Houston Independent Automobile Dealers Association December Issue: Tax Selling Season is Soon Upon Us | Page 16

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What defines a “subprime car shopper?” According to Gaplin’s VP of sales, Andy Graff, they consider subprime as customers with credit scores between 550-420. These are generally consumers who have recently had a bankruptcy, a vehicle repossessed, or a home foreclosed.

Include unique subprime messaging on your ads in the title, throughout your vehicle description, and at the bottom of the listing.

Next, remember that most Craigslist and subprime car shoppers are going to think in terms of monthly payments (NOT full vehicle price) when considering the affordability of a new car.

It’s important to see if your Craigslist provider will break down monthly prices to appeal to these consumers. (Spoiler alert, most won’t! See how our solution breaks down monthly price instantly!)

In A Nutshell: Smarter Ads Will Help You Increase Dealership Sales This Tax Season

As we approach the peak of the Tax Season, ramp up your digital marketing campaigns with messaging around financing options

to target subprime car shoppers.

We’ve seen success with:

- Facebook targeting by credit score, age, and income brackets

- Altering AdWords and PPC campaigns to include Tax Season promos

- Including unique messaging in Craigslist ads to appeal to Subprime customers and increase

Subprime sales

Facebook Ad Tip: Have a cafe or massage chairs in your dealership? Advertise a free lunch or a massage to help with “tax day stress” while customers get their vehicles serviced!

Written By Brooke Jensen

Digital Marketing Manager at Dealer United

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