How Randall Reed’s Planet Ford Humble Increased New Sales by 24.25% Year Over Year


Planet Ford in Houston, TX crushed it in 2023 as New Sales Increased by 24.25% Year Over Year. 

Under the leadership of Mark Kolon, Jodie Morris, Nate Zuniga, Zeke Moreno and team. Planet Ford Humble achieved notable growth in a challenging market throughout 2023 and into 2024.

Mark has been with Planet as GM for a few years now. Jodie has been with Randall for many years. 

Over the last two years, The dealership has seen lead volume fall. Closing percentages on the other hand increased to make up for it, largely due to the leadership in place. 

In June of 2023, Mark and Jodie wanted to get in the dealership in the right position for the future, while maximizing sales (and profits) now.

In collaboration with Fountain Forward’s Automotive Accelerator, the dealership has used data to optimize spending and enhance operational efficiency. 


  • New Sales Increased by 24.25% Year Over Year.
  • Website leads increased by 29%.
  • Increased market share by 6.43%

What Happened (In Under Two Minutes):

Throughout 2023, Inventory improved across the industry. High prices and increasing rates put increasing amounts of pressure on consumers.

Despite inventory increasing, lead volume was moving in the opposite direction at Planet Ford. Jodie and Mark reached out to Fountain Forward to take a look under the hood. 

Upon investigation, the dealership needed to find and convert more in-market demand in order to increase opportunities. 

At the time, they protected their backyard on cable and sports news. Most other efforts were being managed through Ford, but Mark and Jodie didn’t really know how good their performance was. They were not married to any of it.

Randall Reed’s Planet Ford in Humble implemented the Automotive Accelerator in June 2023. 

Fountain Forward implemented an aggressive omni-channel strategy that allowed Planet Ford to make the most of the dealership’s aggressive pricing strategy to increase opportunities. 

Starting immediately, the new media mix drove an increase in VDP Volume on the website. 

Driving Vehicle Description Pageviews (VDPs) is normally correlated with driving more website lead volume if you are driving quality traffic. 

Combined with Planet Ford’s aggressive pricing strategy, lead volume followed VDPs.  

Sales Team Activation

The sales team at Planet Ford is made up of a bunch of rockstars. This is a testament to the leadership and the culture that has been installed at the store from the top down.

Nate Zuniga, Zeke Moreno and team were able to capitalize on the additional opportunities now flowing into the dealership.  

New Sales increased by 24.25% year over year. 

Planet Ford was able to outperform a competitive set of other Ford dealerships around the area for 9 out of the 12 months in 2023. 

As a result, Planet Ford took the 2nd most market outside of all of these competitors. 

In Conclusion:

Randall Reed’s Planet Ford in Humble refined their digital strategy with the Automotive Accelerator. 

Supported by Fountain Forward’s expertise and execution, Planet Ford has excelled in directing and capitalizing their efforts towards areas with the highest return. 

This is only the beginning. Forward!