Carfax CTA on your used VLP

[joe.pistell]

Here is what happens when a customer clicks on this link:

• It does NOT ....

Micro, dude, your logic is flawed, step out of your car guy uniform and shadow car shoppers*. CarFax delivers real value to car shoppers. Hard stop. Do the work.

Micro, for every sale you make how many internet shoppers DID NOT buy from you? Look into it, it'll make you sick (i.e. you sell about 1% of your website visitors... ask yourself, what if I could double it to 2%??))

Micro, Look at the closing rate of your Carfax leads, 100% higher? 200% higher? Shoppers clicking on CarFax on your VIN means YOU ARE A FINALIST. FUCK LEAD GEN, it's ~40% of your sales, 60% are stealth walkins, work hard on attracting those invisible shoppers. Get more of them to click on your VIN's carfax.

Micro, Selling cars is a Zero Sum game. While you're fighting for more leads, I'll be stealing your sales with superior merchandising user experiences.

*Observing my Brother… the car shopper.

 

[Rick Buffkin]

 

[joe.pistell]

@Rick Buffkin and @Ryan Everson, thank you for the complements.

@Mico Silver, our industry has undervalued the power of merchandising. Somehow, no one sees our marketplace thru the eyes of a shopper. Shoppers are dazed and confused. Strategic merchandising ATTACKS this.

@George Nenni quote:

I've run GA4 reporting for @joe.pistell for a few years now, and when he made merchandising improvements, injecting interior photos early, adding text to explain options, his conversion rate quickly went to 2-3X our conversion rate benchmark (math=forms, calls, chats divided by sessions). Tough to argue against these results. Link to comments​

Way before the internet, Car Dealers were the best merchandisers in retail, but, mastering digital merchandising is technically complex, It's highly strategic and very hard to scale. This is why no one does it... and it's why... to those that do commit to merchandising, crush their competition.

 

[joe.pistell]

On a side note, I'm not a fan of this badging. It can be misleading. ..[snip].... They're not taking into account the reconditioning time and money that has been invested into the vehicle to make it FLR. ...[snip]...they overlooked ...[snip]... the real value is that we've added 4 new tires, completed the next major service to the vehicle and did a oil, filter and air filter change.

RICK NAILED IT. CarFax employees, get this thread to your product leaders. Give Dealers API access ASAP.

Example: 2018 Chevy Equinox [Dealer VDP link] [CARFAX Link]

CARFAX product leaders, you're IGNORING this data! (below)​

​

I gave this to Perplexity.ai

Estimated costs:​

• Oil Change and Filter: $80-$100​

• Air Filter Replacement: $60-$80​

• Front Brake Rotors and Pads: $300-$400 per axle​

• Engine Oil Cooler Line(s): $200-$400​

• Tire Replacement and Service: $600-$800 for all four tires​

• Cabin Air Filter Replacement: $80-$120​

Total Estimated Cost: $1,320 - $1,900​

"If it's free, it has no value"
-Uncle Joe

CARFAX leaders, Industry wide, pre-purchace service $$ is a black hole for all GSMs. As a Merchandising Agency, this info is GOLD! Also, please find a way to get this into your pricing algo. It adds real value to all parties.

I preach this story to everyone I talk to at CarFax, GIVE US AN API and let us run with it!!! Anyone that would like to talk about this, DM me here or email me:

Joe Pistell
Founder, AutoMagic Labs
[email protected]

JC AutoMagic Inc | Automotive Dealership Analytics

Leading the Way in Digital Operations and Merchandising for the Automotive Industry. We offer two specialty services, Digital Operations Consulting and Merchandising As A Service (MAAS)

www.automagiclabs.ai

 

[PeteBarba]

Very interesting conversation around badging + conversions. Thank you to everyone who added their thoughts!

The data provided to Dealers in inventory feeds & on their websites necessitates certain badges & third parties to fill gaps & provide unbiased reports and credibility.

For me it was helpful to read the potential concerns and rebuttals.