How important it is to have an online Ad that not only is detailed, but also as relevant impact? Here are 6 + 1 operational tips for selling your used car online.
Post-pandemic economic crisis and global chip shortage, buying a used vehicle seems to be considered an increasingly viable alternative to replace the car.
In this post we will give you 6 tips on how to create an effective vehicle card. We have also added some useful hints for dealers on how to record videos of a used car.
1. VIDEO AS ENGAGEMENT TOOL
85% of users seek and expect online videos from the brands they follow, and 84% of marketers believe that video marketing strategies have generated new leads. The time has come for dealers to prioritise this format to communicate, raise awareness, and inform. If the numbers weren’t enough, here are four reasons to prove that integrating video into online used car ads can make a difference:
- more popular than ever: there is still a growing trend in the adoption of the Internet, and social platforms. Once connected, users mainly consume video content (people watch an average of 18 hours of online video per week);
- attract users’ attention: Wyzowl‘s data clearly shows how videos increase website traffic and help boost the average time users spend on each page;
- puts a face to your staff, bringing the customer closer to you, your sellers and your company. Video is a great means of connecting with a potential buyer, conveying trust by ‘putting a face to it’, it is all about having nothing to hide and being able to share a message in a simple, quick and direct way;
- are highly valued by search engines: publishing videos is particularly appreciated by Google, which will reward your digital showroom with higher rankings.
2. ADD AT LEAST 10 REAL, HIGH-QUALITY PHOTOGRAPHS
Do you ever wonder what the first thing a potential customer looks at in an Ad is? If so, you will have come across some neuromarketing textbooks that explain the importance of visual language in the creation of any promotional content. If not, you will be surprised to learn that you can skip a block of text, but it becomes difficult to look away from an image. Precisely because of the strong attractive power of photographs, neuromarketing suggests that you always put the product photo first, then its description.
If it is true that the first impression is the one that counts and that the expression we use to present a topic can influence the interlocutor’s opinion either favourably or unfavourably, the same applies to every photo used in the Ad’s description. Paying attention to the choice and quality of images is a matter that should not be underestimated.
Of all the text and images on a website, it is the latter that plays a key role in generating trust among users. It is for this reason that we recommend that you also take photos of the vehicle’s visual defects to make your ad more truthful.
3. WHAT TO WRITE IN THE DESCRIPTION: EYE-CATCHING INFORMATION
This space is the heart of the vehicle card. The more detailed and customised information you include about the vehicle’s features and its real condition, the more effective your Ad will be. It is not enough to include the make, model, mileage, and year of registration. Details make the difference in used cars Ads: if the vehicle has non-standard accessories or is a rarity for that carline, you should definitely include it. Specify whether the car has been stored in a garage: many drivers feel reassured if it has not been exposed to high temperatures as well as heavy hailstorms. Add official certifications that guarantee the quality of the vehicle, a call to action to download the card information and remember not to omit any damages and defects, so as to convey a sense of trust that puts the customer at ease.
4. PROVIDE WARRANTY DETAILS
‘What happens if I buy a used vehicle and it breaks down?’ Not everyone knows that a dealership is obliged to provide anything from 6 to 24 months warranty on used vehicles. Whether it’s 6, 12 or 24 months, warranty is one of the main protections available to customers, and finding this information clearly displayed in the Ad reassures the buyer in the decision-making phase.
5. DON’T FORGET CONTACT INFORMATION
Under this generic label fall both the contact details to get in touch with the dealer, and those to share the Ad with one’s contacts, among them:
- showroom’s address: we live in a digital age, but the appeal of experiencing the car in person remains, especially in the final phase of the decision-making process. For multi-location dealers, best is to specify test drive availability at the closest and most convenient showroom for the user;
- instant messaging platform, such as Messenger, WhatsApp or Telegram, allowing the user to share the Ad with a friend with a few clicks;
- email address: information that can be requested by those who wish to get in touch with you, but do not prefer a real-time approach;
- social media buttons: exploits social networking to encourage Ad sharing by word of mouth.
6. DISPLAY FINANCING SOLUTIONS FOR PURCHASE
Once the photograph and description reflect expectations and the interest in the vehicle has been confirmed, the payment settlement often remains the wild card. When a one-lump-sum payment is not feasible, it becomes necessary for the buyer to resort to financing methods. An effective vehicle statement must therefore provide clear information on financing options. At a time when digital payments have become an integral part of our everyday life, it is also of strategic importance for car dealers to provide an option that allows customers to simulate financing or pay the deposit online from the comfort of their own home.
From an operational point of view, building a vehicle card is a simple and straightforward task, thanks to WebSparK’s automotive-specific features. If you’re not familiar with them yet, now’s the time: request a personalised demo with one of our product experts to learn more about MotorK’s digital showroom.