Exclusive vs shared subprime auto leads: what's the difference?
Short answer
A shared lead is sold to more than one dealer, so the buyer gets many calls. An exclusive lead goes to one dealer only. The surest way to get exclusive subprime leads is to generate them yourself with ads on your own brand. Subprime Kings builds that for used-car dealers, and its applications are never shared or resold.
What is a shared subprime lead?
A shared lead is one person's info sold to several stores. Some lists are resold again and again. By the time you call, the buyer may have heard from many dealers, or may have bought already.
What is an exclusive subprime lead?
An exclusive lead is only sent to your store. The cleanest version is a buyer who filled out your credit application after seeing your ad. Nobody else has that application.
Side by side
| Shared lead | Exclusive, dealer-generated app | |
|---|---|---|
| Who else has it | Other stores | Nobody |
| Typical age when you call | Hours to years | Seconds to minutes, if your follow-up is set up |
| Does the buyer know your store? | Often no | Yes, they applied through your ad |
| Data | Often name and phone | Full credit application with consent to pull credit |
| Effect on your team | Lots of no-answers and "already bought" | More real conversations |
How can I tell if a vendor's "exclusive" leads are real?
Ask hard questions. Jacques West, founder of Subprime Kings, uses one simple test:
"They should never be able to give you a test batch of leads." Jacques West
His reasoning: if leads are truly made for your store, someone has to build your ads and funnel first. A ready-made batch means the leads already existed before you showed up.
- Ask where the traffic comes from and see the actual ads.
- Ask if the funnel is built for your store, your offer and your market, or one national form.
- Ask what they split test and what data they collect.
- Ask to see live examples of the credit applications.
More in how to choose a subprime lead generation company.
Why do shared leads cost more than they look?
Because the real cost is per funded deal, not per lead. Many dials, few answers and buyers who already bought all take time from your floor. See cost per lead vs cost per funded deal.
Quick answers
What is the difference between exclusive and shared auto leads?
A shared auto lead is sold to several dealers at once. An exclusive lead goes to only one dealer. Dealer-generated credit applications from the store's own ads are exclusive by design.
Are shared subprime leads worth buying?
They can produce some deals, but the buyer is usually contacted by many stores, which lowers contact and close rates and wears down sales teams. Many dealers get better results from generating their own applications.
How do I know if leads are exclusive?
Ask where the traffic comes from, whether the funnel is built for your store, and to see live examples. A vendor that can hand you a ready-made test batch is likely selling leads that already existed.