Brent, of the 7 used Impalas listed in a 10 mile radius, your Impalas are numbers 2 through 7 and the top one, your competitor's priced at $4,000 higher than any of yours, makes your listings look very good.Right now when someone searches for a used Impala within 10 miles of my zipcode they will be plowed over by a "Premium" listing for a dealership 60 MILES AWAY OUR IMPALAS ARE NOT EVEN ABOVE THE FOLD!!!! Expand to fifty miles and the customer has to scroll down to the bottom of the earth to find the vehicle that is closest to home and the dealer that will pay the taxes that build their schools and libraries!!!
In a 50 mile radius, you have Impala listings on the first page.
The advent of Internet marketing has changed the shopping paradigm. Your local customers already know who you are, where you are and how to find you. Online car shoppers do not search just the local market when it's so easy to expand their available options with a few mouse clicks. Do you think they will not go search for possible better deals a little further away if you try to restrict them to looking only at your vehicles? Keep in mind that YOUR inventory is also showing up in searches that shoppers from 50 miles or more away are performing. Knowing that shoppers will travel a long distance to get just the right car, would you rather that your well-merchandised and competitively priced inventory not be exposed to those shoppers because they should only buy from their "local" dealer? It's a two-way street.
Just as you would pay extra $$ to get the drive-time spots on the radio, the front or back cover of the magazine, the color centerfold in the newspaper, the larger, more noticable ad in the yellow pages, the more prominently placed billboard, the commercials during the most watched television show or the largest space on your church's weekly bulletin. Some dealers have always been willing to spend more to market themselves and have greater exposure to the marketplace than their competitors, no matter the venue.I guess I could pay the extra $'s to get the top spot.
My original response was to provide some logic for the highest-to-lowest pricing default. (If the default was switched to lowest-to-highest for a short time, as someone suggested, it must have been a local test because that was not done everywhere.) I will not be posting again as previous experience has shown that it tends to only degenerate into a "bash ATC" thread.
Thanks for your time and attention.