Websites, SEO, SEM, Display, Social, Marketing

Jeff Kershner, founder of DealerRefresh, shares that he's returning to ground-level dealership operations after more than a decade away, driven by timing, opportunity, and a desire to stay sharp and in touch with day-to-day retail. The post kicks off what appears to be an ongoing diary series documenting his re-entry into the dealership world. It's a candid, personal reflection that will likely appeal to anyone curious about the gap between industry consulting and the realities of the showroom floor.

A used car photographer asks whether high-quality photos justify higher pricing, and the consensus among experienced dealers is that great photos generate more traffic and buyer interest but don't directly command price premiums—instead, they prevent the dealership itself from being filtered out by consumers who equate photo quality with store credibility. The discussion evolves to suggest that quality photography can support a modest 1-5% price increase when all other factors are equal, and that transparent merchandising (including photos of damage) may actually build trust and reduce negotiation friction rather than devalue vehicles.

The thread discusses whether dealerships should use tracking numbers with area code restrictions on their websites and local listings, with ryan.gerardi arguing this practice is counterproductive since modern consumers often use cell phones with non-local area codes and would likely abandon the call if blocked. The responses suggest this is an outdated practice, though Jeff Kershner notes it may sometimes reflect dealerships retaining old toll-free numbers with legacy restrictions rather than intentional call filtering strategy. The overall consensus is that area code restrictions on tracking numbers are a poor marketing decision that unnecessarily limits potential customer calls.

Greg Schafer reports observing a notable decline in phone calls to his dealership while internet leads have increased, prompting speculation about whether consumers are shifting away from phone contact toward digital channels like chat and text. Two other dealers chime in with minimal corroboration—one reports steady metrics across locations, while another acknowledges that spam calls may be obscuring legitimate call volume trends. The thread lacks consensus on whether this represents an industry-wide shift in consumer behavior or is isolated to specific dealerships and regions.

Katie Barth announces major 2016 Google AdWords changes including removal of right-rail ads, new local search ad features with brand logos on Google Maps, and device bidding capabilities, citing mobile search statistics from Google's Performance Summit. A discussion ensues about the accuracy and context of Google's mobile conversion statistics, with craigh clarifying that the "3 out of 4 visit" statistic specifically refers to people searching for nearby businesses on Google Maps rather than all mobile searchers. The thread concludes with practical advice that dealers should begin preparing ad copy for these new features despite the phased rollout through year-end.

Aaron Wirtz, a journalist, shares a comedic song he wrote and performed called 'The Car Salesman's Lament,' set to the tune of 'Memory' from the musical Cats, performed at Wichita's Orpheum Theatre as part of the Gridiron show. The post is a lighthearted, one-off share with no substantive discussion or industry debate to follow. It offers a fun cultural moment for auto industry professionals who might appreciate the humor.

Ryan Everson discusses Google's expansion of character limits in AdWords search ads from 95 to 140 characters, positioning it as a way to make paid ads more closely resemble organic results and provide dealers with opportunities for more engaging ad copy. He advises dealers and vendors to prepare now to effectively leverage the additional character space to stay competitive. Chris Leslie expresses skepticism, suggesting the change is merely cosmetic and unlikely to meaningfully impact click-through rates, attributing it to Google's need to appear innovative as Facebook gains market share.

A dealer discovered that CarGurus caps search results at 2,000 vehicles and filters out overpriced listings regardless of whether dealers are paying for premium placement, meaning paying dealers can be excluded in favor of better-priced inventory from non-paying dealers. The thread debates whether this ranking system is fair, with some participants defending CarGurus's customer-first approach while others argue that paying dealers deserve transparency about how their vehicles are included or excluded from search results. The key takeaway is that CarGurus prioritizes deal ratings over paid placement, but dealers want clarity on the filtering mechanics that affect their visibility.

A marketing manager seeks strategies for attracting construction and skilled trade customers to a newly acquired dealership. Responses focus on tactical solutions like dedicated work truck landing pages, partnering with local upfitters and sign companies for bundled discounts, and streamlining the online-to-offline customer journey, while a cautionary voice warns that this niche market fundamentally relies on long-term relationship-building rather than quick sales tactics—a potential mismatch with a "flipper" owner's typical business model.

A dealer seeks advice on promoting vehicle accessories to customers, particularly truck buyers, but lacks an efficient way to track accessory purchases at sale. The discussion centers on using automated drip campaigns through CRM systems targeted at post-purchase customers, with the key insight being that truck owners represent a largely untapped accessory revenue opportunity, though implementation requires departmental buy-in and determining which products to prioritize.

Dealers debate whether Instagram is worth their marketing investment, with perspectives varying based on dealership type and business goals. While some participants report good engagement and interaction on the platform, skeptics argue that without proven ROI metrics, time and budget are better spent on higher-performing channels—unless the dealership sells luxury/exotic vehicles, is an OEM, or has already maximized other marketing sources. The emerging consensus suggests Instagram works best for higher-end dealerships targeting younger demographics for brand awareness, but requires consistent effort and strategic posting practices to be effective.

The thread debates whether automotive professionals should invest in new industry-specific domain extensions (.cars, .car, .auto) launching in January 2016 at premium prices ($3,000-$50,000+). While some see creative branding potential (e.g., Rochester.cars, MikeSells.cars), the consensus leans skeptical—participants cite lack of SEO benefits, consumer confusion with non-.com domains, declining direct traffic importance, and the availability of cheaper alternatives (.tech, .life) that offer similar creative possibilities.

Jeff Kershner discusses the importance of developing a dealership's employment brand to attract top talent, citing articles from Hireology about identifying and building this brand. He predicts "Human Capital" and "Human Capital Strategies" will become key industry buzz terms in 2015-2016, and argues that dealerships should strategically promote their employment brand rather than defaulting to hiring competitors' rejects.

The thread explores how dealerships can use a dedicated career website as a core component of their employment brand strategy to attract top talent. The key insight is that a career website should function as a first impression for job candidates, much like a dealership's main site does for customers, and must reflect the dealership's authentic culture and values. Dealers are encouraged to audit their current hiring presence and ensure it meets the expectations of today's job seekers.

Automotive professionals discuss CarMax's website redesign, with mixed reactions to its responsive design and user interface innovations like the "Hold This Car" mobile feature, though several users report significant usability issues including confusing navigation and technical problems with AJAX loading. While one commenter praises the overall execution, others criticize the poor user experience, particularly the unintuitive inventory search process that takes multiple clicks and several minutes to navigate. The consensus suggests that despite some clever UI ideas, the redesign has practical flaws that undermine its effectiveness for users trying to access core features.

Automotive dealers and marketing professionals discuss Google's removal of sidebar ads from search results and its implications for paid search campaigns. The consensus is that while sidebar ads had low value, the change forces more ads above organic results, likely increasing cost-per-click across the board and requiring dealers to shift focus toward cost-per-conversion metrics rather than click volume. Contributors also note that Google Search Partners remain ineffective for automotive lead generation, even with reduced ad placement availability.

A new vendor to the auto dealer market asks about standard billing practices for digital services like landing page creation and monthly maintenance work. Responses indicate that upfront billing before service delivery is the dominant industry practice, with dealers increasingly paying via credit card to streamline the process. The consensus suggests that vendors with reasonable pricing can successfully implement prepayment models rather than invoicing after service completion.

Steve Stauning argues that dealership internet leads and calls should be treated with the same urgency and accountability as a customer physically standing on the lot, drawing on his experience coaching internet teams since 2003. He challenges the lingering perception among traditional sales managers that internet sales are mysterious or unmanageable, contending they are straightforward to master. The core insight is that disciplined, process-driven follow-up on every lead and call — without exception — is what separates high-performing internet teams from mediocre ones.

The thread explores how car dealerships can apply their consumer branding expertise and marketing budgets toward building a compelling employment brand to attract and retain talent. The core insight is that dealers already invest heavily in digital advertising for customer acquisition, and those same strategic principles can be redirected to position the dealership as a desirable workplace. Developing a strong employment brand is presented as a competitive advantage in a tight labor market.

Dealers discuss tools and processes for uploading new car inventory photos to websites, with responses recommending platform-specific solutions like DealerSocket, HomeNet, and CDK's native apps that integrate directly with inventory management systems and feed to major third-party listing sites. The consensus emphasizes that real photos of actual inventory are essential for credibility compared to manufacturer stock photos, and that most modern DMS platforms now offer mobile apps to streamline the photo capture and upload process. A Canadian dealer shares their successful approach of managing 250+ new vehicles monthly with HomeNet, suggesting that with dedicated staff and dealer support, high photo coverage rates (95%+) are achievable even at scale.

Chad Bockius explores why used vehicles that look great on paper and at auction often stall on the lot, pointing to a disconnect between how buyers shop online and how dealers merchandise inventory. The thread argues that the real culprit is poor digital presentation — photos, descriptions, and online visibility — rather than the vehicle itself or the buyer's market appetite.

Brian Marchini questions whether Allied Auto Finance's $12K refinancing program—which promises 70 appointments from 6K contacts—is worth the investment compared to other lead sources, and asks for alternative marketing recommendations for his Honda dealership in SE PA. Respondent ddavis argues that subprime/bad credit customers are generally low-margin and advises against buying leads from services like Dealix, Edmunds, or NewLeadsPlus, noting that the subprime lending landscape has changed significantly since the pre-internet era. The emerging consensus is that the Allied Auto Finance pitch appears to be a poor use of marketing budget with limited long-term ROI potential.