Social media platforms like Facebook and dealerships can form a personable relationship with their community. Facebook is a platform that allows people to share experiences as well. According to DriveCentric, 90% of new-vehicle buyers who used social media in their decision feel it influenced their buying decision. The experience level is shared within the community surrounding and develops a mental synopsis of the dealership before they even step into the dealership. 93% of vehicle buyers said online reviews helped their dealership selection process. The power of social media has established a transparent experience for the consumer or community that you are engaging with.

If a picture tells a thousand words, then on average, a video tells 1.8 million words. Imagine the impression someone has when they see a video of the 2nd largest purchase they will ever make. DriveCentric also mentions, that 65% of automotive shoppers reported they narrowed down their car choices after watching a video. The car shopper can immerse themselves into the vehicle of interest, all with a video. By watching a video, the viewer can gather more information about the dealership, car, and car salesman than if they were to receive a text or email.

Video creates value for the car shopper. As the human population evolves, technology is evolving. Technology is more prevalent in our daily lives. U.S. adults watch about 6 hours of video daily on average. The value created within that time is essential to car shoppers who are spending 7 hours researching a car, according to KBB. This technology educates the car shopper before they step onto the lot. By being more knowledgeable about the product, they are more likely to decide. Therefore, video is the most efficient way to deliver that valuable information.

Think about how many text messages you receive and send in one day. An average person will send and receive 73 text messages a day. Communicating with your fingertips is the future. 90% of text messages are opened within 3 minutes. Establishing this relationship through text messages forms a common ground for dialogue. Text messages also create 24/7 customer service. This customer service creates a personalized experience that will increase the closing rate. One study has shown a 50% conversion rate for businesses using SMS campaigns and spending 30% less on leads.

Over the past couple of years, Apple Facetime and Zoom calls have brought people together that couldn’t be face-to-face. Think about when you would have to go to the doctor. You are most likely going to see your doctor through a Zoom call. So if doctors are communicating through Zoom or Apple Facetime, why aren’t dealerships using those platforms to sell a car? In April of 2022, Mozilla for Ipsos conducted a survey showing that 66% of U.S. video chat users used Zoom. Apple Facetime and Zoom have demonstrated how efficiently communicating with people is. If a salesperson uses Zoom or Apple Facetime, the car shopper engagement level has increased. This technology allows the relationship to evolve and improve the closing rate because it lets the prospect know who to look for when they show up to their appointment at the dealership. Also, it allows the prospect’s senses to activate memory,

Technology is constantly evolving, just like people. Using Super effective technology will create an experience that will have people coming back to your dealership. Social media is the #1 form of communication in the world. Using social media for your dealership will establish a personable relationship with your community and customer base. Video will inform and introduce the customer base to the dealership, car, and sales professional. With the use of text messages and Apple FaceTime, the customer experience is enhanced to make the car buying process more accessible, less stressful, and less time-consuming.