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Our Google reputation is a project that I am working on and I haven't gotten all parties on board yet.  I need management buy-in on all these things and it just hasn't been there yet.  Once they see the value in it as I have I hope their opinions change.  It is something that needs to be at the forefront and it's not.  This is not my fault.  In regards to the paid advertisements, yes, you hit the nail on the head.  This is the area I want to relocate those ATC and Cars.com funds and put them in Paid.  I agree that Syracuse is a market that we can dominate.  We do a good job at it now and it could be even better if we do that. 

I do agree with you that TruCar is BAD for our industry.  I do also realize that it may not be going away.  Things change, not always for the better.