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Kelowna Ford

Executive Performance Brief & Strategic Action Plan

Period: August Review

Generated: September 2026

Executive Overview

Top-funnel demand shows strong expansion with total site users up +8.9%[cite: 1] and e-leads surging +40.7%[cite: 1]. However, completed sales grew by only +13.6%[cite: 1], resulting in a severe -19.3% drop in the lead-to-sale closing rate (down to 11.0% overall[cite: 1] / 8.68% on tracked e-leads[cite: 2]). The primary drivers of this conversion leakage are unhandled general contact forms[cite: 2], severe lead concentration among top reps[cite: 1], and a stagnant used vehicle inventory averaging 177 days on site[cite: 1].

At-A-Glance Metric Scorecard

Site Users 9.8K +8.9% MoM[cite: 1]

VDP Users 6.4K +12.6% MoM[cite: 1]

Total e-Leads 228 +40.7% MoM[cite: 1]

Units Sold 25 +13.6% MoM[cite: 1]

Close Rate 8.68% -19.3% MoM[cite: 1, 2]

Avg Used Age 177 Days +115 Days[cite: 1]

Performance Highlights

High-ROI Google VLAs: Used Vehicle Landing Ads yielded an outstanding 33.33% close rate (2 sold / 6 leads)[cite: 2].
Strong OEM Referral: Traffic from Ford.ca converted heavily at 33.33% (4 sold / 12 leads)[cite: 2].
Financing Demand: Multistep Finance requests led core volume, converting 22.22% (8 sold / 36 leads)[cite: 2].
SMS High-Velocity Engagement: Best Price, Payments, and Price Drop SMS forms combined for a 20.00% close rate[cite: 2].

Operational Bottlenecks

Zero-Conversion Forms: 19 "Request for Contact" leads generated 0 sales, signaling a process failure[cite: 2].
Social Lead Quality: Meta/CRM social campaigns generated 21 leads but only 1 sale (4.76% close rate)[cite: 2].
Lead Bandwidth Strain: Kobe Assam (23.4%) & Jake Baclawski (21.3%) handled ~45% of total e-leads[cite: 1].
Holding Cost Accumulation: Published used stock averages 177 days on site, tying up operational capital[cite: 1].

Lead Source Performance Matrix

Source / Lead Type	Total Leads	Units Sold	Conversion Rate	Performance Takeaway
Google / Vla-used	6	2	33.33%	Highly targeted intent; scale ad spend immediately[cite: 2].
Ford.ca (OEM Site)	12	4	33.33%	High-intent direct OEM buyers; prioritize immediate contact[cite: 2].
Financing Multistep	36	8	22.22%	Top-performing internal site form; solid buying intent[cite: 2].
SMS Tools (Price/Payment)	25	5	20.00%	Fast automated engagement converts well[cite: 2].
Google Search (Used)	58	6	10.34%	Reliable core driver; benchmark baseline performance[cite: 2].
Google Search (New)	30	3	10.00%	Consistent performance; steady conversion stream[cite: 2].
GBP / Organic Search	77	3	3.90%	Massive top-funnel volume; suffering from delayed follow-up[cite: 2].
Social Media (Meta CRM)	21	1	4.76%	Low-intent leads filtering through; adjust ad targeting[cite: 2].
Request for Contact	19	0	0.00%	Severe operational failure; requires immediate sales audit[cite: 2].

Immediate Strategic Action Plan

1. Immediate CRM Contact Lead Audit

Investigate response protocols for the 19 unclosed "Request for Contact" leads[cite: 2]. Mandate a 15-minute response SLA for all general inquiries.

2. Shift Digital Marketing Spend

Reallocate ad dollars away from high-CPL Facebook Display ($65 CPL)[cite: 1] into high-converting Google VLAs and Paid Search[cite: 2].

3. Balance Lead Distribution

Adjust CRM round-robin routing to prevent bandwidth bottlenecks on top reps (Kobe & Jake currently take ~45% of leads)[cite: 1].

4. Aggressive Inventory Repricing

Implement aggressive price adjustments on used inventory >90 days to drastically lower the current 177-day site average[cite: 1].

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