Your dealership is running ads on Facebook, generating a steady stream of leads. But your sales team is frustrated. They say the leads are “low quality,” “don’t remember” filling out the form, or are “just looking.”
Here’s the problem: they’re treating a social media lead like a search lead.
A “search” lead (from a site like Cars.com or Google) is a low-funnel, high-intent customer. A “social” lead (from Facebook or Instagram) is a higher-funnel, passive-interest customer.
You cannot use the same hard-closing BDC script on both. A “social” lead requires a completely different process.
You Need a “Social-Specific” Script
As we’ve discussed on this blog before, the journey “From Social to Showroom” requires a “nurturing” approach, not a “closing” one.
- A “search” lead: You pivot to the appointment in 30 seconds.
- A “social” lead: You must build rapport and value first.
A BDC rep who hits a Facebook lead with a hard-closing “when can you come in” script will get a “STOP” text response 9 out of 10 times.
How AdaptVT Teaches the “Social” Process
Your team needs different scripts for different lead types. The AdaptVT virtual training platform has a dedicated curriculum for this exact scenario.
1. Teaches a “Nurture” Script
AdaptVT provides word tracks that are conversational, not transactional. It teaches reps to open with text/Messenger, using questions like, “I saw you were interested in our ‘Winter-Ready’ truck event…” This builds a conversation, not a confrontation.
2. Emphasizes “Text & Video”
Facebook leads live on their phones. AdaptVT teaches a text-first, video-centric follow-up process, showing reps how to use value-building content (like a video walkaround) to warm up a cold lead.
3. Differentiates Lead Types
The AdaptVT dashboard allows you to create different “learning paths.” You can have your BDC team certified on “Search Lead” scripts and your dedicated Internet Team certified on “Social Lead” scripts, ensuring the right rep is using the right process.
Stop blaming social media leads. Start using the right process to convert them. Visit the AdaptVT platform page to learn more.
