In the dog-eat-dog world of the automotive industry, if you’re not keeping your customers locked in and engaged, you’re leaving money on the table. This isn’t just about selling cars—it’s about building an empire of loyal customers who keep coming back, trade up, and spread the word. So, how do you make sure your dealership is the first (and only) place they think of when it’s time for an upgrade? Here at some high-octane engagement strategies that’ll help turn your dealership into a customer and acquisition magnet.
1. Start the Repurchase Relationship Before They Even Drive Off
Most dealerships think the sale is over when the customer drives away. That’s rookie thinking. The sale is just the beginning of the next sale, Acquisition or Resales. The moment a customer takes delivery of their vehicle, you need to plant the seed for their future trade-in. Keep your dealership top-of-mind by:
Proactively communicating about future trade-in options. Give the customer the details on your Vehicle Upgrade Program at delivery. Make it a part of the delivery, show how you repurchase vehicles at the dealership, introduce them to the Repurchase Manager just like you should the Service Manager. Download and example of the Vehicle Upgrade Program here.
Sending regular, value-driven updates (not just sales pitches). TradePending launched value watch for all dealers it’s a good start. Turbo charge that with high value conversations. Most customers will need to replace not just sell.
Creating a seamless ownership journey that makes upgrading with your dealership a no-brainer. You’ll hear a lot about “meet the customer where they are”. I’ll tell you where they are, on their phone SMS and email communication early and often with relevance is the gold standard of customer convenience.
Make it feel like they’ve entered an exclusive club—not just another transaction.
Pro Tip – combine the Acquisition Strategy with your USP’s. Now you’re getting the double whammy! See USPs here.
2. Own the Lease Returns Game
Leased vehicles are a gold mine—but only if you know how to handle them right. If you’re not actively positioning your dealership as the go-to destination for lease returns, you’re handing customers over to your competition. Here’s how you take control:
Measure lease retention: Know how many lease customers come back. If that number isn’t impressive, fix it. Active lease returns by salesperson for the month should be a part of your morning sales huddle.
Promote early engagement: Reach out months before their lease is up, so they don’t even think about going elsewhere. BDCbox activates lease conversations 8 months prior to termination, that aggressive but better to be early than late.
Offer seamless transition options: Whether it’s leasing another car, buying their current one, or trading up, make it easy and enticing. Every buy center is a lease return center. If you have several buy centers these are great for promotion, “Our lease return centers are all over the city and right around your corner.”
Every lease return is a golden opportunity to provide a golden experience—treat it like one.
Pro Tip – In our HQ town of Houston there is a private leasing company called D&M leasing. Do you have one in your town? Have your buy centers become their drop off return centers their customers and their business get a convenient benefit and you get first crack at the lease return.
3. Establish Buy Centers & Dominate the Inventory Game
Want to build customer trust AND keep your lot stocked with high-quality pre-owned inventory? Buy centers are your secret weapon. Even if someone isn’t in the market for a new ride, they still might be looking to sell. Be the dealership that says, "We’ll buy your car—no strings attached." Why?
It keeps customers engaged with your brand. Your Buy Centers need to be loud and proud treat them like billboard! GROCERY STORE STRIP MALLS! If you’re going to have them think of them like a fast food restaurant, LOCATION… LOCATION… LOCATION.
It builds a pipeline of inventory you control. Don’t be afraid to showcase your inventory in the buy center, it’s not just a buy center for you. It can also be a sales center!
Marketing tip – Let us appraise your car and we’ll buy your groceries, up to $100 is it worth it to get the buy opportunity? It has been, measure it and see. Take it a step further and place flyers on the cars in the parking that that are high value to the dealership.
It positions you as a trusted partner, not just a sales machine.
Stop waiting for trade-ins to come to you—go out and create opportunities.
Pro Tip – Use the Buy Center as a pickup and drop-off for service.
4. Track, Measure, and Adapt (Because Guessing is for Amateurs)
If you’re not tracking what’s working, you’re flying blind. Hope is not a strategy—measure everything, tweak them, and refine them until they’re bulletproof. Here’s what you need to monitor:
Customer interaction data: Who’s engaging I don’t mean who’s clicking, who are we having conversations with. Who’s ghosting us, and why?
Retention vs. acquisition rates: How many customers sell again and get the trade?
Daily Acquisition Rate (DAR) vs Daily Sale Rate (DSR), Shout out to David Long he has said this in every ATUC call I have been on and it’s a top 3.
What drives conversions: Are your messages, offers, and timing on point?
Data is your guiding star—use it, or risk getting lost in the shuffle, but understand engagement is the metric not, clicks, not impressions, and…
The Bottom Line: ENGAGEMENT = CONVERSATIONS-MORE CONVERSATIONS MORE SALES,
MORE ACQUISITIONS!
At the end of the day, customer engagement isn’t just a feel-good strategy—it’s a profit-driving machine. When you stay proactive, make trade-ins effortless, dominate lease returns, and track your impact, you’re not just selling cars—you’re building an unstoppable dealership.
So, are you going to let customers drift away, or are you going to lock them in and keep them coming back time and time again? The choice is yours.
