Dealers Object to Sales Leads Routed to Competitors
Some dealers think they are paying for exclusive leads when, in fact, they are getting ones that are passed around and re-sold.
A while back, I heard from a dealer complaining about Cars.com’s relationship with a company called RoadLoans. It since has become quite a stir. A lot of dealers have weighed in.
Here’s their beef:
A consumer searching Cars.com clicks a particular dealer’s paid-for used-car listing. A lead is submitted to that dealer. Meanwhile, the consumer is asked if he or she might be interested in RoadLoans financing. If so, click here. But if the inventory-listing dealer is not a RoadLoans client, the lead submitter receives digital marketing about buying vehicles from other dealers who are.
I met with Cars.com CEO Mitch Golub and Vice President Alex Vetter in February, and was assured the situation would be fixed. But it hasn’t been, in my opinion.