Internet leads decay fast. The first response window is 5-15 minutes for a reason after that, the buyer's already messaged three other stores.
What the average dealer sends
"Hi [First Name], thanks for your interest in the 2024 [Model]. This vehicle is available. When would be a good time to come in?"
Every store sends this. It answers nothing. The buyer's actual question "is this still there and how much?" went unanswered.
The shape that works
Three parts, in order, in under 90 words:
- The answer. Yes, it's here. Yes, the price is X.
- A specific reason it's worth their time. One line one-owner, low miles, has the option they were searching for.
- Two concrete appointment windows. Not "when are you free" "Tuesday at 5:30 or Wednesday at 11 works on my side."
The tone
Sign it as a person. Not "The Team at [Dealership]." A name and a direct number. The buyer is deciding which store to give three hours of their Saturday to. Familiarity wins.
The subject line matters more than you think
"Re: 2024 Civic Sport $23,988, still available" beats "Regarding your inquiry." One is an answer. The other is an obstacle.
The Internet Lead First Response tool generates this shape from the actual lead message, not from a template.