It doesn’t take a rocket scientist to see that online reviews are the #1 influencer for people shopping for a vehicle. With a car or truck purchase happening on average of once every 3-4 years, consumers don’t already have a relationship with their local dealer, unless true to the brand for service and recommended maintenance.
Think about it: Do you have a “feel” for your local Ford dealer? Know their sales staff? Have a “go to” guy or girl you can call when it’s time to buy? If you do, then you’re one of few who have established a relationship with an auto dealer. But, let’s look at what’s typical, shall we?
When shopping for a vehicle, most people first choose the vehicle, and THEN the dealership.
You’ve decided on a new or used vehicle. If used, you’re probably going to purchase from the dealer that has the closest match to your needs and wants, in which there is no brand loyalty and far less research performed, according to Edmunds.com.
Shopping for a new vehicle means you have choices.
Consumers typically have between 2 and 9 dealers to choose from in many metro markets when shopping for a new vehicle. Pricing is typically similar, and service isn’t yet a concern (to many buyers), so it all boils down to two things:
Price and Trust.
Online services like TrueCar allow people to get the pricing issue out of the way before even making contact with a dealership. Armed with TrueCar’s pricing in-hand, they now feel a bit of power, knowing they can get the close to the same price at multiple dealerships in their market on any new vehicle. With pricing solved, then what? Now, it’s a trust game. “Who can I trust to make my purchase experience as trouble-free as possible?” “How can I find out which dealer is most likely to give me a smooth, trouble-free purchase experience, before stepping on the lot? The answer is of course researching online reviews.
Services like MergeR Automated Reviews or Birdeye can help any auto dealer generate tons of authentic reviews using their sales and service customers, give them tools to manage the bad ones, and even display their reviews (all of them, from all networks) inside their website. So, do most auto dealers use a service like MergeR? The answer is “no”. And, we’re still trying to figure out why.
Here’s the funny part – Most new and used car dealers have yet to figure out the depth in which their online reviews direct traffic to them, or away from them. A page-one Google Search for a specific auto dealer can result in 8 or more review site ratings appearing. Google has single-handedly made online reviews the most important item an auto dealer can have by making it the most prominent item next to the dealer’s name in Google Search, Google typically pulls in the star ratings from Cars.com, Facebook, DealerRater, Edmunds, YellowPages, Foursquare, Yelp and others, giving consumers an instant snapshot of the quality of service each dealer delivers, without a single click:
The golden goose for any business is to figure out how to get their current, happy customers building their brand inside social media, organically. Not “posts on company pages” mind you, but real, consumer posts, likes, +1’s, shares and re-post’s, that generate viral social activity organically, without having to pay for boosted posts, or 100×100 pixel ads that are too easy to ignore. VASS Pages, a product of WebSpin 360, a service that provides solutions related to online reputation management, reviews, ratings, testimonials, online presence, and social media buzz for automotive and motorcycle dealers, may have finally found this golden goose.
It’s called, LikeMyNewCar.com, and here’s how it works:
Each time a new customer is input the VASS Pages software by the dealer, a new, unique “Customer Page” is published at LikeMyNewCar.com specific to that customer. The customer then receives an email with links to share their page on Facebook, Twitter, Google Plus and Pinterest. The post title (generated by the VASS Pages system) prompts social media friends, family and co-workers to “LIKE”, “COMMENT” or RE-POST” the share, thanks to it’s perfectly-worded post title – “Do you like my new car?”
(View Sample Page)
Likes, Shares, +1’s, Tweets and Pins are all tracked and displayed on the LikeMyNewCar.com page itself, creating evenmore social buzz for the page, and ultimately, social buzz for the dealership and salesperson who sold the vehicle.
According to Facebook, each user has over 200 friends. A single post that is Liked, Re-posted, or Commented on, can easily reach thousands of people. In the case of LikeMyNewCar.com, this can mean thousands of very “hard to reach” social media impressions for the auto dealer or motorcycle dealers using VASS Pages.
For more information, visit www.VassPages.com, or call them today at 888-542-0844, extension 2.
VASS Pages already had a hold on great domains for their automotive “Customer Testimonial Page” marketing system, but what about the other guys? Yes, the Harley-Davidson and other motorcycle dealerships have wanted their own set of domains, making their customer pages even better than before. Well, this job has been completed, with the launch of the new motorcycle specific domains where the Kawasaki, Yamaha and of course Harley-Davidson motorcycle Customer Testimonial Pages will be served from. Here they are: