There’s been a good bit of talk lately about “rejects”.  Dealers don’t want rejects.  Lead providers don’t want rejects.  Lead generators don’t want to be rejected.  It’s like a series of bad Ugly Betty episodes strung together on a rain delayed Super Bowl Sunday.

There are no secrets here: Yes, we reject leads.  We reject invalid applications.

We reject invalid data from our own organic sites.  We reject applications that don’t meet our customer’s needs.  We even reject wholesale data used to supplement orders when rejecting our own data.

Newsflash: We’ve done this for years!

Why all the attention on Quality?  Because our mission is to help dealers Sell More Cars®.  They depend on it and invest in it.  We like to honor our promises.

For most of 2009, our “reject” rate on data hovered around a historic average of 60%.  In the fourth quarter, we saw the rate at which we could cover our dealer’s expectations rise to over 70%.  Yes, we see three to four applications to every one we place to our national network of dealers.

It’s a fairly simple process:  1) Is this an application we have or have not seen?  If it’s unique, then 2) is this application within a specific geography?  If so, then 3) we validate the data contained within the application before it is scored (if applicable).

As you can imagine, there are many reasons why we may elect to pass on an application within our process.  Make no mistake, Carloan.com is focused on helping our dealer’s sales process stay productive, not busy.  Want busy?  Then we can recommend a couple of good trigger lead sellers.  Otherwise plan on us to stay focused on connecting original qualified car buyers with dealers who can and will sell them cars.

We look forward to seeing everyone at NADA in February.  Let’s make sure we connect.  If you’re considering the Carloan.com family, please let us know when you stop by booth #427.   Our team will make sure to provide relevant information to support your decision and a demo.