Video Sent Rate
Based on 2026 Q1 Mystery Shops
Video personalization is a powerful differentiator in today's automotive market. Dealers who send personalized walk-around videos forge stronger emotional connections with leads. Notably, video senders also demonstrate superior performance across SMS and phone response channels—signaling that video adoption is a consistent marker of overall process excellence.
Percentage of leads who received a video
Percentage of leads who received a personalized video with name mention
Key Takeaways
Roughly 3 out of 10 dealers sent a personalized walk-around video.
Half of the videos sent included the lead's name.
Dealers that send video tend to also:
- →Have faster SMS response time
- →Have faster phone response time
Manager & Salesperson Follow Up
Based on 2026 Q1 Mystery Shops
Management involvement and salesperson persistence after initial contact are critical indicators of deal-closing potential. This data reveals how consistently your team follows through on internet leads—and whether both managers and salespeople are aligned in their pursuit of setting quality appointments.
Managers who sent a follow-up message
Salespeople who attempted to set an appointment
Key Takeaways
Manager involvement signals commitment to closing deals.
Appointment-setting is the clearest indicator of sales intent.
Call Response & Attempt Analysis
3-Day Window • 2026 Q1 Mystery Shops
Speed and persistence in phone follow-up are among the most reliable predictors of dealership performance. The gap between top and bottom performers is stark—top dealers respond nearly 8× faster and make nearly 8× as many call attempts. Every minute of delay significantly reduces the likelihood of connecting with a live prospect.
Top 10% Response Time
average fastest
Bottom 10% Response Time
average slowest
Top 10% Call Attempts
average attempts
Bottom 10% Call Attempts
average attempts
Key Takeaways
Overall Average Response Time:
- →1 hour 15 minutes 53 seconds
Overall Average Call Attempts:
- →3.97 attempts per lead
Email Response & Attempt Analysis
3-Day Window • 2026 Q1 Mystery Shops
Email remains a vital channel for lead nurturing, but the quality and speed of manual outreach matters most. The contrast between automated and manual email response times highlights where genuine human engagement creates a competitive edge—and the volume of attempts clearly separates high-converting teams from the rest.
Top 10% Avg Response (Auto)
including automated
Bottom 10% Avg Response (Auto)
including automated
Top 10% Avg Response (Manual)
human emails only
Bottom 10% Avg Response (Manual)
human emails only
Top 10% Avg Email Attempts
average volume
Bottom 10% Avg Email Attempts
average volume
Key Takeaways
Overall Average Response Time:
- →1 hour 48 minutes 30 seconds
Overall Average Email Attempts:
- →3.41 attempts per lead
SMS Response & Attempt Analysis
3-Day Window • 2026 Q1 Mystery Shops
SMS is rapidly becoming the preferred communication channel for automotive shoppers. Top-performing dealers respond within minutes and follow up consistently, creating a significant lead-conversion advantage. This channel rewards speed more than any other—the fastest responders see dramatically higher connection and appointment-set rates.
Top 10% Response Time
average fastest
Bottom 10% Response Time
average slowest
Top 10% SMS Attempts
average volume
Bottom 10% SMS Attempts
average volume
Key Takeaways
Overall Average Response Time:
- →42 minutes 33 seconds
Overall Average SMS Attempts:
- →3.67 attempts per lead
Phone Shop Key Takeaways
100 Phone Shops • February 2026
Phone interactions remain one of the highest-value touch points in the car-buying journey, yet many salespeople miss fundamental opportunities. From gathering contact information to asking for the appointment, these metrics reveal where consistent process adherence and sharpened phone skills can directly impact your bottom line.
Percentage of Salespeople Who Asked for the Lead’s Contact Information
Percentage of Salespeople Who Confirmed the Lead’s Needs
Percentage of Salespeople Who Asked for an Appointment
Percentage of Salespeople Who Asked for a Trade-In
Key Takeaways
Critical skills gaps identified across fundamental phone interactions.
Trade-in inquiry represents the biggest missed opportunity.
