As we approach the final quarter of 2025, many dealers are wondering how they can finish the year strong. On the latest episode of Inside Automotive, John Fitzpatrick, president and CEO of Force Marketing, shares practical strategies dealers can use to finish 2025 strong and prepare for the year ahead. His message emphasizes three key priorities: retaining customers, optimizing marketing expenses, and maximizing fixed operations.
Balancing marketing vendor relationships
Amidst all the uncertainties, including tariffs and varying inventory levels, customer buying habits, such as whether they can afford vehicles, remain the primary topic of discussion. John Fitzpatrick cautions that many dealers are losing money due to vendor overlap and scattered marketing efforts. As groups expand, he explains, they often inherit a “quilt” of vendors across multiple rooftops, each managing different pieces of data and advertising.
According to Fitzpatrick, this approach results in inefficiencies, redundant messaging, and wasted advertising spend. As a solution, Forced Marketing works with dealers to consolidate vendors, clean and organize first-party data, and create a unified, consistent communication with each audience customer.
Retention through fixed ops
Service departments continue to be essential profit centers, but Fitzpatrick highlights their importance in driving future sales. Keeping service customers, especially those with off-brand vehicles initially sold by the dealership, builds loyalty that can translate into future purchases. Although fixed operations performance directly impacts profitability, Fitzpatrick encourages dealers to focus on customer-pay work, meet OEM service standards, and consider mobile service options, which he sees as a key differentiator for customer loyalty.
“There’s so many very specific, data-driven ways to reach the customer as you’re setting up your dealer group for not only a strong Q4, but what does [2026] and 27 look like.”
Data decision making
Although most dealerships gather extensive first-party data, Fitzpatrick notes that much of it is outdated, duplicated, or poorly organized. Several vendors frequently access the same data, which complicates communication for dealers’ customers. Centralizing data oversight helps dealers maximize the effectiveness of every marketing dollar.
Q4 priorities
As the end of the year draws near, Fitzpatrick outlines three main areas where dealers should focus on to obtain a robust end of 2025:
- Optimize fixed ops for profitability and long-term retention.
- Communicate affordability options, particularly lease offers, to appeal to cost-conscious buyers.
- Audit advertising budgets to cut wasted spend and align messaging with shifting market conditions.
Nevertheless, larger dealer groups can improve their advantage by centralizing marketing efforts. Fitzpatrick notes that in-house teams, backed by first-party data platforms, can operate more quickly, reduce inefficiencies, and enhance vendor accountability. With Forced Marketing now supporting 1,500 rooftops and 14 OEM-certified programs, Fitzpatrick emphasizes that the goal remains consistent for all dealerships, regardless of size, to streamline data, refine communications, and integrate fixed operations into every marketing strategy.
