In response to the above comment. We understand your thoughts that some dealers are not set up to handle a large volume of leads. One problem we see with the industry is the lack of education for the dealer. A low volume dealer need to be educated a couple of points as to how leads are generated:

1. Internet generated leads are random you may generate five leads one day, and one lead the next. This is because the volume of traffic is a random factor. There are not only five people every day that want a car, so why should we only expect to see five leads. You can try to normalize the leads by sending a capped amount daily amounts, but this will compromise the realtime aspect of the lead.
2. How caps effect the “realtime” aspect of the leads they receive. The lead will be sold from the generator to the wholesaler and delivered to the dealer whenever the caps allow. Some wholesalers only buy when they can deliver immediately and so they deliver the lead in realtime from the time of the purchase, but not necessarily the time of generation. Other wholesalers buy all the leads they can and trickle them in throughout the day.
3. A fast/near instant response time is critical when working with internet leads. Good, bad or ugly the internet has made customers even more impatient than ever. If they haven’t received a call within 15 minutes of filling out the form, they are probably filling out another form and looking for someone else to help them.

Now that we understand that internet leads are not generated in a random manner and that the caps only effect the delivery of the leads. We can better educate the dealer with the following:

1. The dealer cannot have it both “realtime” and capped. His expectations have to be managed. Just saying that we don’t want anymore leads today doesn’t suddenly stop people from wanting a car or filling out a lead generators form.
2. The dealer should consider hiring more people and become a high volume dealer. If the leads are working this should be a viable option. A couple of quality people dedicated to just calling and scheduling appointments should be able to handle 25 - 50 leads a day. A full blow BDC may not be an option, but this will let them build there business and give customers a great experience.

Hopefully this will help dealers understand why caps are not in their best interest. If dealers insist on caps they will then understand why some leads have already purchased a car.