First we had the new Google Places plastering a business’ reviews all over the local search results and Place Pages – and now another reason to get serious about Online Reputation Management…According to recent articles in Automotive News and MediaPost, Edmunds is about to unveil a major re-launch of its site in mid-December, and dealership reviews (and a new dealer rating system) will figure far more prominently.
If dealer reviews/ratings had traditionally only appeared under the “local services” tab at Edmunds.com, they will now appear every place a dealership’s name is mentioned – including both the new-car inventory and the dealer directory site areas. In addition, Edmunds is launching a new dealer rating system based on consumer surveys focused more on the online shopping experience. Edmunds reports they’re not using those traditional surveys that haven’t changed much since the ‘80s (i.e., irrelevant things like “size of facility”), and are instead focusing on questions like…Did the dealer respond to your email, and promptly? What information were they willing to give you? Etc. And they report more recent consumer surveys will be given greater weight at the site.
So, when the new Edmunds presents the list of local dealers to a consumer searching for a vehicle, dealers will be rated on a 5-star system for both sales and service, which will appear right next to that dealership’s reviews. This dealer rating system based on consumer surveys will be a first for third-party sites.
Edmunds reports the move (and other major changes coming to its site) is about providing greater relevance…and solving a problem they call “native to the auto retail business…that sometimes the worst dealers are selling the most cars.”
Edmunds attracts roughly 16 million consumers a month - researching and pricing cars, and looking for dealers to purchase them at. According to a new study by J.D. Power, car shoppers prefer Edmunds to all other third-party sites when it comes to reviews.
It will be interesting to see what these new consumer surveys will measure about dealer performance and the overall online shopping experience. And if your dealership hasn’t been making a systematic effort to generate a high volume of positive sales and service reviews at Edmunds – it’s high time to get started.
If you have any questions about how to generate a high volume of positive, authentic reviews across all the review sites (...critical with the new Google Places), feel free to contact us at eXtéresAUTO. (866) 994-2613 - or email Merla Turner at firstname.lastname@example.org