A short conversational transcript (from a YouTube video) arguing that car dealers should stop relying on third-party lead sites like CarGurus, AutoTrader, and KBB because those platforms ‘rent’ audiences and dilute leads. Instead, the speakers advocate owning your audience via platforms like Facebook and Instagram and controlling your CRM and data to secure higher-quality, exclusive leads.
You're not relying on Cargurus to send you the lead. You have the lead. Connect with them and figure out where they're going to go.
Talk about the Cargurus and all these other sites. You know, a lot of these other sites, for a long time that worked. They did work well. And what we're finding is that they're becoming more diluted. They're sending these leads that you're submitting on KBB to 16 other dealers, so on and so forth. And the big concept is you need to own your own audience, not rent your audience. If you're renting someone else's audience right through Cargurus, that's their traffic, that's their audience, right? So what Facebook gives you the opportunity to do is own your own destiny and own your own. You have to figure out from a data perspective what's working best. Auto Trader and Cargurus, they're doing that right, and then they're just renting out their audience to you. If you could take control of your CRM, if you could take control of your audience on Facebook, if you could take control of your audience on Instagram, you'll own your own destiny and you won't have to rely on renting somebody else's audience.
That's so good.
