When anybody says “we’re doing video at the dealership”, that can mean a lot of things to different people. We see three primary types of video.
Personalized Video for Sales and Service at Dealerships
The first kind of “doing video” is the one we hear about the most: sales people and service techs sending videos to customers of vehicle walk-arounds and the results of the multi-point inspection.
Video is damn close to a silver bullet in both of these use cases, because it nearly doubles both appointment set rates as well as repair order acceptance rates (check out this Midland Honda case study).
Video Walk-Arounds for Trade-Ins
The second kind of video is having customers send a video walk-around of their own car as a part of the trade-in process. The timing of when they send the video is really key here. If you ask a customer to shoot a video before they’ve completed the form, they abandon the form the majority of the time, and you’ve lost the lead.
If you ask for the video after they’ve got the value, i.e. something of actual value to them, those motivated customers will hop up and send in that walk-around video. You preserve both quantity and quality of leads. Here’s how we do it.
Test Drive Videos for Dealerships
The final kind of video is test drive videos. Every single year, the #1 automotive-related search query on YouTube is “Test Drive”. Providing test drive videos on your site keeps buyers on your site and connects to the emotional buying mentality of shoppers. Here’s what we mean by that.
Pictures and 360 tools help show the condition of the actual vehicle on the dealer’s lot.
Personalized video works in that same vein but adds in a warm introduction to the sales staff.
Test drive videos allow buyers to picture themselves driving the vehicle on local highways, and you want them doing that on your site, not YouTube. Here’s TradePending’s approach to including test drive videos in our AutoBio product.
