The trade in evaluation process is quite cumbersome for both consumers and dealers…but it doesn’t have to be! This week on Auto Marketing Now Brian Pasch sits down with special guest Barry Brodsky, managing partner of eAuto Appraise, to discuss how eAuto is revolutionizing the trade in process.

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The eAuto platform is a high quality lead generation tool that allows dealers to engage in a meaningful conversation with the consumer right off the bat. The software has mobile first integration, payment prescreening, and many more features to optimize the consumer experience. Keep reading to find out how it works!

How much is it worth?

The eAuto button can be placed on any page of dealer’s website, the SRP, a promotional banner …literally anywhere! Once clicked, shoppers will fill out their vehicle information to get a trade-in value. Consumers can even upload photos and videos of their vehicle to ensure they are getting the most accurate appraisal.

Now what will I drive?

In the second step, the shopper will select their replacement vehicle. The platform integrates with the dealership’s inventory and provides the consumer with photos and details regarding the vehicle of interest. eAuto remembers which vehicles the shopper viewed on the dealer’s website, so that dealers can follow-up on the lead with the most relevant information possible.

The appraisal tool is integrated with CreditMiner so customers can be pre-approved for purchases. eAuto is seamlessly integrated into the dealer’s website, therefore, the platform feels like a part of the website and customers are ensured that it is safe to use. CreditMiner pre-approval assures that the dealer is showing the customer vehicles they can afford right from the start.

When can I get my new car?

Finally, eAuto discloses whether or not the shopper has been approved. Directions to the dealership are sent to the shopper and they are ready to come in and trade their vehicle. The dealer already has all of the customer information, making for a simplified sales process and leaving both parties happy.

eAuto can be used on any website platform, and all information is integrated into the dealership’s CRM. With month to month contracts and no set up fee, even dealers on a small budget can benefit from the appraisal platform.

Brian’s marketing strategy of the week:

PCG conducted an extensive report to unveil what factors influence shoppers the most along their journey. The full study can be downloaded here. For now, here are a few of the determining factors in the car buying process.

  • Vehicle photography: Consumers prefer to view a real photo of both new and used vehicles. When being presented with a stock image, there is no confirmation that the vehicle is actually at the dealership. A whopping 75% of consumers in the study said they want real photos, and would even benefit from videos of the vehicle if they were available.
  • Online reviews: With an audience of 1500, 78% of consumers said they would read online reviews before visiting a dealership.

Online reviews are very important to consumers, and dealers must engage with customers who post negative reviews to avoid disqualifying their dealership before the shopper even enters the showroom. For further insight into the most influential factors in the buying process, download the Auto Shopper Influence Study.

Brian’s email grab bag question of the week: What products can be used to help implement a video strategy in the internet sales process?

For a more generic approach, dealers can utilize evergreen videos, which are not specific to the consumer but serve to introduce the sales team and establish a positive relationship. Video scripts and insight on the most effective video placement can be found in this must-have book!

To create a “wow” experience and produce engaging videos for in-market shoppers, dealers can use Covideo. The tool creates relevant, personalized videos that are convenient to watch on any device.

Remember to send your email grab bag questions to BrianPasch@CBTNews.com, and if Brian uses your question on the show you will win a free copy of his Mastering Automotive Digital Marketing book.

Join the next generation of automotive marketing professionals – tune in every week to Auto Marketing Now to learn the tricks of the trade of the automotive industry!