I get an email today from a dealer friend of mine today and he ask;
Do you know of anybody dropping AutoTrader all together?
It’s ungodly expensive and we just haven’t seen the results.
My first response from the top of my head is, Yes there seems to be a lot of “chatter’ out there the last few years about reallocating dollars from AT and Cars to other digital advertizing. Then it hit me, I wonder “if” this was some motivation behind Autotraders recent spending spree. Diversify before losing more revenue?
Dollars started going down for Autotrader a few tears back, they sell a piece for cash to buy and diversify? I certainly no expert, I’m just wondering.
Getting back to his original Question, in my local market Rockford Illinois Cars.com closed that gap in the last 3 years. In the past Autotrader out produced cars.com by 25%. However, they were less expensive, so it was a push. In the last few years I had equal success. So Cars.com was a better value. I always sold enough unique sales from each source to pay for itself. I always knew there may be better ROI out there.
Truth be told they are easy leads……..
How bout you?
Cutting back on 3rd party?
Dropping Cars and Autotrader all together?
Seeing same numbers as year’s gone “buy”?