Trade-Ins Online

1. Pg. 54
Trade-Ins Online
Carl Bauer
VP of Operations & Marketing
Trade-In Velocity

3. 20 years of retail sales and ownership experience
12 years of digital marketing and software development
Worked in family dealerships from car porter up to dealer principal
Co-founder of Netsearch LLC
Speaker at many events; helped in the building of CarSoup and it’s dealer
ownership network
Father of 5 children
Smart enough to move from Illinois to Arizona

4. 7 years with weekly used car magazine starting in sales and worked up to GM
4 years as the owner of a used car dealership that also sold new ski boats,
motorcycles and RVs
2 years retail sales manager at Biggers Auto group and McGrath in Chicago
area
1 year as partner in Predriven.com building dealer network and strategic
partners
4 years at Carsdirect.com with the last year working on ESP project
Most recent experience in web development, design and marketing with a
career revolving around valuation, inventory acquisition and the pricing and
merchandising of vehicles

5. QUICK SURVEY: Can everyone please stand up and stretch?
Who is here to learn and will take back what you’ve learned and implement it at your store?
Who has bought, appraised or purchased cars at a live auction?
Who has been GM or GSM of a dealership?
Who currently owns or has owned a car dealership or dealerships?
Who has run AND completed a marathon?
Why does any of this matter?

6. First appraisal plug in or application on the market in 2004
Started data partnership with Edmunds, then worked with Galves Guides
and went with the best in 2009… NADAguides
Tool has performed almost 1 MILLION appraisals to date
TiV is the only tool on the market with a ‘Back Office’ for customization and
the ability for consumers to upload photos and video.

7. Just a couple notes that we believe to be true first:
The days of ‘ripping a trade in’ are gone!
If you don’t have an appraisal tool, buyers will leave and may not come back. If you
have the wrong tool that doesn’t brand your store, you might turn buyers back into
shoppers.
If we all agree that dealer websites convert traffic into leads at 1-4%, an appraisal
tool that is fast and accurate can increase lead conversion from 1-2% with the
feedback our dealers share with us.
If you sprinkle in a quarterly email campaign… like end of year buy backs, tax time,
summer fun, or back to school, we’ve seen increases in a given month of
100%-1000%.

8. LEADS BY MONTH
120
100
80
60
40
20
0

9. LEADS BY MONTH
160
140
120
100
80
60
40
20
0

10. Every service R/O (other than new cars sold in the last 12-24 months) should get an email with a link to your
dealerships appraisal tool, with a custom landing page if your website company can or will build it.
Give credit to a purchase on repair estimates in service lane. (May need some limits, see Joe Castle about his
process as it’s one of the best we’ve seen)
Offer free used car inspections to the public on cars they are looking to buy from private parties and training
and inspections for people trying to sell their cars on their own.
Empower your staff to find cars by sending appraisal link to customers on
Craigslist, Autotrader, Carsdirect.com, etc., and pay them a buy fee if you get the car!
Save a deal email-when a customer leaves who had a trade, offer them 250-500 more to bring their car back
so you can buy it.
This brings up cost of acquisition, put a price on your purchases $500-$700
Use PPC/SEM to promote appraisal link to custom landing page or just to ‘Free Appraisal’ tab on dealership
website. (Showroom Logic, Adsmart are a few of the companies that specialize in retargeting/remarketing and
will be glad to help)
In your customer newsletter, always have an appraisal tool link or call to action as you never know when your
customers are shopping and this can help keep them in your buying family.

11. Every parts order from a consumer should get a certificate and emailed a link to
your appraisal tool as maybe the weekend warrior is tired of fixing his/her car.
Every parts order from a consumer should get a certificate and emailed a link to
your appraisal tool as maybe the weekend warrior is tired of fixing his/her car.
Every consumer body shop estimate should get a certificate and emailed
a link as most certainly will trade out of the vehicle sooner than later.
Every consumer body shop estimate should get a certificate and emailed
a link as most certainly will trade out of the vehicle sooner than later.
Every consumer body shop completed car should also get a certificate and email and
let them know that since you did the work, you will typically pay more, because you
do quality work and know it was done right.

12. Where are they?
Online – Do all your social media outlets have your FREE appraisal link, tool, or button on them?
THE BIG 3
Mobile – Make sure you are optimized or have PPC campaigns chasing Carmax and AutoNation
Local – Traditional media like the newspaper, TV, Radio and niche papers like AutoShopper to get the
message out about wanting to buy and pay top dollar for cars.
BIG DATA
Your service, parts, body shop and sales email databases are a gold
mine. Get creative, we can help at no charge!
Your Big Community/Network of 17,000+ new car dealerships and 30,000+
DEALERSHIPS
independents: Communities like RoadDealer.com can connect you with MILLIONS of
cars that may work better for you than your competitor.
Reach out and TRADE!

13. Please contact us for a FREE Test Drive
of TradeInVelocity, compliments of
Sean Bradley and Dealer Synergy.
Barry@tradeinvelocity.com or Carl@tradeinvelocity.com