Websites, SEO, SEM, Display, Social, Marketing

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.

Dealers discussing whether they can legally scan and post handwritten customer thank-you notes on their websites, with debate centering on whether written consent is needed and what format works best. The consensus emerging is that obtaining customer permission is the safest and most respectful approach, though opinions differ on whether showing handwritten snippets or full letters with names and details has more marketing impact—with most participants favoring complete, substantive testimonials with customer attribution over anonymous partial excerpts.

Steve, a new Internet Manager with about 11 months of automotive industry experience, introduces himself to the DealerRefresh community and expresses his eagerness to learn from more experienced professionals. Jeff Kershner welcomes him to the forum. The thread is a straightforward introductory post with minimal discussion or substantive insights beyond establishing a new member's presence in the community.

A dealer shared his positive experience implementing Wibiya's free holiday snow app on his dealership websites, reporting increased traffic and aesthetic appeal. Responses from other industry professionals were cautiously supportive, with one commenter appreciating the tool's advertisement pop-up feature while noting the importance of monitoring site performance impact. The thread suggests Wibiya tools can be a low-risk way to add visual interest and drive engagement during the holiday season, though implementers should monitor load times.

A dealer asks about the practicality of collecting Google Places reviews in-store using an iPad, but the discussion quickly pivots to whether in-store review collection is advisable at all. Experienced industry voices strongly caution against the practice, warning that it risks Google filtering reviews due to IP address clustering, creates credibility issues when multiple reviews appear from similar accounts, and could expose dealerships to media scrutiny for "review gaming." The consensus recommends requesting reviews organically via email after delivery rather than through coordinated in-store collection stations.

Daniel Mondello asks for vendor recommendations and pricing for dealership social media services, listing eight major providers in the space. Responses emphasize that pricing should align with expectations and involvement level, with Sara Chaudhary arguing that dealerships should prioritize active internal involvement—whether through hiring an expert, developing in-house expertise, or mentoring junior staff—rather than relying solely on vendors to manage their social presence.

A dealer questions whether PPC advertising is worth the investment when it's driving traffic and reducing bounce rates but not converting to leads or showroom visits in their rural market. Experts emphasize that PPC success depends on proper optimization, targeting, and incentives rather than vanity metrics, and recommend using post-sale surveys, analytics, and attribution tracking (like dynamic phone numbers) to measure actual sales impact rather than focusing solely on lead counts. The key insight is that most car buyers research online invisibly before visiting, so dealers should calculate their sales-to-visitor ratio and apply it to PPC traffic to determine true ROI, rather than abandoning the channel.

A vendor asks dealers what chat reports they find most valuable, particularly for metrics not currently available. Sara Chaudhary responds by outlining the standard chat analytics her company provides, including chat volume, lead/inquiry/complaint conversion rates, missed chat reasons, initiation pages, visitor referral sources, geography, and duration. The thread appears to be in early stages with limited discussion of novel reporting needs beyond these established metrics.

Automotive auction staff and dealers discuss camera equipment recommendations for photographing vehicles outdoors, with a focus on DSLRs like the Nikon D90/D3100 paired with wide-angle lenses to improve photo quality for online listings. Key advice includes investing in proper equipment and lenses (typically $600+), using polarizing filters to combat sun glare, and establishing an efficient workflow, though one participant cautions that camera upgrades only yield results if paired with proper editing skills and RAW shooting knowledge.

Dealers debate whether to display new vehicles at MSRP or discounted internet prices, with sharply divided opinions on what drives bottom-line profitability. While some argue that strategic pricing of select inventory works better than discounting all vehicles, others contend that pricing is just one component of a broader operational and cultural strategy—exemplified by a large dealer group's successful "New Car Playbook" turnaround that involved much more than just price adjustments. The consensus suggests that simply matching competitors' internet pricing on all inventory doesn't guarantee success, and dealers should consider selective pricing strategies aligned with their overall business approach rather than adopting one blanket tactic.

Dealership professionals debate how much price transparency is beneficial versus harmful to their business, with particular focus on whether sharing inventory data with third-party vendors like TrueCar and allowing DMS access crosses into "lunacy." The thread reveals a sharp divide: some argue transparency is now necessary to compete and manage online reputation, while others contend it enables race-to-the-bottom pricing that destroys dealer profitability, and suggest alternative marketing strategies like SEM are more cost-effective than lead-purchase programs.

A 22-year-old new internet manager at a small Virginia dealership seeks advice on increasing web traffic (currently ~500 hits/month) and properly tracking leads. Community members identify the core problem: the dealership's used car inventory is priced significantly above market, making it uncompetitive regardless of traffic generation efforts, and the store underutilizes major listing platforms like AutoTrader and Cars.com, suggesting management resistance to real market competition.

A Denver Buick GMC dealership's website receives praise for its clean design, simplified navigation focused on lead generation, and innovative use of a promotional bar instead of pop-ups. The discussion reveals that custom dealer websites are rare due to OEM brand compliance restrictions, and reveals technical details about the site's WordPress build with a custom inventory plugin integrated with Dealer Specialties data feeds. Key insight: while OEM guidelines constrain dealer creativity, some brands may allow custom designs that respect brand guidelines, and WordPress-based solutions with custom plugins offer a more affordable alternative to expensive dealer management platforms.

CarChat24 offered a promotional case study providing two months of free 24/7 live chat support to three qualifying dealers, promising 30-60% increases in website lead conversion in exchange for publicly sharing results on the forum. The thread generated strong interest from multiple dealers who expressed enthusiasm about participating, though the company indicated that not all applicants would qualify based on unspecified requirements. The key insight is that dealers were eager to test the service despite uncertainty about qualification criteria, suggesting genuine demand for affordable chat support solutions in the automotive industry.

Jerry Thibeau criticizes Grant Cardone for endorsing TrueCar, arguing that allowing a third-party company to dictate service pricing and promote itself to dealers undermines vendor independence—using parody and humor to make his point, which Cardone apparently missed or dismissed. The thread shows frustration from multiple dealers and industry professionals that Cardone responded to the surface-level jokes about lavish spending rather than engaging with the substantive concern about TrueCar's market influence, with several posters expressing disappointment that someone of his stature didn't use his platform to advocate for dealers' interests.

Dealers using eBizAutos struggle with the platform's iFrame implementation, which blocks proper Google Ads conversion tracking and accurate Google Analytics data—a critical issue for dealers managing their own PPC campaigns. Respondents highlight this as a major 2012 priority and suggest alternatives like HomeNet inventory hosting combined with frameless web vendors (Motorwebs, DealerProcess, Dealer.com) that cost around $500/month but integrate properly with analytics and chat tools.

A dealer criticizes a local dealership's email newsletter for mixing irrelevant lifestyle content (Justin Bieber facts, useless trivia) with promotional messages, questioning whether this unfocused approach actually drives results. The debate splits between practitioners who defend this "air cover" strategy as proven effective for engagement and skeptics who argue it wastes the limited attention of prospects and dilutes the core sales message with noise. The key insight: there's a fundamental disagreement about email marketing strategy—whether providing varied lifestyle content alongside deals builds genuine customer relationships and drives sales, or whether it's lazy marketing that annoys recipients and damages brand credibility.

Automotive dealers debate optimal vehicle pricing strategies, with disagreement over whether to use psychological pricing ($19,995), rounded numbers ($20,000), or coded prices ($20,367). The consensus leans toward rounded or "charm" pricing at psychological thresholds (under $20K, $15K, etc.) because customers search in whole-dollar ranges on sites like Craigslist and interpret prices by their whole-number bracket, not marginal cents; overly specific prices like $19,582 create customer skepticism about dealer markup.