Leads Aren’t Delivered by Stork!

The plain truth?

Leads are earned.

They emerge from your presence, from the brand you represent, and from the geography surrounding your store. That fact carries a ton of significance. It’s time to start measuring efforts and effectiveness in terms of lead counts and the ensuing transactions.

The venture capitalist (VCs) call this primary variable the Total Addressable Market, or TAM. In retail, think of it as your Local TAM—the count of real households, in real ZIP codes, within convenient reach of your store.

In dense metros like SoCal—as in, Los Angeles, Orange County, or San Diego—a Local TAM might range from 750,000 households to well over 1-million.

And based on 2024 data, 12.6% of households will buy a new car this year. They’re out there. They’re choosing their shortlist of stores. How visible within your Local TAM are you? How prominent and compelling will you be when that magical moment arrives?

Your Local TAM is the real deal. It’s ZIP-by-ZIP. It’s community-by-community. It’s search-by-search, click-by-click, block-by-block. Is your agency focused on measuring the effectiveness of these efforts?

Don’t focus on generating demand. It’s about attracting the buyers—and plugging the leaks.

When you’re not winning in your Local TAM,  some other store is celebrating their happy news.