New prospecting software from LVT Marketing is challenging the dominance of established information providers like Experian and HPI Equifax by offering a cost-effective alternative to mass marketing.

Postcode Prospect Builder, for new and used cars, is based on the assumed principle that when a dealer sells a car to a customer, the balance of residents living in that postcode are also potential buyers, fitting similar lifestyle attributes.

Alan Temperton, LVT Marketing director, said: “Existing prospecting systems are expensive and have no control for dealers that are buying the data. Duplicate names are a problem and a waste of money for dealers.

“Our software is a simple system that enables dealers to concentrate on a fixed territory set to postcode requirements. It has a built-in feature that suppresses historical customer data and avoids repetitive prospecting. ”

Mr Temperton believes Postcode Prospect Builder, which costs from £1,200 for a one-off purchase, will appeal particularly to retailers of volume makes. He claims response from dealers, who might consider it a way to dilute their territories, has been “extremely encouraging”.

Manufacturers, who could use it as a way to ensure dealers maintain their territorial boundaries, have also expressed an interest.

“There is no reason why up to 50% of UK dealers won't use it – they have nothing to lose,” said Mr Temperton.

He intends to launch the system into mainland Europe and the US later this year.