Around 70% of consumers who are trying to buy a car check on online reviews before they ever visit an auto dealer in person.
That’s according to an investigation into online dealer reputation, which suggests that over half of all car buyers select a dealer based on internet reviews.
Indeed, a quarter of buyers say online reputation is the most important factor when choosing a car.
Amy Mueller, the Vice President of Communications at CarGurus, the company behind the investigation, hinted that there’s no hiding place for lackluster car dealers in the age of social media.
“The growth of the internet and social media has made it easy for people to share their buying experiences – good and bad – with fellow consumers. As a result, it’s more important than ever to pay attention to your online reputation.
“Customer reviews set the tone for how your dealership is perceived by future customers. They’re crucial drivers of new sales, and your dealership can’t overlook their importance. Every review is an opportunity to engage with your customers and build your reputation, so make sure you’re taking advantage.”
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