Price Comparison Sites

The price comparison sites, also referred to as Aggregators make for an exceptionally interesting subject, and are one that leads to many and changing opinions amongst the 50 plus brokers we work with on the MotorComplete broker website and CRM platform.

For some brokers it is the mainstay of how they drive traffic and enquiries to their website, brokers like this spend a lot of time tweaking and tuning their prices to try and stay at the top of the search results on the aggregator sites.

Others focus on sharing key areas they wish to promote, certain manufacturers or special terms, for example no deposit leasing.

One or two brokers insist it is not for them and use terms like 'it's a race to the bottom', or refer to it as too expensive.

We have been running some tests and experiments to look at indexing vehicle URLs for aggregation on this site www.carlease.co.uk

The results are interesting and we'll share more in the future.

This is a question that is extremely difficult to answer based on fact and data.

The response if you ask brokers who aggregate varies significantly and is mainly based on immediate experience, many aggregate with more than one provider.

Getting leads is of course what it is all about, and the conversion rates advised by brokers are of course lower than those advertised by the comparison sites - but I would say the average is somewhere between 8 and 12%. I have heard 16% claimed....

On the next post on this subject I will cover some of the positive and negative aspects of aggregation, and also review some of the features available on MotorComplete to support this.