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

At a dealership, it’s important to establish customer trust on two different levels; trust in your dealership brand and trust in your individual employees, because they are the front-line representation of your brand. Videos are an ideal medium for building that trust. Videos bring your dealership brand and your employees to life, making it easy to convey your values, expertise, and professionalism. To build customer trust, create four types of videos and post them on your website, social media platforms, and use them in your email marketing. Inventory and Walkaround Videos Credibility builds trust, and the key to being credible