Is There Actually a Market for Franchise-Level Websites at $399/mo for Independents?

[SavvyNick]

Honest question for the independent dealer community here...
I keep seeing the same pattern: Dealers start with the $99 solutions (Carsforsale, DealerCenter basics, etc.) because they're affordable, but those sites are cookie-cutter, slow, and not built for actual SEO or conversions.
Then they look at the franchise-level providers (Dealer.com, DealerOn, etc.) and see $800-$1500/month price tags and nope out immediately.
So here's my question:
If someone had a website platform at $399/month that actually delivered:
✓ Real SEO (not just "SEO friendly" claims) – individual VDP ranking, proper schema, sub-2.5s LCP
✓ Custom design not templates
✓ Mobile-first performance that doesn't get crushed by Google
✓ Full control over content, not locked into vendor restrictions
✓ Built specifically for independent dealer workflows
Would that price point make sense, or is it still too high?
I'm not trying to sell anything here – genuinely want feedback from dealers who live this every day.
What features would actually move the needle for you at that price? What would you cut to stay at $399? And honestly, would you even consider it, or are you locked into the "pay $99 and deal with it" mindset?
The Gap I'm Seeing:
Most independent dealers I talk to want franchise-level performance but can't justify franchise pricing when they're running 15-50 units. The $99 solutions claim to do everything but don't hit the technical details that actually matter (Core Web Vitals, INP, proper mobile optimization, individual VDP SEO, etc.).
So… is $399 the sweet spot, or am I off base here?
Drop your thoughts – brutal honesty appreciated. What matters most to you: price, features, support, speed, SEO results, or something else entirely?

 

[Chris Cachor]

keep seeing the same pattern: Dealers start with the $99 solutions (Carsforsale, DealerCenter basics, etc.) because they're affordable, but those sites are cookie-cutter, slow, and not built for actual SEO or conversions.

Those dealers get a good bit of value from the $99/mo. Carsforsale.com platform. But I agree they're lacking especially for lead gen. I think that market is more sensitive to price, but if you can deliver a significant improvement in lead volume and traffic I could see some dealers opting for it. Unless there's a big step change I think many of those dealers are happy with the bang for the buck.

 

[SavvyNick]

Those dealers get a good bit of value from the $99/mo. Carsforsale.com platform. But I agree they're lacking especially for lead gen. I think that market is more sensitive to price, but if you can deliver a significant improvement in lead volume and traffic I could see some dealers opting for it. Unless there's a big step change I think many of those dealers are happy with the bang for the buck.

Thanks Chris! I agree its price sensitive and the budget sites lack lead gen. What kind of step up do you think it takes to be worthwhile? When I was in retail I always set the bar at 300% attributable ROI for any marketing spend.