Many of us are using vehicle specific or custom comments to drive better responses on our used inventory. I recently searched to see if there are any studies showing the impact of custom comments on your inventory and the resulting lift in VDP's and/or conversions. The bottom line: In your experience, what is the impact of well-executed custom comments to leads?
Vehicle specific comments
- Thread starter Gerald
- Start date
Gerald, I had custom comments on both new and used vehicles. In Dallas, I had more new car VDPs, from AutoTrader, than any other dealership in the market. I also had actual pictures, a strong call to action and used market-based pricing. I didn't represent the hottest franchise or have the largest inventory. There were 142 dealerships in the group and we were the volume internet department. Our internet budget was about average for the group.
It is time consuming to write a library of descriptions on new vehicles and look up the major options for each car. Making sure that the vehicle is styled properly also takes time. I like to use factory colors and always looked at the CarFax to add to the description of used cars. Was it a one owner? Was it purchased from my dealership? Was it serviced at our store or how frequently?
I can usually tell what inventory system dealerships use. I have yet to see a program that will write a good description.
You are right- inventory system comments = GENERIC comments. I am looking for anyone who may have empirical information on how much of an impact the difference between "She's a real cream puff" and "This is a recent trade to our dealership where it was purchased and serviced by it's one adult non-smoking owner."
- Apr 28, 2009
- 1,163
- 363
- First Name
- Jerry
Put in the extra effort and it will pay off. Write a great story and create more interest. Consider this one on ebay from 8 years ago. Here's a guy who sold a wedding dress for three times its value just be writing a creative story. I've seen some really creative content about cars that has worked well.
Just came across this absolutely amazing vehicle description from craigslist about a wrangler... haha it's amazing!
Check Out This Texas Man's Macho Craigslist Ad For His Jeep Wrangler
I should start by saying that if you are looking for a “Pajama party Barbie Jeep” you my friend, should keep looking. If you are looking for a short description of to the beast before you, I can offer you two words “MEAT & POTATOES”. This is the All American chariot of the free world.
You are not dealing with any ordinary, cookie cutter Jeep son. This thing was forged from a single block of all American Tungsten Steel. Real sturdy! From that day forward my life has never been the same. Winch yourself off that couch and see if you can handle this Jeep Wrangler Sahara.
So if you are looking for a rice burning hatch back, a solar powered liberal mobile, or even a Hyundai crossover keep on looking my friend this thing is a piece of red white and blue Americana Machinery.
This baby’s pulse is pumping 4.0 liters of uncensored raw fuel through her straight six nuclear power plant. And rest assured this is no metro feminine automatic. . .you command her to obey, with your calloused hand planted firmly on the shifter. And she will obey, the first time, every time. If you can’t handle your stick shifter, or reach the clutch pedal, you better not ferry skip over here wanting to test drive her. If you stall her out, you can count on getting hit in the face with a piece of re-bar and sent back where you came from.
It has A/C but are you kidding me….Really! If you want to blow the sweat off your brow, you do it the old fashioned way: doors off, top down. “What if it rains?”. . .You whiney bitch! I told you to stop reading. . . Any man who drives this beast doesn’t give a damn about rain. Not even skin melting acid rain, Cause he’s already dripping wet in blood, sweat, dip spit, and fish guts.
If you are looking for the kind of jeep that has to be pansy parked in the garage, so the “carpet doesn’t get wet and soggy” Then you should plant your Obama sticker on some Japanese piece of shit. Cause this thing has drain holes in the floor and rhino lined to let the blood drain out from the buffalo you just killed, with your bare hands. Because you are William Wallace from Braveheart and when you get home you can leave your “sissy sponge glove car wash kit” in the pink bucket it came in. Go ahead and spark up your 6000 psi heated pressure washer on the dually trailer in your man cave, cause you are Tim Gillespie and you can pressure wash your truck on the inside. She’s got rhino lined floors with a full roll cage in case that buffalo comes back to life while you’re doing 80 over some mountain pass or flooded river.
If you’re thinking about Mexican chrome bumpers for her, think again. The bumper bashers come hand forged in a blacksmith shop in Franklin County over a wood burnin fire, out of 4 inch well casing, and railroad tracks and then I welded em to the damn chassis. That way if you get deployed you can piggy back this war wagon on a deuce and a half and chain her down tight from the four corners, so you don’t lose her when your convoy gets hit by a taliband roadside suicide bomber.
And forget about putting one of those “It’s a Jeep Thing. . .You wouldn’t understand” stickers on this machine cause when you’re spotted in this American Classic there will be no questions, no further explanation required, people will understand and get out of your way. . …real quick.
If you think you’re ready to park this panty hauler on your tract of land. If you buy this jeep you better go get your old lady ready for some damn changes around your lair, cause this shit will be happening. What will be Happening? Glad you asked….
1. More chest hair.
2. You’re growing a beard.
3. Meat Only Diet.
4. T-Rex for a pet.
5. You’re taking a job at the lumber mill.
6. Your car carries five kegs.
7. Penis enlargement.
8. Catch more fish.
9. Wire bristled toothbrush.
10. Sex in the yard.
11. Sex in the garage.
12. All male offspring.
13. Chiseled jaw line.
14. Not giving a damn.
15. Flesh turning to steel.
16. Higher salary
17. Promotions.
18. Better looking wives.
19. Better looking mistresses.
20. More golfing
21. More killing stuff.
22. More dead animals in the KITCHEN freezer.
23. More tools in your garage.
24. Bigger TV
25. Wife takes out the trash
26. Four Wheel Drive
27. Wife brings trash can in from road.
28. Wife stops bitching about clothes on floor.
29. Wife stocks fridge with beer.
30. Chuck Norris.
31. John McCain
32. Steaks for dinner.
33. Winning the Lottery.
34. Women on the side.
35. Wrestling with bea
36. Building shit out of stone.
37. Riding Lawn Mower.
38. Bon Fires in cul-de-sac.
39. Bar Fights.
40. Wife picks you up from Thee Gentlemen’s Club.
41. Craftsman Tools.
42. Jay Bisset.
43. Welding stuff.
44. Digging holes.
45. Huge Piece of meat.
Put your GPS back in your purse.
Sounds good doesn’t it?
This jeep has carried me through 155,000 miles of battlefield twice as gruesome as the second half of the movie “300″. . ..And just like a trusty steed this juggernaut has never left me stranded. If you think you’ve worn her out you drag this beast back to me in any condition. And Ill handle the rest.
But if you think you’re going to get to whip this mule you better pony up Sixty Five Hundred Dollars. . .American Cash. I’m not selling you this car unless you are clearly a pure blooded American Species, so don’t even think about it.
Check Out This Texas Man's Macho Craigslist Ad For His Jeep Wrangler
I should start by saying that if you are looking for a “Pajama party Barbie Jeep” you my friend, should keep looking. If you are looking for a short description of to the beast before you, I can offer you two words “MEAT & POTATOES”. This is the All American chariot of the free world.
You are not dealing with any ordinary, cookie cutter Jeep son. This thing was forged from a single block of all American Tungsten Steel. Real sturdy! From that day forward my life has never been the same. Winch yourself off that couch and see if you can handle this Jeep Wrangler Sahara.
So if you are looking for a rice burning hatch back, a solar powered liberal mobile, or even a Hyundai crossover keep on looking my friend this thing is a piece of red white and blue Americana Machinery.
This baby’s pulse is pumping 4.0 liters of uncensored raw fuel through her straight six nuclear power plant. And rest assured this is no metro feminine automatic. . .you command her to obey, with your calloused hand planted firmly on the shifter. And she will obey, the first time, every time. If you can’t handle your stick shifter, or reach the clutch pedal, you better not ferry skip over here wanting to test drive her. If you stall her out, you can count on getting hit in the face with a piece of re-bar and sent back where you came from.
It has A/C but are you kidding me….Really! If you want to blow the sweat off your brow, you do it the old fashioned way: doors off, top down. “What if it rains?”. . .You whiney bitch! I told you to stop reading. . . Any man who drives this beast doesn’t give a damn about rain. Not even skin melting acid rain, Cause he’s already dripping wet in blood, sweat, dip spit, and fish guts.
If you are looking for the kind of jeep that has to be pansy parked in the garage, so the “carpet doesn’t get wet and soggy” Then you should plant your Obama sticker on some Japanese piece of shit. Cause this thing has drain holes in the floor and rhino lined to let the blood drain out from the buffalo you just killed, with your bare hands. Because you are William Wallace from Braveheart and when you get home you can leave your “sissy sponge glove car wash kit” in the pink bucket it came in. Go ahead and spark up your 6000 psi heated pressure washer on the dually trailer in your man cave, cause you are Tim Gillespie and you can pressure wash your truck on the inside. She’s got rhino lined floors with a full roll cage in case that buffalo comes back to life while you’re doing 80 over some mountain pass or flooded river.
If you’re thinking about Mexican chrome bumpers for her, think again. The bumper bashers come hand forged in a blacksmith shop in Franklin County over a wood burnin fire, out of 4 inch well casing, and railroad tracks and then I welded em to the damn chassis. That way if you get deployed you can piggy back this war wagon on a deuce and a half and chain her down tight from the four corners, so you don’t lose her when your convoy gets hit by a taliband roadside suicide bomber.
And forget about putting one of those “It’s a Jeep Thing. . .You wouldn’t understand” stickers on this machine cause when you’re spotted in this American Classic there will be no questions, no further explanation required, people will understand and get out of your way. . …real quick.
If you think you’re ready to park this panty hauler on your tract of land. If you buy this jeep you better go get your old lady ready for some damn changes around your lair, cause this shit will be happening. What will be Happening? Glad you asked….
1. More chest hair.
2. You’re growing a beard.
3. Meat Only Diet.
4. T-Rex for a pet.
5. You’re taking a job at the lumber mill.
6. Your car carries five kegs.
7. Penis enlargement.
8. Catch more fish.
9. Wire bristled toothbrush.
10. Sex in the yard.
11. Sex in the garage.
12. All male offspring.
13. Chiseled jaw line.
14. Not giving a damn.
15. Flesh turning to steel.
16. Higher salary
17. Promotions.
18. Better looking wives.
19. Better looking mistresses.
20. More golfing
21. More killing stuff.
22. More dead animals in the KITCHEN freezer.
23. More tools in your garage.
24. Bigger TV
25. Wife takes out the trash
26. Four Wheel Drive
27. Wife brings trash can in from road.
28. Wife stops bitching about clothes on floor.
29. Wife stocks fridge with beer.
30. Chuck Norris.
31. John McCain
32. Steaks for dinner.
33. Winning the Lottery.
34. Women on the side.
35. Wrestling with bea
36. Building shit out of stone.
37. Riding Lawn Mower.
38. Bon Fires in cul-de-sac.
39. Bar Fights.
40. Wife picks you up from Thee Gentlemen’s Club.
41. Craftsman Tools.
42. Jay Bisset.
43. Welding stuff.
44. Digging holes.
45. Huge Piece of meat.
Put your GPS back in your purse.
Sounds good doesn’t it?
This jeep has carried me through 155,000 miles of battlefield twice as gruesome as the second half of the movie “300″. . ..And just like a trusty steed this juggernaut has never left me stranded. If you think you’ve worn her out you drag this beast back to me in any condition. And Ill handle the rest.
But if you think you’re going to get to whip this mule you better pony up Sixty Five Hundred Dollars. . .American Cash. I’m not selling you this car unless you are clearly a pure blooded American Species, so don’t even think about it.
- Apr 24, 2013
- 65
- 17
- First Name
- Anthony
Gerald,
I too had the same question, I couldn't find research... About two months ago I found a very talented individual on this forum (thanks DR team) who I walked through my concept of creating an SRP to VDP conversion report which would allow me to A+b test and compare conversion while tweaking SRP layouts to focus on custom comments, payments, etc...
Long story short Jon Berna listened to my needs and created an SRP to VDP report from scratch. We are getting ready to launch our new layout part of which will really focus around custom comments. While we may not have research...we will have very strong data on what consumers care about and influences in their shopping habits while on our website.
Maybe there are companies or research out there on this but when Jon delivered this for my team it unlocked a key KPI for measuring the shopping experience. This should be a industry standard KPI for web vendors and dealers.
Thanks again Jon for finding away to make this happen!
I too had the same question, I couldn't find research... About two months ago I found a very talented individual on this forum (thanks DR team) who I walked through my concept of creating an SRP to VDP conversion report which would allow me to A+b test and compare conversion while tweaking SRP layouts to focus on custom comments, payments, etc...
Long story short Jon Berna listened to my needs and created an SRP to VDP report from scratch. We are getting ready to launch our new layout part of which will really focus around custom comments. While we may not have research...we will have very strong data on what consumers care about and influences in their shopping habits while on our website.
Maybe there are companies or research out there on this but when Jon delivered this for my team it unlocked a key KPI for measuring the shopping experience. This should be a industry standard KPI for web vendors and dealers.
Thanks again Jon for finding away to make this happen!
Attachments
Anthony do you use Homenets auto comments? If so how long did it take you to get it dialed in? It seems pretty flexible and custom for auto descriptions.
Victor thank you for the glowing review, I am truly honored to have the opportunity to work with your stores. Spitzer is a great progressive dealer group and I am very proud of your custom dashboard. I just wish I had this bad boy back at my last dealer group!
- Apr 24, 2013
- 65
- 17
- First Name
- Anthony
We use homenet. Wasn't a fan of their automatic comments.
We create our own using their data conversions.
It took a while to understand. From there we have made a bunch. The biggest value from a volume dealer's point of view is once you have made a good comment for Make Model Trim it will automatically generate it for every new one you bring in-stock.
For example: New 2014 GMC Sierra 1500 SLE - Regina SK - Capital GMC Buick Cadillac
The first paragraph is specific to the 2014 Sierra SLE. Additionally there are dynamic parts (bolded.)
The All New 2014 Sierra SLE delivers the refined ride, capability and strength you expect from a professional grade truck. This 4WD Summit White Sierra SLE is a Crew Cab Pickup with a Gas/Ethanol V8 5.3L/325 engine and Jet Black interior color. The SLE trim features an EZ lift and lower tailgate, new cargo box LED under rail lighting and multiple upper tie-down hooks that can be repositioned in several places around the box. Inside this truck, you will find a command centre that actually commands your attention equipped with an 8 inch color touch radio with IntelliLink, SiriusXM satellite radio, rear vision camera and Bluetooth.
Or New 2014 GMC Sierra 1500 SLT - Regina SK - Capital GMC Buick Cadillac
Looking for more luxury in All New 2014 Sierra? This 4WD Stealth Gray Metallic Sierra SLT is a Crew Cab Pickup with a Gas/Ethanol V8 5.3L/325 engine and Jet Black interior color. The SLT is upgraded with fog lights, chrome door handles, capped exterior mirrors and body side moldings as well as halogen projector beam headlights with signature LED. Style meets substance inside the Sierra equipped with leather seating, dual zone climate controls, power adjustable pedals, 10-way power front seats and driver memory position. Also with optional Driver alert technologies such as Forward Collision Alert and Lane Departure Warning with the choice of an audible signal or seat vibration alert. Innovative features make work easier with an EZ lift and lower tailgate, new cargo box LED under rail lighting and multiple upper tie-down hooks that can be repositioned in several places around the box.
The comments like anything can always be improved, but when you have hundreds of Sierras on ground you really need a solution that you can set once and virtually forget.
Anthony
