“Marketing Used Vehicles Online Takes Ingenuity”

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.





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