January 28, 2010

HomeNet Automotive and Edmunds.com Form Partnership

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WEST CHESTER, Penn. — HomeNet Automotive, an online inventory solutions provider, and Edmunds.com formed a partnership that allows dealers to list their inventory on Edmunds.com and receive high quality leads in return from consumers visiting Edmunds.com.

HomeNet is offering this lead program to users of its Inventory Online (IOL) Internet Marketing Suite customers, which facilitates the listing of inventory online for over 15,000 automobile dealerships nationwide.

Dealers who participate will be able to sell more cars with less effort, according to HomeNet’s Neal Gann, vice president of strategic relations. “It is well known in the industry that Edmunds is one of the premier auto shopping sites and that Edmunds leads have among the highest closing ratios,” says Gann. “Consumers who visit Edmunds.com are affluent and educated, and they have great credit. These are every dealer’s dream buyers.”

In fact, Edmunds.com indicates that of the 15.8 million unique visitors to its site each month, 80 percent own their home and 70 percent are married. In addition, Edmunds.com is the most visited automotive site for consumers earning over $100,000 as well as for people with investment portfolios of $250,000 or more.

“HomeNet continues find ways to help our dealers get the most from our online inventory marketing solutions, and so we’re always looking for best-in-class marketing opportunities for them to get their inventory in front of more buyers. This is definitely one of those opportunities,” adds Gann.

With the Edmunds.com inventory-based lead program, dealers only pay for the leads they receive, so it is a self-sustaining arrangement, according to Sean Peoples of Edmunds.com. “Dealers have nothing to lose with a per-lead revenue model, and they gain free exposure with Edmunds’ nearly 16 million monthly visitors to boot,” says Peoples. “Unlike sites that charge a flat monthly subscription, even with no lead activity, HomeNet is only charging dealers based on that dealer’s success, so the dealers can’t lose.”

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