Websites, SEO, SEM, Display, Social, Marketing

Dave Ferkler presents a technique for ranking video content on Google's first page by shooting videos, adding location-specific placecards, and re-rendering slightly modified versions for different cities. While some community members vouch for Dave's intentions, others express skepticism about the tactic's actual value, questioning whether video rankings meaningfully drive traffic to dealership websites or merely distract from core SEO and content strategies.

Dealers with multi-brand portfolios debated whether maintaining separate website vendors for different OEM franchises (e.g., Cobalt for GM, Dealer.com for Ford) is worth the operational complexity and cost. The consensus leaned toward consolidation where possible, with most agreeing that managing one site per brand—even if imperfect—reduces confusion and allows better focus, though some argued that secondary group sites can be justified if the primary OEM provider underperforms.

A dealer asks whether DealerTrack was involved in the TrueCar DMS scandal before granting them inventory access. Another user clarifies that DealerTrack actually owns 15-20% of TrueCar, prompting the original poster to audit what data DealerTrack can currently access.

This thread addresses crisis management strategies for auto dealers who maintain active social media presence, acknowledging that damaging incidents—from accidental posts to viral mishaps—are inevitable for dealers operating on these platforms long-term. The opening suggests that deleting content and hiding isn't an effective response, and instead emphasizes that how dealers handle social media crises directly reflects and tests their brand strength. The thread appears to guide dealers on proactive crisis response rather than reactive damage control.

The thread addresses whether Facebook contests and incentives effectively build long-term engagement for car dealerships, with overwhelming consensus that quality, locally-targeted followers outperform quantity-based strategies. Participants emphasize acquiring in-market fans organically through authentic content, customer stories, and genuine engagement rather than pursuing inflated follower counts through giveaways or paid incentive campaigns. The key insight is that a smaller base of engaged local customers who share dealership content with their networks delivers better ROI than thousands of disengaged out-of-market followers who never convert.

DealerRefresh held a contest asking dealers to share their best techniques for converting website chat prospects into appointments and sales, with winners featured in a "Top 5 Tips" list. Submissions revealed consistent winning strategies: treating chat like a phone call, using visual aids (vehicle photos/window stickers), asking open-ended investigative questions, maintaining a conversational tone without sounding scripted, and building rapport through personality and timely responses. The key insight is that buyers prefer chat because it gives them control and allows them to work through the sales process at their own pace before visiting the showroom.

Dealers discuss eBay's viability as a sales channel, with consensus that it works best for specific vehicle niches rather than mainstream inventory. The thread reveals that high-mileage trade-ins ($3,000-$4,000 range) and specialty/collectible vehicles (BMWs, Mercedes, custom bikes) perform well, while setting reserves at MSRP on standard vehicles like the poster's Shelby GT500 is unrealistic. Key takeaways include using competitive pricing, quality listings, low reserves to encourage bidding wars, and understanding that eBay functions more as a lead generation tool than a direct sales platform.

Virginia's Motor Vehicle Dealer Board determined that dealers using TrueCar's pay-per-referral/sale pricing model violate state law and face potential civil penalties, license suspension, or revocation; Maryland's dealer association issued a similar warning. The regulatory action prompted widespread dealer exodus from the platform across multiple states, forcing TrueCar to change its billing model to achieve compliance.

Stephen Jackson, a Generation Y member, shares insights on how dealerships can effectively market to and sell cars to Millennials (born 1979-1997), emphasizing that this demographic increasingly researches and shops for vehicles online rather than visiting dealerships in person. The thread focuses on understanding Millennial buyer behavior and digital shopping preferences as a key strategy for automotive sales success.

CitySteve asks automotive dealers and industry professionals how they organize their marketing efforts across multiple channels (online, print, radio, flyers, etc.), specifically whether they use a centralized marketing department or distribute responsibility by department. The thread explores different organizational approaches to managing marketing within dealerships, though the provided content doesn't include responses showing what conclusions or best practices emerged from the discussion.

The thread discusses URL strategies for automotive dealerships, including purchasing branded URLs that forward to credit applications and creating separate landing pages for different ad sources to track campaign effectiveness. A key debate emerges around implementation: while direct URL forwarding is convenient, one participant points out that a significant portion of users (roughly one-third based on their informal survey) type URLs into search bars rather than address bars, making SEO-optimized microsites a more reliable approach than simple redirects.

Marcus Fontana seeks recommendations for trustworthy, comprehensive SEO services for his dealership after finding most vendor pitches to be either boilerplate or employing gray/black-hat tactics. The thread features advice from industry professionals recommending white-hat approaches, specific vendors with automotive expertise (Dev Basu, Brian Pasch, TuneyFish), and warnings against common red flags like guaranteed rankings and overly short-term strategies. The key insight is that dealers should prioritize long-term, transparent SEO partners with verifiable track records and white-hat methodologies, while considering whether to build SEO capabilities in-house through training programs or outsource to specialized automotive vendors.

Dealership professionals discuss best practices for capturing customer video testimonials, covering staging locations (white wall backdrops vs. relaxing lounges), timing (delivery or service), question strategies, and distribution channels (YouTube, Facebook, websites, showroom TVs). Key recommendations include obtaining signed releases, avoiding customer compensation, keeping production simple with tripods, and leveraging automated solutions like nSixty's kiosk system that handles legal requirements and integrates videos across platforms. The consensus is that authentic customer testimonials are highly trusted marketing assets, and dealerships should prioritize customer comfort and simplicity over production quality.

A dealer reports that corporate brand phone surveys are being conducted by rude and unprofessional call center representatives who negatively impact customer perception of both the brand and dealership. The suggested solution is to proactively educate customers about what to expect from third-party survey calls and to document poor service examples for dealership management to escalate to the OEM.

The thread discusses a Search Engine Land study showing that paid search generates $6 in offline, in-store sales for every $1 in online click-to-sale revenue, and explores what this means for car dealers who typically underinvest in PPC. Respondents agree that most dealers dramatically undervalue paid search by measuring only direct online leads, while ignoring its broader impact on floor traffic, all profit centers (parts, service, finance), and even its utility for tracking offline campaigns. The consensus is that dealer GMs need to increase PPC budgets and find strong partners, with mobile PPC flagged as a fast-growing opportunity.

The thread covers a Q&A with Black Book Online President Mike McFall about the launch of Credit Activator, a tool that estimates a shopper's credit score online to generate higher-quality leads dubbed 'Super Leads.' Community members offered detailed product improvement suggestions, including tying credit scores to inventory selection and creating long-term follow-up sequences for credit-challenged customers, while McFall confirmed early pilot results of 65 leads and 6 car sales at one Missouri dealership. Jeff Kershner's closing comment questioning whether the tool ever gained traction suggests it never broke through to widespread dealer adoption despite initial enthusiasm.

Dealers debate whether Internet Sales Managers (ISMs) should work "cradle to grave" (handling leads through the entire sales process) versus acting as appointment setters who pass customers to floor salespeople, with compensation structures being critical to preventing cherry-picking of easy leads. Contributors share successful models ranging from salary-plus-bonus appointment setters (one dealer saw 1,025 more shown appointments year-over-year) to cradle-to-grave ISMs on commission (one dealership achieved 70% of sales and 20% closing rates with high ISM satisfaction), though consensus emerges that lead volume caps around 85 per ISM monthly are necessary for quality follow-up regardless of model chosen.

A Ford dealer asks about switching to the new Click Motive-powered DealerConnection Elite websites, with responses indicating improved conversion rates, full mobile optimization, and priority Ford Direct traffic as key upgrade benefits. Participants also discuss alternative platforms like DealerFire and DealerOn, with one dealer noting that while satisfied with DealerConnection's Premier Customization Service, their primary dealership site offers greater customization flexibility. The consensus suggests the new Elite sites represent good value, though some dealers maintain separate, more customizable primary websites for greater control over branding and content.

A dealer asks for a tool to consolidate vehicle pricing research across multiple sites like KBB, Cars.com, and Autotrader rather than checking each individually. Respondents recommend AutoTempest (which aggregates results in one tab), vAuto (a more comprehensive but paid tool), and AAX, with one contributor noting that truly comprehensive solutions aren't free. A key warning emerges about trim level variations (particularly GM vehicles) causing significant price differences that automated tools may miss.

Several automotive industry professionals post domains they have for sale, including preownedcertifiedbmw.com, GM-certified domains, and various other niche sites, with prices ranging from $300 to potentially $1,500. The original poster emphasizes wanting a dealer to purchase the domain and use it productively rather than seeing it go to auction, while a responder challenges the SEO viability given BMW's dominance in search results. The thread demonstrates an informal marketplace dynamic within the DealerRefresh community where professionals leverage the forum to sell underutilized digital assets directly to peers.

Andrew Carr, newly hired to lead the internet department at a Ford dealership, asks for examples of high-performing Ford store websites to model his rebuild after finding the current operation disorganized and ineffective. The community recommends studying competitors like Hennessy Ford and Finishline Ford in Peoria, IL (which grew used car sales from 50 to 300+ monthly), emphasizing that success comes from mastering fundamentals: quality photos, videos, accurate pricing, prompt lead responses, and easy inventory navigation—rather than reinventing the website itself. The key insight is that while standing out visually matters, the real competitive advantage lies in executing content and operational basics better than competitors, since customers visit dealer sites only a few times per year and prioritize finding information quickly.

A new Internet Sales Manager at a Ford dealership in rural Maine seeks guidance on rebuilding their digital presence from scratch, including website updates and online credit applications. Experienced forum members recommend leveraging the dealership's proximity to Canada as a significant market opportunity through targeted SEO and marketing, while suggesting specific tools like DealerCentric for credit applications and referencing successful examples from similar border-area dealerships. The key insight is that the dealership's geographic location near the Canadian border represents an underutilized revenue pipeline if properly marketed and operationalized.