Poor dealer reviews on consumer websites are becoming real deal breakers for dealerships seeking new customers.
DealerRater’s Senior Vice President of Operations, Jamie Oldershaw, worked with Polk to provide credible, third-party data to quantify the vehicle sales connection between high star ratings, vehicle sales, and dealer usage of DealerRater’s review monitoring and content marketing tools. Here are a few key findings from the Polk study…
While it may seem like a no-brainer, higher average star ratings directly lead to increased sales. Dealers earning star ratings of four or five (on a five-point scale) are getting 21% higher year-over-year sales increase than other dealers what are getting two stars or below.
Consumers are taking this reputation management resource as usually their top reason for going to a specific dealership and completing the transaction.
DealerRater’s Certified Dealer Program is driving sales volume increases at dealerships. See chart for what’s happening for dealers after six months and a year after string up in the Certified program. The average certified dealer included in the study sold six more cars per month in the 12 months after joining the program.
360Certified™ dealers who were fully using DealerRater’s online reputation management tools saw even higher sales increases when comparing performance before and after becoming certified. Sales rose by 11% over six months and 19% over one year. Plus, 360Certified™ dealers experienced a nearly 50 percent greater sales volume increase compared to non-certified dealers.
Read the Polk white paper for detailed findings on the study.