Effective Subprime Automotive Advertising: Strategies Beyond Buying Leads

Jun 16, 2024By Cody Blackmore
Cody Blackmore

When it comes to subprime automotive advertising, many dealerships default to the traditional method of buying leads. While this approach can yield results, it's often costly and doesn't build a sustainable business model. The key to long-term success lies in creating your own leads at your dealership. Here’s how you can achieve this and why it’s more beneficial.

The Importance of Creating Your Own Leads

Cost-Effectiveness: Buying leads can be expensive. Generating your own leads reduces costs and allows you to invest more in other areas of your business.
Quality of Leads: Leads generated in-house are typically of higher quality because they come from individuals who have already shown interest in your dealership.
Brand Loyalty: Engaging with customers from the start helps build trust and loyalty, turning them into repeat buyers.
Better Data Control: When you generate your own leads, you have full control over the data, which allows for more precise targeting and personalization.

Strategies to Generate Leads at Your Dealership

a wooden block that says seo on it

Online Presence and SEO: Ensure your dealership’s website is optimized for search engines. Create content that answers common questions from subprime buyers and showcases your expertise.

Business, Technology, Internet and network concept. Young businessman working on a virtual screen of the future and sees the inscription: Social media marketing

Social Media Engagement: Use platforms like Facebook, Instagram, and Twitter to engage with potential buyers. Share success stories, customer testimonials, and informative content that addresses the concerns of subprime buyers.

Closeup on notebook over wood table background, focus on wooden blocks with letters making Email Marketing text. Concept image with laptop, glasses, pen and mobile phone in defocused backgroundEmail Marketing: Build an email list and send out regular newsletters with special offers, financing tips, and dealership news. Personalize these emails to address the specific needs of subprime buyers.

Community sign being held during parade

Community Involvement: Participate in local events and sponsor community activities. This builds brand awareness and positions your dealership as a trusted local business.

Referral Word In Wooden Cube

Referral Programs: Encourage satisfied customers to refer friends and family. Offer incentives such as discounts on future services or small gifts to motivate them.

Case Study diagram written on red background. Business concept.

Case Study: Success in Generating Leads
One dealership implemented these strategies and saw a significant increase in their lead generation. By focusing on SEO, their website traffic increased by 40%, and the quality of leads improved. Social media campaigns brought in engaged customers who were already familiar with the dealership’s reputation. Email marketing maintained contact with potential buyers, turning them into actual buyers over time.

Generating your own leads is not just a cost-effective strategy; it's a way to build a strong, loyal customer base. By focusing on SEO, social media engagement, email marketing, community involvement, and referral programs, your dealership can attract and retain more subprime buyers. These strategies not only save money but also create a more sustainable business model.

Start implementing these strategies today and watch your dealership thrive!