by Terry MacCauley - Posted 1 month ago
Three years ago, I called on dealers to take back control of their marketing to stop listening to so-called “experts” who didn’t understand the realities of our industry. That message rings louder than ever today.
It’s March 2025. The digital landscape is evolving fast, and for Buy Here Pay Here (BHPH) dealers, the stakes are higher. Customers are researching more, expecting personalized experiences, and making decisions faster, often without setting foot on a lot. But here’s the catch: the average BHPH buyer is not looking for horsepower or leather seats. They are looking for hope. They want a shot at rebuilding credit, getting approved, and driving something reliable. That means your marketing must lead with the financing program, not the car. Sadly, many organizations spend more time staring at statistics than studying messaging and finding ways to get a tangible lift in their sales from creativity that moves the needle.
Trends dominating automotive marketing this year include mobile-first experiences, AI chatbots, short-form video, and hyper-personalization. These are all valuable tools, if used with the right strategy.
Here’s why it matters:
We all need a different playbook and better visionaries.
Let’s be clear: BHPH customers are often credit-challenged. They’ve been told “no” by traditional lenders. So, the path to trust is everything. Generic, traditional digital marketing DOES NOT cut it. You have probably heard advice like:
Instead, your marketing should scream: “We finance you. No matter your past.”
For small BHPH dealers selling 30-40 cars a month, relying on first-party data alone can be a dead-end. The truth is that you likely do not have enough volume to create influential remarketing audiences or drive scalable results through CRM retargeting.
But another potentially disastrous trap? Going all-in on Pay-Per-Click (PPC) as your main strategy, especially with limited budgets.
Here’s why:
Instead of dumping your entire ad budget into branded PPC or Google alone, spread your budget smartly:
Use short-form video ads on platforms like Meta, Instagram, and TikTok to drive awareness and educate buyers on in-house financing.
Run social campaigns targeting credit-challenged shoppers actively looking for auto loan solutions, not just car features.
Build a brand through content, trust-building videos, and local engagement that drives word-of-mouth and organic traffic over time.
PPC has a role, absolutely, yes, but if it is your only strategy, it is like showing up to a heavyweight fight with a featherweight budget. You will get buried.
Here’s what separates effective strategies from wasted spend:
Some of the worst advice we still see floating around:
Every one of these mistakes chips away at your ROI. Worse, they confuse your customer.
Here’s your winning formula for 2025:
Run financing-first ads on Google and Meta targeting people actively searching for “auto loans for bad credit.”
Make your site mobile-first, with clear calls to action and fast load speeds. And fix your SEO.
Create content that builds trust—explainer videos on in-house financing, testimonials, and payment success stories.
Engage your community online by answering common credit questions on social platforms.
Leverage personalization through your CRM to send the right message at the right time.
Maybe the biggest risk of all? Believing what works for one dealer will work precisely the same for you. It often will not for many reasons. We could discuss these at length in another blog another day. Why in short? Everyone has different inventory, inventory reconditioning costs, risk assessments, approval criteria, sales cultures, management styles, cultural populations, warranty or service contracts, and so on.
You might sit in the same 20 groups, share the same franchisee name, have multiple locations, or hear about another dealer killing it with Facebook leads and rush to copy their playbook. But if their lender options, response times, or inventory mix are different so too will your results.
Market conditions matter. Affluent zip codes behave differently than working-class towns. Rural dealers convert at higher rates because there are fewer options. Never just blindly copy; instead, learn and adapt to your culture and business model.
BHPH dealers have a massive opportunity in 2025, but only if WE take control. That means:
Your customers do not want flashy. THEY WANT FINANCING. They would be thrilled with trust. They want a fresh start. Give them that, and the rest will follow.
At Big Time Advertising, we have proudly served BHPH dealers for over 11 years with a team that has worked in the Buy Here Pay Here business for many decades. We get it because we have lived it and still live it. But our mindset sets us apart: we are still learning, adapting, and always pushing to improve. Winning in this industry takes more than just a digital marketing report tailored to say you win. It takes real-world understanding, grit, and critical thinking with a team that has your back.
The truth is, this space is full of “marketing geniuses” who flame out after two years, sometimes less. We are not here for flash; we are here for the long haul. We believe in collective strength, in sharing the wins and the struggles, and in finding a way to win today for this month and again next month. That is what Big Time is all about.
-by Terry MacCauley, Founder & CEO
Some of the worst advice we still see floating around:
Every one of these mistakes chips away at your ROI. Worse, they confuse your customer.
Here’s your winning formula for 2025:
Run financing-first ads on Google and Meta targeting people actively searching for “auto loans for bad credit.”
Make your site mobile-first, with clear calls to action and fast load speeds. And fix your SEO.
Create content that builds trust—explainer videos on in-house financing, testimonials, and payment success stories.
Engage your community online by answering common credit questions on social platforms.
Leverage personalization through your CRM to send the right message at the right time.
Maybe the biggest risk of all? Believing what works for one dealer will work precisely the same for you. It often will not for many reasons. We could discuss these at length in another blog another day. Why in short? Everyone has different inventory, inventory reconditioning costs, risk assessments, approval criteria, sales cultures, management styles, cultural populations, warranty or service contracts, and so on.
You might sit in the same 20 groups, share the same franchisee name, have multiple locations, or hear about another dealer killing it with Facebook leads and rush to copy their playbook. But if their lender options, response times, or inventory mix are different so too will your results.
Market conditions matter. Affluent zip codes behave differently than working-class towns. Rural dealers convert at higher rates because there are fewer options. Never just blindly copy; instead, learn and adapt to your culture and business model.
BHPH dealers have a massive opportunity in 2025, but only if WE take control. That means:
Your customers do not want flashy. THEY WANT FINANCING. They would be thrilled with trust. They want a fresh start. Give them that, and the rest will follow.
At Big Time Advertising, we have proudly served BHPH dealers for over 11 years with a team that has worked in the Buy Here Pay Here business for many decades. We get it because we have lived it and still live it. But our mindset sets us apart: we are still learning, adapting, and always pushing to improve. Winning in this industry takes more than just a digital marketing report tailored to say you win. It takes real-world understanding, grit, and critical thinking with a team that has your back.
The truth is, this space is full of “marketing geniuses” who flame out after two years, sometimes less. We are not here for flash; we are here for the long haul. We believe in collective strength, in sharing the wins and the struggles, and in finding a way to win today for this month and again next month. That is what Big Time is all about.
-by Terry MacCauley, Founder & CEO
This year’s BHPH United Summit is shaping up to be the best one yet, with registrations already up over 35% compared to last year. If you are in the Buy Here Pay Here space, missing this event would be a costly mistake. The agenda is packed with industry-leading education, top-tier speakers, and actionable strategies designed to help dealers maximize their operations and profitability in 2025 and beyond.
One of the most anticipated features this year is the Interactive Garage, where dealers can get hands-on experience with the latest tools, technologies, and strategies transforming the industry. This is not just another conference or trade show. it is a real-world, experience-driven opportunity to see what’s working and how to implement it in your dealership.
If you have not booked your stay at Caesars Palace yet, now is the time. Discounted rates end on April 1st; no, this is not an April Fools' joke. Secure your spot now and be part of the most valuable BHPH event of the year.
