Cage Automotive · Monthly CRM Report Card
Two franchise rooftops under one roof · Mountain West market · 752 ups a month
Reporting window: May 13 to Aug 11, 2026 (trailing 90 days) | Issued August 11, 2026 | Prepared for the dealer principal
This is a process score, not a people score. It measures how a lead is handled between the moment it arrives and the moment somebody talks to it. It does not measure whether your team can sell, and the evidence is that they can: when a customer actually gets in front of this store, they close at 35%.
A 29 means the cars are being lost before anybody gets a chance to sell them. That is the good news, because process is the cheapest thing in a dealership to fix.
| What is already working | You | Typical |
|---|---|---|
| Walk-in closing rate | 35% | 25% |
| Manager turnover on the floor | 66% | 40% |
| Appointments that show up | 63% | 50% |
| Be-backs as % of initial visits | 34% | 20% |
| Close rate on owned traffic (repeat, referral, drive-by, your site) | 32% | 20% |
Five categories where you beat the field. 68% of every car you sold in 90 days came from someone who already knew you or drove past you. You are winning on reputation and location, which is the hardest part to build and the part you already own.
| Category | Your number | Benchmark | Score | Grade | vs last |
|---|---|---|---|---|---|
| Speed Average response time to a new lead |
234 min | 15 min | 6 | F | baseline |
| Contact Leads that reached a live human conversation |
21% | 80% | 26 | F | baseline |
| Appointments Appointments set per lead |
4% | 40% | 10 | F | baseline |
| Conversion Leads sold, all sources |
16% | 20% | 80 | B | baseline |
| CRM discipline Assigned tasks completed on time |
3% | 60% | 5 | F | baseline |
| Equity capture Showroom visits that got a trade appraisal |
24% | 50% | 48 | F | baseline |
| Overall | 29 | F | baseline |
Scoring: each category scores your number against the benchmark, capped at 100, then averaged evenly. A = 90+, B = 80, C = 70, D = 60, F = below 60. Same math every month, same math at every store, so the number is comparable to your own last month and to nobody's opinion.
You sold 326 units in 90 days. That is 109 a month against a stated target of 200. Here is where the 91 live. No new advertising, no new hires in the first three rows.
| Fix | The math | Units / mo | Running |
|---|---|---|---|
| Where you are today | 326 / 3 | baseline | 109 |
| Internet close 6% → 15% | 387 leads/mo × 9 pts | +35 | 144 |
| Walk-in close 35% → 45% | 178/mo × 10 pts | +17 | 161 |
| Unsold-visit recapture | 238/mo × 4% | +10 | 171 |
| Orphaned-lead reclaim | 2,717 dead tasks | +8 | 179 |
| Phone close 25% → 35% | 72/mo × 10 pts | +7 | 186 |
| Proactive equity mining | new demand | +14 | 200 |
| Target | +91 | 200 |
234 minutes is just under four hours. The point where contact rates fall off a cliff is 15. You are 15 times past it, and 914 people raised their hand in 90 days and never spoke to a single human being.
Owner Due Measured by response time on the next report card
62% of every internet lead in the building lands on one person, who made zero outbound calls and zero outbound texts in 90 days. This one line explains most of the 6% internet close rate. Decide whether that seat routes leads or works them. If it routes, we measure routing speed in minutes. If it works them, it gets a cap and it gets tools.
Owner Due Measured by leads per working seat
7,788 tasks are overdue and 2,717 of them sit on users who sold nothing and called nobody. Those are real customers with no human attached to them. Reassign them, retire the dead CRM users, and start September at zero. Nobody trusts a CRM that is 7,788 tasks behind, and a team that does not trust the CRM will not work out of it.
Owner Due Measured by task completion 3% → 60%
Internet actual contact rate. Not attempts. Conversations. If this number moves and nothing else does, the September report card goes up double digits on its own, because speed, appointments, and conversion all hang off it.
In the last 90 days, 458 customers submitted an instant cash offer, a trade valuation, a payoff request, or came back flagged as in-equity by GM Financial. That is the highest-intent signal in this business: a person telling you out loud that they are thinking about getting out of their vehicle. It converted at 1.3%, worse than every other source in your store.
Three out of four people who physically walked onto your lot never had their vehicle appraised.
Those leads already exist and you are already paying for them. Working that list properly is a separate conversation and it is the one I want to have with you next.
Pulled 2026-08-11 from your VinSolutions Dealership Performance Dashboard, Lead Source ROI, Text Activity, and VinConnect Sales Activity reports. Both rooftops are combined under one store number in every export, so the two brands are not separated here. No dollar figures appear anywhere in this report on purpose. Lead source cost reads $0.00 across all 60+ sources in your system because no costs were ever loaded, and gross in these exports is system-reported rather than confirmed by your office. Units and conversion are the only numbers here that cannot be argued with. Load your source costs and next month's card can carry cost per sold.