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Why video marketing is essential for your car dealership

A recent survey by Invideo found that by the end of this year, the average person is predicted to spend 100 minutes per day watching online videos.

Shooting personalized videos in car dealerships is a lot like working out. We all know we need to do it but saying it and actually doing it are two very different things. No dealer on the planet will deny sending personalized videos increase appointment ratios, closing ratios and customer experiences. 

We all know consumers are more likely to watch a video than read a text. Why? Because videos have visual and audio cues like voice, tone, body language and eye contact – all key ingredients for personalized, authentic connections that help build relationships. A recent survey by Invideo found that by the end of this year, the average person is predicted to spend 100 minutes per day watching online videos. So, what will it take for everyone to actually do it instead of talking about it?

After working with countless salespeople, we have found one of the main reasons is a knowing issue. Knowing what to say or what to do. Support your team by guiding them on the “what” and defining the “do” with transparent processes. This is the first step to transforming the business culture.

Every car has a story. The new car story is pretty defined. It typically consists of vehicle design, features, build, etc. With limited inventory, every model’s story is much the same, so it is easy to automate the process. Today, sales teams can use technology to shoot an intro/outro with AI to automate the process. This helps reduce friction and bring more consistency to the outcomes.

Tip: if an inquiry is geared around ordering a vehicle, dealers typically have pre-made explainer videos detailing the process, wait time and what to expect. 

The opportunity to use videos is unique for your highest percentage of inventory, pre-owned vehicles. Every preowned has its own journey – from previous ownership and added options to service history and more. According to Evox Images, over 40% of shoppers who used online video for research said that it helped them discover a new vehicle they weren’t previously aware of or even considering. So, before shooting a video for preowned, determine the unique value you can bring to the prospect they cannot already find on the website.

pre-ownedRelated: Create a pre-owned inventory investment strategy

Everybody loves a great story. This is a great way to capture attention and gain trust. Describe the type of person who owned the vehicle; where and how they drove it. Add anything that makes it stand out or is unique. Educate them on vehicle options. Use the original OEM window sticker to highlight additional options. And be sure to include any aftermarket additions the previous driver added — it’s important to create transparency when giving vehicle details and facts so that your video tool gives you a complete advantage.

Tip: ask the salesperson to speak about their favorite three must-have features – this brings passion and excitement to their voice. Be sure to include the entire window sticker so they can view it entirely.

Most customers are hesitant when purchasing a used vehicle. Displaying service history is important. This helps to address any concerns and highlight anything done previously [recon]. For example, did you add new tires or change the oil? Describe any maintenance remaining. It’s also a great way to provide additional quality assurance. The used vehicle inspection at franchise dealerships is typically a rigorous process, and most consumers need to be aware of everything included. The vehicle’s service RO, inspection report and a detailed list of value adds should be provided to the consumer for an extra layer of trust and transparency.

Tip: highlight each service item completed, then add it up to a dollar amount.

Increase Engagement and Time Spent on Your Website: The more time a viewer spends on a shopping page, the more likely they are to buy. It’s been proven that people spend more time on pages with video than without – this is the experience consumers now expect. For example, an average 2-minute full-motion walk-around video has an 80% completion ratio. This shows consumers are engaged and recognize the value that video provides. It’s time to experience the benefits of personalized videos in your dealership.

Velocity Automotive delivers innovative software solutions that transform how dealerships share car buying information with their customers and create operational efficiencies in the reconditioning process to increase market readiness and gross profits. Velocity Automotive connects recon to retail with accelerating customer digital retail engagement, recon workflow management tools; and provides original OEM window stickers for maximizing buying strategy at auction. Founded in 2018 by Hugh Hathcock, founder of ELEAD1ONE, Velocity was built to help dealers streamline sales and service processes, improve communications, and maximize business opportunities. Read more at VelocityAutomotive.com.


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Kalah Hathcock
Kalah Hathcockhttps://velocityautomotive.com/
Kalah Hathcock is Velocity Automotive's Executive Vice President, a proven leader in the automotive industry, having excelled alongside the industry’s finest representatives. Kalah has 15 years’ experience stimulating market growth by refining capabilities at ELEAD1ONE and Dealertrack Technologies, working with dealer-clients across the United States. Her direct oversight of these teams and software solutions made her a leading expert in auto retail marketing strategies, fixed operations, used car reconditioning, database mining, and business consultation; all of which she brings to the experts at Velocity Automotive.

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