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One way or another the GM usually wins. There is no mystery to effective online merchandising of preowned.
There are 3 main components of all listings.
Pricing to the market using a tool like vAuto to enhance SRP visibility regardless of marketing channel ie: Autotrader, cars.com, etc
Descriptions that are content rich and include the important features of each vehicle especially recognizing and inserting important keywords.
Photos which must be plentiful (30-45) clear and bright and in an order where the important features are closer to the beginning than the end. Cars.com cuts off at 32 photos and I see many dealers who place things like navigation and sunroofs after 32. Video is also a great way to showcase the dealership and the cars. Lots of opportunity there.
ROI is difficult to measure unless your CRM contains accurate and timely information. Most do not.
A dealer marketing professional seeks advice on online pre-owned inventory strategies, struggling to gain support from both management and the pre-owned manager. The primary response outlines three critical components for effective online vehicle merchandising: competitive pricing using tools like vAuto, keyword-rich descriptions highlighting vehicle features, and high-quality photo galleries (30-45 images) strategically ordered with key features upfront, plus video content to showcase vehicles and dealership. The key insight is that successful pre-owned online sales rely on these operational fundamentals rather than complex strategies, with proper execution necessary to justify marketing investments to leadership.
