Specialized Marketing for Buy-Here-Pay-Here Dealerships
The foundation of a solid marketing plan is the same, no matter the industry. Apply a system of logic to make an emotional connection with the ideal buyer and nurture that buyer to the point of sale and loyalty. At the Dream Team Media company, we know that the devil is in the details, and not all automotive dealers can use the same tools and marketing tactics. Our marketing strategy for a large franchise operation will differ from that of a small Buy Here Pay Here Operation. Our process stays the same, but we understand the nuances among our automotive clients.
Why Differentiation Matters for Your Dealership
In today’s fiercely competitive automotive market, standing out is more crucial than ever. Differentiating your dealership isn’t just about being different—it’s about reaping substantial benefits that drive success.
1. Attracts More Customers
By setting your dealership apart, you appeal to a specific audience that resonates with your unique offerings. This targeted approach can increase foot traffic and online inquiries, putting your dealership on the radar of potential buyers looking for something distinct.
2. Builds Stronger Brand Loyalty
When you offer a unique value proposition, customers are more likely to remember and return to your dealership. This loyalty is built on trust and satisfaction, reducing the likelihood of them considering competitors in the future.
3. Increases Profit Margins
Unique services or exclusive deals enable you to command higher prices, as customers perceive your offerings as more valuable. Whether it’s exceptional customer service, a seamless buying experience, or exclusive vehicle options, differentiation allows for premium pricing.
4. Enhances Brand Reputation
Standing out with exceptional service or unique vehicle options boosts your brand’s reputation. Positive word-of-mouth and online reviews can significantly enhance your dealership’s image, encouraging more people to choose you over the competition.
5. Provides Competitive Edge
By understanding market trends and consumer needs, differentiation allows you to stay one step ahead. This competitive edge helps attract more customers and retains them when new competitors enter the scene.
Conclusion
Differentiating your dealership offers numerous benefits that go beyond just standing out. It enhances customer loyalty, improves profitability, bolsters your brand’s reputation, and gives you a competitive edge. Your dealership can thrive in even the most crowded markets by effectively leveraging these advantages.
Here are three ways The Dream Team Media Company serves Buy Here Pay Here dealers:
1. Focus on the buyer
Franchise operations benefit from the manufacturer providing brand advertising that targets the ideal buyer. It is the retailer’s responsibility to attract local, in-market buyers. The Buy-Here-Pay-Here operation sells opportunity, financing, and solving a pain point that may have nothing to do with the latest safety feature or electric technology. The Dream Team Media Company can help the BHPH dealer navigate the restrictive waters of advertising for special finance needs and create content that connects with the target buyer. Our experience and process match that of manufacturers who research the pain points of their ideal buyer and craft a shopping experience and advertising message to attract that ideal buyer.
2. Choose the right channel
Once you understand your ideal buyer and their demographics, we select the appropriate channels. The BHPH dealer is typically not competitive on price or mileage. The value proposition is the ability to finance the vehicle and then work with that customer through the collection process until the loan is paid off. For this reason, typical marketplace sites like AutoTrader and Cargurus are not ideal for BHPH dealers. For our BHPH clients, search and social media are the best channels for reaching the ideal buyer. These platforms are constantly restricting how marketers advertise credit or loan opportunities, and we continuously finesse the message to reach the buyer looking for a dealer to finance them.
3. Built-In IT Support
As technology evolves to simplify business processes, the backend of these technologies gets more and more complex. We understand the buy-here-pay-here operation typically has a few people handling various tasks. The sales team may be expected to manage some marketing tasks, the controller may be expected to run Google Ads, and no one knows where the passwords are stored. An agency should act on behalf of the client, and we go above and beyond when executing marketing tactics. We ensure your backend systems are secure and set up how they should be. You should own and control your data, and we work with every participant in your marketing, from the web provider to the sales team, to ensure everything works optimally.
When we build dealership marketing strategies for car dealerships, we are keenly aware of nuances within the industry. This allows us to oversee, execute, and measure a marketing plan that delivers results—connecting the target buyer with the ideal dealership.