Dealers urged to build online reputation

Dealers are being advised to make sure they impress potential customers online, after a study shows nearly 70 per cent of car buyers check website reviews before getting in touch.

According to research conducted for CarGurus, a global online automotive marketplace, about a quarter of buyers say the online reputation of dealers is the most important factor when choosing a vehicle.

It adds that more than half select a dealer based on web reviews and that consumers aged 18 to 34 trust online feedback as much as word of mouth.

Wendy Harris, vice-president of European sales at CarGurus, says the company has compiled tips to help dealers enhance their digital presence as more buyers are heading online following restrictions to contain the spread of Covid-19.

“Dealer reviews are an important part of the search experience for buyers, and likewise, a terrific opportunity for dealers to showcase their customer service and build trust with buyers online,” Harris, pictured, says.

Online reputation tips

Encouragement

Ask for feedback, which can build trust, boost brand awareness, and sell more cars. It is important not to offer incentives for reviews, instead send an email to a customer after their purchase and ask for a review.

Monitoring 

Pay attention to customers’ reviews. Set up email alerts, designate an employee to be your review watchdog, or do an occasional Google search of your dealership. 

Responding

If a customer has taken the time to leave a review, it is a good idea to respond. Acknowledging reviews – good and bad – also shows a company takes customers’ experiences seriously and can build trust with future customers.

Using reviews

Put customers’ voices into marketing strategies such as social media, newsletters and adverts.