As 2026 begins, dealerships nationwide are looking to sharpen processes and maximize early-year momentum. Joining us on the latest episode of CBT Now is Durran Cage, founder of Cage Automotive and an expert in digital marketing and CRM strategy. Cage stresses that dealerships do not face a lead problem, but an engagement problem. By improving customer interactions, leveraging video, and strategically integrating AI, dealers can convert more opportunities, accelerate sales, and enhance overall customer experience.
According to Cage, data from dealerships nationwide shows lead volume remains relatively stable, but conversion rates vary greatly. The focus now, however, centers around improving engagement, refining messaging, and aligning internal processes with customer expectations to maximize opportunities.
In many cases, the language used in follow-up communications fails to acknowledge the customer’s expectations or invite dialogue, which could cause an immediate disconnect.
Cage asserts that high-performing dealerships are addressing these gaps by personalizing outreach and emphasizing care-driven messaging. Rather than relying on static responses or automated templates, teams are being coached to ask clarifying questions and invite two-way interaction, keeping customers engaged even when initial estimates miss expectations.
Video is increasingly vital for differentiation in the modern car-buying process. To personalize the digital experience, top dealerships are utilizing both live and recorded personalized video messages. By using video for tasks such as acknowledging trade-in requests and conducting real-time appraisals, dealers can emulate the transparency and responsiveness of face-to-face interactions.
“Double-down on teaching your people how to connect with people.”
The result is higher customer engagement and a faster sales cycle, frequently reducing the time from initial lead submission to final purchase by several days.
Moreover, the emerging role of AI is also reshaping dealership operations, though not as a replacement for human interactions. Instead, AI is being positioned as an efficient tool that supports sales teams and managers by identifying high-priority customers, flagging stalled opportunities, and highlighting inventory challenges.
Cage emphasizes that dealership identity will continue to be defined by people and experience. Technology, when used correctly, enables teams to deliver those experiences more consistently and to the right customers at the right time. Dealers that invest in coaching, process alignment, and thoughtful use of video and AI are better positioned to strengthen engagement and protect every opportunity in an increasingly competitive market.
