How to create a massive used car sales event using YouTube
If you want to sell more used cars and you’re already doing a great job with all the fundamentals, I mean:
you maintain your Website inventory in tip-top shape;
you already have all your units on Trader, CarGurus and all the other car portals;
you hopped on the Facebook Marketplace bandwagon and are featuring on the platform all your models;
and you run ads on classified sites like CraigsList and Kijiji;
What else could you be doing to crank up the used car sales volume if you wanted to launch a massive pre-owned sales event and double your usual sales volume this month?
The short answer: YouTube!
Are you reaching pre-owned vehicle shoppers on the 2nd largest search engine on the planet?
Now I’m not going to be talking in this article about the long term strategy you should have already embraced to make sure every single pre-owned unit on the lot benefits from a full walkaround video. As you probably already know, 94% of car buyers surveyed by Google watch videos on YouTube and 70% of car buyers who use YouTube to research their purchase are influenced by video content.
Wow! 94% of the people you’re trying to sell pre-owned vehicles are on YouTube watching videos influencing their purchase decision. These statistics alone should be enough to settle the case to make ongoing videos a must for your used car department.
Plus let’s face it, most of your competitors are sleeping at the wheel (PUN intended) when it comes to videos; which makes the opportunity even bigger for your dealership!
But what if you haven’t yet started, or what if your efforts were sporadical? Is there a way to jump-start your dealership’s presence on the second largest search engine on the planet and take advantage of this new advertising El Dorado to generate a record-breaking used car month?
The answer is a resounding YES! And in this article, I will breakdown the 3-step recipe I found to do it.
Step 1 – Forget specific units and make it an event:
The online used car game is normally based on specific units. People are looking for a particular year, make, and model; and your dealership will pop on their radar if you have that unit available in your online inventory.
In the recipe I want to share with you, we’re going to steer away from the specific models game and sell the dealership, and the reasons prospects should buy from you instead.
Do you have access to trade-in technologies that allow you to reach more buyers and wholesalers so you can pay more for trades? Do you finance people across the credit spectrum? Do you focus on a particular niche like trucks, families, or luxury? Do you offer unique reconditioning features? What about extended warranties, roadside assistance, insurance, or other Certified Pre-Owned advantages available if your used car department is part of a franchise store.
These are the features we want to focus on in the messaging of the videos.
To do this effectively, we’re also going to wrap up these “why buy” reasons into an event and give it a unique name that will get people talking. This will allow you to have a start and end date to your event which will create the urgency required to get potential prospects to take action during that period.
As an example, we’ve been successfully using the “Yellow Tag Sale Event” theme for years every February with one of our highly thriving dealers. We have been using it for off-site sales, indoor and outdoor sales and also for in-dealership used car events; always with the same effectiveness.
If you want to see an example of the Yellow Tag Used Car Sale concept you can check it out here.
Step 2 – Dominate YouTube by going for speed and quantity
If I were consulting with your store to help you find your used car walkaround video “voice & style” we would have a very different conversation. We would explore different approaches to help you create a distinctive look & feel that fits your dealership corporate culture. We would investigate the talent pool available at the store to figure out who are the ideal spokespeople. And we would build processes to assure the highest quality possible of your video content.
But in the case of the video jump-start solution we are expanding on in this article, we will go about your YouTube domination using a slightly different strategy. Instead of focusing on style and quality, we will go for speed and quantity.
Keep in mind this will not be your permanent modus operandi; it’s only to get you started. Let’s not forget that the goal here is to sell a ton of used cars this month, so time is obviously of the essence.
Here’s how we’re going to do it.
First, you will need to write a script presenting the event with the dates, your dealership, and the reasons people should consider your inventory. Make sure your script also has a strong call for action and sprinkle it throughout the video a few times. This technique will allow people to take action whenever they’re ready, instead of having to wait for the end of the video to get your instructions.
Don’t focus on any particular vehicle because we’re going to use the same audio script for every single vehicle.
Get a few people to read it over to make sure it packs a lot of punch, and it communicates the message effectively. The best scripts will range between one and two minutes.
Once your team is happy with the script, get the audio recorded using your smartphone’s recording app.