Lee Johansen, Dealer at Rogersville CDJR has turned his store around.
In Q4 of 2025, Lee was experiencing a drop off in new lead and sales volume.
Consistency and processes weren’t the priority Lee would have liked and the dealership was struggling with profitability.
4 months later, Lee and Rogersville CDJR became the #1 dealer in their district while setting a record in monthly gross profit.
Here’s How We Did It
Lee Johansen, Dealer at Rogersville CDJR and his team had a strong foundation. A clear one-price philosophy. No hidden fees. No pricing games. And a team that showed up with the right attitude every day.
But like a lot of strong operators, Lee had a lot running through one desk that he was responsible for. Profitability had been a challenge.
Marketing. Advertising. Lead flow. CRM follow-up. Team development. Process. Accountability. Buying Inventory.
Every single piece of it matters.
“We are such a small store that I handle everything and it gets to the point where I get spread to thin” – Lee in August, 2025.
The next step the store took was not about changing or rebuilding Rogersville Chevy/CDJR. It was about helping the store lean into it’s identity and take control of their growth.
In December 2025, Fountain Forward implemented the Automotive Accelerator.
From day one, Rogersville CDJR was a strong fit for our proprietary Marketing Mix Modeling technology.
Lee hired Fountain Forward for consulting, advertising, and to help the store put pressure on the competition and get noticed by the manufacturer.
As opportunities started to improve, Lee had more time to focus on the people, process, and the culture inside the store.
By April, Rogersville Chevy/CDJR had real momentum and strong YOY growth.
Once we looked at the market, the opportunity was obvious. Instead of putting dollars into saturated and expensive channels, we rebuilt the media mix and went all in on digital. Specifically, Facebook and Google.
That shift gave Rogersville CDJR a better way to reach in-market shoppers and create real momentum. Not just traffic. Not just clicks. Real opportunity.
The store stayed competitively positioned, giving shoppers a strong reason to act when they saw the ads. Better message. Better offer. Better response.
Look at how website lead volume jumped in 2026.
The Results
Rogersville CDJR became #1 in their CDJR district.
The store had stair-stepped its way to $100,000 in gross profit.
The numbers backed it up:
- Used sales increased 60.2% year over year
- Website leads increased 47.8% year over year
- Appointments increased 45.69% year over year
- Website sales increased 23.91% year over year
