Credit Based Car Buyers

Car Loan

The more I read about negative equity the more apparent it is just how large the pool of vehicle buyers are completely under water in their auto loans. The more dealerships I visit, discussions are more widespread about incorporating hooks aimed at credit into both our traditional and digital advertising. While the economic outlook for 2017 looks very positive, dealers have a real need to understand the credit mix of today’s shopper and what it will take to turn these shoppers into buyers.

When crafting a message, it is not just important to focus credit aimed ads towards used cars but equally as important to base your offers toward new car buyers. Especially during the months of January and February which many dealers refer to as “sluggish”. The dealers who are very good at mining poor credit and getting deals put together are the ones who come out of the gate in a new year with a better start.

Many people think that the key to attracting bad credit buyers is better done through direct mail, however, digital and traditional media can be equally as effective in creating credit traffic. Digital executions range from paid search activity targeting auto loan approval, display ads, video pre-roll and email marketing. Traditional media components work as long as the message sells the fact that you can get people bought with less than perfect credit. Traditional media used to be more dependent on the time and station that a credit message was targeted. Today with the growing sector that has bad credit, you are less handcuffed to run only on programming that was historically thought as credit based programming.

In preparing for the future you have to not only know the best way to target your buyers – you have to know what they will look like from a credit standpoint.

About the author

John Paul Strong: For 15 years he has worked solely at the dealer marketing level and has mastered all necessary skills to lead the company in the digital, traditional and direct contact forms of media. The last 12 years have been spent strictly working at the Tier 3 level growing the company to 70 employees and over 125 successful dealers nationwide. Strong works hands-on with most clients and has played a leadership role in all dealerships the company handles. His focus is to insure the traffic created is immediate and measured in car sales for clients. Both employees and clients find his attitude and attention to their business infectious and energizing. Strong is a nationally recognized speaker in the automotive industry, has authored two books on creating next day traffic and is a graduate of the Harvard Business School’s program on Executive Service Firms. He is also a firm believer that “attitude is everything” and that there is only minimal space between being good and being exceptional. Strong earned a bachelor’s degree in liberal arts from the University of Montevallo. John Paul Strong is the owner of Strong Automotive Merchandising.


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