Let’s face it: dealership marketing isn’t what it used to be. The game has changed, and if you’re still relying on old-school tactics, chances are you're missing out. Meanwhile, the top-performing dealerships? They’ve figured out how to connect, convert, and consistently close deals. Let’s break down what they’re doing right and how you can start doing it too.
1. Meet Shoppers Where They Start: Online
Here’s the reality. Around 95% of buyers start their car search online. If your dealership doesn’t show up in those early searches, you’re out of the race before it begins. That means your website needs to hit two things: it should answer what shoppers are searching for and work seamlessly on mobile. Think fast-loading pages, clear info on inventory, and keyword-friendly phrases like "used trucks near me."
2. Don’t Sleep on Lead Follow-Up
Almost 4 out of 10 leads get lost because no one follows up fast enough. That’s painful to hear, especially if you’re spending money to bring those leads in. The best dealerships jump on inquiries right away, often within minutes. Tools like CRMs and automated messages help make that possible. And most importantly, someone on your team needs to own that lead from start to finish.
3. Let Automation Do the Heavy Lifting
Marketing doesn’t have to be a manual grind. Dealerships using automation are getting way better results. In some cases, they’re seeing nearly double the ROI. Think about it: automated texts, emails, trade-in reminders, and service check-ins. You stay top of mind without lifting a finger. Even better, retargeting ads help bring visitors back when they’re ready to buy.
4. Use Data to Stock Smarter
Guesswork is expensive. Successful dealers rely on hard data to decide what to put on the lot. They know what sells quickly and what just sits. By tracking how long vehicles stay in stock, how much reconditioning costs, and how fast each unit moves, they avoid making costly stocking mistakes.
5. Get Found With Local SEO
Having a good-looking site is great, but it won’t help if no one finds it. That’s where local SEO comes in. Your site should talk the way your local buyers search. Include detailed info on your inventory, use region-specific terms, and answer real questions buyers have. Blogs, comparison guides, and service tips help keep your content fresh and relevant.
6. Build Trust Through Reviews
Think of online reviews as digital word-of-mouth. They matter a lot. Dealerships with strong reviews tend to get way more showroom visits. Ask your happy customers to share their feedback, and don’t shy away from responding to negative comments. The way you handle reviews tells prospects everything they need to know about your customer service.
7. Let Video Tell Your Story
Video is where it’s at. Nearly 40% of buyers say video helped them discover a vehicle they liked. You don’t need a big budget, either. A quick walkaround video, a behind-the-scenes look at your service center, or a staff spotlight builds a connection. One dealership even turned their team into a TikTok comedy series, and it worked.
8. Go Beyond One-Channel Marketing
If you’re only using one or two marketing channels, you’re leaving reach on the table. The most successful dealers run ads on search engines, social media, video platforms, and even traditional channels like radio. When all your campaigns are aligned, your message sticks with shoppers wherever they spend their time.
9. Get Involved With Your Community
Want to be the go-to dealership in town? Start showing up in your community. Sponsor a school fundraiser. Host a free car clinic. Partner with a local charity. When people see your brand doing good things nearby, they’re more likely to trust you when it’s time to buy.
10. Track What Works and Adjust Fast
Data without action doesn’t help anyone. The most agile dealerships check their marketing performance regularly and shift their strategy as needed. They look at what campaigns are bringing in leads, how those leads convert, and which channels give the best bang for the buck. If something’s working, double down. If not, pivot quickly.
Why Some Dealers Get Stuck
If your marketing feels like it’s stuck in neutral, there are a few common culprits. Departments might be working in silos. Your tech stack might be outdated or underused. Or maybe it’s just a case of playing it too safe. The truth is, the market moves fast. Hesitation often means missed opportunities.
The Real Benefits of Getting It Right
When you put these tactics into play, you start seeing real traction. Cars move faster. You attract higher-quality leads. Your brand becomes a local name people trust. And even when the market shifts, like it is with electric vehicles, you’ll be ready.
At Star Performance Marketing, we make dealership marketing simple, smart, and scalable. We help you put the right systems in place, from automated lead nurturing to eye-catching campaigns that drive traffic. Let’s ditch the guesswork and build a plan that actually performs. We’ll work with you to connect every marketing dot so your team can close with confidence. Ready to lead your market? Schedule a discovery call with our team today.
