by Terry MacCauley - Posted 6 days ago
There was a time not too long ago when the rhythm of the car business was easy to follow. You placed an ad in the “pickup free,” slapped a bold No Credit, No Problem headline on a flyer, bought a couple of radio spots with a catchy jingle and waited for the lot to fill up. Phones rang. Walk-ins were hot leads. And if they didn’t show up this weekend? You send another mailer next week. Dealers made noise, built trust face-to-face, and shook hands to close deals.
It was simple. It was loud. And it worked.
Fast-forward to today, and the entire game has shifted online. Your inventory is visible 24/7, and your brand reputation lives in Google reviews. Your leads don’t walk in; they scroll in. They browse your website multiple times, watch your videos, click your ads, and maybe even read a few reviews, all before ever raising their hand. And sometimes, they never do.
But here’s the twist: while the platforms have changed, the principles have not. Dealers who mastered the old-school grind, the relentless follow-up, the local branding, and the bold promises backed by service still win in today’s digital-first market. The key is knowing how to apply those same moves using today’s tools.
Let’s talk follow-up. Cold calling and direct mail used to be your bread and butter. You worked on every list you had, and no matter how cold it was, eventually, it paid off.
Today’s version of that same hustle? Texts. Emails. Retargeted ads. Facebook DMs. Lead nurture sequences. The same goal is to stay in front of the customer until they engage. The tools are more innovative now, but the hustle is still yours.
Here’s the data to back it up:
98% of text messages get opened (SimpleTexting, 2023)
80% of sales take 5+ touches to close (Brevet Group)
78% of buyers go with the first dealer to respond (Lead Connect, 2023)
You’ve got to be fast. You’ve got to be persistent. And above all, you’ve got to be relevant. No one responds to “Still interested in that car?”—but they might respond to, “Want to see what you qualify for? No SSN needed.”
Use technology to support your hustle, not replace it.
Remember when word-of-mouth built your business? A few good customer stories could drive half your town to check you out. That has not changed; it has just moved.
Today, that trust appears in Google reviews, Facebook ratings, and customer video testimonials. BrightLocal says 92% of consumers trust online reviews as much as personal recommendations. That is powerful and should move us all.
So here is the opportunity: every customer who drives off smiling is a walking, talking marketing asset. We need to activate them.
Ask for a review right after they get approved, that moment when relief turns into excitement. Share that story online. Use real language in your ads. Feature their voice in your email campaigns. Turn success into momentum.
Reputation still wins. The format has just changed.
In the past, it was all about big, bold, sometimes over-the-top claims: “Guaranteed Credit Approval!” “Zero Down!” “Drive Today!” And that kind of messaging worked when customers did not have access to all the fine print upfront.
Now, buyers are savvier. They research. They compare. They call B.S. quickly.
88% of car buyers say transparency is a top factor when choosing a dealership (Cox Automotive, 2023). They are not looking for perfect credit promises. Instead, they look for a real solution and a real person who can help.
That does not mean you cannot be bold. It means you have to mean it.
Campaigns that work today balance direct language with real detail.
→ “We’re the bank. You deal direct.”
→ “We help real people with real credit issues.”
→ “Get pre-qualified in 30 seconds, no SSN required.”
Cut the fluff. Keep the edge. Be real.
Decades ago, a customer walking onto the lot meant they were ready to buy. You did not need a funnel. You only needed a closer.
Today, a buyer may spend three weeks researching before reaching out. And often, your best leads never fill out a form at all. They are anonymous browsers who watch your videos, check your reviews, and scroll through your inventory.
What is our job as dealers and marketers? Shorten that journey.
Use tracking tools that show who is serious (multiple VDP views, returning users, time on financing pages). Set up retargeting campaigns that bring browsers back with financing-first creative. Please do not wait for them to fill out a form; meet them where they are. Only a Hen can wait its way to success.
And remember this: 60% of BHPH deals begin with financing approval (NABD, 2023). If your digital funnel sells the car first and the program second, you are doing it in reverse.
Start with the solution. The car always comes after.
Back in the day, you could not drive a mile without seeing your dealership’s name on a billboard, bus bench, or bumper sticker. You owned the town through repetition.
Today, local branding happens in meta ads, YouTube bumpers, search listings, and inboxes. Visibility still matters BIG TIME, but the messaging needs to go deeper.
Here is the twist that we all should already know: 85% of BHPH revenue comes from financing (NIADA, 2023), not the car itself.
So why keep shouting about inventory? Start branding your program instead.
Use local targeting with creative that sells your unique path to ownership. Showcase the “We Say Yes” story, not just “2015 Altima Now In Stock.” Use your approval process, your people, and your customers’ success stories as your differentiator. When you become known for getting people approved, you win every time.
Yes, the close has changed. You are not always sitting across the desk. Sometimes, the deal is done through a phone call, a text, or a Docusign link.
But that does not mean it has to feel robotic.
In fact, the best closers today blend tech with tone. They move fast, follow up personally, and create urgency through trust. They do not just send a quote. They send a message with a name, a face, and a reason to act now.
The strongest digital closers are using video walkarounds, real-time texting, and immediate pre-qual links to keep things moving and to make them feel real.
A killer close in 2025 might sound like this:
→ “I’ve got your approval locked in. Let’s go pick the right car.”
→ “You’re good to go—we just need your ID and insurance to wrap this up.”
It’s personal. It’s confident. It’s fast.
Old-school dealers knew how to work the phones, pound the pavement, and build a name people trusted. That has not changed my friends. What has changed is the environment and the available tools.
The ones who win now are the ones who take the same grit and grind and apply it digitally. They use every new-school tool with old-school energy and discipline.
They brand smarter, follow up faster, and lead with financing. They also understand that whether the deal happens on the lot or on the phone, it is still about building trust and solving problems.
Because, at the end of the day, this is not just about clicks. It is about connection.
Need help blending old-school hustle with new-school execution?
That is what we do. Let’s get to work—Big Time style.
-by Terry MacCauley, Founder & CEO
