The car buying journey has changed dramatically. Today’s shoppers spend more time researching online than walking dealership lots, which means your marketing strategy can make or break your sales pipeline. Whether you run a single-location store or manage a large dealer group, the right marketing mix will help you attract more buyers, build trust, and close deals faster.

Here are 7 marketing strategies every car dealer should be using in 2025 to stay competitive and drive more sales.

1. Optimize Your Google Business Profile

When buyers search for “used cars near me” or “brake repair near me,” your Google Business Profile (GBP) is often the first thing they see.

• Keep your hours, contact info, and services updated.
• Add fresh photos and videos of your inventory.
• Encourage happy customers to leave reviews.

An optimized GBP boosts your local SEO and puts your dealership ahead of competitors in search results.

2. Use Targeted Social Media Ads

Platforms like Facebook, Instagram, and TikTok allow car dealers to run hyper-local ads targeting people actively shopping for vehicles.

• Promote trade-in offers, financing specials, or new arrivals.
• Use dynamic ads that pull directly from your inventory feed.
• Retarget shoppers who visited your website but didn’t convert.

Social media advertising keeps your dealership visible to in-market buyers where they spend their time.

3. Invest in Video Marketing

Car buyers want transparency, and nothing builds it faster than video. Consider:

• Walk around videos showcasing new arrivals.
• Short reels highlighting features or special offers.
• Customer testimonial videos that build credibility.

Post across YouTube, social media, and embed videos on your website to boost engagement and SEO.

4. Leverage Trade-In Tools for Lead Generation

Shoppers looking to trade in their vehicle are among the highest-intent leads your dealership can capture.
With tools like AVA™ Trade, powered by Canadian Black Book, you can:

• Provide instant, real-time trade-in valuations.
• Encourage customers to start their deal online.
• Increase showroom visits from motivated buyers.

Trade-in tools not only generate leads but also help you acquire quality used inventory, a double win.

5. Master Email & SMS Marketing

Staying top-of-mind requires consistent communication. Use segmented email and SMS campaigns to:

• Follow up with leads instantly.
• Share personalized offers based on browsing or trade-in history.
• Reduce no-shows with appointment reminders.

The key is personalization, generic blasts don’t work. Smart automation ensures the right message reaches the right buyer at the right time.

6. Focus on Reputation Management

Online reviews directly impact buyer decisions. A strong review profile builds trust before a shopper even steps onto your lot.

• Ask satisfied buyers to leave reviews on Google, Facebook, and third-party platforms.
• Monitor and respond to reviews quickly, especially negative ones.
• Highlight positive feedback in your marketing.

Dealers who actively manage their reputation gain a huge competitive edge.

7. Embrace AI-Powered Marketing Tools

Artificial intelligence is no longer the future, it’s here. AI-powered tools help dealerships:

• Predict which leads are most likely to convert.
• Generate personalized follow-up messages.
• Automate repetitive tasks like appointment scheduling or ad optimization.

Dealers who embrace AI in their marketing stack are seeing better ROI and higher close rates.

Final Thoughts

Car buyers have more options and more information, than ever before. To stay competitive, dealerships must use a mix of SEO, social, video, trade-in tools, messaging, reviews, and AI-powered marketing.

Implementing even a few of these strategies will help you:

• Capture more qualified leads.
• Build trust with buyers.
• Increase both online and showroom conversions.

The takeaway? Smart, consistent marketing isn’t optional, it’s your dealership’s growth engine.