Why existing customers are a good bet
Repeat business is a sign that you’re getting things right, regardless of whether you’re selling cars or chocolate, but spotting the opportunity for a next-time vehicle sale is harder than it used to be. Physical interaction with dealerships is falling, and the dealership visit is typically the last leg of the buying process for most customers, who aren’t likely to come sniffing until they’ve done plenty of homework.
That applies to all customers, but those with whom you’ve already done business represent excellent opportunities to boost sales. You already know each other and you have past experience of their preferences and buying habits, which you’re well placed to exploit. For example, a customer’s existing finance contract presents a window into the timeline for their next purchase. There’s no sense in hassling them when they’re not in the market for a new vehicle, though, so it’s important to understand and identify when they are.
It is, however, quite possible to do so, courtesy of some joined up data – and the good news is that it can be done with most stock dealer management systems.
Ever wonder which cars sit at the top of shoppers’ wish lists? We decided to dig into our own data to find out. We looked at which makes and models were the most searched on CarGurus in each UK region, and, after analysing the data, we found that when it comes to sought-after vehicles, BMW leads the way. Its 3 Series cracked the top three in every region.
Know your customers’ digital route
In today’s digital age, there is almost no end to the amount of information customers can find online during their shopping process. Yet, the majority of buyers still visit showrooms to test drive vehicles and make a purchase.
To be able to reach these shoppers early on and steer them to your showroom though, you must first understand their digital journey—and analytics help make this possible. Whether a customer visits a manufacturer website, social media profile, third-party shopping site, or something else, analytics allow you to keep tabs on their digital footprint. When you tap into that information, you’ll be able to understand exactly how customers have made their way to your dealership’s website—and from where—so you can begin to tailor your messages accordingly and drive more traffic to your forecourt.
CarGurus’ inaugural One Voice Report, released today, brings together the opinions of more than 400 influential UK dealers on hot topics affecting the used car market. It touches on rising overheads, increased competition, government issues, and more, and provides valuable insights into how digital is helping dealers adapt to today’s changing market. Key findings include:
Fords of Winsford is one of the thousands of UK dealers that upgraded to a CarGurus paid listings package. We’ve been working with their group marketing manager, Nathan Quayle, for three years and he views the relationship as a two-way partnership.
2018 was a banner year for us here at CarGurus: we announced the launch of our first TV advert, our Gurus held and attended dealer events across the country, and we published lots of new content to help you sell more cars.
We took a moment to reflect on everything we did in 2018, and here are some of the highlights.
At CarGurus, we’re working hard to give our dealers better tools to solve the challenge of attribution. We recently launched an update to our Dealer Dashboard that should make it easier for dealers to see which CarGurus leads bought a vehicle.
Lead details added to Removed Listing Activity section
The Removed Listing Activity section isn’t so much new as it is improved. This section lets dealers see their recently sold/removed listings, along with a breakdown of all the CarGurus leads and connections for those vehicles. What’s new is that we’ve added the details of those leads so it’s easier for dealers to tie a specific lead to the sale of a particular vehicle.
In the past several years, there’s been a surge in digital advertising spend across many industries. In 2018, UK digital ad spending by the automotive industry will reach £1.74 billion—an increase of 11.4% over 2017—and eMarketer forecasts that consistent growth in digital ad spending for the auto industry will continue through 2019.
Yet all too often, dealerships treat the copy in their advertising as an afterthought. They toss in a few keywords, check the grammar, and hit publish. But copy is important—words matter!—and it should be treated that way.
We’ve put together some of the top tips for writing ad copy to help your dealership get the greatest ROI from online ads.
Exciting acquisition will expand our audience for UK dealers!
Dear valued dealer community,
Today we announced that CarGurus has agreed to buy the motoring website PistonHeads from Haymarket Media Group. The acquisition is another step in our plans to accelerate growth and expand our consumer audience here in the UK.
PistonHeads has built one of the UK’s most trusted and influential digital motoring brands, and we see it as a perfect fit with our own customer-centric model and pioneering ethos. We look forward to applying our technology expertise to unleash the full potential of the PistonHeads platform, while staying true to what makes the brand so special to millions of motoring enthusiasts and shoppers in the UK.
People have become information-obsessed, even over the small stuff. And car buyers are no exception. They’re spending more time than ever—over 6 hours in many cases*—researching their purchase options before ever making a decision.
But what happens to those car buyers after they’ve done their research and made their purchase at your dealership? Their need for information doesn’t end. As car owners, they need to know how to maintain their vehicles, where to go for service, what insurance to get, and more.