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The number of dealerships interested in marketing to subprime consumers has increased just as rapidly as the economy has worsened. The number of consumers now labeled as "subprime" has increased to incredible proportions – a full 60% of the consumers in the US are now considered risky credit ventures. That increase equates to tremendous potential for your dealership. Because there are more consumers in a less than desirable financial situation, your special finance deals hold more value. In short, with the right auto leads, you can increase your profit and exceed sales forecasts, even during an economic crunch.

What should you look for in a lead provider? What sets a good choice apart from hucksters in the marketplace? How do you use this tool to increase your profitability without running the risks that the leads you purchase will not pan out? It will require that you do a bit of research, prior to choosing a provider. It will also entail you verifying that the provider offers some very specific things.

First, the provider that you choose should have an excellent reputation in the industry. This is simple to verify, using the Internet. You must find a provider with a lengthy history of accomplishment; at least 5 years of delivering quality leads to dealerships. If you choose a company without a good reputation, you can find that you are simply wasting your marketing capital with little or no return on the investment.

Second, you must ensure that the lead provider offers you an easy way to incorporate those special finance auto leads into your CRM platform. Whether the leads are sent to you in a specific format, or the provider offers online web-based integration and management tools, you must be able to integrate those leads in a short time, in order to reap the benefits you desire.

Next, the lead provider should offer you prescreened and graded consumers based on your own lending criteria. Because special finance offers vary from dealership to dealership and lender to lender, customizing the prescreening process is very important. If you are unable to customize the process, you will find that the list of consumers is comprised of many that do not fall within your guidelines, effectively making them unmarketable for your dealership. This situation can be avoided when you choose the best provider.

Finally, the provider must offer you the means to target consumers within your local area. Marketing to consumers outside of your local area is pointless. Only by marketing to those consumers within driving distance of the dealership will you be able to increase sales in a predictable manner. The provider should allow you to target consumers based on zip code; thus, ensuring that you gain access to those consumers most likely to pay you a visit.

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Michael Newman