Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
Last year DealerFire was one of the nine award winning companies in the 2009 ASMA Study. (download a copy) It is clear that DealerFire has not been resting on their laurels with the amount of new products coming to market and their Engine 5 platform.
This is not a full review of their website technology however on October 13, 2010 their technology will be part of the 2010 ASMA Study. This year PCG Digital Marketing will review 46 website platforms and recognize the leaders in a number of categories.
If we had an award last year for the best graphically designed websites, DealerFire would have been a frontrunner! Our team
universally agreed that DealerFire sites stand out from the crowd on
their design merits. The consumer facing website controls are well
thought out and reduce clicks. Dealers looking to break away from the
typical website interface, should take a look at DealerFire technology.
Some of the newest updates to popular automotive website platforms include the ability to change designs, colors and page layouts on the
fly. DealerFire already has the ability and they have improved on the
flexibility of those changes this year. Their core technology has a
number of design themes that can be selected and each theme has modules
and components that can be used to create customized pages. We were
shown many of their new features on their demo site located at: http://www.customdealerwebsite.com
DealerFire has one of the strongest mobile platforms we have seen with SMS / Text to mobile integration and one of the cleanest
presentations for the iPad. Car detail pages allow consumers to save
the car information to their mobile phone. You can see the call to
action box on the right column in the screenshot below. The
presentation on my iPhone was very clean. When the dealer calls, this
feature makes it easy to discuss the car with data handy in front of the
The team at DealerFire has also embraced social media by releasing Facebook inventory and coupon tabs for Dealer Fan pages. I like the
idea that the coupons are synchronized on the website and Facebook. An
active Facebook community manager could leverage these coupons nicely
In regards to Search Engine Optimization, their backend tools allow full editing of Page Titles and META tags. The administrative tool
allows users to drop in Webmaster Tools and Google Analytics Code for
full transparency of site data and traffic. The company also strives
for full W3C Compliance and has sitemaps for both the text pages and a
separate video sitemap.
Since content is king, DealerFire has chosen to integrate a WordPress into their base website package which is a smart choice. WordPress is
the platform that I prefer and the WordPress blog can be configured
either as a sub-domain or as a sub-directory.
There were a number of features that we thought created a better call to action, specifically I liked the ” adopt a car” feature. Cars in
inventory can be assigned to different salespersons so that on a car
detail page a photo and phone number appears offering assistance. See
screenshot below in the green boxed area.
Another feature we liked was the ability to show inventory counts by model in the drop-down navigation menus, which can be turned on or off
with a click. The website nicely integrates video and has some nice
hooks for YouTube users.
The team at DealerFire is clearly passionate about their automotive advertising platform and we look forward to putting it to the test with
our ASMA evaluation team. Dealer looking for a personalized website and
hands on customer service experience, should call over the DealerFire
and schedule a presentation.