It’s true. As you can guess - there’s your physical location - but you also have an online dealership. While you’ve spent countless hours nurturing your physical dealership - pouring your efforts into building and maintaining it - the reality is that your online presence, and the way you present your dealership in that space, requires just as much time and attention. When you stop to think about how consumers are searching - realizing that they are relying more on the Internet now than ever before - it’s clear why you should be putting just as much time into your online dealership.
Potential buyers are checking out your inventory online as they research - weighing their options for this big purchase. They are spending time online looking at your units long before they step through the doors of your dealership - meaning they know all about you, your brand, and your offerings before you even know they exist.
Really think about how that could impact your business.
If you don’t put the effort into really building out your listings, making an effort to help the buyer imagine themselves in that unit, it will show. And then - sadly - no matter how good your customer experience is at your physical dealership, buyers may never choose to experience it, because they might never walk through your front doors.
Shoppers are becoming more and more savvy and their expectations for your online presence is increasing with their online researching skills. They are turning to places such as your website, your presence on social, or your online listings to judge what their experience might be like when they come to your shop - and maybe that feels unfair, but it’s true. This means you should be putting just as much effort, if not more, into your online presence - making sure you’re putting forward an experience that’s just as good as they one they’ll get in store. That way - when they do come to do business with you - they’ll have already seen a glimmer of the experience they can expect.
There are a lot of ways to make sure your online presence is up to snuff - but let’s just start with the basics. You should always:
1. Include a price (when you can)
Everyone has a budget - and RVs are a big purchase - so I’m positive your potential buyers have a price range in mind when they start searching. Sometimes it can be hard to guess what a particular RV might cost - and it’s a frustrating experience to find what seems like the perfect unit and then find out it’s much more than they can afford.
We understand that manufacturers have rules about how to price new models - but it’s important to always include something - even if it’s MSRP. As for used inventory - there’s no reason not to include a price. I understand the thought that by not having a price - a consumer may call to get that information - but that’s not really a qualified lead. If you go ahead and tell them the price - when they do call, not only will the have an innate trust for you and your dealership - but they are calling because they are actually ready to buy.
2. Put up real pictures
People are visual - and they have been dreaming about the perfect RV for their adventures for a while. They like to see what they are going to be getting for their money - including the best things about a unit and the worst. If an RV has some issues - whether it’s cosmetic or functional - go ahead and tell the buyer that in the listing. Even though it might not seem like it - by being honest up front with a buyer about any issues they might notice on a unit - you’ll go a long way in gaining their trust. If you aren’t upfront with them - you’re setting yourself up for a bad experience when they come on the lot to see the unit and are frustrated by your lack of transparency.
Now, we understand that this can be easier said than done - because, let’s be honest, getting detailed pictures takes manpower. So while we don’t encourage stock photos, we would say that they are better than none at all.
3. Remember that descriptions are actually important
Again, these buyers are dreaming about this RV and where it will take them. They want to make the RV lifestyle their passion - if it isn’t already. So encourage their dreams. As you write your descriptions - provide them with a nice mix of practical and lifestyle. If this RVer is a first-timer, technical descriptions might overwhelming - so it’s best to stay away from the canned manufacturer descriptions. Of course, including some of those practical details is important - but remember, you can explain those nitty-gritty details to them in person when they are truly ready to buy. For now, spend some time telling them why this RV is the one to take them on their dream adventure and why they can’t miss out on it. The goal of your description should be to make it impossible for the buyer to not come see this unit for themselves.
We realize that by following this advice is no easy task. You will have more work to do as you build out your listings and online presence - but we promise you it will be worth it. Your consumers will know before they step on your lot what type of experience to expect and already have a basic level of trust for your dealership - and that is worth all the time and effort you’ll put in.
If you want something to guide you as you go - download our Listing Success Checklist for quick reference on how to build strong and attractive listings.
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