Third-party lead

Third-party leads come from vehicle listing marketplaces and referral services that sell inquiries to dealers. They typically arrive with a name, contact details and a vehicle of interest, and they are paid for whether or not anyone works them.

Because these customers frequently inquire with several stores at once, the same person may be contacted by multiple dealerships within minutes.

Why it matters for a sales manager

These leads carry a known cost per lead, which makes wasted ones easy to see in the advertising budget and hard to justify. When a bought lead reaches a live conversation and nobody asks for an appointment, the store paid for an opportunity and then declined to use it.