With new management, Sun Toyota has undergone a serious digital facelift. Thanks to the high-impact digital efforts, Sun Toyota has increased conversions 57%, shown appointments 48%, and increased actual delivered sales year over year 39%.

Sun Toyota Case Study

(Check out the FULL Attribution Report & Case Study here.)

A New Beginning

Sun Toyota, located in Holiday, Florida, is the highest volume new and used Toyota dealer in the entire Tampa Bay region. But it wasn’t always this way. Around a year ago it was acquired by Morgan Auto Group putting John Marazzi, the new managing partner, in charge.

John Marazzi is a well-respected automotive leader who is better known for his unique creative and progressive formula on dominating this field. His gritty work ethic has brought him success for many years throughout his career including his time spent at Ft.Myers Toyota, Audi, Jaguar, & Land Rover of Fort Myers, John Marazzi Nissan in Naples and now his journey has led him to the Tampa Bay Area teamed up with the Morgan Auto Group, where he is managing partner at both Brandon Honda and Sun Toyota.

The Challenge

Taking on Sun Toyota, Marazzi realized the potential of this store was being hindered due to dollars primarily allocated to traditional media. Marazzi’s first priority was to transition the operation into a digitally focused powerhouse.

The Approach

Even though traditional media was relied on for decades, the choice to go for an aggressive digital strategy was obvious to Marazzi. With that Marazzi dove into re-doing their digital storefront (website) strategy completely and implementing the entire intice lead conversion and incentive marketing platform all across.

“The plain simple truth of the matter is most vendors are highly skilled at selling their products/solutions not actually EXECUTING those solutions. With Intice, we got a full arsenal of products that cover the entire digital spectrum. More importantly they integrate and complement each other to deliver superior conversion and engagement. With one solution at both Sun Toyota and Brandon Honda, we increased conversions 57%. Increased shown appointments 48% and increased actual delivered sales year over year 39%. The amazing part is how quick and easy it was to implement their solutions.” 

- John Marazzi, Managing Partner 

The Results

Full Sales Attribution Report
With Sales Data provided by Sun Toyota, we matched up all Sales to intice® Converted Leads to complete a Full Sales Attribution Report. We matched on a combination of First and Last Name, Street Address, Phone Numbers and email address. More than 75% our matches were to 2 data points or more and about 25% to at least one.

The Standard Lead To Sale Ratio Wasn't Enough
Our goal was to really identify the quality of the leads generated through intice. With that, we created a new Lead to Sale Metrics which includes a time element.

Our New Lead To Sale Metrics:
- LTS-90 Leads to Sale Ratio 90 Days - All Leads that match a sale with a sale date that is between Lead Submission Date and no more than 90 Days After

- LTS-90-365 Leads to Sale Ratio 90 - 365 - All Leads that match a sale with a sale date that is between 90 days from Lead Submission Date and no more than 365 days from lead date.

- LTS-365+ Lead to Sale Ratio 365 Plus - All Leads that Match a sale with a sale date that is more than 365 days from lead date.

- LTS-P Lead to Sale Ratio Post Sale Registration - All Leads that Registered AFTER sale.

The key is identifying the highest quality leads compared to others and measuring results on every dollar. Check out the FULL Attribution Report & Case Study here.