Black Friday ‘Hail Marys’

Hopefully, you’re so busy with customers on your lot today that you don’t have time to look on Facebook to see the post that led you here. But, if your Black Friday Sales Event isn’t bringing in the buyers like you expected, you’re probably not alone.

If potential buyers just happened to Google such phrases as “Black Friday car deals” they may have come across top stories from Car and Driver, CNBC, MarketWatch or WTOP News that were less than flattering to car dealers. Whether this is the reason or not for a low Black Friday turnout, it’s not too late to turn things around!

Here are some last-minute things you can do RIGHT NOW to convince shoppers that they need to hurry into your dealership:

  • Focus on used cars. According to, Black Friday isn’t only one of the best days of the year for shopping, it’s also the best day of the year to buy a used car. Shoppers in the market for a used car are looking for some ridiculously good deals today, so give them what they want. Slash your used car prices as much as possible and drag out the windshield paint to show “WAS/IS” pricing.
  • Go ‘live’ or post videos that appear to be in real time. Smartphones have made marketing for car dealerships so much easier. You can now record a video and post it to social media within minutes. Create videos that feature specific used cars on your lot. Call out the features, low mileage, and low sale price. Create a sense of urgency and include a call to action for interested buyers to call.  Do this several times throughout the day, each post featuring a different car. Be sure to respond to each inquiry. And, if you feature a certain vehicle that draws a lot of interest and sells quickly, find another similar unit on your lot, and do the same thing with it.
  • Post photos of customers who buy today. With their permission, of course, take pics of buyers with their purchases and post how they just got the deal of the century. FOMO (fear of missing out) is real. Viewers will see happy customers and will want one of your great deals too! This is especially true if they happen to know the buyer personally.
  • Urge your sales team to post and share on their personal social media pages. There are a lot of potential buyers out there that don’t follow your accounts, but they may be friends with one of your employees. If someone is in the market for a used car, they’re more likely to go to someone they know.
  • Don’t forget your service department. If your dealership is located near a mall or popular shopping hub, post a special for an oil change and/or tire rotation and offer to drop them off at the shopping center while you work on their car. It’s a win-win: you get their business. and they don’t have to circle around forever looking for a parking spot!

These are just a few things you can do to bring in potential buyers to your dealership. Here’s to your best Black Friday ever!

And if you would like to learn more about Intermark Automotive, contact us today!

by Shea Posey, Senior Account Executive/Compliance & Co-op Specialist

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