The Complete Dealership Video Workflow: From Lead to CSI Survey

The automotive retail world is rapidly evolving, and dealerships face more competition and higher customer expectations than ever before. Today’s car buyers utilize a wider range of methods beyond visiting a dealership or making a single phone call. They’re tech-savvy, well-informed, and expect a seamless, transparent, and highly personalized experience from the very first online inquiry to the final steps after their purchase.

According to the Cox Automotive 2022 Car Buyer Journey Study, the average car buyer now spends over 14 hours researching vehicles and typically visits about five different websites before ever walking into a dealership showroom. This means that by the time a customer submits a lead or arrives in your store, they are already armed with information, expectations, and a sense of what “good service” should look like.

For dealerships, the challenge is clear: How do you stand out in a crowded, fast-moving market?
The answer, increasingly, is video.

Don’t dismiss video as just another marketing trick; it’s much more than that. For top-performing car dealerships, it’s a critical tool that humanizes your team, builds trust, and speeds up the customer journey at every stage. A well-structured video workflow allows your dealership to respond to leads instantly, follow up with personalized messages, walk buyers through trade-in options, hand off customers seamlessly from sales to service, and even boost your CSI (Customer Satisfaction Index) survey scores—all while making every interaction more engaging and memorable.

Dealerships using video have already proven its impact:

• Heritage Cadillac reports that video transparency and follow-up help them close 12% of their trade-in leads — resulting in 10–12 extra vehicles sold per month. They also credit TradePending’s tools with helping to build better conversations and create more trust with their customers.
• Audi Mississauga found that video communication in their service department not only raised customer satisfaction scores, but also improved employee morale, as staff saw first-hand the positive response from customers.

However, lead generation is only part of the story.
Video workflows help solve core dealership challenges:

• Reducing lead response times so you reach prospects before the competition
• Making every follow-up feel personal and relevant, not generic or automated
• Keeping your dealership top-of-mind as customers research options elsewhere
• Bridging the gap between sales and service to increase retention and long-term satisfaction
• Increasing the likelihood that customers will complete CSI surveys, leave positive reviews, and refer friends and family

In this comprehensive guide, we’ll walk you step-by-step through the complete dealership video workflow — from initial lead to CSI survey — using only real dealer results, best practices, and actionable advice. Whether you’re a dealer principal, sales manager, BDC director, or service leader, you’ll find proven strategies to help your team leverage video for higher conversions, stronger relationships, and greater long-term success.

Ready to see how video can transform your dealership’s results? Let’s get started.

Why Video Is Critical for Modern Dealerships

The car buying journey is more complex and competitive than ever before. Modern car shoppers are empowered by information, mobile devices, and online research tools. For dealerships, this means the “old way” of doing business—generic emails, phone calls, and impersonal responses—is no longer enough to win trust or secure sales.

Modern Car Buyer Expectations: The Numbers

• Car buyers spend an average of 14+ hours researching online and visit about five dealership websites before making contact (Cox Automotive 2022 Car Buyer Journey Study).
• 78% of car shoppers say they are more likely to buy from a dealership that responds first (InsideSales.com research).
• 73% of people are more likely to make a purchase after watching a video explaining a product or service (Wyzowl, Video Marketing Statistics 2024).
• Dealers who respond to internet leads within five minutes are 21 times more likely to convert those leads into appointments (Harvard Business Review).

Closing the Information Gap—and Winning the Sale

When car buyers reach out, they expect fast, personal, and transparent answers—especially about trade-in values, payment options, and vehicle condition.
TradePending’s dealer research confirms that “every time a buyer has to look somewhere else for information, you risk losing business”.

Video directly solves these challenges by:

• Humanizing the dealership: Buyers see a real person who understands their needs.
• Delivering answers fast: Short, personalized video walkarounds or introductions stand out in crowded email inboxes and text threads—especially on mobile.
• Making information easy to understand: Visual explanations help buyers feel confident and informed, reducing hesitation and drop-off.

Real Results from Dealers Using Video

Dealerships across North America are seeing measurable improvements by integrating personalized video into their sales and service workflows:

• Longo Toyota of Prosper leveraged video follow-up throughout their sales process and reported selling more cars directly due to their video communications. Their team notes that “video allows us to build trust and stand out—customers respond more and show up ready to buy.”
  Read the case study
  
• Midland Honda doubled their service approval rates after adopting TradePending Video. By sending short, clear technician videos explaining service needs, they empowered customers to make quick, informed decisions.
  Read the case study
  
• Audi Mississauga saw a boost in customer satisfaction scores and employee morale after implementing video for service updates and post-visit follow-ups. Their service manager shared, “We’re meeting our customers’ high expectations and elevating our experience above the competition.”
  Read the case study
  
• Ancira Winton Chevy reintroduced TradePending Video for Sales to enhance their lead response workflow and reconnect with more customers. Their sales team credits video for improving appointment show rates and building stronger customer relationships.
  Read the case study

Trust, Transparency, and Speed = More Sales

• Dealers who use video for lead response, follow-up, and service handoff consistently outperform competitors in appointment rates and customer loyalty.
• Customers are more likely to leave positive CSI scores and reviews after receiving clear, personal video communication.

Key Takeaway

Video is no longer optional for dealerships that want to thrive in today’s market.
It’s a proven tool for building trust, responding faster, and winning more business at every step of the customer journey. Dealerships that embrace video—from first lead to final CSI survey—are outperforming their peers and setting new standards for customer experience.

Step 1: Using Video for Lead Generation

Your lead response is your dealership’s first chance to make a real impression—and in a world where buyers shop multiple stores at once, standing out is essential. While many dealers still rely on text emails or scripted calls, the most effective teams are now leveraging personalized video to immediately capture a prospect’s attention and move the conversation forward.

How Dealers Use Video to Stand Out

Top dealerships don’t simply respond; they build relationships. Here’s how top stores are using video in their lead generation workflows:

• Immediate Response: Successful internet departments send a short, personalized video as soon as a lead comes in. This video might include a friendly introduction, a quick “thank you,” and a promise to provide answers or even a look at the requested vehicle.
• Real Personalization: Dealers record videos addressing the customer by name, mentioning their vehicle of interest, and answering any specific questions submitted online.
• Visual Walkarounds: When possible, sales staff provide a quick video tour of the exact car or show several relevant options from the lot, making the experience feel as close as possible to an in-person visit.

Dealership Example: Heritage Cadillac

Heritage Cadillac’s management credits the dealership’s success in converting leads directly to the transparency and efficiency video brings to their process:

“TradePending fills part of that process through a simple, transparent approach to valuing their trade-in. This creates better leads, which enables us to have better conversations. And these leads convert to deals. Period.”
— New Vehicle Sales Manager, Heritage Cadillac

With this approach, Heritage Cadillac reports a consistently high close rate on trade-in leads and a faster sales cycle.

Best Practices for Dealership Lead Videos

• Be Yourself: Customers respond best to authentic, conversational videos—not canned scripts.
• Keep It Brief: 30–60 seconds is usually ideal.
• Show, Don’t Just Tell: Whenever possible, give a visual preview of the vehicle or your dealership.
• Close with a Call to Action: Suggest a next step, like booking a test drive or scheduling a trade appraisal.

The Bottom Line

A personalized video transforms your lead response from “just another email” into a powerful relationship-building tool. Dealers who consistently use video for internet leads are seeing more engagement, faster response times, and better close rates.

Step 2: Personalized Video Follow-Up After Showroom Visits

After a potential customer visits your showroom, the follow-up you provide can make all the difference between closing a deal and losing it to another store. Personalized video follow-ups are proving to be one of the most effective ways to re-engage shoppers, remind them of your unique value, and answer any questions that might keep them from moving forward.

How Dealerships Are Using Video for Post-Visit Follow-Up

• Personal Touch: Sales staff send a short, custom video message referencing the specific vehicle the shopper drove or inquired about. This personal approach helps the customer remember the positive aspects of their visit—and who to contact when ready to buy.
• Answer Unasked Questions: Videos allow you to address common buyer concerns (“Here’s another look at the trunk space you asked about,” or “Let me clarify how our trade-in process works.”) and show you’re listening.
• Stand Out in Their Inbox: With buyers likely to receive generic emails from multiple dealers, a video message sets your follow-up apart, making it more likely the customer will open, watch, and respond.

Dealership Example: Heritage Cadillac

According to Heritage Cadillac’s management, video is crucial not just for initial lead generation, but for every stage of the sales cycle.

“TradePending listened to the culture and structure of Heritage, and helped us fine tune Trade to match our approach. You just can’t do this with other tools.”
— New Vehicle Sales Manager, Heritage Cadillac

By following up with video, Heritage Cadillac’s team keeps the conversation going, reinforces their dealership’s value, and answers lingering questions—helping convert more browsers into buyers.

Best Practices for Video Follow-Up

• Reference Their Visit: Mention something memorable from the customer’s time in your showroom (vehicle color, a specific feature they liked, or a question they asked).
• Show the Vehicle Again: A quick walkaround or feature highlight refreshes their memory and reignites interest.
• Invite Questions: Encourage the customer to reply with any additional questions or to schedule a second visit or test drive.
• Keep It Friendly and Brief: Aim for 60–90 seconds, and let your genuine enthusiasm come through.

Why This Works

Dealers using video for post-showroom follow-up report more replies, better appointment retention, and a higher likelihood that buyers will choose their store over others.

Step 3: Video Communication in the Sales-to-Service Handoff

A seamless handoff from sales to service is vital for turning one-time buyers into lifelong customers. Yet, for many dealerships, this is where the relationship falters—often because customers feel like just another number once the sale is done. Video communication solves this problem by introducing service advisors personally and setting expectations for a top-tier ownership experience.

How Dealerships Are Using Video in the Handoff

• Personalized Introductions: After a sale, a brief video from a service advisor introduces themselves, welcomes the customer to the dealership family, and explains what to expect from the service team.
• First Service Reminder: Sales or service can send a video outlining the first recommended service visit, what’s included, and how easy it is to schedule.
• Builds Trust and Comfort: Customers who see a real, friendly face—even before they need service—are more likely to return and less likely to defect to independent shops.

Dealership Example: Audi Mississauga

Audi Mississauga’s management saw the power of video for bridging the gap between departments:

“I believed that using video to connect with customers would help elevate us above the competition and meet our customers’ high expectations.”
— Service Manager, Audi Mississauga

By making video a routine part of service communication, their team improved both customer satisfaction and employee morale—ensuring every customer felt supported beyond the sale.

Best Practices for Sales-to-Service Video Handoffs

• Make it Personal: Address the customer by name and reference their new vehicle.
• Set Expectations: Briefly explain how to book service, who to contact for questions, and any perks (like loaners or complimentary maintenance).
• Offer Continued Support: Let the customer know your team is always available for help, and encourage them to reach out anytime.
• Short and Friendly: Aim for 45–60 seconds, focusing on welcome and reassurance rather than details.

Why This Works

Dealerships report that customers who receive a video introduction to the service department are more likely to return for maintenance, leave positive reviews, and become loyal, long-term clients.

Step 4: Sending Video with CSI Survey Requests

Customer Satisfaction Index (CSI) surveys play a crucial role in how OEMs evaluate your dealership—and how you build your reputation with both manufacturers and future buyers. But getting customers to actually complete these surveys, and leave positive feedback, can be a challenge. Personalized video follow-ups are helping dealerships turn more survey requests into five-star responses.

How Dealerships Are Using Video for CSI Surveys

• Personal Thank You: Managers or advisors send a quick, genuine thank-you video after a sale or service visit, reminding the customer of your appreciation and your commitment to their satisfaction.
• Survey Request with a Human Touch: Instead of a generic email or automated message, the video politely asks the customer to look for the upcoming CSI survey and explains why their honest feedback matters.
• Address Issues Proactively: The video can encourage customers to reach out directly if anything was less than perfect — giving your team a chance to resolve concerns before the survey is completed.

Dealership Example: Audi Mississauga

Audi Mississauga’s service team used personalized video follow-ups to reinforce their focus on customer satisfaction:

“Audi Mississauga continues to deliver premium service, maintaining high reviews and customer satisfaction across its two locations… [Using video] helped elevate us above the competition and meet our customers’ high expectations.”
— Service Manager, Audi Mississauga

This approach contributed to high CSI scores and more positive customer feedback, strengthening both relationships and the dealership’s standing with the manufacturer.

Best Practices for CSI Survey Video Requests

• Be Authentic: Look into the camera, smile, and thank the customer sincerely for choosing your dealership.
• Keep It Short: 30–45 seconds is usually enough for a heartfelt thank you and a gentle survey reminder.
• Explain the Survey’s Value: Let customers know how much their feedback means to the team and how it helps you improve.
• Offer Support: Encourage customers to contact you directly if anything could have been better.

Why This Works

Dealerships that use personalized videos for CSI survey requests see higher survey completion rates and more positive comments, helping them boost OEM scores and online reputation.

Best Practices for Dealership Video Workflows

A successful video strategy for your dealership means creating a consistent, customer-focused experience that actively engages customers at each stage, not just sending out random clips. Dealers seeing the best results have made video a core part of their sales, follow-up, and service processes.

What Leading Dealerships Do Differently

• Make Video a Habit: Top stores don’t treat video as an afterthought. Every sales rep and service advisor is trained and encouraged to use video for lead responses, follow-ups, and check-ins.
• Stay Personal: Videos work best when they are authentic and tailored. Mention the customer by name, reference their specific vehicle or service, and speak naturally—not from a script.
• Keep it Short and Focused: The most effective dealership videos are typically under 90 seconds, with a clear message and call to action.
• Use Dealer-Ready Tools: Choose solutions designed for dealership needs—like TradePending Video, which records in a square format for easy sharing and viewing on any device.
• Follow Up Promptly: Timeliness matters. Video is most effective when sent soon after a lead is received, a showroom visit ends, or service is completed.
• Track Engagement: Dealerships using TradePending’s “Hot Leads” reports know exactly when a customer re-engages, helping them follow up with perfect timing.
• Make it Easy to Watch: Record in quiet, well-lit spots. Smile, maintain eye contact with the camera, and use a conversational tone.

Real Dealer Insight

“Reps easily share detailed vehicle info and video… By making the customer experience quick & easy, you bring buyers in faster and give them all the info they need in one place.”
— Matthew Davis, TredePending CMO

Heritage Cadillac’s leadership credits their consistent, transparent use of video for both higher conversion rates and improved customer satisfaction.

Continuous Improvement

• Monitor Results: Keep an eye on video open rates, responses, and sales outcomes. Adjust scripts and timing as needed.
• Celebrate Success: Share positive customer feedback with your team to encourage continued use.

The Bottom Line

Video should feel like a natural extension of your dealership’s communication—not a chore. Dealerships that integrate video into their everyday processes are consistently outperforming those who don’t.

Real Dealership Results & Case Studies

Dealerships using video workflows are seeing measurable, meaningful gains in lead conversion, customer satisfaction, and service retention. Here’s how three dealerships have turned video into a competitive advantage:

Heritage Cadillac: More Leads, Better Conversions

Heritage Cadillac’s management integrated video follow-ups and transparent trade-in communication into every step of their process. The result:

“TradePending fills part of that process through a simple, transparent approach to valuing their trade-in. This creates better leads, which enables us to have better conversations. And these leads convert to deals. Period.”
— New Vehicle Sales Manager, Heritage Cadillac

With this workflow, Heritage Cadillac routinely closes 12% of their trade-in leads, delivering 10–12 extra vehicle sales every month and keeping TradePending among their top three sources of leads.

Automotive Marketing Gurus: Tripling Lead Volume

Jonathan “JT” Thompson, CEO of Automotive Marketing Gurus, credits TradePending’s video and payment tools for a major uptick in client success:

“Within weeks as the results come in, our client is canceling these big platforms in favor of Payments, which brings them three times more leads and opportunities.”
— JT Thompson, CEO, Automotive Marketing Gurus

Their process: Test each new solution in one store, measure the results, and expand quickly if leads and engagement grow. TradePending became a preferred partner after proving its impact.

Audi Mississauga: Higher Satisfaction and Team Morale

At Audi Mississauga, the adoption of personalized video communication in the service department not only delighted customers but also transformed the team culture:

“Gradually the team was on board, and employee morale and confidence increased with every video.”
— Service Manager, Audi Mississauga

By sending videos for post-service follow-up and CSI survey requests, Audi Mississauga maintained high reviews and CSI scores across two locations.

Key Takeaway

Dealerships that embrace a consistent video workflow—from the first internet lead through follow-up, service, and CSI survey—see higher close rates, more leads, and happier customers. These aren’t isolated results; they’re the new standard for forward-thinking, customer-focused stores.

Tools & Technology: What to Look for in a Dealership Video Platform

Choosing the right video tool is critical to making your dealership’s workflow smooth and effective. The right platform empowers your team to quickly record, send, and track videos — whether you’re responding to new leads, following up after appointments, or connecting with service customers.

What Dealers Need in a Video Platform

• Dealer-Focused Design: The best tools are built specifically for dealership workflows, making it easy for sales and service teams to record and send videos as part of their daily routine.
• Mobile-Friendly Format: Most customers open messages on their phones. TradePending Video uses a square format, which looks great on any device and stands out in emails or texts.
• CRM & DMS Integration: Top platforms connect with your existing systems, so videos and follow-ups are logged in the right place and can be triggered by real customer activity.
• Easy Sharing: You should be able to send video links instantly by email, SMS, or even within CRM templates, making it simple for customers to view and respond.
• Real-Time Alerts: Leading solutions notify your team as soon as a customer watches a video or revisits their vehicle report, letting you follow up when the shopper is most engaged. Heritage Cadillac relies on daily “Hot Leads” reports to make their outreach timely and effective.
• Custom Branding & Personalization: Your videos should reflect your dealership’s brand, with the ability to add your logo, contact info, and tailor messages for each customer.

TradePending Video: Built for Dealers

TradePending Video is designed around dealership needs:

• Square, mobile-friendly format
• One-click sharing
• CRM and DMS integration
• Custom branding
• Analytics and alerts for lead engagement

Learn more about the options for sales and service:

• TradePending Video for Sales
• TradePending Video for Service

Key Takeaway

Dealerships thrive with video platforms that are easy to use, integrate smoothly into existing systems, and offer the tools and reporting needed for timely, personalized follow-up. When choosing a solution, prioritize dealer-focused features and proven ease-of-use for your team.

Measuring Success: KPIs & ROI of Dealership Video Workflows

The value of video at your dealership is more than anecdotal—it’s measurable. Top-performing stores use a combination of key performance indicators (KPIs) and ROI analysis to ensure their video efforts drive real business results.

Key Metrics to Track

• Lead-to-Response Time:
  How quickly are leads getting a personalized video response? Dealers using video report faster engagement and more meaningful conversations from the start.
• Video Open & Engagement Rates:
  Track how many customers are watching your videos, how long they view, and if they click through for next steps. Tools like TradePending’s Hot Leads report alert your team as soon as a customer re-engages, allowing you to follow up at the perfect time.
• Appointment Show Rates:
  Compare how many video-engaged leads show up for appointments versus traditional follow-ups. Dealers frequently report that a simple video increases appointment retention.
• Close Rate on Video-Engaged Leads:
  Longo Toyota of Prosper credits their video follow-up process for directly increasing sales conversion. By consistently using personalized video at key moments in the customer journey, their team saw more buyers respond, set appointments, and arrive ready to purchase — leading to a measurable lift in close rates.
• Read the case study
• CSI (Customer Satisfaction Index) Scores:
  Track your CSI scores and survey response rates before and after implementing video in your workflow. Audi Mississauga credits ongoing video communication for maintaining high satisfaction scores and more positive customer feedback.
• Service Retention:
  Monitor how many sales customers return for their first (and subsequent) service visits after receiving a personal video introduction from the service team.

Calculating ROI

• Compare Cost vs. Results:
  Evaluate the cost of your video platform against the additional leads, higher close rates, improved CSI, and increased service retention it delivers.
• Gather Dealer Feedback:
  Many dealerships, like those managed by Automotive Marketing Gurus, have seen three times more leads and a dramatic improvement in lead quality after rolling out TradePending Video and payments tools.

Key Takeaway

When tracked and measured, the ROI of a well-executed dealership video workflow is clear: faster engagement, higher conversions, more loyal service customers, and improved satisfaction scores. Consistent reporting and a culture of accountability are the hallmarks of the top video-performing stores.

Conclusion & Next Steps

Dealerships that embrace video at every step of the customer journey — from lead response to CSI survey — are transforming how buyers experience automotive retail. Their faster, more personal, and transparent communication surpasses modern expectations, setting a new standard for dealership relationships.

TradePending clients prove what’s possible:

• Heritage Cadillac: Routinely closes 12% of trade-in leads and ranks video-enabled workflows among their top three sources of new sales each month.
• Automotive Marketing Gurus: Tripled lead opportunities for their dealer clients using TradePending’s video and payment solutions, while maintaining closing ratios and lowering costs.
• Audi Mississauga: Increased customer satisfaction and staff morale by making video part of every service follow-up and survey request.

With a complete video workflow, your dealership can:

• Respond faster and stand out to more new leads
• Make follow-up personal and relevant, not generic
• Build long-term loyalty by bridging the sales-to-service gap
• Boost CSI scores and reviews with sincere, timely outreach

Ready to take the next step?

• Book a Live Demo: See how TradePending Video can help your team engage more leads and deliver a memorable customer experience. Request a Demo
• Explore More Dealer Success Stories: Read more case studies and best practices

Transform your customer journey with video, because in today’s market, experience is everything.