Case Study: Steele Auto Group achieves 5X inbound calls and 90% SMS open rates with Twilio

Steele Auto Group Wins Over Car Buyers With Twilio

Steele Auto Group, a network of car dealerships in Nova Scotia, needed a better way to track advertising ROI and engage customers after traditional tactics stopped driving results. Marketing director Todd Thompson sought tools to connect web ads to phone leads, improve follow-up, and make the buying and service experience simpler and faster.

Thompson built a suite of Twilio-powered apps—provisioning unique numbers per ad for tracking, call recording for coaching and promotions, SMS alerts for service and sales, IVR and text-to-code classifieds, plus email↔SMS bridging—to automate outreach and streamline pre-approvals. The changes boosted inbound calls 5x, delivered ~90% SMS open/response rates, generated 100 contest leads, and produced roughly a 95% completion rate on phone-integrated pre-approvals, improving lead quality and conversion.

Steele Auto Group

Todd Thompson

Marketing and Development Director