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If I'm a competitor of said dealer and I have a customer in my store, I can point to that ad and tell them I can beat it by $X if you sign right now. Why? Because the ad above is restricted to a payment based on OEM MAP.This primarily pertains to new vehicles.OK. The key issue with showing generic payments or even specials is "Webrooming" (look it up).Dealers are shooting themselves in the foot with incorrect monthly payment quoting. The two main culprits are (among others):1) OEM MAP restrictions = higher payments2) Allowing customers to self-credit = wrong ratesThe only way to show accurate payments is to know who the customer is. This allows you to use the real price of the vehicle and the customer's real credit to calculate real "penny-perfect" payments. In response to Mike's question.YES! Dealers are losing potential sales to Webrooming!
If I'm a competitor of said dealer and I have a customer in my store, I can point to that ad and tell them I can beat it by $X if you sign right now. Why? Because the ad above is restricted to a payment based on OEM MAP.
This primarily pertains to new vehicles.
OK. The key issue with showing generic payments or even specials is "Webrooming" (look it up).
Dealers are shooting themselves in the foot with incorrect monthly payment quoting. The two main culprits are (among others):
1) OEM MAP restrictions = higher payments
2) Allowing customers to self-credit = wrong rates
The only way to show accurate payments is to know who the customer is. This allows you to use the real price of the vehicle and the customer's real credit to calculate real "penny-perfect" payments. In response to Mike's question.
YES! Dealers are losing potential sales to Webrooming!
