By TradePending, in collaboration with Durran Cage of Cage Automotive
This study fits within a growing body of research showing that human-to-human communication — particularly through video — is reshaping automotive retail and digital lead follow-up.
The Research Behind the Results
A new year-long study conducted by automotive consultant Durran Cage, Founder of Cage Automotive, reveals the real-world impact of integrating personalized video into a dealership’s sales process.
The study focused on a dealership group with fewer than five rooftops that had not yet fully adopted video the previous year. Over 12 months, the results proved that video create engagement, while transforming the sales funnel.
The Results: Measurable Gains Across Every Metric
When video became a consistent part of the follow-up process, the group achieved dramatic performance gains between January 2024 and January 2025:
- 15% more leads contacted (70% vs. 61% the prior year)
- 56% more appointments set (+599 total)
- 296 more customers showed for appointments
- 25% more vehicles sold (+291 total)
- Sales cycle time dropped 31% (from 10.6 days to 7.3 days on average)
These improvements occurred even amid challenging market conditions, underscoring how video can provide a real, repeatable advantage.
What Made the Difference
The team’s success came down to consistency and creativity in how they used video:
- 13,000+ personalized videos recorded and sent in 2024
- Over 10,000 customer views and 1,300+ call-to-action clicks
- Appointment reminder videos with 85%+ engagement rates
This consistent use of video allowed sales teams to personalize their outreach at scale, adding a human touch that traditional email or text follow-ups lack.
A Smart “After-Hours” Strategy
One standout tactic involved an after-hours video auto-responder. When a lead arrived outside store hours, the dealership automatically sent a short, pre-recorded message from the General Manager acknowledging the inquiry and setting expectations for next steps.
The results of that single approach:
- 973 views
- 224 CTA clicks, a 23% click-through rate
- 85% average engagement
This simple automation allowed the store to convert downtime into opportunity, keeping potential buyers connected until a salesperson followed up.
Why Video Works for Dealerships
Cage Automotive’s findings align with broader industry trends: dealerships that communicate through video establish trust and transparency earlier in the buying journey. Instead of faceless forms or generic templates, a personalized video message helps the shopper feel acknowledged, valued, and informed.
This trust accelerates key sales moments — from appointment scheduling to vehicle selection — ultimately leading to faster deals and higher closing rates.
The Technology Behind the Transformation
Dealerships in this study used TradePending’s Video for Sales, a platform built for automotive sales teams to easily record and send personalized, mobile-friendly videos to prospects.
The tool helps salespeople:
- Record quick, authentic videos directly from their phone or desktop
- Send videos automatically through CRM follow-ups or text/email
- Track engagement data like views and CTA clicks
- Build consistency across every lead follow-up
For fixed ops teams, TradePending also offers Video for Service, designed to increase trust and approval rates in the service lane through transparent video inspections.
Takeaway: More Leads, More Shows, Faster Deals
When dealerships incorporate personalized video into their sales process, the results are immediate and measurable:
- Higher contact rates
- Better appointment show ratios
- Shorter time-to-sale
- Improved customer satisfaction
The data doesn’t lie, video builds connection, and connection drives conversion.
Ready to Get Started with Video?
Don’t know where to begin? Explore TradePending’s Video for Sales solution — purpose-built for dealerships to create and send personal videos that turn leads into showroom visits and sales.
Join thousands of dealers across the U.S. and Canada who are transforming their follow-up strategy and closing more deals through the power of video.
FAQ
Q: How much can video really increase car sales? This study showed a 25% increase in units sold. Results will vary, but the pattern is clear—video works.
Q: What’s a good appointment show rate? Getting 296 more people to actually show up (like these dealers did) is significant. Most dealers struggle with 30-50% show rates.
Q: How fast should a car sale close? The industry average is 10-14 days. These dealers got it down to 7.3 days by using video throughout the process.
Q: Do customers actually watch dealership videos? Yes. This study showed 85% engagement rates and 23% click-through rates. People watch when the content matters to them.
Author bio: Written by Matthew Davis, Chief Marketing Officer at TradePending, in collaboration with Durran Cage of Cage Automotive.”