Unfortunately, the winter months don’t bring as many auto leads in as the warmer months do. When people look outside and see the roads covered in snow, they don’t necessarily think, “today looks like a great day to buy a car!” This can lead to a steep decrease in car loan applications, which can severely harm a dealership. With subprime financing generating a revenue of $10 billion every year, dealerships can’t afford to lose business. Fortunately, there are a few ways to increase generating auto leads, even in the winter. This article will take a look at a few of those ways.
Because most dealerships cut back on their advertising in winter, it may be beneficial to continue to promote your dealership, even when others aren’t. When more dealerships back away, the market isn’t as cluttered, leaving an opening for your branding to make an impact on consumers. Additionally, other dealerships cutting back on advertising may allow you to advertise for less, more frequently, with a clearer message. By marketing during the winter months, you’ll be able to gain market share, which puts you in a better position come spring.
Another way to grow your business during the cold months is to work with your past customers. Begin by asking yourself how you can remarket to previous customers and unconverted car loan leads. This can be something as simple as sending an email to your customer list, informing them of any sales and promotions. Additionally, work with your salespeople to reach out to past customers. This downtime could be an opportunity for your salespeople to grow, and you should take advantage of their willingness to help out.
One of the most important things to do during downtime is to keep your website updated regularly. Your website should not only be updated with current information and inventory, but it should also preview what’s coming. Since a good number of consumers research cars online before visiting the dealership, it’s important to provide your potential customers with information regarded new inventory, even sales, and trade-in offers. While a consumer may not necessarily be looking for a car at the moment, seeing what’s coming up may help them keep you in mind when they do decide to make a purchase.
Above all else, it’s important to remain optimistic during the downtime at your dealership. While other dealerships may be hibernating during the winter months, you should take full advantage of this opportunity and get in front of potential car loan leads.
