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Just an FYI that AutoTrader.com uses a "fuzz" factor of 20% for customer searches. Meaning that is a customer picks a distance of 20 miles, the search radius is actually 24 miles.

 

You would have to check with your local rep for your market, but most customers (last stats I saw) picked the 75 mile radius, the thinking might go is that 75 miles is normally hour drive, and most people would drive an hour for a unique piece of merchandise.

 

I agree with Joe, start working the systems to your advantage. Creative marketing! Most dealers just throw up a DealerSpecialties feed and think "they will come". Remember the old PPP presentation? Price - Got to have a price, not the lowest but a fair deal, Pictures - Nice quality photos, 9 minimum, Puff - good descriptions, key information.

 

Puff is where most dealers miss it. If the car was traded in by a little old lady from Pasadena, non-smoker, and only drove to church on Sundays....put that in your description!

 

Have you ever asked your local rep for a few reports? Like:

 

1. Searched mileage radius

2. Scarcity report - compares unique users to actual inventory on ATC

3. Top 25 makes/models for your market

etc

 

They have a huge database of information. Use it to your advantage.

 

Disclosure: I used to be an AutoTrader.com Account Rep (Sales)