Nick,
Here is a "shopper story" to help you visualize a common shopper's path to your store.
Ralph is a 38 yr old out of Oak Lawn IL and Ralph's just got a job promotion. Ralph's looking at Chicago area for a bad ass Raptor... He does a 50 mile search and 3 are found. Your Raptor pops out because it has the lowest miles. Ralph thinks:
"wow, everything looks right, but why does it have so few miles? Who would tradein a Raptor like that? Is it a lemon? Who are these Ultimate Rides Guys? They're 45 minutes away, so I just can't drive by and see it. I'll check out their website to see what I can see..."
http://www.buyultimaterides.com/2014_Ford_F150_Morris_IL_251944591.veh
Ralph sees...
[ATTACH=full]2376[/ATTACH]
After Ralph looks at all the pics again, he thinks:
"who are these guys? They don't many cars for sale. Why does it only have 4k miles, is something wrong? What does 'no scratches to mention' mean? 12% financing is NUTS, I'll need to find my own financing,...."
IMO, if you want insights into what questions are on your shoppers minds, listen to your incoming calls. You'll find common questions that the web site isn't answering.
HTH
Joe
