Websites, SEO, SEM, Display, Social, Marketing

A dealer questions whether pricing used cars at or above KBB/NADA values is hurting their sales, prompting community debate about the best pricing strategy. The consensus strongly recommends using vAuto (market-based pricing tool) instead of traditional book values, as internet shoppers sort by price on AutoTrader and Cars.com rather than relying on KBB/NADA benchmarks. A key insight emerges around organizational conflict: pricing decisions should not fall to Internet Directors when Used Car Managers are compensated on gross profit, as this creates misaligned incentives that harm sales volume.

The thread discusses Facebook's launch of "Facebook Exchange," a real-time bidding system that enables more aggressive retargeting ads based on user browsing history—for example, showing Ford ads to users who visited Ford's website. While one participant defends this as effective targeted marketing, another raises concerns about privacy implications and notes that browser privacy features like private browsing modes and Apple's cookie restrictions could limit the system's effectiveness.

Dealership professionals discuss which mobile website vendors they use and share screenshots of their implementations, with DealerOn and VinSolutions being the primary providers mentioned. Key concerns raised include handling multiple screen sizes/device types, managing inventory across dealership groups, and understanding whether tablet traffic should be classified as "mobile" or counted separately. The thread reveals that mobile and tablet traffic is growing significantly—in some cases exceeding desktop traffic—though the data reveals confusion about how analytics platforms categorize different device types.

Orin seeks a free solution to add popup coupons to his Dealertrend-powered WordPress dealership site, as the platform lacks native popup functionality. Respondents suggest several WordPress popup plugins, with Orin ultimately identifying XYZScripts' combination of Contact Form Manager and Lightbox Pop as his preferred free solution, which allows him to embed forms into popups via shortcodes. The thread demonstrates that dealership sites can overcome platform limitations by leveraging third-party WordPress plugins, though opinions vary on which solutions work best.

Dealers discuss their experiences with Edmunds' Premium Territory third-party lead program, with overwhelming consensus that it underperforms on both volume and ROI. Common complaints include poor lead quality (customers building unrealistic vehicle configurations), high costs per lead, leads being shopped to multiple competitors simultaneously, and the platform functioning better as a mid-funnel research tool rather than a bottom-funnel sales driver. The prevailing recommendation is to avoid Edmunds in favor of investing in proprietary dealer branding and advertising.

Dealers discuss WordPress notification bar plugins as a tool for grabbing website visitor attention, with the original poster recommending the "attentionGrabber" plugin for displaying different specials from major automotive listing sites (AutoTrader, Cars.com, Google PPC). The poster plans to strategically deploy these notifications during high-conversion periods like month-end to drive leads and showroom traffic. Participants agree this non-intrusive notification method is underutilized and share alternatives like Hello Bar, suggesting it's a simple, cost-effective tactic worth testing.

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The thread discusses live chat as a superior alternative to traditional call centers for automotive dealerships, arguing that conventional phone support systems burden customers with tedious menus and long wait times despite significant corporate investment. A respondent endorses live chat as a cost-effective solution that can improve customer satisfaction while reducing operational expenses for dealers. The key insight is that dealerships should consider implementing live chat support as an inbound communication channel to streamline customer service and competitive positioning.

A Honda dealership owner seeks advice on removing a negative Google review written by what appears to be a disgruntled employee of a competing Ford dealership. The community identifies the conflict of interest violation in Google's review policy and suggests contacting the competitor dealership's owner, which ultimately results in the review being removed. The thread demonstrates that Google does take action against reviews posted by competitors in violation of their policies, though removal can take time.

A dealer manager with six locations seeks solutions for creating website slider graphics more quickly than his current ad agencies allow. The thread offers three main approaches: outsourcing to freelance designers (via Elance or personal referrals), using accessible tools like PowerPoint, or learning design software like Photoshop or the free open-source GIMP. The consensus suggests that PowerPoint offers the easiest entry point for in-house slider creation with proper dimensions, though professional designers emphasize that Photoshop produces sharper, more professional results.

Dealers discuss the ROI of adding text messaging capabilities to their websites and lead generation platforms, with one dealer reporting 3-4 monthly sales from roughly 20 monthly text leads using AutoFusion's service, while another saw 90 additional leads monthly by adding a text form to their mobile site. The consensus suggests texting is a high-quality lead channel worth implementing, though volume is modest, and the 160-character limit actually forces more concise, effective communication. Key takeaway: text messaging integration appears to be a relatively low-cost, implementable feature that converts reasonably well and can be added through most website providers.

A user inquires about AutoNet/NetTel, automotive marketing/technology vendors, but finds limited information beyond scam warnings online. The thread provides minimal concrete discussion, suggesting either low adoption among forum members or significant concerns about the company's reputation. Dealers considering these services should conduct thorough due diligence given the scam warnings surfaced in available information.

A user questions whether a Florida Kia dealer's advertised $6,000 discount on all new vehicles is legitimate, prompting industry professionals to explain how such aggressive pricing claims work. Experienced dealers and marketers reveal that the discount is typically achieved through a combination of manufacturer rebates, cash-down requirements ($2,500), and trade equity—tactics that, while legal in most states, are misleading in marketing and don't represent genuine savings. The consensus is that all dealers pay the same wholesale cost from manufacturers, so unusually low advertised prices are either deceptive marketing, bait-and-switch tactics, or involve stripped-down vehicles with unwanted add-ons.

A dealer with 15 locations seeks an automated tool to monitor Google+ reviews after their previous Firefox plugin stopped working following Google Places' migration. Community members recommend UpDate Patrol (a $50-150 web monitoring service with RegEx capabilities) and mention that another tool with alerts functionality is launching soon. The key takeaway is that dealers managing multiple locations need dedicated monitoring software rather than manual review checking, with UpDate Patrol emerging as the recommended solution for tracking specific content changes across URLs.

A dealer considering building his own website instead of using managed services receives cautionary feedback from peers who have attempted DIY websites. The consensus emphasizes that while in-house control offers advantages, the hidden costs—hundreds to thousands of development hours, full-time developer salaries ($5,000+ monthly), and inventory integration complexity—typically outweigh the benefits unless you have significant technical expertise and resources to match your current provider's functionality.

Chris Atwater questions the value of Cars.com's NewLeadsPlus program after experiencing a 0-for-10 response rate due to inaccurate contact information, prompting other dealers to share mixed experiences with the service. The consensus suggests that while NewLeadsPlus can work in some markets, success depends heavily on proper listing optimization (images, descriptions, pricing, video) and lead quality validation, with a Cars.com representative promising to investigate the data accuracy issues. The thread concludes that dealers should monitor ROI carefully and be willing to reallocate budget if the program doesn't deliver results within a reasonable trial period.

Ryan Leslie asks automotive dealers to share analytics data comparing traffic to their Google Places pages versus the newer Google Plus pages following a major Google algorithm update 40+ days prior. The thread receives minimal engagement, with only one substantive reply that cryptically suggests Ryan may be asking for sensitive competitive information dealers are reluctant to share publicly.

A dealer noticed and shared a screenshot of a live chat feature appearing as an overlay on Google search results in Chrome, apparently a new or unfamiliar Google feature. The minimal response suggests either the feature was already known to other forum members or the thread didn't generate significant discussion or clarification about what was being observed.

A dealer exploring third-party lead purchases for a Suzuki brand (expecting only 6-10 leads monthly due to low market familiarity) solicits recommendations on vendors like Dealix and Autobytel. Experienced forum members challenge the strategy by questioning ROI and suggesting the dealer would see better results investing in organic SEO for their own website instead, while also pointing to industry evidence that third-party lead platforms are losing traffic and effectiveness. The thread ultimately suggests that dealers should focus on generating their own leads rather than relying on third-party sources.

Ling Valentine, an internet marketing expert from the UK automotive industry, announces she'll be speaking at Econsultancy's JUMP conference in New York on November 1st and expresses interest in meeting up with forum members informally while in the city. The thread generates enthusiasm from several DealerRefresh members who praise her unconventional approach to automotive business and express interest in attending or meeting her, with banter about potential road trips and cultural differences between the US and UK.

Dealers debate whether to include destination fees in online price quotes, with competitors in Alex's market excluding them to appear more competitive. While some argue this practice damages CSI/referral business and violates state advertising regulations in certain jurisdictions, others contend transparent disclosure of excluded fees is acceptable if done clearly. The consensus leans toward positioning yourself as "the good guy" through transparent pricing and reputation-building rather than matching deceptive practices, though enforcement varies significantly by state.

A dealer asks for recommendations on monthly newsletter software providers. A respondent directs them to existing relevant discussions and specifically endorses 1to1 News as a solid option, noting its user-friendly interface and the vendor's active community presence on DealerRefresh.