The Power of Google Analytics for Your Multifamily Property

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]Every website automatically generates online data reporting in Google Analytics, whether you’re a paid Google advertiser or your multifamily property allocates $0 in its marketing budget for the search engine behemoth. It’s a free data analytics tool that, in our experience, is commonly underutilized or never used at all — particularly in the multifamily property management industry.

 

It’s actually the top source of digital data available. Many businesses miss out because they don’t fully understand how to navigate the information or aren’t aware any domain owner can access the online analytics tool at no cost.

 

“I look at Google Analytics every single day, at least for one property or another,” says Caroline Gould, Vice President of Marketing and Branding at Fore Property based in Washington, D.C. “I think it’s square one. If we look at the very, very top of the funnel, that is how people are coming to our property. The website presence just has such an enormous importance. It’s no question that digital and web traffic is absolutely 100% how people search for properties, so it’s such an essential cornerstone understanding.”

 

Gould relies on Google Analytics to assess the success of a property’s digital marketing and what marketing to try next. She evaluates referral sources to see which platforms and digital ads get the best traffic, where they rank for certain keywords, and check bounce rates for different campaigns.

 

We work closely with our multifamily property clients to help maximize the valuable consumer behavior and online data available in their Google Analytics reports, or even set up automated reporting — all readily accessible with a few keyboard clicks or taps on a tablet. In addition to training and support, we also offer multifamily properties access to proprietary PERQ reporting within the Google Analytics platform.

 

Every kind of business can benefit from knowing the basics in Google Analytics. I’ll walk through some of the most important aspects and highlight certain keystone reports your multifamily property management company should regularly review. By measuring the performance of your digital marketing more precisely you’re sure to spot patterns and get ideas on how to improve the results after a few months.[/vc_column_text][vc_empty_space height=”20px”][vc_column_text]


 

Watch this Video to Get a Better Understanding of Navigating Google Analytics for your Multifamily Property

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Google Analytics Provides Real-Time Reporting at No Cost

 

Easy to access through a Gmail login, Google Analytics delivers online user statistics and reports in real time, which provides companies with invaluable insights into who’s visiting the property website, what they’re looking at, how long they stay and how they landed on the site. Separate accounts can be set up for third-party marketing agencies or other vendors who need access to your analytics.

 

Google Analytics offers reports filtered by a multitude of factors, such as audience, consumer behavior and conversions. Property managers can then zoom in to see what floorplan pages or content are driving the most engagement on their property website. For our multifamily clients, the most popular report by far is Acquisitions, which shows all traffic sources and website data at a glance, then allows users to drill down into each specific channel.

 

Did the prospect do an organic search looking for “luxury apartments in Dallas” or a branded search on Google that specifically mentioned your company or property by name? Did they click on a paid search ad, and if so, which keyword phrase or incentive led them down the sales funnel? Are your company’s social media posts and promoted content driving prospects to check out your property online or schedule a tour?[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]

Helping Multifamily Property Management Teams Master Google Analytics

 

As part of our onboarding process and onsite team training, we walk multifamily property managers through their Google Analytics account and the PERQ reporting available. Our goal is to make navigating and using the data as easy as possible.

 

If a client hasn’t ever logged in to Google Analytics before, or only scanned the dashboard but not actively engaged with the tool, we begin by explaining their dashboard. We spotlight insights we think deliver the most value and demonstrate what each type of report the pull-down menu on the left side delivers, along with explaining how that meaningful data can help them score more leads and more leases.

 

For those with a rudimentary understanding of Google Analytics, we still help optimize and maintain the analytics account so the best data surfaces first. We then dive into the PERQ-specific reporting that ties together the website data with all other digital platforms and tracks a user across platforms, delivering in-depth insights unavailable in the basic setup.

 

Properties that already utilize Google Analytics often miss the crucial step of linking all online paid advertisements to that Google Analytics account. By linking digital ad data to website analytics, properties can see precisely which combination of digital marketing efforts drive the most profit and ROI, giving a multi-touch attribution view that’s invaluable when adjusting budgets based on performance and making investments in new technology.

 

Gould uses PERQ’s custom reporting filters to overlay insights and gain a deeper perspective on the data. “They have done a really great job there, and helping us to track specifics,” Gould says of the PERQ team who helped her set up the filters. “The one thing I really like about PERQ is we see that it’s not only great for converting web traffic, it’s also good for our SEO and I think that’s another place where Google Analytics is important. We see, because people are engaging with the website, a long time on site, a lower bounce rate, which overall improves the health of our website and helps us rank better organically.”

 

Smart Software Adds More Visibility and Highly Accurate Data

 

While Google Analytics is by far the best free analytics tool available, it does leave out critical pieces of the picture that marketers work so hard to bring into focus. Visitors to each online platform remain anonymous, meaning online leads get counted as a new visitor every time they log on and return to the website or switch from their smartphone to a desktop or tablet.

 

Our smart tracking software takes the Google Analytics insights a step further by assigning a unique PERQ ID number to each online consumer who engages with our technology. We can then identify that same person upon return to the website, track them across multiple devices and follow their journey to a lease offline by matching tours back to their online origination.

 

We’re also able to organize traffic and conversion sources into specific channels. Instead of getting multiple, separate reports for each Facebook or Zillow campaign and being forced to manually tabulate the overall results, our clients can view them in one report that analyzes them alongside one another for a clearer perspective per channel. We also break down generic lead groupings like “Social” into the specific networking platforms the company utilizes.

 

That level of detailed data allows properties to see which website leads turn into tenants and calculate the true ROI for each digital marketing campaign, taking into account multi-touch attribution versus looking at everything in silos. It also gives multifamily property management actionable insights to help increase leads and overall profit.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Additional Multifamily Resources

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Got Enough Marketing Data to Deploy the Most Effective Digital Strategy?

Got Enough Marketing Data to Deploy the Most Effective Digital Strategy?

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]So, the marketing data is pouring in for your home furnishings store, auto dealership or multifamily property website and it’s your responsibility to review it, analyze it and take actionable steps to advance your company’s digital marketing strategy.

 

To plan an effective digital marketing strategy, it’s essential to track your company’s specific marketing data and to know when you have enough of it. It’s very common for clients to capture some data coming in, but most companies don’t track everything they’re trying to report on.

 

Capturing “enough of the right data” for an effective digital strategy means you are tracking all of the interactions between consumers and your investments in either advertising or marketing technology. Here’s how it works:

 

Rethink Your Role as a Marketer

 

Historically, we are in this space where the human marketer pulls and prepares all of the reporting, reviews and analyzes it, and makes estimations that are then discussed in a team setting. The team then drafts a plan for actionable next steps, reaching out to website vendors and advertising providers to take those actions to make improvements. This process takes a lot of time and mistakes often happen.

 

We need to rewrite the role of marketer to get out of that mindset. Instead, the marketer should be the person utilizing AI-powered software and automation with their digital investments, making sure all key interactions are correctly tracked and that you’re collecting enough of the right data to drive marketing decisions. With all reporting and tracking in place, tons of customer and sales information feeds into the system and the AI sorts through and analyzes the data to give your company insights in real time, and automation helps implement those changes more quickly and effectively.

 

We used to think of marketers as the actual engines themselves. Today, marketers need to rethink their approach and become the mechanic, so to speak, the person who makes sure the engine runs the best as it possibly can. AI technology and marketing automation can do just about all of this on its own, but it needs a human at the helm to ensure a well-oiled, smooth-running machine.[/vc_column_text][vc_empty_space][vc_single_image image=”29445″ img_size=”full” alignment=”center” qode_css_animation=””][vc_empty_space][vc_column_text]

Turn Anonymous Website Visitors into Known Leads

 

The industries we serve rely heavily on digital advertising and reporting, but they live in a world where most of their transactions occur offline and in the showroom or leasing office. To bridge the online visitor to in-person visibility into your sales, you must first convert those anonymous online visitors into an identifiable lead.

 

To do that, we take each online visitor and assign a unique PERQ ID to track their shopping journey from beginning to end. With PERQ’s recent upgrade to its Google Analytics Reporting, clients we serve in the multifamily, home furnishings and auto industries can easily connect personally identifiable information on every customer as they journey from a website lead to an actual sale.

 

This visibility into who visits your website and then makes a purchase in-store is invaluable. Ecommerce businesses have a significant advantage in optimizing their website and digital advertising with larger budgets, but also because they have the whole picture of a consumer’s online journey, all the way through to the purchase. Retailers with brick and mortar locations need this same visibility if they want to compete in their market.

 

Stop Relying on Slow Data

 

Planning a digital marketing strategy takes time when it’s powered only by humans. By combining PERQ’s interactive experiences and personally identifiable tracking information with Google Analytics, we’re able to deliver 5X the marketing data, 5X as fast and at 5X the quality.

 

People are very slow in making decisions and many don’t give enough credit to the variables of seasonality, market conditions, and just how quickly things ebb and flow in the marketplace. Anytime you’re looking at the last 90 days and making decisions on what to change over the next 90 days, you’re really setting yourself up for failure. You’re not taking into consideration that the next 90 days already looks vastly different because of seasonality, supply and demand or new competitors.

 

Our AI takes those variables into account and allows companies to make changes in real time that directly correlate to current market conditions. By engaging with online consumers in various interactive experiences, we go way beyond just collecting names, emails and phone numbers. The data we deliver includes a customer’s shopping preferences, lifestyle questions, budget, and so much more.

 

Without PERQ, you may only be converting 1% of your website traffic. The marketing intelligence solution offered by our data-driven attribution model boosts that conversion rate up to 5% or more, and every lead comes with 5X the information about a particular customer. Power your decision engine with more information, faster and with higher quality data.

 

Marketing with Discipline for Change

 

Now that you’re capturing “enough data” for an effective digital strategy by tracking and reporting on all consumer interactions, you need to be disciplined in trying not to change too much at once. This is a fairly common mistake most companies make when drafting a digital marketing strategy.

 

Make every effort to make all decisions and changes at least partially based on actual data. When multiple changes start taking place at once, ask yourself and the team, does this align with the overall strategy we’re working on? Will we have the necessary reporting to understand what is working and what isn’t, among all of the changes we’re making within the same period of time? If the answer is no, you may want to consider whether you’re really setting yourself up for success or if there is no way to win with so many changes at the same time.

 

Instead of deploying four or five initiatives at once, limit how many things you test at one time so you can measure the direct impact of each change and clearly determine if it achieved positive results.[/vc_column_text][/vc_column][/vc_row]

Car Leads for Salesmen: Finding Quality Consumers at Your Dealership

Car Leads for Salesmen: Finding Quality Consumers at Your Dealership

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Not all car leads for salesmen are alike. As you know, they your sales reps can spend hours, over a period of weeks, chasing a lead only to find out that the prospect has no interest in purchasing a vehicle — at least not anytime soon or from you. On the other hand, there are those few that seem to convert seamlessly.

 

That’s why it’s important to develop a strategy for gaining more quality auto leads. By equipping your sales team with contacts who are in the market to purchase “now” or within the next 30 to 90 days, you can get more sales with less effort in less time.

 

So, what’s the magic formula?

 

Well, it’s not necessarily magic, but the right auto dealer web software can provide consumer data and insights that allow you to create follow-up communications that help you better identify how to connect with prospects with the right message at the right time.

 

Take a look at how PERQ’s online guiding shopping solution worked for one of our clients in producing customer insights that help them convert leads more quickly into sales.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531670921476{padding-bottom: 25px !important;}”]

The Search for Higher Quality Car Leads

[/vc_column_text][vc_column_text]Marshall Dry Ridge Toyota, which serves markets in Kentucky and Ohio, had been testing different tools to increase its inbound leads for both new and used cars for some years.

 

Two of those tools included Black Book and AutoTrader, which produced mixed results. For example, during July 2015, the Black Book solution produced 21 leads and five appointments, of which only two showed up. The final result? One car sold.

 

Marshall decided to try our PERQ Web Engagement solution in search of a larger volume of higher-quality car leads for salesmen at their dealership. The package included trade in appraisals, promotional experiences, interactive engagement, e-Price and special offers.

 

“If it wasn’t for PERQ Web Engagement, those leads would have been lost without them giving us their contact information.”

— Kevin Ireland

 

That comprehensive approach not only led to better engagement, it allowed the Marshall team to gain insights into the types of leads they were receiving from the website. It also set them up for more personalized communication through the contact information the tools generated.

 

“If it wasn’t for PERQ Web Engagement, those leads would have been lost without them giving us their contact information,” said Kevin Ireland, Marshall’s IT/Marketing manager.[/vc_column_text][vc_column_text css=”.vc_custom_1531670976972{padding-top: 25px !important;}”][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531671033677{padding-bottom: 25px !important;}”]

The Results

[/vc_column_text][vc_column_text]With the detailed consumer data gathered from PERQ, Marshall learned that 73 percent of the new leads had never purchased from the dealership; 80 percent wanted to trade their vehicle “now”; and 37 percent of the e-Price leads were “ready to buy now.”

 

Furthermore, a whopping 67 percent of the trade leads said they would prefer to be contacted by email. That type of information allows Marshall’s sales reps to be more strategic in how they follow up with leads.

 

Within a 2.5-month period, the PERQ engagement led to Marshall gaining a total of 272 leads — including 91 from e-Price, 104 Trade Appraisal Plus, and 77 special offers.

 

For a deeper look at how a switch in software can produce results, look at our case study on Marshall’s use of PERQ here.[/vc_column_text][vc_empty_space][vc_column_text]

Additional Auto Resources

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Dealership Solutions: 4 Dealer Pain Points and How to Overcome Them with PERQ

Dealership Solutions: 4 Dealer Pain Points and How to Overcome Them with PERQ

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521226682387{padding-top: 25px !important;padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Working at a dealership, there’s no doubt that you’ll come across TONS of big wins. Of course, dealership life also isn’t without its aggravating challenges. Perhaps your dealership isn’t getting as much foot traffic as you’d like. Or, maybe you feel like you’re being “strung along” (for lack of a better phrase) by customers who are just casually browsing and who don’t have a sincere desire to purchase a vehicle.

 

These types of issues can be tricky to resolve, but they are NOT impossible to overcome. PERQ Web Engagement offers a multitude of dealership solutions that that can help combat a plethora of issues.

 

Here’s a list of 4 common dealer pain points that dealers face and how they can be resolved with PERQ Web Engagement.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408037091{padding-bottom: 25px !important;}”]

1. You’re Not Getting Enough Leads

[/vc_column_text][vc_column_text]Believe or not, this is probably the most common issue that many dealerships face. Dealership websites often get a substantial amount of traffic; but alas, most dealerships in the U.S. don’t even convert 97% of that traffic. Needless to say, that number is HUGE!

 

While this is clearly cruddy news for most dealerships, this doesn’t have to be the case for you. Other dealerships might have simple trade-in tools on their websites, but many of these tools don’t provide customers with the opportunity to really have a two-way conversation. There’s no real opportunity for consumers to engage and learn a little something about themselves.

 

By integrating PERQ Web Engagement onto your dealership’s website, you’re giving consumers an easy way for them to obtain relevant and useful information — trade-appraisals, trade-in offers, assessments, etc.

 

“Other dealerships might have simple trade-in tools on their websites, but many of these tools don’t provide customers with the opportunity to really have a two-way conversation.”

 

And in addition to getting the results and information they were looking for, consumers are presented with other options that push them further down the purchasing funnel: credit applications, test drive scheduling, and so on. In a nutshell, the more incentives provided and the more accessible your tool is, the more leads you’re bound to collect.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text][/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408061516{padding-bottom: 25px !important;}”]

2. You’re Getting The Wrong Kinds Of Leads

[/vc_column_text][vc_column_text]One of the other biggest problems dealerships face is that they’re attracting the “wrong” kings of leads. By wrong lead, of course, I don’t mean that they aren’t completely capable of making a vehicle purchase at your dealership. When I say the “wrong types of leads,” that often means the casual browsers – folks who really don’t have any real intent to shop in the near or even distant future.

 

If you’ve followed up or crossed paths with these types of customers, you realize how much of a waste of precious energy this could be. Many of these types of leads might be generated by static lead forms that collect very limited information – like an e-mail address, phone number. Nothing is truly known about the customer or their intentions. Interactive experiences from PERQ can help relieve some of these issues.

 

As previously mentioned, PERQ Web Engagement requires contact information, but it also asks practical questions about purchasing time frame, budget, and desired vehicle.

 

In fact, PERQ leads can deliver 5x the consumer information to sales in order to successful convert into an Up. This information gets delivered to your CRM, which can then be filtered through to find the most interested shoppers.

 

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3. You Aren’t Getting Enough Conversions

[/vc_column_text][vc_column_text]Along with not procuring enough quality leads, many dealerships are often confronted with low conversion rates. That means the few quality leads you DO have often don’t convert into sales.

 

“If you focus your attention on high-intent leads, you’ll be able to provide plausible solutions to issues they might experience during the car buying process.”

 

To combat this trying issue, your guys will need to effectively respond to prospective customers based on the lead information in your CRM.

 

The more you personalize the follow-up call to align with a car buyer’s budget, desired vehicle and offers, the more likely it’ll be to convert them into a paying customer.

 

Additionally, if you focus your attention on high-intent leads (Meaning they plan purchasing a vehicle in the near future), you’ll be able to provide plausible solutions to issues they might experience during the car buying process, like car value, financing, special offers, etc. The more information you can provide to steer the customer in the “buying” direction, the better.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237414253{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408323766{padding-bottom: 25px !important;}”]

4. Third Party Dependency

[/vc_column_text][vc_column_text]The last pain point we’ll be discussing today has to do with third-party dependency. Often times, third-party vendors will host many of the online tools, surveys, e-mails and newsletters coming from dealerships.

 

While there isn’t anything inherently wrong with using third-party vendors, many of the tools customers are exposed to don’t possess the dealership’s logos and slogans. That and they certainly don’t provide the customer with a unique, personalized experience.

 

In order to remain top-of-mind to your customers, you’ll want stray away from using 3rd party brands to facilitate a lot of the heavy lifting. If a customer using your dealership’s Trade Appraisal tool to get a quote of their vehicle, you want the same imagery, logos and slogans as the ones found on e-mails, targeted display ads and direct mail. Brand recognition is crucial for getting customers to shop with your dealership.

 

Want to learn more about how our software can help your dealership can garner more leads? Check out PERQ Web Engagement’s automotive solution, and schedule a demo today![/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_column_text]

Additional Auto Resources

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3 Essential Digital Marketing Practices Your Dealership Can Use in 2018

3 Essential Digital Marketing Practices Your Dealership Can Use in 2018

[vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521224734716{padding-bottom: 25px !important;}” z_index=””][vc_column][vc_column_text]Living in our very digital age, it’s become more important than ever before to have a strong online presence. In order to compete in the automotive industry, your website, social media profiles and advertising have to be top-notch.

 

Now, assuming you DO have a website, social media pages and an digital advertising budget, you might be sitting there and asking yourself “Am I doing this right?” or “Is my online presence effective?”

 

Lots of dealerships are perfectly capable of cobbling together a website and a Facebook page…. but the question is, are those websites and Facebook pages worth visiting? Do they even look presentable?

 

Here are 3 auto dealer digital marketing practices that I’ve recommended for 2018 to my clients:[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408428350{padding-bottom: 25px !important;}”]

Don’t Overlook the Importance of High-Quality Design

[/vc_column_text][vc_column_text]One of the first things I tell dealers trying to improve their digital marketing is that high-quality design is absolutely crucial.

 

Today’s consumers, baby boomers and millennials alike, have far more sophisticated taste. They expect a lot more out of dealerships than some obnoxious inflatable tube men or painted letters that spell out “SALE” underneath the hoods of your cars.

 

People don’t want to be pandered to anymore. They want to be spoken to like an investor — because frankly, that’s exactly what buying a car is: an investment! This is especially important in the digital age, as many consumers do their research online.[/vc_column_text][vc_column_text css=”.vc_custom_1522347733326{padding-top: 25px !important;}”]If they’ve never set foot in your store, but discovered you on social media or search engine, you want your online presence to be a reflection of your amazing inventory and customer service.

 

I’ll be completely frank with you…. there isn’t much of an excuse anymore to NOT have great design or, for that matter, a great consumer experience (Example: A highly functional website).

 

When you have the right tools and services at your fingertips, building a website, social media pages and creating ads that look really nice isn’t difficult. In fact, it’s actually extremely cost effective. Something as simple as embedding a video you shot yourself from your own phone can have a huge impact on how consumers view your dealership. It shows effort![/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237423302{padding-top: 25px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408439297{padding-bottom: 25px !important;}”]

Build Trust and Legitimacy with your Brand

[/vc_column_text][vc_column_text]Okay, so — remember how I said consumers in this day and age are extremely sophisticated? Well, along with being sophisticated, consumers are also smarter and FAR more tech-savvy than ever before, too!

 

Back in the day, dealers used to hold all the power. Consumers couldn’t access information about financing, trade-in appraisals and inventory unless they visited the dealership and inquired about it. In the year 2016, however, this is certainly not the case.

 

Because of automotive resource sites like Kelley Blue Book and NADA, consumers have the same amount of data and access that dealers do. They can now both get up-to-date information on pricing, availability and competitors FAST.

 

Now, even if consumers happen to do their research via a 3rd party site, they eventually do need to go to a dealership to purchase their vehicle… and this typically means paying the actual dealership’s website a visit.

 

To keep prospective customers from straying way, you want your site to provide the best online experience possible.[/vc_column_text][vc_column_text css=”.vc_custom_1522347685644{padding-top: 25px !important;}”]Naturally, you might be asking “What does this mean? My website looks good. What more do I need to do?” Well, your site looking good isn’t the only thing that matters.

 

You also need to be able provide vital information that the customer might be looking for. Do you have resources available to better help the customer (like a FAQ section)? Do you have a payment calculator or an appraisal tool? Do you have a live chat option?

 

These types of things might seem small, but overall, they add legitimacy to your dealership. Also, consumer will be more likely to trust you since you are putting in so much effort to help them find the answers for themselves.[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern” css=”.vc_custom_1521237406917{padding-top: 15px !important;padding-bottom: 15px !important;}” z_index=””][vc_column][vc_column_text css=”.vc_custom_1531408453000{padding-bottom: 25px !important;}”]

Be Relatable to Your Customers. Let Them Get to Know You!

[/vc_column_text][vc_column_text]Over 72% of consumers will check out your dealership online prior to stepping foot in the dealership… so along with a well designed, legitimate website, you also want to show that you understand the consumer.

 

Now is the time to talk about your dealership in more of a personal way and use multiple media formats to engage with consumers. When building or reconstructing your website and social channels, you might consider adding in an “About Us” or “Our History” page.

 

Many successful dealerships have these pages, as they’re a great way to tell consumers “Hey! We’re just like you!” A page stating “We’ve been family owned for 20+ years and customer service has always been our #1 priority!” lets consumers know that they’re going to be cared for.

 

In addition to “About Us” or “Our History” pages, it also helps to be completely upfront with them regarding things you know they already care about like: saving time, making sure they’re getting a good deal, or simply confirming the details of an individual vehicle. You can place these points on the main landing page![/vc_column_text][vc_column_text]Another way your dealership can be relatable is to make consumers feel like they’re in control as much as possible. You want to answer consumer questions or inquiries before they even think to ask them. On your social media pages, post pictures of your actual showroom so that consumers have an idea of what they’ll look like.

 

Or maybe on your “Schedule a Test Drive” form, provide some insights into what the next steps will be (Ex: You’ll meet with one of our reps, who will take you to the car of your choice, etc.). Consumers appreciate the additional information more than you might realize.

 

Use these automotive dealer marketing tips to help you build trust and authority with your current and potential buyers. It’ll bring your dealership’s marketing to the next level (and your sales, too).[/vc_column_text][/vc_column][/vc_row][vc_row css_animation=”” row_type=”row” use_row_as_full_screen_section=”no” type=”full_width” angled_section=”no” text_align=”left” background_image_as_pattern=”without_pattern”][vc_column][vc_empty_space][vc_column_text]

Additional Auto Resources

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