Hint: It involves implementing a digital retailing strategy with messaging woven into it. And we’ve got a guide to help you make it work. SEE HOW
Photos are the biggest lead generator you have at your disposal. The more photos you take, the more leads you will generate, and the more sales you will make. Most Dealers grossly under estimate the power of what several high quality photos of each car will do for their business. Having several great photos of every car on your lot is the cheapest and most effective way to increase your sales. Excellent photos of your cars formatted correctly on a great website provide your visitor with a virtual walk around of the car.
This virtual walk around does several things. First, it makes the prospect become intimate with the car and makes them take mental possession of the car before they even test drive it. Secondly, having 24-60 great photos of each car also generates more leads than 1-9 photos and it makes you stand out in the sea of competition. The good news is it does not cost more money to take more photos, but it does generate a return on your investment of time.
Thirdly, quality is the key when taking photos. If you are going to take the time to take photos then do it correctly. Do not leave the car in the row. It is imperative that you pull each car out of the row into a specified spot that does not have clutter like traffic, people, cars, trees, dumpsters, junk, etc. You want to create a clean, professional looking spot, maybe it is a park close to the lot, or in front of a nice awning or sign. Better yet, the best place to take your photos is in front of a banner with your website address on it.
Here are some Best Practices for Taking Great Photos. First, create a clean and professional specified spot on or around your lot that will be free of clutter and distractions, this will become your photo studio. Some dealers create a studio inside. Personally I think the lighting is better outside but an inside studio will lend to greater consistency and takes elements like weather out of the picture. Next, pull each car out of the row and into your new photo studio.
Finally, put a banner with your website address on the wall and place your cars under the banner while taking the photos. Lastly, create a template so you take the photos in a consistent order every time. Do not make the steering wheel the first photo.
Remember a picture is worth a thousand words, so take as many as possible. Again, never under estimate the power of photos. Photos are the one thing you can control about your business. For example, you cannot control gas prices, the economy, the auction, or the weather, but you can control how many photos you take and the quality of your photos. So, if it costs the same money to take 1 photo as it does to take 60, why not take 60 photos of every car and make more sales?