Source: AutoTrader.com
April 9, 2008
Every month, 13 million people visit AutoTrader.com looking for a car to buy. How do you get their attention? How do you create an ad that stands out? How do make the whole experience as quick and as profitable as possible? It's actually a lot easier than you think.
There are three keys to selling your car online. Three lessons we've seen played out millions upon millions of times. And today, we're going to tell you exactly what they are:
1. Post quality photos
It's long been said that, "A picture is worth a thousand words." That proverb is especially true when it comes to selling a car online. The picture you take of your car is the first and possibly only thing a potential buyer will see. Think of it as the front door to your house, your one chance to show 13 million people why they should consider buying your car. Sound important? It is, and it's actually really simple to take great photos if you follow these quick guidelines:
- Photograph your car in daylight. Photos taken at night tend to make people think you’re hiding visible defects.
- Avoid reflections and shadows from the sun and trees.
- Photograph your car from the corner of the front bumper. This angle gives a good view of the entire car.
- Park your car against a flattering backdrop. People look at the entire photo, not just the car so take your car to an empty, clean parking lot if necessary for the photo.
- Make sure your car is clean and neat in appearance. Getting a $4 car wash before you take the photo can make a big difference.
- If you post multiple photos, photograph the interior and any special features about your car, such as specialty tires and wheels.
Remember, you don't need an expensive digital camera to take good photos. Just take your traditional film to your local photo-processing lab and ask for a photo CD. You can easily upload photos from the CD to your ad. Or, you can turn your prints into digital pictures with a scanner.
2. Create interest with your ad details
The average shopper sees up to 5,000 marketing messages a day. If the ad for your car is number 5,001, how can you stand out? With the right details.
The first step to writing a great ad is to read a few other ads. Search for similar vehicles and see what everyone else is saying. Chances are you’ll notice patterns. For instance, you might think that a V6 engine is the most important phrase to include in your ad, but upon looking at a few other ads notice that everyone is putting emphasis on miles per gallon. Once you’ve studied a few ads, make a list of your car's best features.
Keep in mind the first 150 characters of your description will show on your Search Results Listing. Put your most important details first, so buyers see them right away.
Consider giving some of the following details:
Appeal to a buyer's lifestyle. For example, describe a van as a "great family car," an economy car as a "great commuter car," and a truck as a "dependable work truck."
Use key phrases that typically signal you've taken care of your car, like "one owner," and "maintenance records available." But do be honest.
Mention any non-standard modifications and improvements, such as stereo, speakers and specialty wheels.
List any recent replacements, like new tires or battery.
Remember, when the ad works, you’ll have a lot of buyers come to see your vehicle. Make sure your description sets correct expectations. It’s never fun to have a buyer express disappointment when they discover your car is different from what your ad promised.
For more on writing ads, 10 Tips to Writing Great Online Car Ads.
3. Be prepared to field inquiries
This is perhaps the most important part of selling a car online and it actually has little to do with the Internet. Once you've completed your ad and the world has been put on notice, get ready to receive some inquiries. Here is what we recommend you do:
- Print out a list of basic facts about your car and put it in your pocket. You never know if a buyer is going to call while you’re at lunch. And you always want to sound like you know what you're talking about.
- Print out online resources that speak to the value of your vehicle. Pretend you're a buyer. What information would you look for before shopping? If you know what questions they'll ask you’ll be ready to give the right answer.
- Schedule test drives for a specific time. If you’re not comfortable with the buyer coming to your house, choose a well-lit parking lot at a mall or office building.
Remember, even with the best ad, a bad response to a buyer's inquiry can sink the sale of you car. Be friendly, be honest and know in advance how flexible you want to be on the price. It's much easier to have a lowest price number before you actually get into the price conversation with a potential buyer.
These three keys give you everything you need to get the online sales process started. If you want to learn more about making the most when you sell, read Getting Your Car Ready for Sale and How to Close the Sale.