There is no single right price for a dealership lead, because the word covers everything from a scraped email address to a consumer already on the phone asking what you will pay for their car.
Rather than quote numbers that would be wrong for most readers, here is how to evaluate any pricing model you are shown.
Three pricing models you will see
Subscription pricing charges monthly regardless of what arrives. Volume pricing charges per record delivered. Performance pricing charges only when a defined outcome happens.
We use performance-based pricing per client introduction: you pay when a consumer is handed to your store, not for access and not for records.
What moves the rate
Local demand is the main driver, which is why rates vary state by state. Vehicle profile, how tight your ZIP radius is, and monthly volume all factor in as well.
- Local demand in your market
- How narrow your routing is
- Vehicle profiles you will accept
- Monthly volume, where volume pricing applies
The test to apply
Take the total channel spend over a defined window, divide by vehicles acquired from it, and compare that to what the same units would cost you at auction including transport and reconditioning. If the channel wins, keep it; if it does not, cancel — there is no contract holding you in.
The supporting math is in cost per lead versus cost per sale.
Getting your market's terms
Because rates track demand, our sales team confirms terms for your market before anything starts. Start on your state page — New York, Pennsylvania, Massachusetts or Tennessee — or read the pricing questions in the FAQ.
Get Pennsylvania trade-in leads
Performance-based pricing per client introduction, no monthly fees, cancel anytime. Tell us your market and we'll confirm coverage.
About the author
Written by the National Auto Source acquisition team, who work with franchise and independent dealerships nationwide on vehicle sourcing. Read how our process works or browse the dealership FAQ.
