Lead conversion in the new car market drives demand for

Time 7:50 am, May 31, 2016

DRIVEN by an increase in dealer demand, has announced the expansion of its senior team, appointing a new head of business and commercial operations manager.

The content driven website, which delivers customer insight to hundreds of dealerships across the country, has made the appointments due to an increasing number of dealers and manufacturers leveraging the qualified leads that its research delivers.

Since the beginning of the year, has reported a 166 per cent increase in dealerships and dealer networks taking advantage of the customer insight and data delivered by the website, helping to convert leads in the new car market.

Long-standing employee Chris Smith has been appointed to head of the firm, while Sean Harris joins the team as commercial operations manager.

Smith has been tasked with developing’s CRM portal, to help dealers and manufacturers seamlessly respond to locally relevant leads from car buyers that have made their purchase preferences known via the website.

Formerly general manager at Lease Plan, Smith will also take charge of developing front-end capabilities to ensure consumers continue to enjoy the independent and professional reviews, which are becoming increasingly influential in their decision making process.

In addition, Harris will be working closely with the business development team to continue expanding’s existing dealer network, as well as strengthen relationships with those partners already signed.

Anton Hanley, CEO at’s parent company, The Lead Agency, said: ‘With Chris and Sean driving our product, content and website capabilities, we can help dealers and manufactures obtain first-mover advantage with those online consumers in the market for a new car.

‘From our own recent study, 97 per cent of new car buyers in the market will, at some point, use the internet to help inform their purchase preference and this is where our growing service will help brands gain an advantage.’

Smith, added: ‘This is the perfect time to be developing the proposition, as customers are becoming increasingly receptive to dealers responding quickly to an online enquiry – just as they would to a visitor on the forecourt.

‘I am looking forward to working alongside our partners and listening to their current sales and marketing challenges, to develop a process and product that stays relevant for dealers and manufacturers alike.’

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Car Dealer has been covering the motor trade since 2008 as both a print and digital publication. In 2020 the title went fully digital and now provides daily motoring updates on this website for the car industry. A digital magazine is published once a month.

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