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I think they are more likely to believe it when you give them a "real" number that is also a fair number for both parties. "We want to buy your car, c'mon on in to get your appraisal" falls kinda flat when Carvana, Vroom, Lithia's DRIVEWAY, and a whole slew of partner sites will put a real number on your car from your couch.


It isn't hard for a consumer to get a real cash offer for their car, and that isn't going to change. Remember when consumers would actually "call for price" when we didn't want to advertise a price online? Do you think that would work today? The consumer now assumes a lack of transparent pricing online means you are asking too much so they don't bother calling. I'd suggest to you that the same transparency trajectory has hit trade-in values and consumer vehicle acquisition.


Consumers are just as likely to "c'mon on in for an appraisal" once they discover that they have other options as they are to "call for price," and that really shouldn't surprise us. It is two sides of the same coin.