Car leasing remains one of the most sought-after financial instruments for businesses and individuals in 2026. According to the data Association of Russian Leasing Companies (ARLC)The volume of the autoleasing market increased by 28% Over the past year, competition between companies has become more intense than ever. The main problem of most lessors is the inability to systematically attract customers. Many rely on random bids or outdated methods like one-off stocks, while market leaders build sales funnels based on data and affiliate programs.
This article is not about theory, but about specific channels of engagementThose who are bringing customers today. We'll take it apart.
- 🔍 Where to find Target audience (from IP to corporations) and how to segment it
- 💰 How much is it? Attracting a customer through each channel (comparative table)
- ⚡ How to automate process so as not to waste time on routine
- 🚗 What are the models of cars Leading in demand in leasing in 2026 (data) Autostat)
All recommendations are based on the experience of the top 10 leasing companies in Russia and the analysis of more than 500 successful cases. If you are just starting out or want to scale an existing business, you will find ready-made solutions without water.
1. Partnering with car dealers: how to get an exclusive flow of customers
Car dealerships are The main source of leads for 67% of leasing companies (in the survey) LeasingReview 2026). But just signing a contract with a dealer is not enough: you need to become one. priority partner. Here's how to do it:
First, offer it to the dealer. uniqueWhich competitors don't have:
- 📊 Flexible rates for salon customers (for example, a 0.5% reduction in percentage when checking out on the day of purchase)
- ⚡ Accelerated approval Up to 2 hours instead of the standard 24
- 🔄 Loyalty Programme Salon managers (bonuses for the number of transactions)
- 📱 Integration with CRM Dealer lead-transfer
Second, focus on the premium-brand (Mercedes-Benz, BMW, Audi) and commercial transport (GAZ, Ford Transit), where the share of leasing reaches 40-50% of all sales.
Before negotiating with the dealer, study its current leasing figures through the service. Autostat-Analytics. If he has less than 15% of transactions through leasing, your offer will be perceived as a salvation.
The mistake of many leasing companies is working with dealers "blindly". Use it. sales data specific salon for the last 3 months to offer personalized conditions. For example, if the dealer KIA sells poorly KIA Carnival In leasing, make a special offer with a reduced advance on this model.
2. Cold Calls and Emails: How Not to Waste Your Budget
Cold contacts work, but only if you clearly segment the database and personalize the appeals. In our experience, the conversion of cold calls in leasing companies varies from 0.8% to 3.5% The difference depends on the quality of the base and the script.
The following are the rules for cold calling:
- 📞 Call the hot hours.: for IP - 10:00-12:00, for corporations - 14:00-16:00
- 🎯 Segment the base PO:
- Industries (construction, logistics, trade - leading in demand for leasing)
- Company turnover (optimally - from 50 million rubles / year)
- Term of existence (companies over 3 years are approved more often)
- 📊 Use triggers.For example, if a company recently registered a new OGRN, it may need a fleet of vehicles.
For emails, it is important to avoid spam filters. Use it. subject mentioning a specific model of car that the customer may have viewed (data can be obtained from open sources or partner CRM).
An example of a successful cold call script:
It's important.The first 7 seconds of a call determines whether the customer will continue the conversation. Start with Specific facts about the client’s companyNot from presenting yourself.Hello, {Name}! This is from the company {Your name}. We specialize in leasing commercial vehicles for companies from the {customer industry}.I see that your company is expanding - congratulations on opening a new branch in the city!
Many of our customers in the industry save up to 30% on taxes by leasing cars instead of buying them.
I can offer special conditions for the car model, which is often chosen by your profile companies: an advance of 10%, a rate of 5.9% per annum.
When is it convenient for you to discuss the details?
3. Contextual advertising: how not to drain the budget on empty clicks
Advertising in Google Ads and Yandex Direct It can be worth a lot of leads from 800 to 3,500 RUB/applicationBut only with the right settings. The main mistake is to launch campaigns for general queries likeleasing" These keywords bring a lot of traffic, but low-quality leads.
An effective strategy:
- 🔍 Use long-tail queries:
Leasing of Gazelle Next for IP with zero advancebuy a Mercedes sprinter for Moscow freight transportation in leasingTaxi car leasing with 1 day approval
- 📈 Segment the campaigns PO:
- Type of client (IP, LLC, natural person)
- Region (Moscow and St. Petersburg have higher competition, but also better conversion)
- Type of transport (passenger, commercial, special equipment)
- 💰 Set a CPA Limit (cost of lead) - not more than 2 000 rubles for B2B and 1,500 rubles for individuals
- 📱 A separate campaign for mobile 40% of applications come from phones, but conversions are 15% lower
Example of the structure of advertising campaign for leasing commercial vehicles
Account: Leasing of Commercial Transport
Campaign 1: Gazelle (B2B)
- Group of ads: Gazelle Next (IP)
- Group of announcements: Gazelle NN (LLC)
Campaign 2: Vans (B2B)
Group of announcements: Mercedes Sprinter
Advertising Group: Ford Transit
Campaign 3: Passenger Taxi (B2C)
- Group of announcements: Hyundai Solaris
- Group of announcements: KIA Rio
Be sure to tune in. retargeting Visitors who have been on the site for longer than 30 seconds but have not left a request. In our experience, retargeting conversions are 2.5 times higher than cold traffic. Use banners with specific offers:
- 🚛 "Gazelle in leasing from 12 000 rubles / month. 2 hours' approval!
- 💼 "Leasing for IP without reference. Advance from 10%”
4. Social Media: Where to Find Customers Other than Instagram
Many leasing companies are limited. Instagram* and VKBut the warmest leads come from professional communities and niche platforms. Here are the top 5 channels for conversion in 2026:
| Platform | Target audience | Cost of lead (ruble) | Conversion to transaction (%) |
|---|---|---|---|
| Company executives, financial directors | 1 800–4 000 | 4.2 | |
| Telegram (business channels) | IP, small business owners | 900–2 500 | 3.7 |
| Facebook* (auto-leasing groups) | Physical, taxi drivers | 700–1 900 | 2.8 |
| YouTube (car reviews in leasing) | Individuals, beginner entrepreneurs | 1 200–3 000 | 3.1 |
| Tinkoff Magazine (Business section) | Business owners with a turnover of 10–100 million / year | 2 500–5 000 | 5.0 |
Nana LinkedIn work personalized messages mentioning specific business problems of the client. Example:
⚠️ Attention: Do not send a template message like “We offer car leasing”. According to the data HubSpotThe response to such messages does not exceed 1%. Use triggers from a customer’s profile (for example, if they recently switched jobs to a more responsible position, offer a premium car lease as part of the image).
V Telegram effective:
- 📢 Targeted posts channel-like
@bizideasor@avtobiznes - 🤝 Cooperation with admins channels (cost of accommodation - from 5 000 to 20 000 rubles per post)
- 🎁 Distribution of checklists ("How to save 200,000 rubles on buying a car through leasing") in exchange for contacts
5. Recommendations and word of mouth: how to encourage customers to bring friends
According to the data Nielsen, 92% Consumers trust recommendations from friends and colleagues more than advertising. In leasing, this channel brings customers with highest conversion (up to 15%) and low cost of attraction (often free of charge). But for the system to work, you need to stimulus.
Effective loyalty programs:
- 💵 Cash remuneration: 5 000-15,000 rubles for the client (depending on the transaction amount)
- 🎁 Bonuses for the next lease0.5–1% discount on bet or reduction of advance
- 🚗 Free options: Installation of alarms or toning at the expense of the company
- 🏆 VIP client statusPriority service and access to exclusive offers
Determine the amount of remuneration (optimally - 1-3% of the transaction amount)
Create a simple mechanic (the customer receives a link or promotional code)
Automate payments through CRM (for example, Bitrix24 or AmoCRM)
Inform current customers via email and SMS
Monitor performance (metric: number of recommendations per 100 customers)
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Example of a letter for current clients:
Subject: Your friend can get GAZelle NEXT leasing with an advance of 0% - and you will get 10,000 rubles for this
Hello, {Name}!
You are a valuable customer and we want to thank you. Recommend us to friends or partners, and for each person who arranges a lease, you will receive a loan. 10,000 rubles a card or discount on the next contract.
Your personal link: [link]
P.S. Your friend will get a bonus too. Free insurance for the first month.
The mistake many companies make is to launch a loyalty program and forget about it. Remind me regularly Customers about the opportunity to earn:
- 📧 Once a quarter, send an email with success stories ("Ivan brought 3 friends and received 30 000 rubles")
- 📞 Call customers 3 months after the lease with a suggestion to recommend you
- 🎁 Give small gifts (e.g., a powerbank with a company logo) to active participants in the program.
6. Tenders and Public Procurement: How to Work with Corporate Clients
Government companies and large corporations are customers with high-end (from 5 million rubles) and a long period of cooperation. However, working with them requires special training. According to the data Purchases.ru.In 2026, the tenders will be held 40% transactions on leasing of special equipment and commercial vehicles.
Algorithm of work with tenders:
- 🔍 Site monitoring:
- zakupki.gov.ru (state order)
- tender.pro (commercial tenders)
- b2b-center.ru (business procurement)
- 📝 Preparation of documents:
- License for leasing activities
- Financial statements for the last 3 years
- Letters of recommendation from previous clients
- 💼 Participation in pre-tender meetings This increases the chances of winning by 30%.
- 📊 Competitor analysis: Find out which companies have won similar tenders before
The key factor in winning the tender is compliance. If the TK indicates leasing KAMAZ-6520 With a certain configuration, the offer of another model is automatically disqualified.
Top 5 industries by the number of tenders for leasing in 2026:
- 🏗️ Construction (excavators, dump trucks, concrete mixers)
- 🚛 Logistics (vans, refrigerators, tractors)
- 🚑 Medicine. (Resuscitation vehicles, mobile FAPs)
- 🚜 Agriculture (tractors, combine harvesters, fertilizer spreaders)
- 🔧 Utilities (garbage trucks, snowplows)
The mistake of beginners is participation in all tenders. Focus on those where:
- The contract amount exceeds 1 million rubles (small tenders often do not pay for the cost of preparation)
- Requirements for participants are realistic (for example, no experience with the state order is required, if there is none)
- Delivery times are realistic (if you need to deliver 20 cars in 2 weeks, it can be a trap)
7. Offline activities: where to meet with customers in person
Despite digitalization, offline remains one of the most effective channels for concluding transactions in the B2B segment. In the poll. LeasingReview, 38% More than 20% of clients receive leasing companies through exhibitions and seminars.
Top 5 offline activities to find customers:
- 🏆 Commercial transport exhibitions:
- Comtrans (Moscow, Sept.)
- Autotrans (St. Petersburg, April)
- 🤝 Business forums:
- Business Russia (regional activities)
- Transport week (Industry discussions)
- 📊 Seminars on taxation (together with accounting firms)
- 🚗 Test drives Potential customers (organize with the dealer)
- 🎤 Webinars in business centers Theme: "How to save money on the car park"
Checklist of preparations for the exhibition:
Order a stand in the passage area (do not skimp on the location)
Prepare handouts with specific cases (not general brochures)
Teach your staff to deal with objections ("Why is leasing more profitable than credit?")
Schedule a promotion for visitors (for example, a free lease draw for a month)
Gather a contact database through QR codes on the stand
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Example of a successful stand at the exhibition Comtrans 2023:
Company LeasingTrans. Created a zone with VR helmets, where visitors could “drive” on a virtual GAZelle NEXT on the route of their business (for example, the delivery of goods around the city). This attracted 3 times more leads than competitors with standard stands.
8. Automation and CRM: How to Avoid Losing a Client
According to the data SalesforceCompanies using CRM for leasing sales increase conversions to 47%. The main problem without automation is the loss of leads during the processing stage. For example, if a manager doesn’t call back a customer within an hour, the probability of a trade drops by 70%.
Top 3 CRMs for Leasing Companies:
| CRM | Advantages | Cost (ruble/month) | Integration |
|---|---|---|---|
| Bitrix24 | Ready-made templates for leasing, telephony, email marketing | 2,990 | 1C, banks, analytics services |
| AmoCRM | Convenient designer funnels, chatbots for the site | 2,500 | Telegram, WhatsApp, IP-telephony |
| Salesforce | AI analytics, forecasting transactions | 10,000 | Banks, credit bureaus, accounting programs |
What a CRM should do for a leasing company:
- 📞 Automatic distribution of leads between geographical/customer type managers
- ⏰ Call reminders (e.g. 1 hour after application, then one day later)
- 📊 Analytics by source (Which channel brings the warmest customers)
- 📄 Storage of documents Clients in one place (passports, constituent documents)
- 🤖 Chatbots For initial consultation on the site (saves up to 30% of manager time)
An example of an automated crater in Bitrix24:
- The customer leaves a request on the website bot asks clarifying questions (Type of car, budget, lease term)
- System system prioritizes the lead (e.g., LLC with a turnover of >50 million is a high priority)
- Manager gets a customer card with history (Previous requests, preferences)
- After approval Contracts are automatically sent sign-up
- Customer receives SMS with a reminder of payments and access to the personal account
The mistake many companies make is to use CRM as a contact base. Set up the analytics. by key metrics:
- 📈 Conversion by source (which channel brings in more deals)
- ⏱️ Average lead processing time (optimum less than 30 minutes)
- 💰 Cost of customer acquisition (CAC) channel-by-channel
- 🔄 Percentage of repeat transactions (Loyal customers are making 40% more profits)
🔍 How to check the reliability of the leasing company before cooperation?
Before entering into a contract, check:
- Presence licenses of the Central Bank of the Russian Federation for leasing activities (can be checked on the website) cbr.ru)
- Reviews Banki.ru and Otsovnik (Note the complaints about hidden commissions)
- Term of employment (companies under 3 years old – a risky choice)
- Conditions of early repayment (in some companies the fine reaches 5% of the amount)
- Availability of legal proceedings (check on the Personnel arbitration)
- No office or is in a business center without a sign
- Manager avoids answering questions about hidden payments
- Too low rate (below 6% per annum for commercial vehicles - a reason to be wary)
💰 How much can you save on taxes through leasing?
The savings depend on the tax system:
- LAWS (common system):
- VAT is deductible (savings up to 20%)
- Leasing payments reduce income tax
- Total savings: up to 30% of the cost of the car
- SNU (simplified):
- Payments are included in expenses (savings up to 15%)
- No VAT, but no deduction.
- Total savings: 20%
- ENVD:
- Leasing payments do not reduce tax
- But you can save on the lack of depreciation
- Total savings: 10%
Example: The company on the OSN buys Ford Transit 3 million rubles. Through leasing, she saves:
- VAT: RUB 600,000 (20%)
- Income tax: 360,000 rubles (12% of 3 million over 3 years)
- Total: 960 000 rubles savings (32% of the cost of the car)
📈 Which car models are most often leased in 2026?
According to the data Autostat for the 1st quarter of 2026, the top 5 models by the number of leasing transactions: