The formula
Monthly value from the BDC = shown appointments × close rate × average gross per deal
ROI = (monthly value − monthly BDC cost) ÷ monthly BDC cost
That’s it. The hard part isn’t the math; it’s using honest numbers.
Worked example (use your own numbers)
Say a BDC produces 30 shown sales appointments in a month, your sales team closes 30% of shown BDC appointments, and your average total gross per deal is $2,500. (These are example inputs for illustration, not a promise of results.)
- Deals: 30 × 30% = 9
- Gross: 9 × $2,500 = $22,500
If the BDC costs $5,000 a month, ROI is ($22,500 − $5,000) ÷ $5,000 = 3.5, or $3.50 back for every $1 spent. If it costs more than $22,500, it’s losing money.
Now change one number at a time. If the show rate improves and you get 36 shown appointments instead of 30, that’s roughly two more deals a month at the same cost. That’s why confirmation calls and no-show follow-up matter so much.
Don’t forget the hidden value
- Trade-ins and acquisitions: trade-in and Instant Cash Offer leads put inventory on your lot.
- Service: a service BDC fills bays; count repair orders × average gross per RO.
- Time back for the sales floor: salespeople spend their time with customers instead of chasing leads.
- Customers you’d otherwise lose: especially Spanish-speaking customers who’d never have heard back.
Compare against the alternative
Run the same math for an in-house BDC, including wages, benefits, a manager, tools and turnover. See in-house vs. outsourced BDC and what a BDC costs.
Test it on real leads
The best ROI number is the one from your own store. Start with one lead source, track shown appointments and deals in your CRM, and run the formula. In our first 30 days on a Central Florida Ford dealership’s KBB Instant Cash Offer leads, we booked 38 appointments with an 83% show rate on appointments that came due. Contact us to get started.