INDUSTRY NEWS
Turning dealers listings into sales with
mileage, and transmission type. Specify if the vehicle has a dual-clutch or CVT transmission instead of just listing it as“ automatic.” Don’ t use vague terms like“ fully loaded.” Instead, be specific and mention features like LED headlights or a reverse camera. In the past, car buyers had limited options: visiting dealerships or browsing classified ads. Today, online marketplaces like AutoTrader provide access to thousands of vehicles, simplifying the process of comparing prices and finding the perfect car
The convenience of online automotive retail has led to increased competition among dealerships. To stand out, a well-crafted listing is essential. Potential buyers can be driven away by poor images, minimal or incorrect details, and lacklustre descriptions.“ In today’ s competitive market, a well-crafted listing is more than just a sales tool, it’ s a mark of credibility,” commented George Mienie, CEO of AutoTrader.“ High-quality images, clear and accurate descriptions, and transparent customer ratings and reviews aren’ t just nice to have, they’ re essential for building trust, attracting serious buyers, and driving long-term success.”
High-quality images are one of the most effective ways to make a listing stand out. Images from multiple angles are essential. Clear, high-resolution photos will make your listing stand out and highlight key features that build trust with potential buyers. Capturing the front, back, sides, wheels, lights, and exterior details as well as the interior, including the dashboard, front and rear seats, boot, instrument cluster, and mileage help to showcase the car’ s condition. It’ s wise to showcase unique features like a panoramic sunroof, leather seats, or builtin navigation, as these can increase the vehicle’ s value and attract more interest.
Images are important, but a well-written description is also essential to give potential buyers a complete picture of the vehicle. Each used car has its own unique story; avoid using generic descriptions and focus on the individual car’ s specific details and features. While industry terms like TCS, ABS, EBD, and E / W are familiar to automotive professionals, they may confuse buyers. Use clear, simple language to highlight the key features of the car. Instead of listing every single feature, concentrate on the standout features to avoid“ feature clutter.”
Listings should always include the car’ s registration year, make and model,
Include direct phone numbers and phrases that prompt immediate action, such as“ Enquire Now” or“ Book a Test Drive” to encourage potential customers to take the next step. While AutoTrader offers a contact option, a direct phone number will appeal to those who prefer to speak with someone.
Online ratings and reviews are crucial for building trust in the current climate. AutoTrader’ s new Ratings and Reviews system is the first of its kind in South Africa’ s online automotive industry. It allows customers to leave star ratings and short reviews about their experience with a dealership, including aspects like customer service, test drives, and purchasing, within 24 hours of contact. Dealerships can instantly view and respond to these reviews, enabling them to manage their reputation effectively. Additionally, by creating high-quality listings, dealerships can encourage positive feedback, build customer relationships, and promote repeat business and recommendations.
AutoTrader’ s live market data gives dealerships the power to set accurate vehicle prices, by leveraging current pricing trends and market conditions. This data-driven approach allows dealerships to price competitively, meeting market expectations and attracting buyers, while maximising sales potential.
aBr WORDS IN ACTION 12 MAY 2025