Soft pull leads vs. internet leads: why exclusive, credit-qualified beats shared form-fills
The short version
Side by side
The number that matters is cost per sold
Common questions
What's the difference between soft pull leads and internet leads?
Internet leads are web form-fills, usually sold to several dealers and sometimes recycled as aged leads. Soft pull leads are pre-screened by credit criteria, exclusive by territory, delivered in real time, and reachable as a compliant mail piece. One is self-reported and shared; the other is credit-qualified and yours.
Are shared internet leads really sold to multiple dealers?
In the shared-lead model, the same form-fill is commonly sold to several dealers at once, and some are resold later as “aged” leads. That’s the structure of the product — which is why so many dealers feel like they’re racing to call first.
Are internet leads worth it?
They can produce deals, but the price per lead isn’t the real cost — cost per appointment and per sold is. If you’re paying to race several stores on un-screened names, the effective cost per sale climbs. It’s worth measuring both models against your own CRM.
What's a better alternative to shared internet leads?
Exclusive, credit-qualified leads like soft pull leads — sold once, delivered in real time, and paired with a compliant mailer — remove the three things that inflate internet-lead cost: sharing, un-screened intent, and lead age.
Are soft pull leads exclusive to my dealership?
Yes — they’re assigned by territory, so you’re not competing with the store down the road over the same name. Tell us your area and criteria and we’ll show you the volume available.
Do they cost more than internet leads?
Pricing is set per market, so there’s no single number. The point is the cost basis: soft pull leads are meant to be measured against appointments and sold units, not priced as cheap, shared names. A territory check shows what a program looks like for your store.