In the latest episode of LotTalk, the conversation turned to a topic that is often overlooked but absolutely critical to a dealership’s success: marketing and merchandising. The guest, Jamil Zabenah, CEO of J&L Marketing, shared game-changing insights on how used car dealerships can leverage digital marketing, improve their vehicle presentation, and ultimately increase sales.
The Shift in Car Buying Behavior
One of the key takeaways from the episode was just how much car-buying behavior has changed over the years. Gone are the days when customers visited multiple dealerships before making a purchase. In fact, as Jamil pointed out, today’s consumers are spending an average of 19 hours researching online before ever stepping foot on a lot, and most only visit one dealership before making their decision.
What does this mean for used car dealers? It means that your online presence is your new showroom. If your inventory isn’t well-merchandised online, you’re likely missing out on countless opportunities.
The Must-Haves for Effective Merchandising
Jamil highlighted several key elements that separate top-performing dealers from those who struggle:
1. High-Quality Photos – The Non-Negotiable
Too many dealers still allow vehicles to sit on their websites without proper photos. Jamil emphasized that not having photos online is like parking your cars in the back lot where no one can see them. Shoppers expect to see real images, not stock photos. If you’re not uploading high-quality images within 24 hours of receiving inventory, you’re losing sales.
2. Compelling Descriptions – But Keep It Simple
While there’s been debate over long, detailed descriptions versus short, to-the-point listings, Jamil made it clear: focus on the facts that matter to shoppers. Instead of long-winded copy, highlight key features, trim level specifics, and must-know details like fuel efficiency, technology features, and safety ratings.
Using AI tools like ChatGPT can help generate descriptions, but they need to be personalized to match your dealership’s brand and tone.
3. Video Content – The Future of Vehicle Merchandising
Jamil strongly advocated for video as an essential marketing tool. Consumers engage more with video content than static images, and a well-produced walkaround video can make a significant impact. Dealerships should be prioritizing video marketing now—because in five years, it will be the dominant format.
How Dealers Should Be Spending Their Marketing Budget
Another eye-opening discussion point was how dealerships allocate their advertising budgets. Many dealers are still stuck in outdated habits—spending blindly on third-party listing sites, TV ads, and billboards without a clear strategy.
According to Jamil, in 2016, only 30% of a dealer’s marketing budget went to digital. Today, it’s over 72%. Despite this shift, many dealers still don’t know exactly where their ad dollars are going. The key takeaway? Don’t just “spend” your budget—strategically allocate it based on real data.
Jamil recommends that every dealer should be asking their marketing agency or vendors these questions:
Where is my money going? (New cars? Used cars? Fixed ops?)
What’s driving actual leads and showroom visits?
Are my ads targeting the right people?
Salespeople Need to Build Their Own Brand
For sales professionals, Jamil provided an essential piece of advice: If you’re not building your personal brand online, you’re missing out on business. The most successful salespeople aren’t just waiting for leads to come to them—they’re actively creating content and engaging with potential customers.
Some actionable steps for salespeople:
Use Facebook Marketplace to post vehicles and connect with buyers directly.
Create short TikTok, Instagram, or YouTube videos highlighting features of in-stock vehicles.
Stay updated on competitor pricing and use it to educate customers.
In today’s market, customers expect expert guidance and transparency. If a salesperson can position themselves as the go-to resource for car buying, they’ll close more deals.
Take Action: The Future of Dealership Marketing
The insights from this episode made one thing abundantly clear—dealers who fail to adapt will get left behind. The strategies that worked a decade ago won’t cut it anymore.
Used car dealers must:
Prioritize high-quality online merchandising (photos, videos, and descriptions matter!).
Ensure ad dollars are spent wisely and based on data.
Encourage salespeople to build their own online brand.
By taking control of their marketing and merchandising, dealers can attract more leads, drive more showroom visits, and ultimately sell more cars—faster and for better gross.
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