Arguably, one of the most important marketing channels any dealership has is their website. Think about it. How much money do you spend simply to get customers there? When you combine all marketing efforts including, but not limited to, SEO, SEM, some third-party listing sites and more, dealerships spend tens of thousands of dollars (or more) per month.
Once that customer hits the dealer’s site, most dealers have the additional cost of all of the widgets it has chosen to adopt. Whether that’s a chat service, trade-in appraisal tool, inventory merchandising on VDPs, video and photo content and more, everything is designed to communicate with customers and/or provide the information that they need so they convert and purchase a vehicle.
But what about the most profitable area of your dealership? What about those customers that need vehicle service?
A huge piece of the puzzle is missing from most dealership’s websites: the service department.
According to NADA’s 2017 annual report, the average dealership’s service and parts department enjoyed sales of $6,793,905. But, when it comes to marketing, at many dealerships this profit center is overlooked.
That makes no sense whatsoever! Why would any dealership exclude marketing their biggest profit center when they could do so relatively easily?
All that money spent on SEO and SEM is mostly designed to attract car buyers. Ah, but many current customers go online when they have service-related questions, such as how to pair their iPhone with their in-vehicle entertainment system, how much does service cost, or to perhaps search for available coupons. The sad part is that far too often the dealership’s website has very little, and sometimes no service information at all. Those that do are often full of outdated information and expired coupons.
So, where do theses customer go to get that information?
While you’re completely focused on acquiring sales customers, your service customers are finding all the information they need in the worst possible place for the future of your dealership’s largest profit center… on independent repair shop’s websites!
And, at that point, where do you think those customers will go for service? It’d be silly to think that consumers aren’t motivated by low prices, offers of speed and convenience and attractive coupons.
But, the biggest problem many dealerships have in this highly competitive service space is NO MESSAGE WHATSOEVER! What is a dealership supposed to do? Why not pay attention to the very strategies independent repair shops have long used to steal your customers: implement a few of them and reclaim that service business.
Consider revamping your website and provide the information your customers are seeking — rich service and parts content, tutorial videos, effective appointment scheduling services and more. Provide your dealership with every opportunity to serve these customers, establish value in dealership service versus independent repair facilities and this will quite simply help to prevent customers bouncing from your website to an independent’s. That rich content will also attract new service customers.
Another huge benefit of relevant, user-friendly content which is continuously posted and updated, is that it helps your dealership rank higher in Google searches. The exact thing you desire on the sales side is much easier to achieve in fixed ops. In most cases, you are not in competition with manufacturers, third party listing sites, lead providers and so on, vying for customer eyeballs. You may even want to consider creating a standalone website on a sub-URL designed specifically for service.
It’s absolutely possible for your dealership to outrank PepBoys, Firestone, Midas and Jiffy Lube! In addition, because Google search results are now location-based, you have an edge over competing brand dealers to get that local service work by ranking higher in common routine maintenance searches.
Stop ignoring your service department and start using your online real estate as a powerful marketing platform for vehicle service. Don’t be afraid to advertise service-related pricing, the independents do, and they are doing just fine. Take back the service work that is rightfully yours by adopting best practices that will drive service customers. Some of them, as you know, do convert to sales customers. The bottom line is; the more customers you have coming to your dealership – whether sales or service – the more profitable you will be and, in the end, isn’t that what you want?