Which leads count as waiting?

Every lead that arrives after hours, because nobody answers until the next business day, plus every daytime lead if your first reply usually takes longer than 5 minutes.

Where does the 20% lift come from?

It is an assumption you can change, not a measured Relay BDC result. Studies of online leads found that answering within an hour made reaching and qualifying a lead several times more likely, so a 20% lift in appointments is a cautious starting point.

Why does cost per appointment go down?

Your lead and ad spend stays the same while more of the same leads book, so each appointment costs less.

Can I share my results?

Yes. The page address updates as you type, so copying the link shares your exact numbers. Nothing you enter is sent to us; we only count how many people start the calculator and copy or email their results.

Resources

Missed-Lead Cost Calculator for Dealerships

October 21, 2026 · Relay BDC team

Estimate what slow replies cost you

Leads that wait for a reply book fewer appointments. Enter your own numbers, or start from the industry figures below, to see how many appointments and shows faster replies could add, and what that does to your cost per appointment.

Leads per month

Example figure. Use your own count of internet and phone leads.

Arrive after hours (%)

Dealers report roughly 35–45%; 35% used. Dealer-reported after-hours lead shares (DealerRefresh forum)

First reply during business hours

Anything slower than 5 minutes counts as waiting. After-hours leads always wait until morning.

Leads that book an appointment (%)

32% for new-vehicle internet leads. Foureyes dealership data study (2023, about 700 US dealerships)

Appointments that show (%)

56% for new-vehicle internet leads. Foureyes dealership data study (2023, about 700 US dealerships)

Monthly lead and ad spend ($)

Example figure. Include third-party lead fees and paid search.

Assumed lift from answering within minutes (%)

Our assumption, not a measured result: leads that wait today book this much more often when answered in minutes. Research on online leads found much larger gaps in reaching and qualifying them, so the 20% default is deliberately cautious. Oldroyd, McElheran and Elkington, "The Short Life of Online Sales Leads", Harvard Business Review (2011)

Your estimate

Leads waiting for a reply each month: 300
Extra appointments per month: +19.2; from 96 today
Extra shows per month: +10.8; from 53.8 today
Cost per appointment: $130; from $156 today · cost per show $233 from $279

Estimates from the numbers above, not a forecast or a guarantee. Your results depend on your leads, your team and your market.

Email me my results

How the estimate works

Waiting leads are your after-hours leads, plus your daytime leads when the first reply takes longer than 5 minutes. Extra appointments are waiting leads × your appointment rate × the assumed lift, and never more than the waiting leads that don't book today. Extra shows apply your show rate to those appointments.

Cost per appointment is your monthly lead and ad spend divided by appointments, before and after. Spend stays the same, so it falls as appointments rise.

Frequently asked questions

Which leads count as waiting?: Every lead that arrives after hours, because nobody answers until the next business day, plus every daytime lead if your first reply usually takes longer than 5 minutes.
Where does the 20% lift come from?: It is an assumption you can change, not a measured Relay BDC result. Studies of online leads found that answering within an hour made reaching and qualifying a lead several times more likely, so a 20% lift in appointments is a cautious starting point.
Why does cost per appointment go down?: Your lead and ad spend stays the same while more of the same leads book, so each appointment costs less.
Can I share my results?: Yes. The page address updates as you type, so copying the link shares your exact numbers. Nothing you enter is sent to us; we only count how many people start the calculator and copy or email their results.