This week, Dominion Dealer Solutions introduced what it’s calling My Payment for dealerships nationwide. Dominion’s My Payment is a suite of tools designed to drive more leads from dealership websites by giving shoppers “real answers” to their payment questions.

The company explained the application embedded in the dealership’s website can move consumers deeper into the sales funnel and increase leads for dealers by 25 percent to 40 percent. Dominion indicated the lead generation process from My Payment can allow online shoppers to select exactly what they can afford and learn what their monthly payments would be for any specific vehicle.

In today’s automotive market, Dominion believes many shoppers are more concerned with the price of the vehicle than the vehicle’s specifics or add-ons. The company claimed My Payment can capture the segment of consumers that are most focused on payment rather than a specific make or model.

By targeting these shoppers, Dominion said the reach of the dealership’s website is broadened to include highly qualified leads, not just browsers. My Payment can let dealers provide easy, informative and engaging methods, which shoppers can use to get accurate payment information and secure credit pre-qualification, and to shop based on the consumer-set payment levels.

The company went on to stress that strong calls to action can encourage shoppers to contact the dealer after selecting a payment option by either phone or setting up an appointment online.

“Most website customers never convert because dealers offer so little for that conversion. My Payment helps dealers offer the customer real information. This is why it generates so many leads from the dealership’s website,” said Nicole Case, general manager for managed services and digital at Dominion Dealer Solutions.

“Best of all, these are leads that enter into the buying process and result in higher front end and back end profits for the dealership. It’s the best Web and marketing conversion solution available today in the automotive industry,” Case went on to say.

Dominion also highlighted My Payment instantly can calculate monthly payments for banks, OEM leases or finance programs, based on configurable dealer profit structure including:

— Customizable reserve markups
— Down payments
— Pricing options
— Credit tiered rates
— All applicable rebates and incentives

Dealers using My Payment on their website can pull reports on interested shoppers by income as well as credit score. My Payment includes fully compliant disclosures for all qualifying programs and terms and is updated daily.

The company added the proprietary soft pull credit technology does not require a Social Security number or date of birth from the consumer. It displays monthly payments for every vehicle in stock and is mobile-optimized, providing highly-qualified leads to the dealer.

Dominion emphasized My Payment’s suite of tools can equip shoppers to make better decisions about which vehicles fit their budgets, thus creating a relationship of trust with the dealership.

”My Payment is a shining example of a suite of tools that gives shoppers something truly valuable while driving results for the dealer,” said Sean Stansell, product director for Dominion Websites. “It’s the true definition of a win-win.”