A “bird dog” is a referral fee paid for sending a particular dealership or salesman a new buyer.
Car price-comparison sites are amongst car dealership’s favorite bird dogs. They typically earn $300.00 to $400.00 per car sold (or leased). And these price-comparison sites refer each local dealership a lot of referrals.
This is why we never want to fill out a price-comparison site’s submission form. Almost all car dealerships use databases to track us. This is why they ask for our name, email address and phone number. And if they are paying TrueCar or Edmunds a “bird dog” fee, we miss out on further discounts…
This is why I train my leasing clients to never, ever visit a car price-comparison site. Instead, we get prices directly from dozens of regional car sellers via email.