As we finally wind down from another election season with record amounts of money spent, it’s time to think about how dealerships face a similar “campaign” every single month. For independent and Buy Here Pay Here (BHPH) auto dealers, advertising dollars work just like campaign funds, each one a powerful tool to win over customer “votes” and foster loyalty. Every ad, every appointment, every follow-up is a chance to capture a new customer or keep an existing one coming back.

This week let's explore how consumers “vote” with their wallets, showing up (or not) based on the strength of our advertising and messaging. Just as candidates work to build a loyal base, dealerships also have their “base” of loyal customers, but these supporters can be swayed by compelling messages and offers. Here’s how all dealerships can use this election mindset to win customers month after month.

Building the Base:

Loyalty Works for Dealerships

Every candidate has their loyal voter base, the people who turn out year after year, regardless of circumstances. Similarly, local dealerships have loyal customers who "vote" with their dollars by choosing to do business with the dealership they trust. For many, the convenience of a nearby dealership and the personalized service they receive there outweigh the appeal of bigger, flashier options.

But as voters sometimes cross party lines, customer loyalty isn’t guaranteed. A competitor with a better deal or a promise of a smoother experience can sway even the most loyal customers. This is why it’s essential to nurture your base and keep giving them reasons to choose you every time.

• Delivering Strong Messaging in Every Ad – Think of each ad or promotion as a campaign message, reinforcing why customers should stick with you. You're offering solutions that make a difference by highlighting customer-centered benefits like no-credit financing, convenient tax refund programs, or added maintenance perks. These messages work like “talking points” that remind people why your dealership is the obvious choice.

   

• Stay Visible and Relevant – Just like politicians must stay in front of their voters, dealerships need to stay top-of-mind for their customers. Consistent, timely advertising, coupled with strong brand values and community engagement, helps reinforce loyalty and keeps people from getting swayed by competitors’ offers.

Capturing the “Swing Voters” of the Car-Buying World

In every election, there are undecided voters, those who wait until the last minute to make their choice. For dealerships, these shoppers are browsing but not yet committed, weighing their options. To win these “swing votes,” it’s critical to focus on what matters most to them and show that your dealership offers the best solution.

• Offer Solutions That Meet Real Needs – Many potential buyers are looking for a dealership that understands their needs, whether flexible financing or low down payments. Programs like Tax Max are powerful tools to reach these buyers. By allowing customers to apply their tax refunds toward a vehicle purchase, your dealership becomes a viable, practical choice for people on the fence. Messaging around this flexibility is highly persuasive and can bring new customers into your base.

• Big-Time Visibility for Maximum Impact – Just as candidates use high-profile rallies and ads, dealerships can use big-time advertising to stand out. Visibility is everything; with suitable ad placements and messaging, your dealership can be the first place customers think of when it is time to buy. These ads can capture undecided “swing voters” by positioning your dealership as accessible, trustworthy, and ready to help.

Data-Driven Campaigns:

Knowing Your “Voter Base” Better

Campaigns are built on polling data and understanding demographics. For dealerships, data like ad engagement, popular vehicle models, and peak times offer crucial insights into what resonates with customers.

• Focus on High-Impact Messaging – Tracking which promotions or vehicle models generate the most interest lets you refine your “campaign.” If specific financing options or reduced down payment incentives drive engagement, highlight these in your ads to win more customers who value those features. This is especially useful for BHPH dealerships, where financing flexibility and vehicle affordability can be key selling points.

• Consistency is Key – Just as successful campaigns are built on consistent messaging, a steady advertising presence helps build familiarity. Reinforcing your dealership’s unique advantages, whether that’s affordable down payments, convenient financing, or a quality guarantee, month after month creates a reliable brand image. Over time, customers will associate these features with your dealership, strengthening your base and drawing in new buyers.

From One-Time Customers to Long-Term Supporters

In politics, it’s not just about winning votes; it’s about turning voters into advocates who bring others on board. In the auto world, every new customer represents an opportunity for word-of-mouth promotion and repeat business. By focusing on customer retention and satisfaction, you can turn one-time buyers into loyal supporters who keep coming back, and bring friends and family with them.

• Follow-Up “Campaigns” for Retention – Once a customer makes a purchase, ongoing engagement is key. Sending reminders for maintenance, offering exclusive deals, and reaching out with trade-in options keep them connected. This extra attention shows customers that your dealership cares about their long-term satisfaction, making it more likely they’ll return when they’re ready for another vehicle.

• Leverage Customer Stories to Build Trust – Just as testimonials are powerful in campaigns, positive customer stories in your advertising reinforce your dealership’s reputation. By sharing testimonials and customer success stories, you’re building credibility. This can sway undecided customers and even convert those loyal to other dealerships.

Running a Winning “Campaign” Every Month

As this political season FINALLY wraps up, it is the perfect time to remember that for independent and BHPH dealers, every month is an opportunity to run a campaign of your own. By focusing on strong, solution-oriented messaging, using data to refine your strategies, and nurturing your loyal base, you can make sure your dealership is winning the “election” for customer loyalty month after month.

Every interaction with a potential customer is a chance to secure their “vote.” By approaching your marketing like a campaign and keeping your customer’s needs at the forefront, you’ll turn each advertising dollar into a vote of confidence for your dealership.

-by Terry MacCauley, Founder & CEO

Started the week with powerful wisdom from Denzel Washington!   This Monday, we featured "Denzel Washington Motivational Speech" by AlexKaltsMotivation. We learned about taking chances, embracing failures, and finding our true direction in life. Step out of your comfort zone and seize new opportunities. Remember that every setback is a step toward success. Define your goals and pursue them relentlessly. We watched and let these messages inspire us to make this week extraordinary!  Big Time Drone Winner Congratulations, Kathy Turner, on winning our drone giveaway at the Byrider Convention! We loved connecting with everyone and sharing moments like these. Thank you to all who stopped by our booth—it’s always a pleasure to support and celebrate Byrider's amazing dealers.