Just before NADA 2025 we launched a new feature inside our Trade tool that lets customers send in walk-around videos of their vehicle after they’ve received their trade-in value and market report.
We noticed one dealer was getting 10x the video submissions compared to everyone else. Mullinax Ford was doing something really creative.
The team at Mullinax took these customer-filmed walk-around videos of their trade-in a completely different direction. Whenever they connect with any lead on their phone, not just a trade-in lead, they ask if the customer has a trade-in.
If they do, they take down the info, plug in the customer’s already submitted contact info, run a market report to send them their trade-in value, and here’s where they got the process dialed-in.
While still on the phone, they tell the customer to expect a text from Mullinax Ford so that they can submit a video of their trade-in.
They also follow up with a basic email with instructions on how to do it: walk around the vehicle, point out any damage, show the interior, record the odometer and show any dashboard lights, and make the video as long as you want.
This approach is really straightforward and really innovative. They’re getting people engaged in the process, and further engaged with the dealership, while surfacing those more motivated shoppers and getting them into the mentality of “yeah, I think I am ready to trade in”.
Kudos to Mullinax Ford for developing a great process, and hat tip to TradePending’s David Lowitz for sharing this story with us to share with you.
