Case Study: Tom Kadlec Honda + sMedia Smart Offer
In a highly competitive market, getting more traffic to the website isn’t always the primary goal. For Tom Kadlec Honda, receiving roughly 70,000 monthly website sessions already, their focus was to increase conversion rates and their lead-to-sale ratio. By working with sMedia, the store was able to successfully convert existing traffic more effectively by reducing friction and increasing the relevance of the offer.
Before Tom Kadlec joined, they were driving great traffic to the website, but with limited options for shoppers to connect with them, aside from filling out a traditional lead form or utilizing their chat tool, conversion rates weren’t meeting their goals.
That’s where sMedia came in, helping the dealership convert that traffic with Smart Offer, a customizable, behavior-based, lead generation tool.
Better Offers, Better Conversion Rates
While working with sMedia, Tom Kadlec has shifted their strategy away from generic, website-wide forms to offers based on the shopper’s precise intent. For example, instead of highlighting a trade-in offer on every page with a basic form, a shopper who is actively scrolling and spending at least 30 seconds on a Honda CR-V Hybrid Sport-L would receive a $250 cash discount offer on this specific vehicle.
By matching offers based on a shopper’s behavior, and interest, Tom Kadlec generated 583 leads over the course of 11 months through Smart Offer alone and here’s how:
Smart Offer provides the team at Tom Kadlec Honda and Tom Kadlec Chevrolet tremendous flexibility to personalize offers and make changes in just minutes. They have set up custom offers to trigger when shoppers visit the website from specific campaigns, granting the ability to achieve a level of personalization never dreamed of before.
From Leads to Sales
Increasing website traffic conversions was the goal, but the question of how those Smart Offer leads translated into sales is what drew attention.
Tom Kadlec Honda had a lead-to-sale conversion rate of 15.4%. This placed Smart Offer as the #2 highest converting lead source for the store.
The monthly return on investment came in at 30:1, making it the most cost-efficient sales tool in Tom Kadlec’s arsenal.
Efficiency Wins
Knowing the success the dealership sees with these leads, the Tom Kadlec team has prioritized developing, deploying and monitoring Smart Offer as an integral part of their monthly marketing strategy.
With advanced deployment functionality and an easy-to-use interface, Tom Kadlec Honda is able to create and launch offers effortlessly. This has improved their time-to-market with new offers and added insight into the shopping behaviors on their website.
With a $30 cost-per-sale, Smart Offer leads have quickly become the most efficient and most cost-effective opportunities in the store.
Final Thoughts
Tom Kadlec Honda’s experience with sMedia’s Smart Offer lead generation tool is a clear-cut case demonstrating the power of matching intentional offers with shopper intent.
When the right tools are in play, performance will undoubtedly improve. With a proactive team and a customizable lead generation solution, Tom Kadlec Honda is ensuring their success in a competitive market.
The strategy moved away from generic offers (e.g., a blanket “Value Your Trade” pop-up shown to everyone). Instead, the store deployed sMedia Smart Offers powered by behavior-based triggers. This approach matched the offer to the shopper’s precise intent. For example, a shopper on an Accord SRP was shown a specific ‘$250 off an Accord’ offer.
The Results (2025 Data): By treating every visitor like a personal shopper rather than a generic user, the store achieved unmatched lead quality and conversion efficiency:
- ROI (Return on Investment): 30:1
- Close Rate (Lead-to-Sale): 15.4% (Since inception)
- Cost Per Sale: $30.43
- Total sMedia Leads: 583
- Total Sold Units (Attributed): 90
- Internal Ranking: #2 Highest Converting Lead Source within the entire site.
Conclusion: This data definitively proves that personalized, intent-matched offers outperform other generic digital strategies. The 15.4% close rate and $30 cost per sale position sMedia leads as some of the most efficient, high-converting opportunities in the store.
Start presenting your shoppers with personalized offers for sales, service, & parts and increase your conversions and sales today!
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