If you’re struggling to find used vehicles, waiting for new vehicles to ship, or just needing to jump-start your marketing strategy — know that technology is still on your side.

Now that dealers have figured out online buying, vehicle pickup, and vehicle delivery after COVID-19, it’s time to accommodate leads when you don’t have exactly what they need on hand.

Here are two strategies your dealership can use to continue bringing the right vehicles to the right leads at the right time.

1. Don’t Bank on the Auction

Auction houses have always been a staple for filling dealer lots, but because of demand brought on by COVID-19, many markets are faced with either limited or no auction availability.

When the auction was temporarily halted, many dealers worried about filling their lots with desirable used vehicles to continue supporting sales goals.

Montana Dealer Generates Trade-in Leads with Facebook Lead Ads

Instead of hinging your dealership’s success on the local auto auction, consider alternate sources for great used vehicles: private parties.

A dealership’s most valuable marketing asset is its own CRM. This treasure trove of historical data can allow dealership marketers to reconnect with valued customers — and their valued vehicles.

Create a list of customers who own the vehicles you’d like to re-stock and connect with them via email, phone or even digital ads.

The message should be straightforward: We want your vehicle, and we’re willing to pay top dollar for it.

Here’s an example of a Facebook ad requesting trades:

But the tactic doesn’t only apply to Facebook ads: It also applies to dealership websites and email marketing.

If you want to connect with people who might just be “passing by” your website, consider publishing content like this:

Developing your dealership’s trade-in message will also allow you to leverage it for other areas, including email, landing pages and search ads.

It’s a winning tactic for dealers of all makes.

2. Support New Vehicle Leads Ahead of Time

Hoping that your low inventory will suffice is a losing strategy.

By the time a person hits your lot (or your inventory pages), you’ve already lost. If you don’t have the right vehicle in stock, a normal lead won’t wait. They’ll go down the road.

However, in times of factory backlog, your dealership has an opportunity to educate leads so they’ll stick around.

The average buying cycle is around one month long. It often starts with a Google search and ends with a Google review.

• What if you get ahead of that trend?
• What if you show your dealership’s unique brand values?
• What if you become the primary expert about the vehicles they want to buy?

Here’s an example of a local Ford dealer going the extra mile to educate its audience on the new Ford Bronco:

Another aspect to consider is: original equipment manufacturers (OEMs) already pour millions into differentiating their products from their competitors.

So, as a dealership, your marketing message should associate you with that product and also position you as a trustworthy local expert.

As you begin to attract website visitors and accrue leads for certain models, you’ll create a valuable audience for new vehicle incentives down the road.

Thanks to digital marketing, your dealership can publish helpful blog posts, make long-term connections on Facebook and get the email conversions you need ahead of time.

9 Clouds Can Help You (And Your Inventory) Stay Top-of-Mind

Today’s inventory environment creates pressure on your dealership to carefully communicate and to thoughtfully manage expectations for motivated leads.

9 Clouds has the services and expertise to put your inventory in front of the right people online and give your dealership an edge in your market.

When you’re ready to take the next step toward a better online presence, request a custom digital marketing proposal.

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