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Zhendrix · 2026-04-08T16:50:05-0400

Please keep us updated, specifically with the goats. @Rick Buffkin

Brad Burlingham · 2026-04-08T13:43:16-0400

Alex Snyder said:
Curious what you didn't like in the ones you tried.

just some of our existing ad agencies. i'm hoping to find someone that specializes in acquisition campaigns,

Brad Burlingham · 2026-04-08T13:40:00-0400

Jeff Kershner said:
Hey @Brad Burlingham - be sure to poke your head into the "OG is back" thread. I called you out a few mins ago.

As for this one... mind clarifying "vendor they like for acquiring vehicles with no obligation to buy?" are you referring to a monthly service or a service that will place a bid/quote on a customer vehicle and will also purchase the vehicle if you pass on it?

we are starting a buying center, so i'm looking for an agency that specializes in generating leads for people that want to sell their car. we already used kbb/at buying center leads.

jscole86 · Monday at 9:25 AM

Rick Buffkin said:
I built something that produces a similar description to what @jscole86 is doing based on his layout. I love the structure. We use VAuto at our stores and utilizing a Chrome Extension we can build the descriptions per vehicle or do a bulk fetch and pull up to 20 separate vehicles at a time while the user is in VAuto. VAuto now has a AI description writer but there's not really any control over the AI behavior / tone or the prompt. Thats what I love about my custom solution. It's 100% customizable. Something I thought about over the weekend was, what if we had celebrity personalities writing our descriptions. I created a prompt in the Admin Portal and ask AI to pick at random a personality in a list 10 that I provided (Elvis Presley, The Terminator, James Brown, Ricky Bobby, Chuck Norris, Cousin Eddie (from Christmas Vacation), Ace Ventura and few others. Heres one by Ricky Bobby.

TOUGHER THAN A TWO-DOLLAR STEAK -- 2024 CHEVROLET SILVERADO 1500 LT -- 4WD -- 2.7L TURBOCHARGED ENGINE WITH 310HP -- CERTIFIED WARRANTY -- NAVIGATION & BLUETOOTH® -- HEATED SEATS -- TRAILERING PACKAGE -- IF YOU'RE NOT FIRST, YOU'RE LAST!

Hey there, you speed-loving thrill seekers, get ready to buckle up, because this black 2024 Chevrolet Silverado 1500 LT is ready to give you the ride of your life! This beast is powered by a turbocharged 310hp engine that feels like you've got a herd of wild stallions under the hood. All-wheel drive? You betcha! This truck doesn't just laugh at rough terrain, it eats it for breakfast, then asks for seconds!

Slide inside, and whoo-boy, welcome to comfort city, population YOU! The Jet Black interior is all about luxury, with heated seats that feel like a warm hug on a cold morning. Dual-zone automatic climate control? Come rain or shine, you’re always in your own personal oasis. And with enough tech to make a spaceship jealous, this truck's got all the gadgets and gizmos you'd ever need, including a premium audio system that brings the concert right to you! Yeehaw!

Now let's talk tech, folks! We've got Navigation, Bluetooth®, even a backup camera, because backing into stuff is so 2005. With the Chevrolet Infotainment 3 Premium System, you'll never miss a beat, a turn, or your favorite tunes. It's like having a co-pilot who knows the way to fun city better than Google!

Safety is no joke, even if we're laughing all the way to the racetrack. It's got automatic emergency braking and lane keep assist to keep you out of trouble when you’re dodging those Sunday drivers. Plus, with a security system that guards your ride like a knight in shining armor, you’ll rest easy knowing this black beauty is in safe hands.

This isn't just a truck; it's a lifestyle on wheels. Whether you're hauling hay bales, towing trailers, or just acting like you're in the next big NASCAR event, this Silverado is your ticket to excitement! So what are you waiting for? Head on down to Newton Ford South, throw in that sweet burnout, and grab this bad boy before the flag drops. Remember, if you're not first, you're last, so make it count!

Another By James Brown:
2018 FORD F-150 PLATINUM 4WD -- 3.5L V6 ECOBOOST ENGINE -- LUXURY EQUIPMENT GROUP 701A -- NAVIGATION SYSTEM -- FX4 OFF-ROAD PACKAGE -- MAX TRAILER TOW PACKAGE -- TECHNOLOGY PACKAGE WITH APPLE CARPLAY/ANDROID AUTO!

All right, get a load of this ride, folks! Feast your eyes on the 2018 Ford F-150 Platinum, dressed to the nines in a shade of blue that’s bound to turn heads faster than you can say "Vroom vroom!" This ain't just any truck, this is a 4WD dynamo with a 3.5L V6 EcoBoost engine that says, "Yeah, I’m the king of the road, and I know it!" A 10-speed automatic? Oh, you better believe it, 'cause shifts so smooth, they’ll make you wanna dance!

Step inside, and whoo! You’re in leather luxury territory, people! Black leather seating so plush, you're gonna feel like you're lounging in a cloud. And it's not just about comfort, it's about control. You got memory seats, power everything, and a heated steering wheel that feels like a warm handshake every single morning. With dual zone A/C, you're in charge of your climate, no matter how wild things get outside.

Now, let’s talk gadgetry! This baby’s decked out with a navigation system that might just know you better than your GPS-loving self. And ten speakers? Heck, you’ll feel the bass in your bones thanks to the B&O Play Premium Audio System—good God, it's like a concert in the cab! Add in that SYNC 3 system with Apple CarPlay and Android Auto and you’re the maestro of a mobile symphony.

I’m here to tell you, this truck’s got safety handled all day long! You got a backup camera, rear parking sensors, and a lane-keeping system that’s got your back. Automatic high-beams and adaptive cruise control keep the ride smart and steady. Panic alarms? Not in this F-150, relax with peace of mind in every twist and turn.

Whether you're conquerin’ the urban jungle or escapin’ to the outback, this F-150 is all about lifestyle luxury. With an FX4 Off-Road Package, you’re ready for whatever Mother Nature’s got in store. And a twin panel moonroof? You’ll be stylin’ under the stars as you ride rough and tumble through every adventure.

Listen up, don’t be a fool! This beast ain’t gonna hang around forever, and you deserve more than just a truck, you deserve this machine! Get to Newton Nissan South, and drive off in your very own piece of Platinum magic! Now get it!

haha I love it - Chrome extension is a great idea!

Mitch Gallant · Friday at 4:20 PM

Joe, this is pretty amazing! Tons of runway for something like this to run and a great prompt. Thanks man!!

Trent · Friday at 9:57 AM

@DealerInt @joe.pistell @DjSec

SRPs are NOT the problem. Your legacy vendor is.

The reality we have to face is that OEMs and legacy vendors (like Cox/Dealer.com and CDK) have decided that harvesting third-party customer data is more valuable than actually selling whips.

I just ran a deep architectural sweep on a competing legacy site. Before a customer even clicks on a vehicle, the machine drops 11 server-side cookies, captures exact GPS coordinates, drops network fingerprint hashes, and runs 4 separate GTM containers. They are strip-mining local, dealer-paid traffic to feed their national data ecosystems.

And dealers wonder why their ad spend is bleeding out while their SRPs choke on a 10.7-second load time and an "E" performance grade.

I got so tired of this deception that I walked out of my GSM role last month and built the infrastructure myself. No bloat. No third-party data extraction. Just a clean, headless, server-rendered Next.js architecture.

Getting a 100/100/100/100 on Google PageSpeed Insights on an image-heavy SRP is not hard. It is actually basic math if you just ditch the tracking cookies and offload the animations to the GPU.

We just pushed a live inventory SRP this morning. The empirical math:

Largest Contentful Paint (LCP): 1.2s
Total Blocking Time (TBT): 40ms
Lighthouse: 100 / 100 / 100 / 100

Gregg is right. You can't just change the test until you pass. Google's standards are the only ones that matter, and 99% of the industry is technically insolvent.

The "shiny shell" era is dead. If your platform isn't hitting sub-1.5s LCPs and passing Core Web Vitals, you don't own your digital retail infrastructure—you are just renting a slow, legally hazardous data-brokerage from a vendor who is using your own traffic against you.

The math doesn't care about their excuses.

Trent Sliefert
Founder, Darkhorse Data Solutions LLC

joe.pistell · Friday at 6:16 AM

DealerInt said:
Joe’s audit hits the mark—the SRP is the single biggest point of friction today. It’s where legacy vendors hide their 'value-add' scripts that do nothing but tank the DOM and drive up the Discovery Tax.

If we want to stay relevant, we have to move past the 'shiny shell' era of website design. The real battle is at the bottom of the funnel:

Data Accessibility: Implementing SSR so AI and crawlers can actually read a listing without a manual 'scrape.'

Frictionless Discovery: Bypassing the SRP 'gatekeeper' and sending traffic directly to the VDP Source of Truth.

#Respect

joe.pistell · Friday at 6:12 AM

DMS_LEAD said:
That's just off the top of my head

Got it, this could be great for indie dealers in the US.

joe.pistell · Thursday at 4:36 PM

DMS_LEAD said:
I stumbled in on a joke that nobody's sharing?

Dude, the DMS in the dealership is the 800lb gorilla that no one can get out of the building. Tekion, a multi-billion $ startup, run by Tesla's ex CTO has been hard at work for a decade building a new DMS. Tell us about what you are building.

joe.pistell · Thursday at 2:40 PM

oh oh...

. MS + Free Trial = :popcorn:

Matt Kelley · Apr 1, 2026

One thing I've done to adapt to 2026 SEO and LLMs is to consider each page (other than the SRP) as a Landing Page. Google's AI overview, in particular, right now just wants answers and so traffic may not necessarily come through the front door like it has in the past.

Knowing that we need to move away from basic 'templated' secondary pages that only focus on that content. Instead I'm including inventory on the "We Buy Cars" page because I don't know how they got there but maybe they haven't see the dealer's inventory yet. I see too many dealership pages where the finance page is just the dang credit app and NO TRUST factors shown. Or About Us is a boring generic paragraph with fill in the blanks for that one dealership. That's not good enough (never has been really)

This goes for VDPs as well. Someone mentions all car sites have the same exact data on them, that's true. So we are including additonal sections like "Why Buy From Us" content, the google map pack and dealership info, even Customer Testimonials, etc. A car buyer has more ways than ever to see your cars without visiting your website... so when they finally do land there the content on the page should sell them on the WHY US instead of assuming there is already trust there.

Lastly, building out more filtered inventory pages like "[body style] for sale in [city]" with relevant, relatable, local content and some FAQs instead of just a filtered list of vehicles. LLMs need REASONS to choose you...

Zhendrix · Apr 1, 2026

Great thread, I'm playing catchup here. Gregg's buzzword takedown should be printed on a plaque and hung in every vendor office (my company included).

The ground floor comments are spot on. We're in here debating AI-ready VDPs and RAG pipelines while most dealers can't tell you if their NAP is consistent across 50 directories. The majority of the time I talk to dealers about SEO their GBP is not optimized, just claimed and abandoned like a New Year's gym membership. Local citations a mess. Core Web Vitals failing. Canonicals broken. Most aren't ready for "Make us show up in LLMs" and most don't want to stretch before a workout.

Once the basics are actually handled, content is where leverage lives. We use Hrizn with our clients. Best content OS in the space and I'm not being polite or pitchy. Their Dealer DNA components are the real deal. They're not generating another soulless Silverado blog post that reads like it was written by a chatbot with a thesaurus. They're building content tied to YOUR store, YOUR market, YOUR identity. With the March spam update live, every dealer running copy-paste content across 12 rooftops has gotta be rethinkin' their content strategy.

Where I'd really push this thread selfishly... the biggest problem in automotive isn't content or infrastructure. It's that every dealership's context lives in the GM's gut and gets distributed via vibes and monthly vendor phone calls (if they make them). 25+ SaaS platforms all operating in silos. Website vendor gets one story. Ad agency gets another. BDC is out there freelancing. We've been running on gut-distributed context for 30 years and calling it a digital strategy.

What could soon replace gut is a context or intelligence syndication layer. Capture what makes the dealership unique, update in real time, and push it everywhere. The dealers who win next won't be the ones with the most tools. They'll be the ones whose intelligence is actually organized and accessible instead of trapped in one person's head or gut. There are tons of providers building this layer into THEIR applications. To me, that's the same walled garden problem we've struggled with in this industry for the last 25 years. Every vendor wants to be the brain. Nobody wants to be the nervous system. Content, Ads, comms could all be leverage and operate harmoniously.

What's missing is a single context engine that syndicates intelligence out to every provider AND pulls the invisible stuff back in. Training data. Cross-platform comms. API usage and cost. Inventory. The operational signal that's actually driving output and nobody's monitoring because it's buried across 30 logins nobody opens. Who knows. This is moving so fast it's tough to keep up.

ggarvin · Apr 1, 2026

I've kept a running list here: Photo Providers

Alex Snyder · Apr 1, 2026

You're playing in some deep murky waters hunting for a test dealer on a DMS system. Who do you view as your competition?

Alex Snyder · Apr 1, 2026

This thread is pretty amazing. Despite the overly technical conversation for the average dealer, you guys are proving that a new breed of SEO considerations needs to be understood.

There is no doubt SEO is climbing the importance ladder because of AI, and your posts will be found for many months/years to come.

joe.pistell · Mar 31, 2026

AI report from main street.
I am doing work my imagination always could visualise but was so complex I never made it to 1st base.

Every week, I have many holy shit moments. I'm in another one right now.

joe.pistell · Mar 31, 2026

joe.pistell said:
Remember what I said, the more complex the task, the more prone it is to 'hallucinations'. Amiee's example is complex.

AI struggles with complex MATH calculations. ALWAYS VERIFY.

And... here we are, ONE YEAR LATER...

WOW, AI is sooooo far ahead of the limitations it had one year ago. Back then, AI was a 6th grader. Today, AI is a masters graduate that is your personal intern.

What is you ONE YEAR FORECAST?
Main street hasn't fully embraced AI yet. At this current pace, where will AI be next year?

Joe Pracher · Mar 30, 2026

I have to give you massive credit here, your diagnosis of the legacy tech bloat is spot on. A 70% 'Poor' PageSpeed rating across the industry is embarrassing, and building a clean, SSR-first infrastructure with pristine schema is exactly what the industry needs to fix the crawl budget issues. I am genuinely looking forward to seeing those technical benchmarks for @DealerInt.

Where I think the architecture still hits a wall is your assumption about how non-Google models acquire data, specifically regarding retail velocity versus index churn.

You mentioned that GMC feeds and SSR schema are how Perplexity and OpenAI 'know' a car arrived. GMC is fantastic for Google's ecosystem, but Google isn't sharing that structured feed with OpenAI or Anthropic. For those models to discover inventory without an aggregator, they are entirely reliant on their own web crawlers hitting your SSR schema.

Even with a lightning fast site, standard web crawling is fundamentally incompatible with automotive retail velocity. While an average unit might sit for 30 to 60 days, the highly desirable, aggressively priced inventory....the exact cars users are actively querying AI for, often move in a matter of days. If a foundational model's crawler only indexes a specific VDP once a week, the AI is going to confidently send shoppers to 404 pages and sold vehicles. Models cannot tolerate that level of hallucination risk.

The 'Aggregator Tax' isn't just a visibility tax; it's a data-licensing reality. Foundational models are striking massive enterprise data deals with centralized hubs precisely because they need a real-time API firehose, not because they want to rely on crawling decentralized local domains, no matter how fast or clean your pipe is.

I completely agree that your infrastructure will absolutely crush legacy platforms on standard Google crawlability. But until OpenAI decides to trust and query thousands of decentralized MCP endpoints instead of buying a clean, normalized data feed from a centralized network, the aggregators still hold the keys to the non-Google LLM intelligence layers.

Joe Pracher · Mar 30, 2026

DealerInt said:
Joe, you’re right on discovery, but you’re describing the Aggregator Tax model. Global discovery and local execution are two different steps.

Perplexity, OpenAI, and Anthropic already handle global discovery (Top-of-Funnel) through their own web-scale indexes. They don't need to ping 18,000 dealers; they just need a direct handshake with the 5–10 local results that actually matter to the user.

That’s why Bright Data, Arcade.dev (WebMCP), and Hrizn are so critical—they provide the "Bottom-of-Funnel" execution layer.

Discovery tells an agent where a car might be; MCP proves it is there and lets them act. I’d rather give the "keys to the data" back to the dealer via the new W3C WebMCP standard than keep them locked in a centralized hub. Are we building for the aggregators, or for the dealers?

I’m genuinely glad to see Horizon having success. Frankly, we're essentially the only two players in auto actually helping dealers solve this new AI/SEO visibility problem right now. We just go about it differently, and there’s absolutely nothing wrong with that. We both want to kill the Aggregator Tax.

But architecturally, your premise has a massive Catch-22.

You mentioned in your first post that legacy platforms are blocking non-standard bots. If Perplexity and Anthropic are blocked from crawling, how do their "web-scale indexes" magically know a red SUV arrived yesterday to put that dealer in the top 5 results?

They don't. They rely on search APIs, which rely on centralized, structured feeds. If a dealer skips the central hub and relies purely on AI bots bypassing legacy blocks to crawl their site, they’ll be invisible.

WebMCP is an incredibly exciting future for bottom-of-funnel execution, but let’s be real, it’s still highly experimental. Consumer AI agents aren't natively configured today to wander onto a local site, read an llms.txt, ingest a manifest on the fly, and autonomously execute tool calls.

We can't sell dealers on bypassing centralized discovery today just because WebMCP is the future. An elegant MCP manifest doesn't matter if the AI never knocks on the door because it didn't know the car was there to begin with. Global discovery first, local execution second.

I’d love to connect and see exactly how you guys have engineered around this discovery hurdle in the wild, or let me know if you’re planning on dropping a white paper detailing your approach!

Joe Pracher · Mar 30, 2026

DealerInt said:
You're 100% right that a static llms.txt is the wrong bucket for a 500-unit live feed. My point was more about using the llms.txt as the map rather than the pipe.

In a perfect setup, the llms.txt file points the agent to a dynamic discovery endpoint or an MCP manifest. That way, when an agent hits the site, it knows exactly where the 'live' documentation and toolsets live without having to guess via a standard crawl.

As for the Google documentation—there isn't an 'official' Google stamp on WebMCP for local inventory yet. It’s still very much in the proposal/early preview stage (as Ryan mentioned earlier). The reason it's exciting isn't because it replaces Merchant Center today, but because it offers a path for 'in-browser' agents to interact with a dealer's data directly, potentially bypassing the delays and 'data taxes' often imposed by the big listing aggregators and legacy website providers.

We’re essentially talking about the difference between Google indexing a feed and an AI Agent executing a search on the dealer's behalf. It’s a nuances shift, but a big one.

You're talking about bottom-of-funnel execution, but you're completely skipping top-of-funnel discovery. An in-browser agent isn't going to sequentially ping 18,000 individual dealer WebMCP endpoints to find a red SUV; the latency would be absurd. It’s going to ping a centralized, normalized third-party data hub. You can build the most elegant MCP manifest in the world, but if the agent doesn't already know your specific dealership holds the inventory via the primary search index or a major aggregator, it’s never going to show up to read your llms.txt map in the first place.

Joe Pracher · Mar 30, 2026

How exactly are you planning to pass a live, 500-vehicle inventory feed with real-time pricing updates through a static llm.txt file, and can you point to any documentation where Google states they use WebMCP to index local inventory for AI Overviews rather than standard Merchant feeds?

DealerInt said:
While building out some new features for my own dealer SaaS project recently, I’ve run into exactly what Matt mentioned: legacy platforms stripping rich schema and blocking agents that aren't 'standard' Google bots. It’s a massive barrier for dealers who actually want to be 'the quotable source.'

To Gregg’s point about a 'testing ground'—I’d be interested in sharing some of the raw data I’m seeing regarding how AI engines are actually consuming (or failing to consume) different types of dealership inventory feeds. If we’re moving toward a conversational paradigm where a shopper asks, 'Find me a red SUV with 3rd row seating under $35k,' the dealer who wins isn't the one with the best blog—it's the one whose data isn't being throttled by their own provider.

Has anyone else here tried to force-inject a custom LLM.txt or WebMCP toolset onto a legacy dealer site yet, or are most of you just waiting for the providers to catch up?"

Alex Snyder · Mar 30, 2026

Greg_Gifford said:
Hey moderators (@Jeff Kershner @Alex Snyder) - that post from aellycarter from Saturday is total spam - they edited the LandingGarage quoted post to insert a link to "botox in Queens" - probably ought to get that deleted...

Thanks Greg - that one has been completely zapped and banned.

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