What is it?

Detroit Trading Company and R.L. Polk & Co. have combined their core competencies to deliver an efficent, transparent and buyer/seller friendly lead exchange integrated with highly predictive lead scoring. This allows you to buy leads with the scores you want at the right prices.

How it Works:

Polk Lead Scoring, based on automotive intelligence and advanced analytics, allows a "score" to be placed on every lead predicting how likely the lead is to purchase a vehicle within the next 45 days. The score is a ranking from 1 to 10, with a 10 being the most likely to purchase. The Polk Score, which has been validated in the industry to truly predict likelihood to purchase, is currently in use at a number of large dealer organizations, and is generating considerable buzz in the marketplace.

Buyer Benefits

As a Buyer there are really two key benefits:

• Buy the 10's
• Pay what the lead is worth

An analysis of more than 2.5 million leads has clearly demonstrated that all leads are not equal relative to which leads are most likely to close. In fact, a lead scoring statistical model used to score a typical group of leads offered through the Premier Lead Exchange will show significant differentiation — the leads scored a "10" being five times as likely to close as the leads scored a "1". Said another way, for each "10" that a dealer follows up with and closes, that dealer would have to follow up with five "1's" just to make a sale. Five times the labor for the same result. Dealers who are able to leverage this kind of intelligence when it comes to purchasing leads will have a significant advantage over their competitors.

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Close More Leads:

This chart represents the actual closing percentage of a sampling of 100,000 leads.

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In The News:

Automotive Advertising Experts

R. L. Polk & Co. was reviewed on the "Automotive Advertising Experts" blog talk radio show on AdAgencyOnline.Net. Michael R. Spadafore, Global Director, Consumer and Commercial Marketing for R. L. Polk & Co., shared best practices with Philip Zelinger, President of Ad Agency Online, L.L.C. and host of the show. The many products/services of R. L. Polk & Co. were mentioned but the focus was on their "Lead Scoring" application that is integrated with Detroit Trading Company to create their "Premier Lead Exchange". [ LISTEN ]

Auto Success Magazine

Every now and then, there is a change that really matters something that comes along and radically impacts the way we live, work or play. The Premier Lead Exchange is the something that is going to dramatically improve the way you acquire Internet leads and increase the number of vehicles you sell. That broken process we call the "Lead Marketplace" will never be the same. Dealers obtain their leads from three primary sources — third-party lead providers, OEMs and the dealer’s own Web site. The majority of purchased leads come from the third-party lead providers and DTX is a registered trademark of Detroit Trading Company. Every now and then, there is a change that really matters — something that comes along and radically impacts the way we live, work or play. The Premier Lead Exchange is the something that is going to dramatically improve the way you acquire Internet leads and increase the number of vehicles you sell. That broken process we call the "Lead Marketplace" will never be the same. Dealers obtain their leads from three primary sources — third-party lead providers, OEMs and the dealer’s own Web site. The majority of purchased leads come from the third-party lead providers and some OEMs. The problem is that dealers purchase the leads as if every lead is of the same quality, with the same likelihood to close — this simply is not the case. The Premier Lead Exchange will enable dealers to buy the best leads in the dealer’s market area, and pay a price based on the lead’s likelihood to close.  [ READ MORE ]

Ward's Dealer Business

Going Once, Going Twice…
By Cliff Banks

Two years ago, I moderated a panel of executives from several of the third-party online lead vendors. The main topic was how to improve the current lead-buying model. Of the panel, I wrote in an earlier column, "One thing is clear. All of the panelists agree the process with which their sites move online car shoppers to the dealers needs to evolve to the next level. And that means improving the quality of leads dealers receive." I also quoted Cars.com President Mitch Golub as saying, "It’s a 12-year old business model in which the price per lead has not changed in eight years." [ READ MORE ]

Auto Remarketing

New Partnership Helps Dealers Capture Leads Most Likely to Result in Sales
By Jennifer Reed, Auto Group Editor
October 08, 2008

ROYAL OAK, Mich. — With showroom traffic dwindling for many dealers, compounded by the challenge of getting the customers who do show up approved for loans, sales are suffering across the board. However, two companies recently joined together to help dealers bolster sales in such a difficult operating environment. The partnership between Detroit Trading Co. and R.L. Polk & Co. is now helping dealers capture strong buyer leads, which display the most chance of turning into sales. [ READ MORE ]