Our TV commercials are also hosted on our website, so you can see the latest commercials there. When you go to our new vehicle inventory page, one of the commercials plays while you are looking at the vehicle online. Have you changed anything in your digital advertising, since you came to the dealership? We upped our search engine marketing SEM budget to drive more traffic to our website.
They spend it on Google and Yahoo, for banner ads. We do retargeting ads and we buy Google keywords. We doubled the spend in those accounts since I got here. What kind of results are you seeing from these digital advertising changes? So our phone calls and follow-up e-mails are done by the sales managers and sales associates. Our vendors help us stay current. DealerSocket has stayed on the cutting edge by integrating the latest tools with their CRM. When new tools come out, a good CRM vendor like DealerSocket always integrates new tools into their system.
DealerSocket has grown a lot since they first started up. We believe in them, and we believe in our website and the lead side of it. What percentage of leads comes from your own website, from third-party lead providers and from the Nissan website? Nissan also buys third-party leads and sell them to the dealers, so you can set up with Nissan how many leads you want to buy from them each month. They do a lot of networking on their own to help generate leads for the dealers.
We set a budget for that and they can help us like any other lead provider. We are looking to improve content on that always. A lot of our traffic comes from our mobile website. They say that people on mobile are the ones that are pretty far along in their shopping process, because now they are in their car and looking for the dealership.
You see consumers now in your store, or on your lot, looking at a car and telling you what your Internet price is on that car by looking on their mobile devices. Especially on pre-owned, you see that a lot. Do you get many Internet customers who will come into the store from a long distance? We get customers from a mile radius. We are on the north side of Dallas and we draw quite a few customers from Oklahoma. Our goal is to be the top selling Nissan store in Texas.
In September we were 11th in the market, and in November, we were 5th. So we moved up six spots in two months. I believe we should be a top 10 Nissan store in the country. Through September, Nissan of McKinney was ranked 95th in the country for Nissan sales and in November, we finished 56th in the country. My biggest challenge will be in establishing for this dealership a reputation of wanting to do volume business.
And, that bigger volume has got to come from the Internet. The Internet is our biggest opportunity for growth for new and used cars. It must have the most up-to-date specials. Your cars must be priced competitively. You talked about DealerSocket contributing to your success by integrating the latest Internet sales and marketing tools. Are there any other Internet vendors who are contributing to your success? We really like that. We use Dealer Chat and we think that helps us quite a bit!
We are using them for a third-party lead provider. We get quite a few chat conversations that turn into deals as well. I believe Facebook will be contributing to our success very soon. We had close to 10, fans and we started seeing a lot of sales from that. We try to get our customers to interact with us on Facebook; we see it as a way to build the dealership brand.
We do keep the Facebook page up-to-date on what kind of specials we have, and we post fill-in-the-blank puzzles that customers seem to like. We do a good job of marketing the page, and we do advertising to get more fans on Facebook and we encourage our customers to post pictures of their new cars and interact with us.
You have to see it! We try to respond to the Google reviews and customer concerns. In our responses to any negative reviews, we try to show customers that we care about our reputation; we care about what our customers think; and we want to try to help them solve the problems they have and not sweep them underneath the rug. Right now, we try to encourage our customers to post any positive comments they have on the different review sites.
We are DealerRater certified and we have a lot of positive reviews there, and on Google. So we can do target marketing when people might be looking for a certain age or model car, or when people have an equity position on a car. Data capture is very important to us. Our 1 Micro KeyMachine is another big part of our data capture process. What is your typical day like, working with your Internet director and GSM?
His job is to get people to come in the door. I believe it is our people. We do a lot of training on our process, so that customers not only receive great service but also consistent treatment. Our goal is to have everyone on the same page working together. We have a glass box by the highway that always has our latest hot car in it with the spotlights focused on it.
It looks like a boxed Christmas present with a big red bow on the car. That draws a lot of attention. I think the Internet will be an even bigger part of the business. I have constantly reached back out to them in hopes they would make it right so I wouldn't have to leave this review but I am constantly ignored. Unfortunately, we had to leave a used Nissan in the service department which actually seemed honest and helpful that stopped working and was towed to their location.
The service folks told us the car wasn't going to be super reliable for our son and recommended selling it asap. A very nice used car sales person just happened to come out and say hi to us and really tried to help us so we thought we would take a look around and see what they had.
We drove 4 or 5 cars and settled on a used Camaro. Our nice, friendly, and helpful salesperson had to leave us for an appointment with another customer so we were handed over to someone else. Again, friendly and helpful. Once you decide on a vehicle that is when the friendly and helpful stops. The internet price is not the correct price. Work that they claim they do and update the carfax with that work.
The thing is, they really don't do any of that work and then fabricate it even on Carfax. I trust the computer more than the sales team. Then they haggle with you only as long as you use their financing so they can get a bank kickback. Oh and then they really try to stick it to you playing with interest rates and games. More to follow on that. We were on hour 3 at the dealership at this point. We wait 30 minutes outside of the finance offices and finally get into the room of pain. And pain it was, another full hour of bait and switch and crappy tactics.
He went through all of the normal things, paint protection, gap insurance, everything you can imagine and for a couple hundred bucks more on each payment it could be ours. We said a hard no, he tried again, we said a hard no, he tried again. We said no, no, no, no. He went to the office next door and sent in the closer, and we said no. He came back and said what would it take for us to consider it and we jokingly said FREE. He went back next door and came back and said, ok its free.
I said so let me guess, you got me approved for a lower interest rate and you are using that money to give me this for free. He was shocked that I knew the game. Again we said NO, and just give us the lower interest rate instead.
He did it but he was not impressed. During the time in finance, we were told by the sales person that he would "wash the car and get the floor mats installed and have it ready when we were done". Such an old game. We talked to the manager and were assured they would order them and have them shipped and now 6 weeks later we still do not have them and they claim they sent them. You will thank me later.
They were prompt and friendly and I love it when they clean my car thank you. Best customer service especially Robert G in the Service Center. I can always count on him taking care of me. Reason for reporting the review: Select Your email address:. Dealer Reviews Find the best dealership for you. Service Reviews Find good folks to fix your car.
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