Polk Study on Dealer Reviews Digs into How Seriously Consumers Are Taking It

Poor deal­er reviews on con­sumer web­sites are becom­ing real deal break­ers for deal­er­ships seek­ing new cus­tomers.

DealerRater’s Senior Vice Pres­i­dent of Oper­a­tions, Jamie Old­er­shaw, worked with Polk to pro­vide cred­i­ble, third-par­ty data to quan­ti­fy the vehi­cle sales con­nec­tion between high star rat­ings, vehi­cle sales, and deal­er usage of DealerRater’s review mon­i­tor­ing and con­tent mar­ket­ing tools. Here are a few key find­ings from the Polk study…

While it may seem like a no-brain­er, high­er aver­age star rat­ings direct­ly lead to increased sales. Deal­ers earn­ing star rat­ings of four or five (on a five-point scale) are get­ting 21% high­er year-over-year sales increase than oth­er deal­ers what are get­ting two stars or below.

Con­sumers are tak­ing this rep­u­ta­tion man­age­ment resource as usu­al­ly their top rea­son for going to a spe­cif­ic deal­er­ship and com­plet­ing the trans­ac­tion.

DealerRater’s Cer­ti­fied Deal­er Pro­gram is dri­ving sales vol­ume increas­es at deal­er­ships. See chart for what’s hap­pen­ing for deal­ers after six months and a year after string up in the Cer­ti­fied pro­gram. The aver­age cer­ti­fied deal­er includ­ed in the study sold six more cars per month in the 12 months after join­ing the pro­gram.

360Certified™ deal­ers who were ful­ly using DealerRater’s online rep­u­ta­tion man­age­ment tools saw even high­er sales increas­es when com­par­ing per­for­mance before and after becom­ing cer­ti­fied. Sales rose by 11% over six months and 19% over one year. Plus, 360Certified™ deal­ers expe­ri­enced a near­ly 50 per­cent greater sales vol­ume increase com­pared to non-cer­ti­fied deal­ers.

Read the Polk white paper for detailed find­ings on the study.

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