It would help to be agile and light-footed when looking for auto leasing leads to stay ahead of the curve. However, things are always easier said than done when it comes to working in your marketing and competing with others in the industry.
You should be wondering how well you market your products or services and brand. After all, this affects everything, from sales to profitability to market share.
You can start on your path to success in marketing by having good business sense. However, you will need to know more about marketing and how you can work on strategies for your niche and company overall.
Since the economic crisis, the car leasing industry has grown steadily. White Clarke Group has revealed that Britain is the third-largest car leasing market worldwide, just ahead of Germany, and the USA doesn’t fall that behind, considering how many people require the services.
This article will show you how to convince consumers to lease vehicles from your dealership instead of going to another dealer and financing or buying outright.
Reach Customers at The Right Moment in The Sales Cycle
It is more important than ever to reach the right customers in a highly competitive market.
The typical return to the market for lease consumers is every three years. This contrasts with the seven-plus year period for new car buyers who can finance or cash their cars.
It is crucial to reach these customers as they prepare to return to the market.
You want to grab customers’ attention in that sweet spot when they are thinking about their next car or approaching a new lease horizon. Doing this will guarantee that your leads are more qualified and won’t “reject” your advances to leasing a car.
However, there are other aspects you still need to consider, so don’t get too ahead of just setting your strategies without more consideration around your prospects and limits.
Create Engaging Messages to Reach the Right Audience
You can reduce waste and generate leads by targeting the most sales-qualified leads: those who are most likely to lease. Ensure that your creative messaging is on the mark for this.
To make it easier to communicate specific creative messages, you can also narrow down luxury and non-luxury.
Focus on luxury auto leasing prospects and include messaging about how the lease will increase the reachability of luxurious options, top-class care, and the most recent technological features.
Focus on non-luxury customers when building a separate campaign that will help you point at the other prospects. You can then use creative messaging to emphasize affordability and help the consumer get into a new vehicle with the latest safety and entertainment features.
It would help to consider whom your target audience is for leasing messages. Help consumers move up to a higher trim level for a non-luxury car or an entry-level trim level for their first luxury car.
Provide step-up creative messaging for consumers who might not have considered these options.
Automotive Marketers Need to Take Action
It would help if you employed a sales team to bring in-market leasing audiences to the table for the first time. These audiences are three times more likely than others to lease within the next six months.
You can count on your success if you engage them but don’t worry; a sales team is not always necessary, especially if you can’t afford to bring in more people. Thus, you can just work around the time, budget, and opportunities you have,
With that in mind, these are the three types of categories that may be a good fit:
- Non-luxury models. To conquer non-luxury rivals, you must target the non-luxury market.
- Models of luxury. To get them, connect with the luxury leasing audience.
- Trim levels. You can choose from luxury and non-luxury trim levels.
Call tracking Always Works
There are many options for tracking phone calls, and the reason you want to do this is simple: you should be able to identify each channel and at least be able to track phone calls so you can use the data to calculate the ROI of each drain in your KPI reports.
Google AdWords offers a free call tracking feature called website call metrics for those just starting.
When someone visits your website via one of your Google Ads, the phone number will be automatically switched to a Google tracking number.
Traffic from other sources and direct traffic is not affected. A complete call tracking software will give you data on all your calls. You will also get inbound leads to help your business to grow. These are some of the most popular call tracking software providers:
- Ruler Analytics: You should ensure that your selected solution integrates with Google Analytics or Google AdWords.
- Chat live: Live chat’s conversion rates can be up to 30% higher. You have many options for live chat. Are you looking for a managed service? Or can your staff manage it during work hours? It is crucial to think about how the service will integrate with your website and make sure you can track it through Google Analytics.
You have many options for live chat, including fully managed services where you pay only for the captured leads.
Broadcast Advertising
Broadcast advertising has seen some success over the last two decades, even when the industry has struggled for its feet in recent years as the number of people who tune in has dropped.
Just remember this: it is not to be discounted. Car leasing companies continue to look for ways to reach their target audience through broadcast media.
If you are having a hard time deciding when it is a good option to use it, it is the best when businesses evaluate their potential customers’ listening and viewing habits. Then, they can tailor media purchases to specific outlets instead of blanketing the area with brand messaging.
Car leasing businesses target a local or regional audience almost all the time. You still will need to reach a wider audience by looking beyond broadcast media and exploring other offline and online marketing options.
Integrate a ChatBot
Installing a chatbot on your site will improve lead quality and allow you to reach users in the research phase.
Users can now ask questions about cars during the evaluation stage. Chatbot responses will keep them on your site longer and provide them with their required information.
Drift is a cheaper option. Your sales team members can answer any questions that consumers send. This feature allows new users to request car recommendations and creates trust. After the questions have been answered, invite the user to test drive your car.
Your dealership will reflect this touchpoint well. Users will conclude that an informative website means a professional, knowledgeable business.
Paid Advertisement Efficiently
After establishing a set of strategies like the previous ones, you can use Google Ads or Facebook Ads to set up remarketing campaigns and improve lead quality.
This will help you get your website in front of all users who have read some of your content or could be interested in what you offer.
A good lease deal will attract more leads willing to travel far, but not as far as direct purchases. Leasing means that the customer is bound to the dealer. The customer must also return the vehicle to the dealership after the contract ends.
To make your remarketing campaigns more targeted and effective, limit your display area to fifty miles from your dealership.
To optimize campaigns, test other radiuses to determine if you have a higher or lower conversion rate. The beauty of ads is this: you can work around different formats and copywriting to ensure you get the best results.
So, they work and are effective, but only when you know which are working the most of your business.
Content Marketing Never Fails
Keyword-rich content is essential for customers who have reached the information phase and want to find your site. This is known as an inbound lead generation strategy.
Your content should be relevant to the topics your customers are interested in. Terms such as “Car reviews,” “leasing,” or “ideal cars to lease for new parents” are great examples for generating quality leads.
There are many reasons users look for cars. Write content that targets each customer group in the information stage.
Customers are the kings and queens, but so is your content overall since it will reign over attracting them, and businesses must focus on customer satisfaction in the process as well. They must pay attention to the preferences and rental needs of customers.
By offering additional customer services such as roadside assistance and vehicle replacements, car rental companies can retain customers and increase their business.
Car Rental Software Can Be Game-Changing
The best car rental app is essential in automating core processes for car leasing businesses. This software allows you to manage your car rental business, including bookings, payments, car maintenance, reporting, and analytics.
Currently, there are only a few car rental management software options. However, choosing the right software is a priority to ensure you get the desired results.
Some software cannot meet the requirements of modern car rental businesses. The ideal enterprise car rental software must have all the features necessary to manage daily functions such as car rentals, leasing and tolls and fines, accounting and finance, and reporting.
Make sure you evaluate all your alternatives and set a budget for how much you are willing to invest and can afford as well. We can tell you that this is a great addition when you want to surpass your competitors.
As people try to find more comfort, getting to lease or rent their cars without moving to a website or your business place can be what your business needs.
Look into Customized Solutions
Depending on your needs, the type of vehicle you choose will vary. This part of the lead generation process can be similar to purchasing or leasing a car for personal use and in the case of your prospects and future customers.
You want to offer different solutions and alternatives that can adapt to each of your prospects and even old clients interested in coming to you again for the perfect car they need to lease.
This can be a lot of work, but it is one of the best to differentiate your company and get better results during your lead generation campaigns.
Although this isn’t strategy specific, you will find it useful to know how you want to offer the best through your efforts, including adapting and integrating what every possible client needs.
Customer Reviews Can Help Build Trust
One of the first aspects people consider when they’re about to lease a car is to search for reviews and comments from other people—even strangers—who have relied on a company or look for recommendations.
It isn’t weird for people to trust companies and businesses with a great reputation and comments online and offline over one that can be good but can’t prove much of its reliability and professionalism.
This is why you want to make sure you’re getting reviews in your profiles and directories.
It would be best to be on Yelp, Google, and social networks. You can even create customer success stories and videos together with your most valuable customers. These can be used in different places like your website or newsletter as well.
Get to the Top of Google SERPS
People search for most of the information they need on Google, and you want to be right there at the top whenever they are looking for car leasing.
Kenshoo found that 70% of people searching for cars use search engines first.
Google is your first line of defense, so you must be there! This is especially important considering how many people scroll down to the bottom of the SERP (HINT – it is rare).
Your automotive lead generation success will depend on your ability to rank in the top few listings. Google Ads strategies must be highly effective to achieve this, but these ads aren’t “organic” but rather paying for being ranked there. Instead, you want to also rank organically with the right steps and metrics.
How can you reach the top of the page while not spending a lot? Google favors specific lead generation strategies which will allow you to get higher rankings without spending more. These are some tips to help you get started.
- Make sure your Google Ads account has a tight-knit ad group structure (aim for fifteen to twenty keywords per ad class). Keywords should be closely related to your ad text. Include two to three ads per ad group/keyword list.
- Use ad extensions. They are loved by Google and will increase your ad space and lead interaction.
- Budget wisely between campaigns. Which are your top sellers? What are your most popular searches? These items are popular with your target audience so that you can bid higher.
- Include keywords and optimize your website with content so you can rank with SEO.
- You want to work around optimization for every single one of your profiles.
- Connect different Google properties (Sites, Sheets, Documents, Slides, and more) to ensure you’re building a brand throughout the internet.
Not to be forgotten, Bing and other search engines are also important. Break down Bing Ads according to the target audience. Although Bing may seem like Google’s neglected cousin, they are a significant portion of the search market.
Manage Your Negative Keywords List Actively
Did you know that ads for search terms not relevant to your business can appear in your ads? If someone clicks on them, you still need to pay.
This can potentially occur for non-relevant searches when you bid on broad or phrase match keywords.
Although bidding on exact matches may seem like a good solution, it will severely limit your reach potential.
This makes the identification of negative keywords crucial to your automotive marketing strategy. However, it might seem tedious; searching your search query reports is essential for automotive marketing.
Your business will instantly lose credibility if ads appear for non-relevant search terms. It is essential to be aware of setting up negatives to avoid non-relevant search terms. This will not only save your face but also save you money.
For example, if you bid on a keyword like “affordable car,” your ad appears in the search for “toy cars,” and then a busy parent clicks. It is not only a waste for the parent but also a waste for you.
Your auto leasing campaigns should target the right people. Which type of business do you market to? Your typical customer is who?
Marketers of luxury Porsches and BMWs need a different approach to automotive marketing than those of used cars and more affordable brands such as Honda and Toyota.
Prospective customers have very different needs, concerns, and questions. Your Mercedes customer might be more concerned with heated seats and leather interiors, but your Honda buyer will likely be more concerned with gas mileage and durability.
Luxury car leasers are more likely to be wealthy and have a higher social status than those who purchase utilitarian cars out of necessity.
It is important to target different automotive marketing audiences separately and understand the key concerns of your target audience to send the right message and increase conversion rates.
You may have to divide your prospects into multiple campaigns to ensure that you are sending the right message to the right person. This is possible with Facebook’s lead generation tools.
Auto leasing leads are critical for the growth of your business. You need to invest in the proper lead generation tools relevant to the auto leasing industry.
The type of car and brand determines your success because the right car is appropriate for the right customer. Your customers will determine your success. Having many leads means having more conversion and business.
The Local Lead Generation Process for Your Auto Leasing Business
All right! So, everything is about building properties and generating leads. But how does the process actually take place? Are there other steps I need to know?
The steps I mention below are what students from our local lead generation program follow to generate leads for businesses like yourself. So I’ll help you see what we do. And how if you join our program, you can simply generate leads for your own business (unless you want to start a side hustle and build a laptop lifestyle business).
Essentially, our lead generation can be divided into four steps:
The first is prospecting. You need to take the time to do market research on a niche (industry) and determine how many phone-driven businesses are there.
Keep in mind that this is local research as you need to know how many companies need leads. For example, you may search for “plumbing services Youngstown OH.”
You will find dozens or even hundreds of businesses trying to get themselves in front of the customers by ranking on Map Listings, organic results, and even Ad.
The second step, building. When you find a niche (plumbing, tree services, a software company, real estate…), you will need to start building your digital properties. You don’t need to be an expert in HTML or coding. It can be easy with the right tools.
The third step is now taking time to rank your lead gen website. With the site done, you need to work on SEO strategies and start dominating those Google search results. If you’re new to SEO, it stands for Search Engine Optimization.
To keep it simple, it consists of the entire process of growing a company’s visibility on search engines like Google and generating organic traffic. And remember this, local lead generation is part of the strategies.
Moving on to step four, once you rank the site, you will start getting your ROI and profits. You only need to rent it out to a local business interested in the leads the site generates. You can offer a couple of free leads to their move on with the actual pay per lead.
To review steps 1-4 above, I described it to a normal student who is building a lead gen business to help local service providers generate more calls. But replace the student with you as the business owner. And replace sending the leads to a business to simply siphoning the leads to your personal business.
By the way, fun fact, about 20% of our students in our local lead gen program are actually business owners who went through the program. And they use the skillsets we teach to generate leads for their own business.
An Example of Lead Generation: Home Advisor
You must be thinking, “if lead generation sounds so good so far, how come I haven’t seen any company?” That’s the thing; there are many out there. You just don’t know they are dedicated to it.
HomeAdvisor is one of the best examples you can find on the Internet as it is a top lead generation company that has spent millions building its brand but also earned even more zeros for this same reason.
They started small as everyone else but invested in building their brand awareness to make people who are looking for home services go to their website and find what they need. They are over 75% of people’s first choice when they need those services.
If you don’t get HomeAdvisor that much or need a refresh, users need to submit their information to request a service and get a professional or expert who can provide it.
HomeAdvisor’s job is to share your information, which makes you a lead, with local companies so they can contact you and offer the service you’re requesting. For sharing this lead information, HomeAdvisor gets paid by the companies. This happens for every single lead they send to multiple businesses.
Business owners who don’t have marketing skills or don’t even know how to have any online presence will always rely on those pages to list their services. They will save time and effort, but companies like HomeAdvisor can make them spend lots of money as leads aren’t exclusive (one lead is sent to multiple companies after all).
Using Facebook Ads aka Paid Ad Platforms: Do They Generate Leads?
They DO generate leads. If not, no one would use them.
However, you need to remember two facts:
- Paid ads or platforms can be expensive.
- They don’t generate “natural” leads.
Whenever someone sees or clicks in one of those ads, over 80% of them did it by accident or are trying to close/report it.
Why? Because they aren’t looking for those services. At least not at the moment.
What those ads do instead is interrupt their time on the platforms. Users aren’t there to find companies or businesses unless they are searching for a specific company’s user, and for that, there’s a search bar. This is why it is hard to convert them to actual customers who will show interest in the companies’ services. Also, you’re limited by a budget.
When using lead generation, everything is organic. You aren’t forcing others to pay attention to your business but rather being there when they need you. This is why Google’s organic traffic will always beat paid ads, and the reason companies continue investing in it, which is a lot cheaper as well.
What Is Local SEO?
Don’t worry… I didn’t get it at first either. Following the short explanation, local SEO focuses on scaling businesses’ visibility on search engines. However, this is only for those who serve their communities face-to-face.
What does this mean?
Experts and professionals like painters, plumbers, and dentists (but not only them) offer their services to their local customers. Why? Because they can’t deliver them unless they are located in the same area of their customers.
To make sure those businesses get more leads, you need to rank them locally by claiming the business listing on Google to place them on Map Listings. Local SEO also involves online reviews, citation management, and how you manage your entire online presence in the local area.
If you are going to bet on lead gen, you need to adapt yourself to today’s world: The Internet.
Keep in mind that although traditional channels and methods like billboards, warm calls, and pamphlets still work, they aren’t part of your tools. Whenever someone needs a service, they go to Google and search for it.
“Dentist in Miami” or “plumbing services in Orlando,” etc. And you can keep coming up with services or professionals people need and look for. Thus, you need to make sure you’re using Google to get the companies in front of their clients.
Users will always click on the first search results (those near the top), and many of them will be either Ad links (people paid to place their websites there), Map Listing, and then you get websites. Almost all of them are your goal and where you should always aim to place yourself.
Can My Auto Leasing Business Utilize a Local Lead Generation Strategy?
If you want customers, you better know you need it. Following the previous explanation, lead gen is all about placing businesses in front of their customers, choosing them over their competitors.
Put it simply – it’s all about closing deals and having clients for those companies to make money. The main difference with the usual methods companies use for this is how lead generation approaches different channels to get them in the right place of the market to get customers.
Those channels are all focused on the Internet as most people are searching for products but also services across the net. The issue is that the Internet is way too broad, and businesses don’t know how to place themselves. They usually try, but they get one common result: losing money and time.
How Powerful Are Organic Auto Leasing Leads from Google?
For companies looking for customers, it’s everything. For you? Pretty much the same. When you build a business with digital properties, you get to make thousands of dollars a month.
This isn’t a “get started today and get rich tomorrow” thing, but it is HIGHLY scalable, and ROI + positive results are guaranteed. Learning a fairly decent and very needed set of skills to create your digital properties and start ranking them on Google is required.
I have invested in several online businesses over the years, and if there’s something uncertain, whether you will get your ROI or not, even more than the actual profit.
However, this business moved my earnings from five figures a year to a month in ONLY passive income while sitting comfortably at home.
On my laptop. Anywhere. Anytime.
You can look at one of the first sites I built back in 2016, and it continues making me over $1.000+ every month. The best part is that I don’t need to touch it or the rest I’ve built over the years, just like this digital property.
What Makes Lead Generation SO Alluring?
Here it goes: you can work from home.
The main issue with regular business opportunities is how much you need to invest in staff, equipment, or rent to have a place to sell your products or offer your services.
We all know the hassles of traditional businesses that involve regular expenses, which are extremely high. Can you afford it? I don’t think so, and even if you can, is it worth it? Now, it isn’t only about the money. You also need to put in a lot of work, and it isn’t only during the first couple of months or years. Usually, it is as long as you continue running it.
You can save yourself those headaches and bone-breaking tasks and expenses with lead gen since it is more about generating leads with digital channels—mainly websites.
Websites can be VERY cheap to build, and with many tools online, you get to do it in a couple of hours instead of days. Any virtual or digital business is scalable and won’t need constant maintenance.
So, let’s summarize this:
- You save money in regular expenses with traditional and most online businesses as what you need is yourself and digital properties (websites).
- You can bet on passive income.
- There’s no need to hire more people to get started.
- You can generate leads in multiple industries, which allows you to work on any niche you want.
How Can I Get Started in the Local Lead Generation Program?
Anyone can start and learn. That’s the beauty of this business model. I knew nothing about SEO, Map Listing, and everything I’ve mentioned so far. It is all about learning the skills, gaining experience, and deciding to take the step.
Remember that this business model will never get old as business owners are always looking for leads. They need to do business and scale their companies. Why not do the same while helping others and still making money?
You can start with this local lead generation course highly recommended for anyone wanting to grow in the business. It is a close training that will take you through each step and make sure you are able to get your ROI, profits and take control of your life.
You will be added to an incredible lead generation family ready to help you 24/7 when asking questions on the group. Anyone is welcome who’s willing to put in the work. Click here to watch the lead gen webinar.