Responding to Email Leads

Shoppers on CarGurus specify what they're interested in on their lead submissions.
For the best responses, tailor your email communication to get them into your dealership.
Use these customizable templates to effectively respond to every lead scenario.

Highlight the appropriate response, and copy and paste it into your email to send to your lead.
Remember to edit your vehicle and dealership details.


Lead Case: "I'm interested in this..."


Vehicle is available: 

Subject Line: The information you requested on the [insert specific vehicle; ex. 2016 Volvo] you found on CarGurus

Hi [Name],

Thank you for choosing [dealership name]. I understand that you're interested in our [insert specific vehicle; ex. 2016 Volvo]. Did you have any specific questions about the vehicle or is there anything else you would like to know?

Here's a link to the listing you were interested in on CarGurus: [link]

We'd love to have you come in for a test drive and to learn more about this vehicle, and other vehicles that you may be interested in. Are you available to come into the dealership on [(date), (date), or another option (OR specific date range)]?

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]
Vehicle is no longer available: 

Subject Line: Following up on the [insert specific vehicle; ex. 2016 Volvo] you found on CarGurus

Hi [Name],

Thank you for choosing [dealership name]. I understand that you're interested in our [insert specific vehicle; ex. 2016 Volvo]. In addition to availability, what else is important to you?

We have a few similar vehicles, including our [insert similar vehicle; link to CarGurus listing]. Would you be interested in coming in to learn more about this vehicle and other vehicles that might meet your needs?

We'll be open [insert dealership hours]. When can you come in today or tomorrow?

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]



Lead Case: "I’d like to know your best price for this..."


Room for negotiation:

Subject Line: Pricing for the [insert specific vehicle; ex. 2016 Volvo] you found on CarGurus

Hi [Name],

I saw that you filled out the form on our CarGurus listing - thank you for choosing [dealership name].

The [insert specific vehicle; ex. 2016 Volvo] is still available at the listed price of [$XXXX], which is a [Great Deal/Good Deal/Fair Deal/etc.] according to CarGurus. Did you have any specific questions about the vehicle, or is there anything else you would like to know?

Here's a link to the listing you were interested in on CarGurus: [link]

We'd love to have you in to test drive and talk financing options, and to see if we can reach a price that works for both of us.

Are you available to visit the dealership today or tomorrow? Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]
No room for negotiation:

Subject Line: Pricing for the [insert specific vehicle; ex. 2016 Volvo] you found on CarGurus

Hi [Name],

I saw that you filled out the form on our CarGurus listing - thank you for choosing [dealership name].

The [insert specific vehicle; ex. 2016 Volvo] is still available at the listed price of [$XXXX], which is a [Great Deal/Good Deal/Fair Deal/etc.] compared to similar vehicles in your area listed on CarGurus. Did you have any specific questions about the vehicle, or is there anything else you would like to know?

Are you available to visit the dealership today or tomorrow? Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]



Lead Case: "I’d like to test drive this…"

Vehicle is available:

Subject Line: Test drive the [insert specific vehicle; ex. 2016 Volvo] you found on CarGurus

Hi [Name],

I saw that you were interested in test driving our [insert specific vehicle; ex. 2016 Volvo] - thank you for choosing [dealership name].

We'd love to have you in for a test drive. Are you available to visit the dealership today or tomorrow?

Here's a link to the listing you were interested in on CarGurus: [link]

Did you have any specific questions about the vehicle, or is there anything else you would like to know? Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]
Vehicle is no longer available:

Subject Line: Following up on the [insert specific vehicle; ex. 2016 Volvo] you found on CarGurus

Hi [Name],

Thank you for your interest in our [insert specific vehicle; ex. 2016 Volvo]. In addition to availability, what else is important to you?

We have a few similar vehicles, including our [insert similar vehicle; link to CarGurus listing]. Would you be interested in coming in to learn more about this vehicle?

We're open [insert dealership hours] if you'd like to come in today or tomorrow.

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]



Lead Case: "I’d like the CARFAX report for this…"

Report is available:

Subject Line: The CARFAX report you requested for the [insert specific vehicle; ex. 2016 Volvo] on CarGurus

Hi [Name],

Thank you for your interest in our [insert specific vehicle; ex. 2016 Volvo]. We've included the CARFAX report that you requested, and you can see that the vehicle is in [great condition, with no past issues / good condition, with some issues that have since been fixed].

Here's a link to the listing you were interested in on CarGurus: [link]

Are you available to come into the dealership on [specific date/date range] to see the vehicle in person?

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]
Report is not available:

Subject Line: The CARFAX report you requested for the [insert specific vehicle; ex. 2016 Volvo] on CarGurus

Hi [Name],

Thank you for your interest in the CARFAX report for our [insert specific vehicle; ex. 2016 Volvo]. Unfortunately, this report is not currently available. Would you be interested in coming in to learn more about this vehicle and see it for yourself?

We do have CARFAX reports available for [insert similar vehicle; link to CarGurus listing] if you would like to see them.

We're open [insert dealership hours] if you'd like to set an appointment or stop in to the store.

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]



Lead Case: Pre-Qualified Leads


General Pre-Qualified Lead follow up:

Subject Line: Your Credit Pre-Qualification through CarGurus

Hi [Name],

My name is [your name] from [dealership name]. I am happy to help you finalize your purchase of our [insert specific vehicle], which is a [good/great] deal on CarGurus!" I see you're pre-qualified through [lender], be sure to print your pre-qualification certificate and bring it in with you (or have it on your phone)!

We would love to have you come in for a test drive and finalize financing. Are you available to come to the dealership on [(date), (date), or another option (OR specific date range)]?

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]

Ask for RouteOne code:

Subject Line: Your Credit Pre-Qualification from CarGurus

Hi [Name],

My name is [your name] from [dealership name]. I am happy to help you finalize your purchase of our [insert specific vehicle], which is a [good/great] deal on CarGurus!" I see you're pre-qualified through [lender], be sure to print your pre-qualification certificate and bring it in with you (or have it on your phone)!

To streamline your financing application process, could you please send me the following information?
  • Last Name on Credit Application
  • Unique RouteOne code (found on your pre-qualification offer)
With this information, we would love to have you come in for a test drive and to learn more about this vehicle. Are you available to come to the dealership on [(date), (date), or another option (OR specific date range)]?

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]



Lead Case: Area Boost Leads


Vehicle is available:

Subject Line: Vehicle Delivery for the [insert specific vehicle; ex. 2016 Volvo] you found on CarGurus

Hi [Name],

Thank you for choosing [dealership name]. I understand that you're interested in having our [insert specific vehicle; ex. 2016 Volvo] delivered. Happy to help get this process started for you.

I would love to set up some time to discuss the vehicle in more detail and set up some time for a virtual walk through and discuss next steps. Are you available for a call on [(date), (date), or another option (OR specific date range)]?

In the meantime, please let me know if you have any specific questions about the vehicle or if there is anything else you would like to know.

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]

Vehicle is no longer available:

Subject Line: Following up on the [insert specific vehicle; ex. 2016 Volvo] you found on CarGurus

Hi [Name],

Thank you for choosing [dealership name]. I understand that you're interested in having our [insert specific vehicle; ex. 2016 Volvo] delivered. Unfortunately this specific vehicle is no longer available. I am still very interested in helping you in your car search.

We have a few similar vehicles, including our [insert similar vehicle; link to CarGurus listing]. Would you be interested in learning more about this vehicle and other vehicles that might meet your needs?

Looking forward to hearing from you!

Kind regards,

[your name]
[your phone number]
[dealership name]
[dealership address]