By Brian Cox First, it was the pandemic, now it’s inventory shortages. In the last two and a half years, the volume of car shoppers in dealership showrooms has dropped dramatically. The big question is when inventory levels normalize will showroom traffic return or will car buyers continue to shop online? According to a Cars.com consumer survey in December 2021, 38% of car shoppers said they expect to complete the entire buying process online, with another 38% intending to purchase a vehicle in person but complete all paperwork online.  Additionally, 41% of recent shoppers plan to pre-order their next vehicle.

When someone submits a lead through your website or a third-party website, how does your sales team respond? The first attempt is usually a phone call, but if the prospect doesn’t answer, what next? Depending on the contact information provided, most salespeople text or send an email. Video is rarely included in lead responses. This is surprising, especially when you look at the data behind the effectiveness of video. Video is guaranteed to get attention, inspire more emotion, and is a great way to stand out from the competition. Additionally, videos are a great way to merchandise inventory to distant

As published in F&I Showroom magazine, April 2022 The average price for a new, non-luxury vehicle in November 2021 was $43,144, which is a record high, according to Kelley Blue Book. With prices like that, combined with limited inventory, many car shoppers are opting to purchase certified pre-owned (CPO) vehicles. The CPO market has grown consistently over the last three years, with an 11 percent year-over-year increase from 2020 to 2021, according to IHS Markit. Dealers that have CPO programs can take advantage of this trend, but many dealers don’t properly merchandise and market these vehicles on their websites or

It is a well-known fact that video marketing is the most desired and powerful way to engage customers. There are many ways to use video to engage customers including explainer videos, video walkarounds of vehicles, live interactions, and more. Most of these are either customer-initiated engagements via a submitted form or an inquiry to dealers. A good best practice is to send all leads video introductions. But… what happens if they don’t respond to your video introduction? If you aren’t working with a technology provider that allows you to have real-time alerts when someone views your delivered videos, then you