How Your Dealership Can Turn Tax Refunds Into Down Payments
What if you could advertise your finance-related “Why-Buys” to ONLY those demographic segments?
Through solutions like Facebook, you can.
With the platform’s comprehensive user data, you can target In-Market vehicle shoppers near your dealership:
- by Credit score
- by Income range
- by Age
Then deliver the perfect ad that guarantees these shoppers that:
…you have many financing options available
…credit scores and histories aren’t a problem
…they will reap a big reward for investing their down payment with your store
In other words, you can run smarter ads.
In addition to your proactive Facebook ads, ensure all of your reactive paid advertising on Google includes messaging around tax season to create an integrated, cohesive campaign.
Remember, while Facebook ads are great for lead generation, Google ads are best for immediate sales. Once a shopper receives their tax refund and types in “Ford Mustang financing options,” your dealership better show up!
Tip #2: Position Your Inventory Ads To Grow Dealership Subprime Business
Subprime audiences are also a major target during tax season.
Galpin Motors Inc., #32 on Automotive News’ list of the top 150 dealer groups and #2 in the top 10 average new retail units, has a used-vehicle department that aims solely to sell to subprime customers. Their goal is for subprime to account for 15-20 percent of the dealership’s used-vehicle finance business.
Galpin claims that subprime credit provides a good profit margin, and more importantly, “feeds the larger organization with other business such as service work and possible future referrals.”