties reaching up to $1,500 per violation. To avoid these risks, dealerships should maintain clean and accurate databases, verify lead information, and ensure every outreach effort aligns with these legal guidelines.
More than a decade of Ivan's career has been dedicated to Finance, Banking and Digital Solutions. From these three areas, the idea of a fintech solution called Debepxert was born. He started his career in Big Four consulting and continued in the industry, working as a CFO for publicly traded and digital companies. Ivan came into the debt industry in 2019, when company Debexpert started its first operations. Over the past few years the company, following his lead, has become a technological leader in the US, opened its offices in 10 countries and achieved a record level of sales - 700 debt portfolios per year.
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