In order to understand the best practices of photos for advertising vehicles online, we first need to assess our goals. Of course, our goals are to sell more cars, but we need to define how we can do that with pictures. The quality of your photographs can imply the character, integrity and professionalism of your dealership. The use of pictures is also good for providing information, branding, sizzle, and most importantly – increased conversion rates. Here is the breakdown:

Character, Integrity, and Professionalism
Have you ever heard about people who check the bathroom of a restaurant before sitting down? The theory is that if the bathroom is gross, the kitchen will be, too. I spend a lot of time perusing vehicle classifieds. It amazes me how many ads have terrible pictures with sloppy surroundings. My immediate belief is that the vehicle pictured needs an oil change, an alignment, and it might have sawdust in the transmission (do they still do that?). Are your dealership windows dirty? Does the dealership staff wear jeans and wrinkled shirts? People infer a lot about the character, integrity, and professionalism of your dealership based on impressions. People pay more for perceived quality.

Information
A handful of photos can provide extra information about the vehicle that may not be apparent from the ad’s copy. Two to four pictures is enough to show the color of the exterior and interior, the body style, and a quick sum of the condition.

Branding
I’ve never seen a bottle or can of anything that didn’t have a brand name on it. Branding is an essential, long term campaign. Photo overlays make the pictures look nice and they get your name out there. Start now, it’s free (Attn: DF customers – call us immediately if you aren’t using an overlay! We will make you a nice one).

Sizzle
Once the consumer has all of the information and they know your name, it is time to set the hook. If you understand that all of the pictures after the first few serve no pragmatic purpose (but they are still necessary!), you are free to make them sizzle. There are many ways to make even the most common of cars (previous rentals included) look sexy. See examples by clicking here.

Increased Conversion Rates
Conversion rate can have a few different meanings to a dealership. Ultimately the dealer wants to convert search results (on AutoTrader, Cars.com, dealer’s site, craigslist, etc) to car deals. The car, price, ad content and quality, and customer service (skill of salesperson) are all factors in turning search results into car sales. High quality pictures will increase conversion rates. When a potential customer is evaluating your new or used car, they look at the pictures. As stated above, they look for information and sizzle. They are also forming opinions about your dealership and the way you do business. They infer the quality of your service department based on the pictures. Your pictures need to imply that the vehicle is in perfect working order, that you care about details, and that your dealership is a safe place to buy a car.

As you know, the quality of your ads is important for the above reasons. If you are not advertising with high quality photos, it is time start. Here is one more tip, for now, on photos for your inventory:

Many dealers are creating photo studios. Whereas this is an excellent idea, you can get the same conversion rate increase without one if you have a clean area and collect high quality photos (get a good camera and know how to use it).

Please check back frequently or add me to your Linkedin. I will be happy to email or speak with you. I hope I can help.

“We see significant benefits to adding the credibility of Carfax to the eMotion videos on our site,” said Ray Tomeh, director of e-commerce for Concord Chevrolet. “We fully expect that having the Car Fox identify us as a Carfax Advantage Dealer will increase our online conversion rates.”

Dealer Fusion’s improved eMotion and eMotion Express video offerings help Carfax-subscribing dealers sell more cars. A custom voiceover or Car Fox video clip distinguishes Carfax Advantage Dealers, ones that are committed to transparency. This lets online shoppers know they can buy with greater confidence. Car buyers can view eMotion videos on sites like AutoTrader, Cars.com, craigslist and YouTube, as well as the dealer’s own website.

“Dealer Fusion and Carfax are working together to increase our mutual customers’ online conversion rates,” says Pierce Plam, Dealer Fusion CEO. “Our eMotion videos are exciting and engaging. The addition of the Car Fox will increase a consumer’s confidence in the dealership which makes it easier to turn views into leads.”

Samples of the enhanced eMotion videos are available at www.dealerfusion.com/emotion

“Videos have fast become an important part of the used car research process,” said Bill Eager, vice president of Carfax. “Including Carfax in eMotion videos can greatly influence an online shopper’s dealer choice and expedite their purchase decision.”

Dealers benefit in four substantial ways by displaying high quality, VIN-specific videos on their website:

1. Branding
2. Videos are sticky content
3. Dealership displays greater credibility and professionalism

The fourth substantial benefit of displaying high quality video on a dealership website is the eMotion.  Purchasing a vehicle is both a pragmatic and emotional decision.  The eMotion script is specifically designed to increase the customer’s emotional value and connection.

Contact Dealer Fusion today to start benefiting from eMotion Express!

  Mistlin Honda

Learn more about eMotion Automotive Video Marketing

Chapman BMW, recipient of the prestigious 2011 “Center of Excellence” award by BMW USA, has chosen Dealer Fusion’s innovative eMotion Video Marketing Solutions to maximize and improve the effectiveness of their online marketing and advertising strategies. Chapman BMW displays eMotion Videos on every possible site and they are helping to increase SEO as well as conversion rates while setting themselves apart from their competitors. Look for their videos on http://www.ChapmanBMW.com