Soft pull leads vs. equity mining: what's the difference (and why dealers use both)
The short version
Side by side
Why smart dealers run both
Common questions
What's the difference between soft pull leads and equity mining?
Equity mining works your existing database to find current customers in an equity or upgrade position — it’s retention. Soft pull leads are conquest: they reach new, in-market buyers outside your database via a credit-activity signal and a soft inquiry, delivered as a lead and a compliant mailer.
Is this the same as credit mining?
The terms get blurred. “Equity mining” usually means scanning your own portfolio for equity/upgrade opportunities. Reaching new buyers by credit activity — what we do — is conquest, built on bureau prescreen data rather than your DMS. Different audience, different data source.
Does equity mining find new customers?
Generally no — equity mining surfaces opportunities within the customers you already have. To reach buyers who aren’t in your database yet, you need a conquest source like soft pull leads.
I already run AutoAlert or a similar tool — do I still need this?
They solve different problems, so most dealers run both. Keep mining your base for upgrades and defection risk, and add soft pull leads to conquest new, credit-qualified buyers your database will never surface. One protects revenue; the other grows it.
Does a soft pull lead affect the customer's credit score?
No. The screening is a soft inquiry, which doesn’t affect the consumer’s credit score and isn’t visible to lenders the way a hard inquiry is.
Can I run equity mining and soft pull leads together?
Yes — they’re complementary. Equity mining covers retention inside your database; soft pull leads cover conquest outside it. Together they work both halves of your funnel without overlapping.