SAN CLEMENTE, Calif. –

DealerSocket has a simple suggestion for dealerships going into the Fourth of July weekend: Man the phones and make sure managers have a formal appointment confirmation process in place.

Why? DealerSocket data showed 93 percent of phone leads resulted in a scheduled appointment. From that point, the results could mean plenty of fireworks going off in the dealership in terms of principal-pleasing metrics such as average total profit and improved vehicle turns.

In fact, DealerSocket found that potential buyers set more appointments to test-drive used vehicles (34 percent) versus new models (23 percent). That higher test-drive penetration leads to more sales, too, according to DealerSocket, with 44 percent leading to a used-car turn and 38 percent resulting in a new-model delivery.

While that phone appointment led to a tidy average total profit for a new model of $1,428, DealerSocket’s latest information showed that average used profit is even more robust at $2,072.

When customers make contact with the store via phone, DealerSocket noticed the average turn for used inventory came in at 18 days with the new-model inventory selling at an average of 24 days.

And as that inventory turns, DealerSocket pinpointed three brands that are generating the highest average total profits. That group included:

— Jeep: $3,378

— Infiniti: $2,995

— Buick: $2,647

DealerSocket went on to highlight several other data points, reinforcing the importance of monitoring leads, especially on a holiday weekend if potential buyers aren’t just grilling hot dogs and watching fireworks.

The firm indicated the average total profits by lead source settled as follows:

— Floor: $1,867

— RevenueRadar equity-mining technology: $1,595

— Internet: $1,469

— Phone: $1,392

DealerSocket also shared the top five marketing channels by number of new prospects received and average total profit per vehicle:

— Dealership website (7,729 leads/$1,381 average total profit per vehicle)

— RevenueRadar equity-mining technology (3,135 leads/$1,703 average total profit per vehicle)

— Autotrader (2,276 leads/$1,231 average total profit per vehicle)

— OEM website (1,709 leads/$1,576 average total profit per vehicle)