Are You Adding Actual Photos and Prices to Your New Car Listings?

[Bill Simmons (blog)]

Our Toyota store has recently started using Dealer Specialties to post photos of new car inventory. I am not in that store daily but the staff tells me that it has definitely made a difference. Customers appreciate looking at the actual photo of the vehicle instead of a stock picture. In our case it is not just the picture that gets the customers attention, but the typed in comments and description about the vehicle listing equipment and features, as opposed to the random computer generated stock comments.

 

[Doug Davis]

I used actual pictures of new vehicles, market based pricing and custom descriptions for 5 or 6 years.  On AutoTrader, we had more new vehicle VDPs than any dealership in the Dallas/Ft. Worth area.  It didn't happen every month but it should never happen at a Nissan store.

 

[Lenen]

The most frequent objection I hear as a Cars.com rep is time it takes and who will do it/get credit after the sale.  A clear process for when/how/who is absolutely needed.  We see a ton of increased views for the dealers who take photos of new inventory.  A good setting for the photo is worth the investment.  Additionally, the 'story', we call them seller notes, is a great place to talk about the vehicle as well as other highlights at the dealership.  I'm amazed at how few dealers take advantage of this opportunity.  Point is, if the dealer takes the time to do it, it works.  

 

[Tom - BDC Manager]

Your own new car pics are a must! My 2 cents (well I have 2)
Take the pics in FRONT of your dealership.  Get that branding of your dealership and location in there.  I am not a big fan of taking pics in front of banners and the like.  (one local dealer actually puts big ugly MAGNETIC signs on the cars, yikes)
Another note is HOW MANY PICS?  Back a few, we were all excited to post 30 or 40 pics.. wow! Now I am settled down to just 15-20.  Customers attention spans are so damn short.   Just give them the good quality shots that show the options, the trim level and gadgets. Oh and a "marketing tile" would not hurt.  Like on Certified vehicles or a map or even a combo pic of the inside of the dealership.

 

[amykins]

I don't sell new cars as a dealer but I sold Lincoln Mercury not that long ago. I think that in this world where instant gratification is the order of the day it is a must to put a photo of the actual car or one with the correct colors, equipment etc. There are used car dealers near us who will actually run print advertising with "stock" photos of 10 or 15 year old cars! There is one guy in particular who will run a two page spread of nothing but "stock" photos - wrong color and all. Yikes.

 

[used cars in colorado]

I use original photos of the cars that are actually being sold on my site and not stock photos. I too have seen an increase in sales

 

[Jeff Kershner]

Thanks for sharing. Increase your new vehicle VDP's on AutoTrader buy jumping up a package and watch for increased incoming calls.

Jeff Kershner
Founder | DealerRefresh

[email protected]

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