By Les Abrams
The automotive market is in a constant state of change, and changing rapidly. If you’re just posting a picture or two of each vehicle on the used-car lot, chances are the market will pass you by. Make your used vehicles online attractive to potential buyers.
Show That Vehicle Off
Today, leading automotive dealers are showing their inventory from every conceivable angle.
It takes lots of pictures to compete in today’s online used-vehicle marketplace. The really successful dealers are posting at least 20 photos – sometimes as many as 40 – of an individual used vehicle.
Words Can Go a Long Way
But even in a visual age, words are still important. Dealers are also paying more attention to the written description. They’re differentiating themselves through the descriptions, and it’s the quality of the description that directly correlates to the activity the vehicles are getting.
You need creative writers. We’re past the point of pictures alone doing the job. You have to have the pictures—that’s not debatable. But you also need quality descriptions.
And video is absolutely exploding. When we studied listings with and without video, we found that the listings with video get a far superior conversion.
Dealers are Adding Video
Another area in which dealers are really making a splash is the “how to” video. A dealership will do a video on how to use a particular car’s navigation system, or how to pair up your mobile phone with the car’s Bluetooth, for example. They post the videos on YouTube as well as on the dealership website—and refer customers with questions to the videos. It’s a great use of video: you’re giving the customer information he needs and can put to use right away. Customers love it!
Instructor Les Abrams teaches Variable Operations I in week 4 of 6 in the NADA Academy program. Variable Ops I encompasses digital marketing, inventory control, showroom traffic procedures, and new- and used-car sales. Reach Abrams at [email protected] or visit NADA Academy to download the schedule and applications for all programs.