FQR = FIRST QUALITY RESPONSE
A FIRST Quality Response will grow your engagement rate with internet leads.
The goal of a FIRST Quality Response is to earn the privilege of further communicating with that customer. It is not to sell a car… cars are sold in the showroom.
A good FQR can be read at a stoplight.
FQR vs. FQR
FIRST Quality Response vs. FOURTH Quality Response
First quality response
Vehicle of interest is known / Trade unknown or no trade
Subject: [Make] [Model] for [Customer First Name]
Body:
Hello [Customer First Name],
Great news! The [Make] [Model] you like is available. Here are your personal options with taxes included:
[Link to lease, loan, and out-the-door price info]
Hit reply to ask me anything.
[Signature]
This can be read at a stoplight
First quality response
Vehicle of interest is known / Trade is known
Subject: We want your [Trade Make] [Trade Model], [Customer First Name]
Body:
Hello [Customer First Name],
Great news! The [Make][Model] you like is available. And we can take your current car in on trade. Take a look at your personal options:
[Link to lease, loan, and out-the-door price info]
Hit reply to ask me anything.
[Signature]
This can be read at a stoplight
First quality response
Vehicle of interest is unknown / Trade unknown
Subject: Let’s get you rolling, [Customer First Name]
Body:
Hello [Customer First Name],
Now is the best time to buy with our [Season] Savings. You can tune your payments on any car we have to your liking with all taxes included:
[Link to full inventory lease, loan, and out-the-door price info]
Are you trying to keep your budget under $500 a month?
[Signature]
This can be read at a stoplight
Alternate First Quality Response
When you want to plug a lot of options into one email
Subject: Your [Dealership Name] Options
Body:
Hello [Customer First Name],
Thank you for choosing [Dealership Name!]!
Below are a few quick links to help with your vehicle search. Enjoy behind-the-scenes access to all of our inventory with pricing and payment options (including taxes and fees):
Shop all of our [Model]s sorted by Lowest Price [INSERT LINK]
Shop all of our [Model]s sorted by Lowest Lease Payment [INSERT LINK]
Shop all of our [Model]s sorted by Lowest Loan Payment [INSERT LINK]
I’ll let you personalize your quote and payments and if it’s ok, I’ll follow up to see if you have any questions. Thanks again, and look forward to speaking with you soon!
[Signature]
This email takes more time to digest
If you don’t have a response from a lead within 4 days, stop wasting your time.
Use the following emails as a continued follow-up process to the FQR. These work best when you can automate them. illumiQUOTE can help with this.
Second email
After no response to the first. Can
Subject: Did you see my email, [Customer First Name]?
Body:
Hello [Customer First Name],
Car shopping doesn’t have to be stressful, did you see my earlier email with a link to build your own [Make] [Model] deal?
Here’s the link again, just in case you missed it: [illumiQUOTE Link to Vehicle of Interest with Inventory Access]
Talk soon,
[Signature]
Third Email
If there is still no response
Subject: [Dealership Name] yes/no?
Body:
Hello [Customer First Name],
I’m here to make things quick and painless for you.
Do we have the car you asked about? YES
Can you buy it on a payment schedule? YES and check that out here: [Link to full inventory lease, loan, and out-the-door price info]
Do you need to have a large down payment? NO
Will we buy your current car? YES
Can I interest you in (use your own Value-add) with your purchase?
[Signature]
Fourth email
If there is still no response, but don’t give up hope
Subject: More [Make] Ideas
Body:
Hello again [Customer First Name],
Did you know most people do not buy the car they originally set out to purchase? Sometimes another idea makes more sense, and it is my job to explore those ideas with you. Here are some other ideas:
[Link to inventory of other [models] lease, loan, and out-the-door price info]
-[user first name]
Fifth email
Really? they still haven’t responded?
Subject: Buy a new car in your pajamas
Body:
Hello again [Customer First Name],
Did you know that you can choose your own deal on a new [Make] [Model] from [Dealership Name] BEFORE you visit our showroom? You can even do it in your pj’s! Tap the link below to check out
[Link to full inventory including lease, loan, and out-the-door price info]
-[user first name]
Sixth Email
Are you brave enough to send this?
Subject: You’re the boss
Body:
[Customer First Name],
How can I best help you at this point? Ready for more info? Need some space? Should I send an Uber?
Bark twice if you’re in Milwaukee.
-[user first name]
Last Email
Send them to the dead file
Subject: Dead File
Body:
[Customer First Name],
After numerous attempts to get a hold of you, I have not heard anything back. I have to move you into my dead lead file.
If anything should change I’d love to move you back into the alive file.
-[user first name]
More Templates coming soon