How Do Customers Research Cars?
A lot has changed in the last ten years in the automotive retail industry. Customers now conduct ¾ of their search online rather than on the lot, meaning they often start their search at the store with the best information – or best digital presence.
Video for New Cars
Although new vehicles often have videos readily available to describe them (either from a manufacturer, or a paid source), used vehicles generally don’t share the same benefit, creating a unique opportunity for salespeople to grab the attention of would-be buyers. This creates an opportunity for you – at the dealership level – to wow these customers – to exceed their expectations with a personalized video answering their question about the car.
Video for Used Cars
If answering their question about tire wear (14/32 remaining on front two, for example) by email is meeting expectations, shooting a video showing tire wear on a depth tread gauge is exceeding their expectations. And shooting a video where you pop the hood and show mechanical components up close – including a steam-cleaned engine compartment, and a spotless air filter – well, that’s a step beyond.
Interested in training for using video for used or new vehicles on your lot? Give us a call or drop us an email.