Rich Dealers Case Study · Lufkin, Texas
From 30 Cars A Month To 165
In A Small Texas Town
Raceway Motors is an independent store in Lufkin, Texas. Lanny Williams owns it. His sons Ross and Heath run it day to day. When they started with Rich Dealers they were selling about 30 cars a month, and their website pulled in 67 leads a month with weak follow-up. They wanted to double it.
They didn't double it.
Cars in March 2026, beating their record of 149
Cars a month, consistently
Per lead on 500 to 700 Google & Meta leads a month
Of website visitors turn into leads
What they changed
1. A website built to capture leads
They switched to a For The People® website built around our Lead Squeeze® strategy. The site that used to pull 67 leads a month became the store's biggest source of leads.
2. Ads that made them famous in town
Bold Facebook video and Google ads with Ross and Heath in them. People around town started asking, “Hey, aren't you the person from Facebook?”
3. A team that answers the leads
They built a rock-solid BDC, promoted Tim (a culture champ), and used daily Slack prompts, public praise and clear goals to close the accountability gap.
4. A store the town knows
Holiday events, parades and family-first activations that built trust and cemented the brand in the community.
“With Rich Dealers® we found a partner that has been instrumental in helping ourselves and our customers accomplish our goals. It's a game changer of a program.”Ross Williams, Raceway Motors
“Over the past 10 years our sales have increased 5x, and the business has never been more enjoyable.”Lanny Williams, Raceway Motors
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