Most dealerships don't have a lead problem. They have a follow-up problem.
Get your 50-Lead ProofThe proof is an audit of 50 records from your own CRM. Nothing gets sent to your customers. You keep the breakdown.
An aged lead is a customer who raised a hand once. They submitted a form, called about a truck, asked what their trade was worth. The store answered or didn't, the conversation ran out, and the record settled to the bottom of the CRM.
There's no official age where a lead becomes "aged." We treat 60 to 90 days as the practical starting line: young enough that the buying journey may still be running, old enough that almost nobody is still working the record.
Here's the arithmetic that builds the pile. A store taking 300 internet leads a month adds 3,600 records a year, and every one of them cost money to acquire. No team alive keeps 3,600 conversations going. So the CRM quietly grows a second inventory: people who asked about a vehicle and stopped hearing back.
The pile isn't a sign something went wrong at your store. It's what a working CRM looks like after a few years. The question is whether anyone in it is still shopping.
Usually because nobody failed.
New leads arrive every day, and fresh ones get worked first. That's correct triage: today's up beats last month's maybe. But it means older leads compete with newer ones for the same hours, and the older ones lose a little more ground every day. After a few weeks the record scrolls down, the task list rolls over, and the lead is functionally retired without anyone ever deciding to retire it.
That's a capacity problem, not a people problem. Your BDC isn't ignoring leads. It's triaging them, which is exactly what you built it to do.
Urban Science's dealer data (May through July 2025) puts the average 30-day close rate on internet leads at 6%, with another 16% buying from a competing store in the same window. That leaves 78% of internet leads with no recorded purchase, at that store or any competing one, inside the 30-day window. Some of those people bought later. Some left the market. Some are still shopping. The data can't say which is which for your store, and neither can we, until somebody looks.
Source: Urban Science, close rate vs. defection rate analysis, 2025.
Sometimes. That's the honest answer, and anybody who gives you a more confident one is selling too hard.
Some aged leads are gone. They bought across town, their situation changed, or they'll never pick up. Others never bought anything at all. The vehicle they asked about is still on their mind, and nobody has talked to them in months.
Foureyes' 2026 benchmark report, covering full-year 2025 dealer data, found that 61.2% of the leads that ultimately became sales closed within three days of the first website inquiry. The other 38.8% of those eventual buyers closed later, sometimes much later. Speed wins the first group. Only follow-up reaches the second.
Source: Foureyes, 2026 Automotive Dealer Benchmarks Report.
So age alone doesn't prove a lead is dead. It also doesn't make one worth a message. The useful question is narrower: which specific records in your CRM still have a live buyer behind them, and which should be left alone? That's a sorting problem, and sorting is where this either gets done right or shouldn't get done at all.
Fewer than you'd think. That's the point.
Before anything is sent to anyone, every record gets scored. We call it the Aged Lead Score, and it weighs five things:
| Signal | What we ask |
|---|---|
| Age | How long since the inquiry, and is it inside our working window? |
| Consent | Is documented permission on file, and is it current under our standards? |
| Contactability | Is the number real, mobile, and reachable? |
| Prior engagement | Did this person ever actually respond to the store? |
| Recency | Is there any sign of activity since the original inquiry? |
The exclusions do more work than the inclusions:
| Record condition | What we do |
|---|---|
| No documented consent, or consent too old under our standards | Excluded |
| Opted out, ever, in any words | Excluded permanently |
| On a do-not-contact list | Excluded |
| Bad or unusable contact information | Excluded |
| Passes every screen | Eligible |
Knowing who not to text is most of what makes this work. Every dealership database holds people who should be left alone, and leaving them alone is part of the service, not a limitation of it.
The proof runs this exact screen on 50 records from your CRM. Get your 50-Lead Proof →
Reactivation should never mean uploading an old database and messaging everyone in it. Our operating standard, in plain terms: we require documented consent before any message goes out. We screen every record against do-not-contact lists. We enforce sending windows on the customer's local clock, never Sundays or holidays. We cap frequency. We honor opt-outs permanently, in whatever words the customer uses; "stop," "wrong number," and "leave me alone" all count, forever. And we log and keep every message, consent record, and opt-out.
This page describes how we operate. It isn't legal advice, and it isn't a summary of anyone's obligations but our own.
Two phases. The line between them matters more than anything else on this page.
The 50-Lead Proof, and nothing gets sent. You export 50 aged leads from your CRM. No login, no integration, no IT project; a spreadsheet is enough. We run every record through the screen described above and hand you the breakdown: how many are workable, how many are excluded, and the specific reason for every exclusion. Nothing is silently dropped, and not one message goes to a customer during the audit. The breakdown is yours to keep whether we ever talk again. The step-by-step mechanics are on the proof page.
↓ you read the breakdown · you decide ↓
If the breakdown shows enough workable records and you want them worked, we reopen those conversations by text, one at a time, inside the standards above. When a customer is ready to talk about a vehicle, an appointment, or a trade, the conversation goes straight to your team. We warm them up. Your people take it from there.
$500 per closed deal, confirmed against your own records.
$0 until a deal closes. No setup, no retainer, no monthly minimum, no percentage of anything. The pricing is published, because we think it should be. Exactly what counts as a closed deal is spelled out on how we count.
Worth being plain about, because what we don't do is part of the point.
We don't sell leads; you have plenty. We don't replace your BDC or your salespeople: we're here to make your team more efficient, not take their job. We don't need your CRM login; the proof runs on an export of 50 records. We don't message a record just because it's old; eligibility decides, and eligibility excludes. We don't charge for appointments, replies, or activity; a closed deal is the only billable event. And we don't ask you to believe a projection. That's what the proof is for.
We publish what we find as we study how dealership leads actually get handled: real numbers, documented methods, written the way we'd want to read them. The first report is live now, and more get added as the work happens.
How old is too old?
There's no hard cutoff. We start looking at 60 to 90 days, but age is one signal among five. A ten-month-old lead with current consent and a working mobile number can outscore a ninety-day-old record with neither.
Do you text everyone on the list?
No. Every record is screened first, and the excluded ones are excluded permanently, with the reason documented. The audit itself sends nothing at all.
Why trust a company you've never heard of?
You shouldn't have to. That's why the proof exists. Fifty records, audited, yours to keep. Judge the work, not the pitch.
You shouldn't have to trust a company you found on the internet. So don't.
Get your 50-Lead ProofYour next deal is closer than you think.