Professional Community for Car Dealers, Marketing, Advertising and Sales Leaders
To the ADM Community Members,
I would like to get your thoughts in regards to this....... Cars.com vs. AutoTrader.com - Do We Really Need Both??
Currently we are reviewing various 3rd Party sources and measuring the ROI with each of these vendors as we are exploring the possiblity of eliminating one or two and allocating these funds towards another vendor of choice. In other words, "Shaving the Fat" or nixing the weakest link.
Here`s the scenario; We generally have between 100 to 130 used vehicles in stock at any given time.
Now with AutoTrader we are a "Featured" dealer....... and see very little return on this investment as we only receive minimal(single digit) amount of leads and calls each month at the current plateau that we are on. On a very interesting note, when searching on AutoTrader for a particular vehicle, you are only searching on that one plateau. If you select "Premium Listings" and select "Low to High" pricing you only see those vehicles at the Premium Level regadless of price.
With Cars.com we see as much as 30 times the amount of calls/leads per month in their monthly reports. So why wouldn`t we as a dealer the "Cut the Fat" and beef up our Digital Marketing with Cars.com???
Why would we want to spend two & a half times more with AutoTrader to become a Premium Listing Dealer??? Will we actually sell that many more vehicles to justify this........ I highly doubt it.
Also don`t you think many consumers are actually just cross-searching both of these used vehicles search portals??? We are probably getting the same consumer on both sites!
I realize every area in the country will produce different results that use these two vendors but I would like to know your opinion in regards to Cars.com vs. AutoTrader.com - Do We Really Need Both?
Thank you all in advance for your opinion.
Douglas Auto Group