Back in my earlier days as a BDC Manager in 2010, my team and I started sending videos to customers long before all of the video platforms of today existed. I’m not going to lie—it was a tedious and time-consuming process. Back then, we used Microsoft Movie Maker to edit our videos and then uploaded them to YouTube to share a link with the customer. Check out an example below 👇! They were not great quality, but customers were immediately impressed that we took the time to send them something so personalized. It also provided them with our why-buy messaging, which further set our dealership apart from our competitors.
In today’s digital landscape, customers expect more personalized and engaging experiences, especially when shopping for a high-ticket item like a vehicle. With today’s technology and cell phone camera advancement, video has emerged as a powerful tool in the internet lead process for automotive dealerships, transforming how leads are nurtured and converted into sales. Let’s explore the benefits of incorporating video into your internet lead-handling strategy.
1. Building Trust and Personal Connections
Videos allow dealership representatives to introduce themselves, creating a face-to-face connection even before meeting in person. A personalized video message addressing a lead’s specific inquiry can establish trust and show genuine interest, setting your dealership apart from competitors.
2. Enhancing Engagement and Response Rates
Emails with video content have significantly higher open and click-through rates compared to plain text emails. Customers are more likely to engage with dynamic content, making videos an excellent tool to capture attention and drive meaningful interactions.
3. Showcasing Vehicle Features in Real-Time
Instead of sending generic vehicle details, a customized video walkaround of the specific car the customer inquired about adds immense value. Highlighting features, pointing out key benefits, and addressing questions directly through video ensures the customer feels seen and heard.
4. Simplifying Complex Information
Explaining financing options, trade-in processes, or digital retailing tools can be complex over email or phone. Videos simplify these discussions, using visuals to make explanations clearer and more engaging. This reduces misunderstandings and helps move leads further along the sales funnel.
5. Standing Out in a Crowded Market
Most dealerships still rely heavily on emails and phone calls for lead handling. Incorporating video immediately differentiates your dealership, leaving a lasting impression and positioning your team as innovative and customer-focused.
6. Improving Show and Close Rates
Sending personalized video appointment reminders or “what to expect” videos can increase the likelihood of customers showing up. Additionally, follow-up videos after test drives help reinforce the value of the vehicle and the dealership, aiding in closing the deal.
Implementing Video: Where to Start
- Personalized Introduction Videos: Send a quick introduction video when responding to a new lead.
- Vehicle Walkarounds: Highlight the specific vehicle a customer inquired about with a detailed walkthrough.
- How-To and Explainer Videos: Educate leads on digital retailing, financing, or the buying process.
- Appointment Confirmations: Use video to remind customers of their scheduled visits.
According to https://www.statista.com/ the average daily time spent watching social video content among users in the United States in 2024 is 52 minutes.
Are You Ready to Elevate Your Lead Strategy?
Are you looking to implement video as part of your internet lead-handling strategy? At Engaged BDC Solutions, we specialize in helping dealerships create and execute video-driven strategies that drive results. Contact us today to discuss how we can help you get started!
