Automotive Sales Benchmarks: Appointment Set Rates for Q4 2024 to April 2025
If your dealership's appointment set rates feel like a mystery, you're not alone. But now, there's fresh data to show where you stand.
If your dealership's appointment set rates feel like a mystery, you're not alone. But now, there's fresh data to show where you stand.
Foureyes analyzed sales process performance across thousands of U.S. automotive dealerships.
The goal? To give dealers real benchmarks for appointment set rates by lead type and vehicle condition type. This report looks specifically at that data from Q4 2024 to April 2025.
Why It Matters
Appointment set rate tells you how well your team is converting leads into commitment. It's a reflection of:
- Lead quality
- Sales process efficiency
- Team follow-up habits
Higher set rates mean more opportunities to close. Simple as that.
Key Insight: Phone Leads Still Crush It
In April 2025, 74% of phone leads turned into dealership appointments. That’s nearly double the set rate of internet leads (40%).
It confirms what dealers already know:
Phone leads show intent. Internet leads bring volume.
So if your sales and BDC teams aren't prioritizing phone follow-up, you're likely leaving easy wins on the table.
How Dealers Can Use This Data
- Benchmark yourself. Are you over- or under-performing vs. the national average?
- Prioritize channels. Adjust lead handling workflows to favor the highest-converting sources.
- Focus your training. If internet leads are dragging, coach to it.
- Split by inventory. New and used vehicles don’t convert the same—don’t treat them the same.
Appointment Set Rate Benchmarks
By Lead Type (New + Used)
By Inventory Type (Internet Leads Only)
Used vehicles consistently see higher appointment set rates than new vehicles.
By Inventory Type (Phone Leads Only)
Phone leads continue to outperform overall, with used vehicle shoppers converting at the highest rates.
Looking Back to Move Forward
Last year, a Foureyes benchmark study spanning 700 dealerships showed a strong edge for phone leads. And that still holds true. But the new data adds more depth:
- In H2 2023, used vehicle phone leads had an 81% set rate vs. 41% for internet leads. In April 2025, that gap is still real: 78% for phone vs. 44% for internet.
- New vehicle phone leads dropped from 77% in July 2023 to 71% by year-end. And the trend continues: just 68% by April 2025.
The takeaway? Phone leads remain your best bet -- but even they’re softening. Dealers can’t afford to rely on intent alone. Tight processes win.
As Foureyes CEO David Steinberg said: “Dealers who are winning right now are the ones getting into the details of their sales process and making adjustments.”
Want the Full Picture?
At Foureyes, we don’t just report on performance -- we help improve it.
Whether it’s identifying active shoppers, sending smarter follow-up based on vehicles your shoppers are viewing, or surfacing the leads your team missed, Foureyes gives dealers the tools to drive higher appointment set rates across every source.
Because when every lead counts more than it did last month, there’s no room for guesswork.
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