Editor’s Note: The following guest blog, authored by RVTrader Marketing Manager Kensey Edwards, offers
No matter what you’re doing online in terms of digital marketing, we’re guessing listings are a big part of your strategy. I mean, why wouldn’t they be? Having listings online extends the reach of your dealership – allowing buyers from all across the country to find what you have to offer and possibly purchase from you, even if they haven’t worked with your dealership before. And because the Internet doesn’t have business hours and is open 24/7, online listings are constantly out there marketing for your dealership.
So are you doing everything you can to make sure your listings – either on your website or a third party classified site – are in tip-top shape for that online buyer? No matter what, you should be:
Including a Price
We know you want to do everything you can to make sure that from the very beginning buyers choose you over the guy down the street – so, why not start with what the buyer says is most important? And when asked, 28% of buyers say that price is the most important thing in their search.1
And the results prove that because listings with a price get 27 times more clicks on average than those without, so not having this information can really impact your listings performance.2 But why is that? Probably because when asked, 83% of buyers said they wouldn’t click on a listing with no price.1 So by not including a price, you’re working with a much smaller pool of potential buyers who might see what you have to offer.
Interestingly, we’ve heard a million reasons why dealers don’t want to include a price on their listings – but, honestly, including a price to increase phone calls or email leads is one of the greatest myths in the RV industry. Put it on there. Buyers will thank you.
Write a Detailed Description
In our opinions, descriptions are the trickiest part about a good listing because they are a delicate balance between the technical information a buyer needs to know and a marketing message that helps the buyer understand why they want to buy this unit. But, while they can be tedious to write – they are so important; particularly considering that there are so many new buyers in our industry – 51% to be exact – who are still trying to figure out exactly what they’re looking for.1
When it comes to the more technical aspects of their next unit – providing a detailed explanation of this type of information, in an easy to understand way, is crucial. If you dive right into detailed information on the chassis, engine details, and on exactly how the warranty works – some buyers may immediately become overwhelmed and move on. While you should absolutely include that type of information – ease buyers into it. Help them understand what this unit can do for them and their family. Point out perks of the unit that would differentiate it as compared to another unit that might look similar. Why should they buy your RV – this RV? You have to answer this question because they truly might not be able to tell the difference between your Class A and the next one. This is your time to help them understand what this unit will bring to their life. If they’ve never owned an RV before – or are moving into a new class – this will really help them decide.
Post Lots of Photos
Let’s be honest – people are visual! And that’s why buyers want so see pictures – and lots of them. Not stock imagery. Actual pictures of the unit. They want to know exactly what that particular RV looks like in well taken photos. These pictures will give them the first glimpse into how this unit could be right for them. They can start to imagine themselves in it – and that’s what draws them in.