Well, I am not sure if this is a question that you have advice for or if this is a dealership by dealership thing.
What we have done so far is take a few more pictures, and invested in a better camera. In addition, we changed how we take photos as well as what we consider to be the best times to take them. I got a lot of advice from a member right here in Dealer Refresh as far as what camera to buy and trying to manage lighting issues as well as a whole lot of other stuff that went way beyond what I could really understand. My internet guy understood it. The quality of the photos is way better than it was!
I believe that we need to identify points of emphasis on each specific vehicle and make darn sure that we highlight that feature within our photos. A good example would be the 3rd row seating on that Escalade that you mentioned. If we had a specific photo of that feature, we would know that a shopper would notice it because we know they are looking through the pictures. DVD players, Navigation, heated seats, tow packages, and similar options would also fit into this. Features that customers would be SPECIFICALLY be looking for. Yes, we need to get those items in the descriptions, but if we want to be absolutely certain that a shopper notices them...take a picture.
Along those lines, we have given thought to making sure we take a picture of any option that is a "value adding option" in the NADA Book.
I am trying to figure out how to work in some "Why Buy Here" slides into the photos. Rather than having the reviews appearing on the VDP, I am working on getting a review mixed in with the pictures. So customers that are scrolling through the pictures will see a review and maybe something else mixed in there as well. The only thing that we absolutely know is that they will look at the pictures. Maybe a subliminal message tossed in here or there..."I am going to buy my next car at Clock Tower Auto" or "I do not need to price shop these guys" and finally "Brown is my new favorite color". Damn I wish that would work!
