Rudy T., AKA El Patronn, doesn’t hesitate when asked what his best lead source is: “My website.” His answer doesn’t change when asked which lead-gen site contributes the most to his Brooklyn Mitsubishi store’s 100 leads per-day average. “I have all of them,” he says plainly.
Brooklyn Mitsubishi’s site is on DealerFire’s responsive website platform, which is controlled by the brand’s Ignite content management system. It’s a tool Rudy, who serves as the dealership’s general manager and managing partner, is extremely familiar with, as he’s constantly signed into Ignite to change out photos, add new video backgrounds to his homepage, and to create new store promotions. What he likes is the ability execute on whatever idea pops into his head.
“I don’t like cookie-cutter stuff. I like everything to be custom, and I like everything to be changed on the spot,” he says. “Everything is custom-made in Brooklyn, and my team loves that we can easily and quickly change things up.”
WEBSITES, DIGITAL MARKETING
Rudy T. had big plans when he took over what he viewed as an underperforming dealership on Aug. 5, 2017. He felt the location had the potential to be a high-volume store touting inventory that spanned from a $3,000 special finance car to Bentleys with 1,000 miles on the odometer. To do that, he needed to make some noise.
To plant his flag in the tri-state New York area, Rudy T. became the face of his dealership and all of its marketing activities behind his El Patronn persona. Social media, he decided, would be the vehicle for his push, while DealerFire would provide the digital solutions he needed to take advantage of the opportunities he was about to generate.
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This year, Brooklyn Mitsubishi’s website has realized a 73.66% increase in overall sessions, and a more than 200% increase in traffic for his DealerFire-managed blog. DealerSocket’s digital solutions also handles all of the store’s customer email blasts, which go out almost weekly thanks to DealerFire’s digital marketing services. Those efforts resulted in more than just likes and pageviews, however.
“I can create specials based on what’s going on for that week, or if Mitsubishi came up with an enhancement,” he says. “I can also create a coupon right on the spot, email it to all my customers, and even put it on the website on the spot. What other website provider is going to be able to do that?”
This past November, El Patronn crossed the one million-follower mark. In fact, his social media activities now account for 20% of his website’s overall traffic, which has grown exponentially since he arrived at Brooklyn Mitsubishi.
“It’s had the biggest payoff, man,” he says of his social media and technology-driven approach. “Opportunities are coming at me left and right, you know?”
INCREASE IN OVERALL TRAFFIC
INCREASE IN BLOG PAGEVIEWS
INCREASE IN FORM SUBMISSIONS
INCREASE IN NEW CAR SALES
"I don't like the cookie-cutter stuff. I like everything custom, and I like everything to be changed on the spot. What I mean by that is everything is custom-made in Brooklyn. I think that people are looking for that. People don't like the cookie-cutter stuff. So when I change things on the spot, and my team knows that, they love it, because they can change it on a car. I can create specials based on what's going on for that week, or if Mitsubishi came up with an enhancement. I can create a coupon right on the spot, email it to all my customers, and even put it on the website on the spot. What other website is going to be able to do that?"