Effective Ways to Capture In-Market Car Buyers Who are Looking to Purchase Now - AutoSuccessOnline

Effective Ways to Capture In-Market Car Buyers Who are Looking to Purchase Now

We know that all dealerships are not created equal when it comes to helping consumers with subprime credit. Most dealers don’t have the lenders, inventory or knowledge to help these people.

We know that all dealerships are not created equal when it comes to helping consumers with subprime credit. Most dealers don’t have the lenders, inventory or knowledge to help these people.

We all know that every day, subprime consumers walk into the wrong dealership and are told they have bad credit and cannot be helped. Subprime consumers also don’t wear a sign when entering a dealership announcing their score or credit situation, so most of the time they land on the wrong car, something that is too expensive or unfinanceable for them. Once this happens, they end up leaving the dealership feeling dejected. Many of them are sure they will hear the same thing from every other dealer, so their search for a vehicle ends right there.

If you are a dealership with the right lenders, inventory and the ability to help subprime consumers, then consider “trigger” programs. You will have the advantage of knowing when every subprime consumer in your market has their credit bureau pulled by a competitor, bank or lender for the purposes of automobile financing.

They are called trigger programs because once the consumer has their credit bureau pulled, a trigger notification is created, identifying that this consumer is in the market now. Every morning a fresh list of these shoppers becomes available.

This is one of the most targeted lists available and the response rates prove it. As most people know, you are lucky to get a 1 percent response from most traditional mail campaigns, while it’s relatively common to see response rates from 4 percent to 7 percent from a properly run trigger program.

Many of these consumers also have phone numbers that are not on the national “do not call” list. That means you or a professional call center can contact these customers the day after they shopped, even before they receive the Firm Offer of Credit in the mail. When they receive a call notifying them that they have been prequalified for automobile financing at a dealership near them, they will most likely think that you don’t know they were turned down somewhere else, and they will happily listen to your offer. They are also easier to work with upon arrival at the dealership. Unlike their last visit to a dealership, you can work the deal the correct way the first time, along with any bank documents that may be needed.

Another key component of a trigger program is taking advantage of the fact the mail goes out every day. You can’t wait and mail these consumers weekly or monthly. These are some of the most valuable prospects, so it is extremely important to send out a high-quality mail piece with the correct message and first-class postage with a live stamp.

When setting up your trigger program, make sure you select the correct credit criteria that fits your lenders and your inventory. You can choose the FICO score, age, income, open, filed or discharged BKs, no repos in the last 12 months, you can even choose customers who have not financed a vehicle in the last 18 months (which helps prevent people from being upside down). You can also choose positive trade lines needed; it’s great to have a high response, but you want financeable customers as well.

Now that you understand that this valuable program works, it’s time to pull the trigger and capitalize on the extra sales and revenue this program will generate for you. I would be more than happy to answer any questions you may have. Feel free to contact me through the email above.


Click here to view more solutions from Robb Azaren and Direct 2 Dealer Marketing LLC.

You May Also Like

Google Analytics for Dummies

GA4 can help you understand which marketing sources drove traffic to your website, allowing you to compare one to another.

Google Analytics for Dummies A Simple GA4 Guide for Non-Analytics People

A Simple GA4 Guide for Non-Analytics People

G4? GA4? Google Analytics? Are they all the same, and how do they relate to the metrics my website vendor sends me? 

First off, I don't sell any products related to analytics or analytics consulting. Our company does help our dealer partners with this area, but this article is purely intended to inform, and I don't have a dog in this fight. My product is in the digital marketing realm, so we interface a ton with analytics. Moreover, I get dozens of analytics questions every day, and there’s understandably a lot of confusion about this topic.

Riding the Wave of Innovation: How Advanced Data Tools Are Transforming Automotive Appraisals

The ability to customize appraisal tools according to specific dealership needs and market dynamics ensures that appraisals are closely aligned with strategic goals, giving dealerships a competitive edge.

Riding the Wave of Innovation: How Advanced Data Tools Are Transforming Automotive Appraisals
The Road to Success: Car Sales Training to Ignite Your Career

What can you do to overcome customer objections and close more deals?

sales training
Leading the Race: The Imperative of Being First

An extension of reconditioning software, the DVP is a versatile customer-facing digital evidence manual or portfolio that warmly welcomes customers and presents your vehicles concisely and professionally.

Leading the Race: The Imperative of Being First - Velocity Automotive
Identifying Gaps in Digital Retailing Solutions & 5 Easy Fixes

Inconsistencies slow the purchase process, erode consumer trust and eliminate the willingness to purchase.

Identifying Gaps in Digital Retailing Solutions & 5 Easy Fixes

Other Posts

Selecting the Ideal Car Lift for EV Servicing

When choosing the right car lift for servicing electric vehicles there are several key factors to consider.

Key Factors in Selecting the Ideal Car Lift for Electric Vehicle Servicing- Coats
Exploring Educational Opportunities with NADA and ATD

The comprehensive NADA and ATD programs, complemented by an extensive array of resources, foster excellence and innovation within the automotive retail landscape.

Exploring Educational Opportunities with NADA and ATD
F&I 2024 Dealer Outlook: How Online Options Will Help Dealers Better Serve Customers

Dealers must find ways to maximize F&I sales opportunities, because in this highly competitive landscape, dealerships rely on the sale of these products to enhance their bottom line and remain competitive.

F&I Outlook from Protective Asset Protection
Critical Thinking with the Genius Club

A lack of critical thinking is responsible for the success of every con that reaches epic proportions. We must think critically to protect ourselves from evil geniuses.

Critical Thinking with the Genius Club - Remora