If you own one of those used car dealerships, there may be some bad news waiting for you.
With tons of vehicles coming off leases this year, the used car market is staring at a huge oversupply of vehicles.
In short, it is fast turning into a buyer’s market – good for consumers, but not so good for used car dealers.
To turn disadvantage into opportunity, you need to re-strategize and shift into volume selling, extracting revenue and profits from increased sales volumes to make up for reducing margins.
Here are 4 used car dealer marketing tips for you.
Used Car Dealer Marketing Tip 1. Spruce up Your Auto Dealership
Bring change and excitement into the dealership. When everyone else is working overtime to cut spending, splurging a little on a happening dealership façade will create the impression of a wildly successful auto dealership. And consumers like to buy from successful dealers.
There are plenty of ways to enhance the outward appearance of your dealership, and all of them need not cost a lot of money. You can rearrange the cars on display in a certain manner to convey a fast moving car lot, or using focus lighting to highlight either all or certain exclusive cars.
A parking lot that looks smokin’ hot is a much better way of roping in clients than one that’s old and tired.
Used Car Dealer Marketing Tip 2. Utilize All Car Dealer Marketing Ideas
To sell, you need to get prospects to visit your dealership first. That’s where used car dealer marketing kicks in.
First, nothing works without a website. With 94% of local prospects searching for dealerships online before stepping into one, a dealership without a
specialized, mobile first car dealer website
is like a dark showroom without signage.
Used car dealers need responsive car dealer websites with inventory and marketing features built in. A well designed car dealer website will get you high ranking in Google local searches.
Your website should be supported by an able team of web and digital marketing specialists who can deal with issues in minutes, not weeks.
Once you have your car dealer website up and running, social media is the go-to place if you want your business to be visible to a larger chunk of local prospects. A dealership without a live and kicking Facebook page is leaving a lot of money on the table.
You can explore other local advertising avenues as well. For instance, radio.
Used Car Dealer Marketing Tip 3. Use Video to Showcase Your Cars
Every car in your parking lot is usually presented online, using pictures. To provide an enhanced online experience of the car, why not add video to your online used car inventory?
The video need not drag on forever either; a simple and short overview of the vehicle’s exterior and interior is more than sufficient, and it will help buyers who are unable to make up their minds to reach a decision quickly.
Used Car Dealer Marketing Tip 4. Offer Bulk Discounts
While the majority of individual customers do not purchase more than one vehicle at a time, businesses and companies often do just that. A clever and widely used car dealer marketing trick is to offer a percentage off the price of a vehicle when more than one unit is purchased.
You can try the same trick for your used car dealership, with an innovative digital ad campaign using your website as well as social platforms like Facebook. Remember, it is a buyer’s market and you need to move your inventory fast.
If you have questions, we are here to help.