Every experienced auto salesperson knows, the success or collapse of a sale typically comes down to a single moment. And, as this article from AutoRemarketing explains, today that moment usually happens online.
Thanks to the internet, car shoppers now come to the lot significantly more informed than ever before. And dealers need to be ready for them when they arrive. Additionally, because those shoppers are more likely to turn into buyers than a casual weekend browser, dealers can benefit from strategies designed to attract them.
We’ve identified three strategies that can help draw in those savvy, potentially lucrative shoppers.
Last Search and Zero Moment of Truth
When a customer has finished their online research, and is ready to buy, they can be susceptible to targeted digital messaging. At this point, they’ve decided what they want, down to the specifics. And they know what they’re prepared to pay. They may even know where they want to make the purchase. But that focused intent can be interrupted by precise digital targeting that moves them toward your lot. It’s a dynamic that can work to a dealer’s advantage – or disadvantage. The difference is in the precision of your targeting.
Achieving the Optimal 30 VDP Views in 30 Days
For our recent report on VDP view distribution, we studied the VDP view activity of nearly 300 dealers over a six-month period. The study determined that driving 30 VDP views in 30 days to every VIN on the lot will maximize inventory turn and minimize wasted spending.
Distributing VDP Views
The report mentioned above also concluded that a small percentage of VINs were receiving the bulk of VDP views, and the larger portion of VINs were neglected. Why spend money to promote a vehicle that will sell well without additional support? Shifting your marketing dollar to cars that need the attention can help correct the imbalance, speed up your sales pace, and minimize wasted spending.
The LotLinx VIN View Optimizer™ enables you to see how many views individual cars in your inventory are receiving, so you can make those informed spending decisions that take advantage of the opportunities at hand.
To learn more about effective VDP view distribution, and the findings in our research report, watch this video of a recent appearance on CBT News by LotLinx Co-Founder and COO Jason Knight.
Automotive marketers are waking up to the importance of VDP view distribution. If you’re not concentrating your digital marketing efforts – and spending – on spreading views across your inventory through VIN-specific campaigns, you’re likely wasting a lot of money. To learn more about your own dealership’s VDP view distribution, and how you can improve it, request your free VIN View Optimizer report today.