From fragmented tools to a unified strategy

When Justin Belford stepped into the role of VP of Marketing at Harris Auto Group, he found a digital setup that was complicated and inconsistent. Some stores were using a few AutoVerify solutions, like a beta version of AV Inventory Matching or AV Credit+, but overall, the group’s online experience lacked focus.

One of Belford’s first major moves was to streamline the tech stack and standardize the customer journey across all stores. 

He removed conflicting tools, cleaned up the calls-to-action on vehicle detail pages, and rolled out a full suite of AutoVerify products.

Before Belford joined, Harris had partial or inconsistent use of:

• Credit tools from multiple providers
• Beta of AV Inventory Matching at two stores
• Mixed approaches to trade-in lead capture

Today, they’ve gone all-in with AutoVerify traffic conversion and digital merchandising solutions across the entire group. 

This shift created a consistent, user-friendly experience for customers, and stronger performance across nearly every key metric.

AutoVerify became Harris’s top-performing lead source

After reviewing historical CRM data to analyze which lead sources had driven the most vehicle sales, the results became clear.

• AutoVerify became the #1 internet lead source for sold vehicles
• Leads from AutoVerify had a 16% average close rate, compared to the 13% average across all sources
• AV Inventory Matching alone delivered a 35% close rate, the highest of any lead type in the group

These results drove the decision to implement AV Inventory Matching across every store starting in early 2025.

AV Trade-in drives big volume at a lower cost

Belford evaluated multiple trade-in tools, but ultimately chose AV Trade-in for its simplicity and flexibility. He loved how it allowed his team to customize valuation ranges and track valuable user actions thanks to robust event data.

Performance-wise, the tool delivered strong results:

• It’s now the group’s second-highest source of lead volume
• Generates 2x more leads than the next closest tool
• Close rate is 9% when a customer shows interest in a specific vehicle
• 4.5–5% close rate when no vehicle of interest is selected
• Trade leads cost ~35% less than the average website lead

Belford also noted that the quality of G4 event data from AV Trade-in has been a big help in optimizing paid ad campaigns.

AV Credit+ brings in more qualified customers

Before AutoVerify, credit applications came in from all directions – third-party tools, website forms, even manual processes from finance managers. There was no consistent system, and most leads lacked the detail needed for meaningful follow-up.

With AV Credit+ and AV Pre-qualify now in place, that’s changed. These solutions collect verified contact, employer, and address information – all stored securely in one place.

The impact:

• 83% contact rate on leads from AV Credit+ and AV Pre-qualify
• Compared to 69% contact rate across all other sources over the past year

Even when a lead isn’t fully qualified, the quality of information means staff can still reach out with alternate finance options.

Fewer tools, stronger execution

In late 2024, Harris’ sales teams were juggling up to 7 different tools just to follow up on online leads. Belford led a push to simplify the stack and reduce friction.

Today, they’ve narrowed it down to just 3 core tools – with AutoVerify at the center.

That change has had a real impact:

• Appointment show rate jumped from 51% to 60%
• Sales team engagement with the tools has improved
• AutoVerify hosted group-wide training sessions to help teams get the most out of each tool

Support that stands out

Harris has also been impressed by the hands-on support they’ve received from AutoVerify’s Canadian team, from onboarding and setup to ongoing feedback and product updates.

“In a world where customer service is dwindling, AutoVerify has just always been on top of everything.”

Belford notes that his suggestions have not only been heard, they’ve been implemented, making the tools even more useful over time.

A blueprint for digital success

Harris Auto Group’s results speak for themselves: higher lead quality, stronger close rates, better contact rates, and a smoother sales process – all driven by a clear commitment to the right tools.

By going all-in with AutoVerify, Harris Auto Group didn’t just clean up its tech stack – they transformed how their teams connect with customers.

For dealerships looking to simplify operations, boost lead performance, and give customers a better online experience, Harris Auto Group offers a powerful example of what’s possible when you choose the right partners and go all in.

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