Trade-Ins Online

Carl BauerVP of Operations & MarketingTrade-In Velocity

Pg. 54

20 years of retail sales and ownership experience

12 years of digital marketing and software development

Worked in family dealerships from car porter up to dealer principal

Co-founder of Netsearch LLC

Speaker at many events; helped in the building of CarSoup and it’s dealer ownership network

Father of 5 children

Smart enough to move from Illinois to Arizona

7 years with weekly used car magazine starting in sales and worked up to GM

4 years as the owner of a used car dealership that also sold new ski boats, motorcycles and RVs

2 years retail sales manager at Biggers Auto group and McGrath in Chicago area

1 year as partner in Predriven.com building dealer network and strategic partners

4 years at Carsdirect.com with the last year working on ESP project

Most recent experience in web development, design and marketing with a career revolving around valuation, inventory acquisition and the pricing and merchandising of vehicles

QUICK SURVEY: Can everyone please stand up and stretch?

Who is here to learn and will take back what you’ve learned and implement it at your store?

Who has bought, appraised or purchased cars at a live auction?

Who has been GM or GSM of a dealership?

Who currently owns or has owned a car dealership or dealerships?

Who has run AND completed a marathon?

Why does any of this matter?

First appraisal plug in or application on the market in 2004

Started data partnership with Edmunds, then worked with Galves Guides and went with the best in 2009… NADAguides

Tool has performed almost 1 MILLION appraisals to date

TiV is the only tool on the market with a ‘Back Office’ for customization and the ability for consumers to upload photos and video.

Just a couple notes that we believe to be true first: The days of ‘ripping a trade in’ are gone!

If you don’t have an appraisal tool, buyers will leave and may not come back. If you have the wrong tool that doesn’t brand your store, you might turn buyers back into shoppers.

If we all agree that dealer websites convert traffic into leads at 1-4%, an appraisal tool that is fast and accurate can increase lead conversion from 1-2% with the feedback our dealers share with us.

If you sprinkle in a quarterly email campaign… like end of year buy backs, tax time, summer fun, or back to school, we’ve seen increases in a given month of 100%-1000%.

October '1

2

November '12

December '1

2

January '13

Febru

ary '1

30

20

40

60

80

100

120

LEADS BY MONTH

September

'12

Octobe

r '12

Novembe

r '12

Decem

ber '1

2

Janu

ary '13

020406080

100120140160

LEADS BY MONTH

Every service R/O (other than new cars sold in the last 12-24 months) should get an email with a link to your dealerships appraisal tool, with a custom landing page if your website company can or will build it.

Give credit to a purchase on repair estimates in service lane. (May need some limits, see Joe Castle about his process as it’s one of the best we’ve seen)

Offer free used car inspections to the public on cars they are looking to buy from private parties and training and inspections for people trying to sell their cars on their own.

Empower your staff to find cars by sending appraisal link to customers on Craigslist, Autotrader, Carsdirect.com, etc., and pay them a buy fee if you get the car!

Save a deal email-when a customer leaves who had a trade, offer them 250-500 more to bring their car back so you can buy it.

This brings up cost of acquisition, put a price on your purchases $500-$700

Use PPC/SEM to promote appraisal link to custom landing page or just to ‘Free Appraisal’ tab on dealership website. (Showroom Logic, Adsmart are a few of the companies that specialize in retargeting/remarketing and will be glad to help)

In your customer newsletter, always have an appraisal tool link or call to action as you never know when your customers are shopping and this can help keep them in your buying family.

Every parts order from a consumer should get a certificate and emailed a link to your appraisal tool as maybe the weekend warrior is tired of fixing his/her car.

Every consumer body shop estimate should get a certificate and emailed a link as most certainly will trade out of the vehicle sooner than later.

Every consumer body shop completed car should also get a certificate and email and let them know that since you did the work, you will typically pay more, because you do quality work and know it was done right.

Every parts order from a consumer should get a certificate and emailed a link to your appraisal tool as maybe the weekend warrior is tired of fixing his/her car.

Every consumer body shop estimate should get a certificate and emailed a link as most certainly will trade out of the vehicle sooner than later.

Where are they?

Online – Do all your social media outlets have your FREE appraisal link, tool, or button on them?

Mobile – Make sure you are optimized or have PPC campaigns chasing Carmax and AutoNation

Local – Traditional media like the newspaper, TV, Radio and niche papers like AutoShopper to get the message out about wanting to buy and pay top dollar for cars.

THE

BIG

3

Your service, parts, body shop and sales email databases are a gold mine. Get creative, we can help at no charge!

BIG

DATA

Your Big Community/Network of 17,000+ new car dealerships and 30,000+ independents: Communities like RoadDealer.com can connect you with MILLIONS of cars that may work better for you than your competitor. Reach out and TRADE!

DEAL

ERSH

IPS

Please contact us for a FREE Test Drive of TradeInVelocity, compliments of

Sean Bradley and Dealer Synergy.

Barry@tradeinvelocity.com or Carl@tradeinvelocity.com