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Detroit Trading Company and R.L. Polk & Company have combined our industry leading technologies to bring about a new market for internet leads.

Detroit Trading Company has partnered with hundreds of lead origination sources to supply our buyers with New Car leads. All inbound leads are passed to R.L. Polk for scoring using their highly predictive scoring model. The Polk Lead Score is a predictive indicator of the likelihood that a consumer lead will result in a sale within 45 days. Polk assigns each lead a “score” from 1-10.

To help illustrate the value of the score, here is a breakdown by score of overall closing ratios based on outcome analysis of 100,000 leads traded through Detroit Trading Company:

Polk Lead Score 1 7.5%
Polk Lead Score 2 10.0%
Polk Lead Score 3 12.3%
Polk Lead Score 4 15.6%
Polk Lead Score 5 19.3%
Polk Lead Score 6 22.0%
Polk Lead Score 7 26.0%
Polk Lead Score 8 30.2%
Polk Lead Score 9 34.4%
Polk Lead Score 10 37.6%

This means that leads scoring a 10 had a 37.6% buy rate from any dealer within 45 days. The closing percentages are even higher at 90 days.

Leads that meet a buyer’s purchase criteria are then passed to TARGUSinfo for basic data validation (Name, Address & Phone) before routing to that buyer.

Pricing is based on the lead score, and the range of scores you buy is determined by you.

Lead Pricing is as follows:

Polk Score DT Services Retail Fee
1 $ 6.00
2 $ 8.00
3 $ 10.00
4 $ 12.00
5 $ 15.00
6 $ 18.00
7 $ 21.00
8 $ 25.00
9 $ 28.00
10 $ 30.00

Additional Information about PLX Leads:
Cliff Banks, Ward’s Dealer Business -
Premier Lead Exchange –
R.L. Polk & Detroit Trading Company Press Release

About Detroit Trading Exchange

Founded in 2005 by Detroit Trading Company, Detroit Trading Exchange (DTX™) is the first Internet Lead Exchange focused solely in the automotive vertical. Today DTX™ is used by more than 450 participating buyers and sellers that transact in excess of 300,000 lead trades each month. DTX™ provides its participants with Uniform Rules of Trading, Single Point Market Connectivity and Clearing House Functions similar to a stock exchange. The goal of the Exchange is to make it easier for buyers and sellers to do business with each other by eliminating impediments to efficient trading. To learn more, please visit

About R. L. Polk & Co.
R. L. Polk & Co. is the premier provider of automotive information and marketing solutions. Polk collects and interprets global data, and provides extensive automotive business expertise to help customers understand their market position, identify trends, build brand loyalty, conquest new business and gain a competitive advantage. Polk helps automotive manufacturers and dealers, automotive aftermarket companies, finance and insurance companies, advertising agencies, media companies, consulting organizations, government agencies and market research firms make good business decisions. A privately held global firm, Polk is based in Southfield, Mich. with operations in Australia, Canada, China, France, Germany, Japan, Spain, Thailand, the United Kingdom and the United States. For more information, please visit

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