Call to action

Your dealership’s goal is to get customers through the door and behind the wheel of a new car. But how do you go about doing that?

Many factors go into effective marketing for car dealerships, but one of the most important is the call to action (CTA). A call to action is simply an instruction to the consumer on what they should do next, and it can be the difference between a customer acting and moving on to the next thing.

So, what makes a good call to action for a car dealership? Here are some tips.

Be specific

Your call to action should be clear and concise. Don’t try to be too clever or cute – tell the consumer what you want them to do. For example, “Test drive the new Ford Mustang today!” or “Get pre-approved for financing in minutes!”

Make it easy to act

Make sure your buyer can easily follow the call to action. If you’re directing consumers to your website, make sure the link is working, that it’s available with one click and that they’ll be able to find what they’re looking for when they get there. If you’re asking them to call a specific phone number, make sure that number is prominently displayed.

Use strong language

Use words that convey a sense of urgency or importance. You want the consumer to feel like they need to act immediately, or they’ll miss out. Words like “now,” “today,” and “instant” are all excellent choices.

Offer an incentive

If you can offer the consumer something of value, do it! Anything that gives them extra motivation to act is worth considering. This could be a discount, a freebie, or even a chance to win something.

Test and measure

Finally, don’t forget that your calls to action are always an ongoing experiment. Try different things and see what works best for your dealership. A/B testing (comparing two different versions of your call to action to see which performs better) is a great way to do this.

Call to action examples for dealerships

Calls to action are effective ways to engage potential customers and prompt them to act. But with so many options available, it can be challenging to know which ones will work best for your dealership.

Here are some of the most effective calls to action for car dealerships today.

1. Schedule an extended test drive

One of the best ways to get potential customers interested in your vehicles is to let them experience them firsthand. That’s why offering an extended test drive is such a compelling call to action. And if you can deliver the car to the individual, let them know.

When customers take an extended test drive, they can get a feel for the car and see if it’s the right fit for them. This is an incredibly effective call to action for luxury or high-end vehicles.

2. Get a trade-in appraisal

If potential customers are considering trading in their old vehicle, offer to give them an appraisal. This will show them that you’re interested in their business and willing to work with them to get the best deal possible.

3. Apply for financing

Financing is the biggest obstacle to buying a new car for many people. Offering financing options on your website can make the car-buying process easier for potential customers.

4. Offer pre-approval

Financing helps potential buyers overcome one obstacle, but providing pre-approval with a soft credit pull is even better. It requires you to work with an online financing company but increases buyer interest.

5. Request a quote

If potential customers are just beginning their car-buying journey, they may not be ready to commit to purchasing just yet. But you can still prompt them to act by requesting a quote.

This call to action gives customers an idea of the vehicle’s cost and helps them budget for their purchase. It also shows that you’re willing to work with them to find the best solution for their needs.

6. Schedule a service appointment

If potential customers already own a car, you can still offer them value by scheduling a service appointment. And again, this shows that you’re committed to providing excellent customer service long after the sale is complete.

Using effective calls to action can engage potential customers and prompt them to act. By offering test drives, appraisals, financing options, quotes, and service appointments, you can show potential customers that you’re interested in their business and committed to providing them with the best possible experience.


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