How Kowalski Auto Group Increased Test Drives by 47% with Automation

The Challenge

Tony Kowalski had a problem every dealership GM knows too well: leads were pouring in, but conversions weren't keeping pace.

"We were spending $40,000 a month on Google and Facebook ads," Tony explains. "The leads were good—people actively looking for vehicles. But by the time our salespeople called them back, they'd already heard from two or three other dealers."

The numbers told the story:

• Average lead response time: 4.2 hours
• Lead-to-appointment rate: 8%
• Appointment show rate: 52%
• Website leads per month: 450
• Monthly appointments: 36

With 450 leads generating only 36 appointments, and barely half of those showing up, the math was brutal. The dealership was leaving money on the table with every slow response.

The Solution

We implemented a comprehensive GoHighLevel automation system tailored to the dealership's specific workflow and brands. Here's what we built:

1. Instant Lead Response System

Every website lead now triggers an immediate multi-channel response:

• Within 30 seconds: Personalized text acknowledging their inquiry
• Within 60 seconds: Detailed email with vehicle info, photos, and pricing
• Within 2 minutes: Salesperson notification with lead score and context

The text message includes a qualifying question that routes responses:

2. Smart Lead Routing

Based on the lead's response and behavior, automation handles the next steps:

• "YES" responses: Immediate appointment offer with calendar link
• "SOON" responses: 7-day nurture sequence with vehicle highlights
• "JUST LOOKING" responses: 30-day value-add sequence
• No response: 14-day follow-up sequence with escalating urgency

3. Appointment Optimization

Getting the appointment is only half the battle—showing up is the other half. Our confirmation sequence:

• Instant calendar confirmation with all details
• 24-hour reminder with directions and salesperson photo
• 2-hour reminder with one-click reschedule option
• No-show follow-up within 30 minutes

4. Post-Sale Engagement

Every sold vehicle triggers a 90-day engagement sequence:

• Day 1: Delivery congratulations with feature tutorial video
• Day 3: "How's the new car?" check-in
• Day 7: Review request
• Day 14: Referral program introduction
• Day 30: First service reminder
• Day 60: Accessory recommendations
• Day 90: Trade-up evaluation offer

The Implementation

Week 1-2: Discovery & Setup

• Audit of existing lead flow and response patterns
• CRM integration with existing DMS
• Custom form replacement for website
• Sales team onboarding and training

Week 3-4: Launch & Optimize

• Instant response sequences go live
• A/B testing of message variations
• Daily monitoring and adjustment
• Staff feedback integration

Month 2-6: Scale & Expand

• Review generation campaigns
• Service department integration
• Equity mining campaigns
• Referral program automation

The Results

After 6 months, the transformation was dramatic:

Revenue Impact

The 30 additional units sold per month, at an average profit of $2,200 per unit, represents approximately $66,000 in additional monthly gross profit.

Service department revenue also increased 18% from automated reminders and post-sale engagement.

What the Team Says

"The biggest change isn't just the numbers—it's the quality of conversations our salespeople are having. By the time they get on the phone with a lead, that person has already been engaged, qualified, and warmed up. The heavy lifting is done."

— Tony Kowalski, General Manager

"I used to spend half my day chasing leads and leaving voicemails. Now I walk in to a dashboard that tells me exactly who's ready to buy. My close rate has gone up because I'm talking to better-qualified people."

— Sarah Chen, Sales Professional

Key Takeaways