Pre-Owned not feeling the love!

[Jenna Popp]

What are you doing to sell your Pre-Owned inventory online?
What is working, what is not?
What data are you showcasing to show ROI?

I am in a boxing ring with our GM in my corner and our pre-owned manager in another.

 

[dentman333]

One way or another the GM usually wins. There is no mystery to effective online merchandising of preowned.

There are 3 main components of all listings.

• Pricing to the market using a tool like vAuto to enhance SRP visibility regardless of marketing channel ie: Autotrader, cars.com, etc
• Descriptions that are content rich and include the important features of each vehicle especially recognizing and inserting important keywords.
• Photos which must be plentiful (30-45) clear and bright and in an order where the important features are closer to the beginning than the end. Cars.com cuts off at 32 photos and I see many dealers who place things like navigation and sunroofs after 32. Video is also a great way to showcase the dealership and the cars. Lots of opportunity there.

ROI is difficult to measure unless your CRM contains accurate and timely information. Most do not.