The management team at Fort Smith, Ark.-based J. Pauley Toyota could no longer ignore the frequency of consumer complaints about its former website. General Manager Adam Nobles said that was four years ago, a moment which prompted him to demo virtually every website provider out there before narrowing his choice to DealerSocket’s DealerFire websites and Dealer.com.
Nobles made his decision to switch to DealerSocket in 2016 and hasn't heard a single complaint since. "DealerSocket closed me, and they also wanted my CRM business and my marketing,” he says, noting that DealerFire’s reputation for its white-glove approach to digital marketing was a significant factor in his decision.
Adams also lists DealerFire’s responsive, mobile-native websites and their simple layouts as other influencers. The introduction of DealerFire’s next-generation Engine6 website platform took that a step further with several key enhancements, including the do-it-yourself editing capabilities found in the platform’s Ignite content management system.
"I've only scratched the surface, but I see the potential," he says, noting that he recently learned how to create and customize the feature grids that appear alongside vehicles on his site’s search results pages. “And I’ve been very pleased with all the support and service I’ve received over the years. Everybody’s been fantastic.”
WEBSITES & DIGITAL MARKETING
Adam Nobles and the J Pauley team were coming up against two major trends in the automotive industry. First, from the consumer side, shoppers weren't submitting many leads because of fear of being "hounded" by a salesperson. And on the OEM side, Toyota has some strict requirements when it comes to displaying price - as well as discounts. The team had to find a solution that kept their site in compliance, while also engaging consumers with messaging that delivered a transparent price on the website.
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That support and his decision to upgrade to Engine6 this past April — the same month Toyota certified the website platform for its Toyota Dealer Digital Solutions program — proved especially helpful when he began testing a new price-unlock feature. The fifth iteration of the price-unlock feature went live this past August, and Adams believes he's on to something.
“We were very strategic with our wording to let people know they’re going to get a price instantly and not an email 30 minutes later,” he says, crediting DealerFire’s Web Account Manager (WAM) Katie Johnston and Web Specialist Alfonzo Matthews for the results he's now seeing.
There’s the crossed-out MSRP pricing sitting above the “Reveal Best Price Instantly!” button, as well as the carefully crafted wording contained in the popup message that greets buyers who push it. Adams also made the critical decision not to require shoppers to enter their phone number into the popup’s lead form to access the dealership’s “rock-bottom pricing” for all vehicles — not just the one the customer selected.
Between May and August of this year, J. Pauley's website captured 796 leads — 99 of which resulted in sales. That's up from 335 leads and 63 closed sales during the same period last year. "It's not that the market sold more Toyotas; I'm just capturing a higher percentage of the market," he says. "And a big reason for that is Engine 6."
Two months after adding DealerSocket’s DealerFire website, Nobles decided to make the switch to the DealerSocket’s CRM. As he says, his former CRM provider "didn't check all the boxes that I wanted it to check."
Integrated into the CRM, DealerSocket’s CrossFire tracks customer behavior on a DealerFire website and routes that information into the CRM for future marketing communications. That extra data, which he can access through the CRM's "Leads" tab, is especially useful when Adams gets a lead in the CRM and begins communicating with the customer.
INCREASE IN WEBSITE LEADS
INCREASE IN SALES FROM LEADS
INCREASE IN MOBILE SESSION DURATION
INCREASE IN PAGES PER SESSION
“The thing I love about the DealerSocket product family is how well everything integrates. If a serious customer clicks on my price-unlock button, now I get to follow them.”
- ADAM NOBLES
J PAULEY TOYOTA, INTERNET SALES MANAGER