1,695 TRADE-IN LEADS. SAME TRAFFIC.

How Van Horn replaced a trade tool that was just sitting on their website — without spending more on ads.

1,695

TOTAL TRADE-IN LEADS

359

FIRM OFFERS REQUESTED

29.5%

CLICK-TO-LEAD CONVERSION

VAN HORN GROUP SITE · GO-LIVE JULY 29, 2025 · ALL-TIME THROUGH SEP 28, 2026

SECTION 01

WHO THEY ARE

VAN HORNAUTOMOTIVE GROUP

PLYMOUTH, WISCONSIN

Van Horn is a Wisconsin dealer group headquartered in Plymouth, in Sheboygan County.

Van Horn went live on MOTO(convert) in July 2025, sat on the dealer council for MOTO(drive), and switched on service-drive texting at two stores in September 2026.

vhcars.comFord of OconomowocKia of Sheboygan

SECTION 02 · THE PROBLEM

THE PROBLEMS VAN HORN WAS DEALING WITH

Van Horn was already paying for the traffic. Their trade tool wasn't doing anything with it.

No.01

A trade tool that just sat there.

The tool that came with the website was converting five to seven percent of the shoppers who opened it. Everyone else left without raising their hand.

5–7%OLD TOOL CONVERSION

No.02

A slow, clunky form.

The trade-in process was a form, not a mobile-first valuation flow.

No.03

No value tracking.

Van Horn didn't have value tracking before, so there was no automated follow-up for leads who weren't ready yet.

No.04

Service customers, handled carefully.

Van Horn wanted trades from the service lane, but not at the cost of annoying loyal customers. Most service customers just want their maintenance done and to get back on the road.

60–70%"JUST WANT IN AND OUT"

SECTION 03 · WHAT CHANGED

WHAT CHANGED
AT VAN HORN

Van Horn didn't need more ad spend. They needed a trade tool built to convert the traffic they were already paying for.

Mobile-first, firm offer

A value range in under thirty seconds, then a firm-offer request step — replacing the slow, clunky form.

30 secTAP TO VALUE RANGE

Its own lead source in the CRM

Every lead lands in Van Horn's CRM under its own lead source name, so the team can build a playbook specifically for that lead source.

100%VAN HORN'S BRAND, VAN HORN'S CRM

Follow-up that keeps going

Monthly value emails and automated follow-up, so leads who weren't ready yet stayed warm, month after month.

MOTO(retain)MONTHLY VALUE EMAILS

A service-lane tool they helped design

Van Horn's managers sat on the MOTO(drive) dealer council. At their stores, Drive runs with a negative-equity cap, one text per customer per 30 days, and texts only between 8am and 9pm.

MOTO(drive)LIVE SEP 1, 2026

SECTION 04 · THE RESULTS