Quick answer
A bodyshop lead is an enquiry from a driver who wants a repair quote. Leads come from your own marketing, from services that sell enquiries, or from campaigns run on your behalf. The biggest difference is exclusivity: a shared lead goes to several shops at once, while an exclusive lead goes only to you.
Key takeaways
- Judge leads on cost per booked job, not cost per lead.
- Shared leads push you into a race on price. Exclusive leads let you compete on service.
- Before paying, ask how leads are generated, who else receives them and what happens with bad leads.
What counts as a bodyshop lead?
A lead is any enquiry from a driver who might book a repair: a phone call, a form, a message or an email. Not every enquiry is equal. The most useful leads share a few traits:
- The driver is within the area you serve.
- The job is one you do and want, such as accident repair, resprays or dent removal.
- They have sent photos or details, so you can give a guide price quickly.
- They want the work done soon.
A lead only becomes valuable when it turns into a booked job, which is why the way you handle it matters as much as where it comes from.
Where do bodyshop leads come from?
There are four main routes, and most shops use a mix:
- Your own marketing. Your Google Business Profile, website, reviews and ads. You own the results and they build over time, but it takes time and skill to run well.
- Quote marketplaces and directories. A driver posts a job and several shops are invited to quote. They can bring volume, but you compete against other shops for the same job, often on price.
- Pay-per-lead services. You buy individual enquiries. Quality varies widely, so check whether leads are exclusive and how they are generated.
- Managed campaigns. Someone runs advertising on your behalf and enquiries come straight to you. This is the model BodyshopPro uses.
What's the difference between exclusive and shared leads?
| Shared leads | Exclusive leads | |
|---|---|---|
| Who gets the enquiry | Several shops at once | Only you |
| Price pressure | High, as shops undercut each other | Lower, as you compete on service and speed |
| Chance of reaching the driver | Lower, as they may already be talking to another shop | Higher |
| Cost per lead | Usually lower | Usually higher |
| What to compare | Cost per booked job | Cost per booked job |
A cheaper shared lead is not automatically better value. If four shops receive the same enquiry, you might win one in four at best, and often at a lower price. Compare options on what each booked job costs you and what it earns.
What should a bodyshop lead cost?
It depends on your area, the job type and how competitive local searches are. Rather than chasing a benchmark, work out what a lead is worth to you. An illustrative example:
- Average job value: £450
- Share of leads that book: 30%
- Revenue per lead: £135
- Gross margin: 40%
- Gross profit per lead: £54
In that example, a source that costs well under £54 per lead is making you money, and one that costs more is not, however cheap it looks per enquiry. Run the same sum with your own figures before committing to any lead service.
How do you judge bodyshop lead quality?
Give any source a fair test of at least 20 to 30 leads before judging it, and track each one:
- Was the driver in your area?
- Was it a job you do?
- Could you reach them?
- Did they book, and for how much?
Before signing up with any lead provider, ask:
- How are the leads generated?
- Are they exclusive to me, or sent to other shops too?
- Can I choose my area and job types?
- What happens if a lead is fake, out of area or unreachable?
- How long is the contract, and what is the notice period?
- If campaigns are run for me, who owns the ad accounts and the data?
How does BodyshopPro handle leads?
BodyshopPro works with one bodyshop per postcode area, so the enquiries we generate in your area go only to you. We build and run the campaigns, enquiries come straight to your phone or inbox, and there are no long contracts. See how it works or check whether your area is available.
Frequently asked questions
Are bodyshop leads worth paying for?
They are worth it when the cost per booked job leaves you a profit. Track every lead from a new source for a few weeks, then compare what you paid with what the booked jobs earned.
What is an exclusive bodyshop lead?
An enquiry that is sent only to you and not resold or shared with other bodyshops, so you are not competing with other shops for the same job.
How quickly should a bodyshop respond to a new lead?
Within minutes where you can, and within an hour at most. Harvard Business Review research found firms that tried to make contact within an hour were nearly seven times as likely to qualify a lead as those that waited even an hour longer.
What is the difference between a lead and a booking?
A lead is an enquiry. A booking is a confirmed job. The gap between the two depends on how quickly you respond, how clearly you price and whether you follow up.
Want more enquiries without the admin?
BodyshopPro runs local campaigns for independent bodyshops, one bodyshop per postcode area. Enquiries come straight to you, and there are no long contracts.
Check your postcode