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Rick, this is really good information and some impressive statistics. This whole thread offers some good insights into third party display advertising, if people will take the time to read it in it's entirety.Visit AutoTrader. Look at the number of vehicles where the vehicle has a VIN explosion instead of a good description. Many have poor pictures, no pictures or stock photos. These dealers are running a high days to market. Some of them will be $2000 above market for the first 45 days until panic mode sets in. Their main competitors are in the premium section and they are 4 pages back. Any dealer that I am describing is wasting their money and should cancel. This is about half of what you'll see and they contribute to those statistics. Take the dealers that do things well, and imagine their statistics. I've been told that AutoTrader isn't effective in some markets, but that hasn't been my experience. I have found that AutoTrader reps are among the elite vendors. They have a lot of knowledge, are extremely helpful, and can give you a lot of insight in what is going on in your market. I remember my rep, in Dallas, sitting down and helping me finish all of my specials. She was there several hours working with me.
Rick, this is really good information and some impressive statistics.
This whole thread offers some good insights into third party display advertising, if people will take the time to read it in it's entirety.
Visit AutoTrader. Look at the number of vehicles where the vehicle has a VIN explosion instead of a good description. Many have poor pictures, no pictures or stock photos. These dealers are running a high days to market. Some of them will be $2000 above market for the first 45 days until panic mode sets in. Their main competitors are in the premium section and they are 4 pages back. Any dealer that I am describing is wasting their money and should cancel. This is about half of what you'll see and they contribute to those statistics. Take the dealers that do things well, and imagine their statistics. I've been told that AutoTrader isn't effective in some markets, but that hasn't been my experience.
I have found that AutoTrader reps are among the elite vendors. They have a lot of knowledge, are extremely helpful, and can give you a lot of insight in what is going on in your market. I remember my rep, in Dallas, sitting down and helping me finish all of my specials. She was there several hours working with me.
