Small town dealer, tips and tricks?

[Balboa Bill]

So, I'm back in the car biz, after hiding in the desert for 3 years. Some things have changed and a lot has stayed the same.

I was involved in 2 decent-sized, competitive market import stores in Florida. Now, I'm at a small town (6000 pop) north Florida Chevy store. The previous owner of the other stores I worked for sold his stores and recently bought this store. We've been here since 8/1.

There have been a variety of challenges, reputation, apathy from previous management, etc. There's a lot done and a lot to still do. Inventory is a challenge, (after the hurricanes, used merch is tight and pricey). We're building the new inventory slowly. Based on previous experience, I'm using an agency that worked well at the other stores to do Google and SEO. Advertising is at the 3-month mark, so it's time to see what the results are starting to look like. I'm using FB / IG ads to get new ownership info out there, as well as the fact we can service and do warranty work on all GM brands. The biggest challenge is low inventory. I'm fortunate to have a good Autotrader rep who is a seasoned car guy for input. I'm using Podium for chat and review invites.

Any suggestions on small-town tactics to improve success?

Thanks in advance!
Bill

 

[Carsten]

I'm not a dealer.

I'm a small town boy and we had more dairy cows than people. Lots of horse buggies too. Used to be known for the largest pumpkins and still known for the biggest concrete company. Small towns have a certain edginess to them.

I also lived a few miles from what is probably the biggest GMC / Buick Delaer in the US which is located in a modest sized town size.

Both have the same thing in common, reputation. Everett fought against the Landers group based on that. Reputation.

Marketing, maybe there is a something to visit and you could pair that up. We don't have the Great Pumpkin Festival with Stomper pulls anymore but things like that can be rolled into your campaigns.

Small town with
Lots of Love to go around.

I would have fun with it.

 

[joe.pistell]

I am a merchandising guy, here we go... https://www.titanchevy.com/

#1) Play to your strengths, be real, be small and personal. You are a local craft beer & coffee shop, not a budweiser filled super market.

Fake backgrounding triggers some shoppers to think you photoshop all pics. (It only pleases dealer decision makers)


Move your "Just Arrived" to the bottom of the SRP

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The Window Sticker link is LOST

 

[Balboa Bill]

I'm not a dealer.

I'm a small town boy and we had more dairy cows than people. Lots of horse buggies too. Used to be known for the largest pumpkins and still known for the biggest concrete company. Small towns have a certain edginess to them.

I also lived a few miles from what is probably the biggest GMC / Buick Delaer in the US which is located in a modest sized town size.

Both have the same thing in common, reputation. Everett fought against the Landers group based on that. Reputation.

Marketing, maybe there is a something to visit and you could pair that up. We don't have the Great Pumpkin Festival with Stomper pulls anymore but things like that can be rolled into your campaigns.

Small town with
Lots of Love to go around.

I would have fun with it.

Great info! Thank you

 

[Balboa Bill]

Thanks Joe! Great input, the big fires are out, so it's time to get my hands dirty in this part I enjoy. I love your analogy to a local craft beer.

I have a meeting with the DDC rep today, to review the parts of the site that I'm not excited about. They have been below expectations compared to the previous experience at the other stores. Not sure if it's my PM or DDC that has slipped. I notice that most other Chevy stores around us are on DealerInspire.

Now, to get on the horn to get that link fixed. (thanks for that, it was working).

Bill

 

[Richie K]

Our small town dealership, Pendarvis Chevrolet , has been family owned since 1953 (we were an Oldsmobile store as well), so we have a good reputation and time is on our side. We've been with DDC for a while and I'm pretty pleased with them. Our CPM is Mandi, and she's great at what she does. I don't know if you can request her or not. Maybe that's who you have. I hope not because it seems like you're maybe not happy with your current CPM. Our site isn't perfect, but it's doing its job.

 

[Balboa Bill]

Our small town dealership, Pendarvis Chevrolet , has been family owned since 1953 (we were an Oldsmobile store as well), so we have a good reputation and time is on our side. We've been with DDC for a while and I'm pretty pleased with them. Our CPM is Mandi, and she's great at what she does. I don't know if you can request her or not. Maybe that's who you have. I hope not because it seems like you're maybe not happy with your current CPM. Our site isn't perfect, but it's doing its job.

Yeah, so far, I'm not thrilled. Maybe a little more time will change my opinion. I was spoiled at the other stores, I had great PMs (they entertained my continuous questions). Your store looks a lot like where we're targeting, inventory wise. Thanks for the input!

Bill