From The Blog · February 26, 2025
Is It Better to Call or Text a New Lead?
Is It Better to Call or Text a New Lead? The Ultimate Guide for Used Car Dealers.
Connecting with a potential lead is pivotal in the car sales funnel. Responding to a new lead can determine whether a customer chooses your dealership or moves on to another. But the big question remains—should you call first or text first?
Technology has drastically altered the car buying experience. Most customers are shopping online, reading reviews, and submitting lead forms before they step foot into a dealership. If your initial response to these digital leads isn’t strategic, you could miss out on significant opportunities to convert them into customers.
This blog will explore the advantages and challenges of phone calls and texting when handling fresh leads. By the end, you’ll learn how to maximize both tactics to stand out as a dealership that truly connects with its customers.
Dealers Are Leaving Money on the Table
The numbers speak for themselves. A recent mystery shop study involving over 100 dealerships revealed that 43% of dealerships failed to call new leads within the first five days after receiving an inquiry. That’s nearly half of dealerships opting out of what could have been a direct connection to a potential buyer.
Why does this happen? Many dealership staff prefer texting or emailing over calling due to convenience or fear of customer rejection. However, this approach neglects a key statistic—leads that receive a follow-up call within the first 5-15 minutes of submission are significantly more likely to convert.
📞 Take Action Tip
Be the dealership that stands out by prioritizing calls. Respond to leads quickly—aim to make that first call within 5 minutes of receiving the inquiry. Speed is critical when the lead is hot!
The Risks of Ignoring the Phone
Relying solely on texts or emails can backfire. Spam filters are increasingly common on phones and email clients. Modern cell phones, for example, can automatically filter texts from unknown numbers into SPAM folders. Customers who aren’t actively checking those folders might believe your team never contacted them. This drastically influences their willingness to consider you in the buying journey.
Not calling means you’re missing that crucial window to engage with the customer directly. A personal phone call shows immediate interest and builds rapport in ways written communication cannot. Your tone of voice and discovery questions can go a long way in making a customer feel welcome and that visiting your dealership would be worth their time.
Call Quality Matters
While speed is essential, how you approach the call is equally critical. Poor call quality can ruin your chances of making a sale, even if the lead picks up. Are your team members friendly, engaging, and professional? Are they knowledgeable and solution-oriented?
💡 Pro Tip
To make sure every call counts:
- Train your team on building rapport and maintaining a positive tone.
- Use the call to invite the customer into your dealership.
- Equip your staff with a structured call process for consistency and confidence.
Text Messaging: Convenient, Yet Limited
Text messaging may feel easier and faster for many sales representatives, especially when customers seem reluctant to talk over the phone. But while texting has its advantages, it shouldn’t become your dealership’s default communication strategy—at least not initially.
Why Texting Alone Isn’t Enough
Although texting is a widely used form of communication, it’s not always the preferred method for every customer. According to recent industry data, text-only approaches can decrease your opportunity to develop trust and build relationships, especially with older customer demographics who prefer more direct interactions.
Additionally, regulatory compliance is a critical factor. The FCC requires dealerships to send an “opt-in” text message before texting leads. Failing to comply with these guidelines can result in fines or legal complications.
Tailor Texting to Complement Calls
That doesn’t mean texting isn’t useful—it just needs to be paired strategically with phone calls. Texting can lead to phone conversations, which carry the most persuasive power for closing deals.
📱 When to Send Texts
- After a Missed Call
If a lead doesn’t answer your call, follow up with a text. Mention you tried calling and would like to discuss their interest further.
Example Text Template:
“Hi [Customer Name]! This is [Your Name] from [Dealership Name]. I just gave you a quick call to chat about your inquiry on [Car Model]. When’s a good time to connect? 😊”
- Get Permission
Be sure to send an opt-in text before texting conversations begin.
Example Text Template:
“Hi [Customer Name], this is [Your Name] from [Dealership Name]. I’d love to text with you about your recent inquiry. Is that okay? Just reply YES to continue.”
How to Optimize Your Texts
When texting your leads, there are two key rules to follow:
- Be Brief
No one wants to read lengthy, confusing texts. Stick to short, polite messages that provide value, such as your contact information, dealership location, or appointment confirmations.
- Be Engaging
Build rapport and always include a clear call to action, such as scheduling a time to visit the dealership.
The Dynamic Duo of Call and Text
Here’s the bottom line—you don’t need to choose between calling and texting. These communication methods are most effective when used together. Start with a call to establish a personal connection. If the lead doesn’t pick up, follow up with a text to keep communication lines open.
A Flexible Formula for Success
- Call first.
Connect quickly and personally. Be polite, professional, and prepared.
- Leave a voicemail.
If the customer doesn’t answer, leave a concise voicemail mentioning your name, your dealership, and why you’re calling.
- Send a follow-up text.
Reinforce the voicemail with a friendly text asking when they can speak.
Stand Out by Doing What Others Aren’t
The secret to winning over leads is simple—don’t settle for “easy” methods just because your competitors may prefer them. Be bold, be proactive, and create a personal touch they won’t forget. Responding quickly and effectively shows your customers you value their business, setting the foundation for trust and loyalty. This is the first step to gaining a customer and is even more critical for a buy-here-pay-here operation where you build a long-term relationship.
Remember, your customer communication process reflects your dealership’s commitment to excellence. With so many missed opportunities in the industry, this is your chance to stand out.