Texting is no longer a “nice to have” for dealerships. It’s one of the fastest, most effective ways to connect with modern car buyers. Customers text their friends, families, coworkers, and service providers every day, so it makes sense they expect the same convenience from your dealership.
Text messages have open rates as high as 98 percent and responses typically come within minutes, not hours. Compared to email, texting feels personal, immediate, and easy. But with that power comes responsibility. When texting is done poorly, it can feel intrusive, sloppy, or unprofessional.
This guide breaks down exactly how your dealership should use texting, what to do more of, and what to avoid entirely.
Before getting into the rules, it helps to understand why texting is so effective.
• Customers read texts almost instantly
• Messages feel conversational, not salesy
• It reduces phone tag and voicemail fatigue
• It meets buyers where they already are
Texting should not replace email or phone calls completely. It should support them. Think of texting as the glue that keeps conversations moving forward between appointments, follow-ups, and decisions.
Texting is not the place for long explanations, pricing breakdowns, or detailed vehicle specs. The goal is clarity, not completeness.
If you need to share a lot of information, send it by email and use text to guide them there.
Example:
“Hey Sarah, I just emailed you the vehicle details we discussed. Let me know when you’ve had a chance to review it.”
Short messages are easier to read, easier to respond to, and far more effective.
Video texting is a powerful way to stand out, especially when introducing yourself or highlighting a vehicle. Just keep it tight.
Aim for under 30 seconds. Show the feature you’re talking about, smile, speak clearly, and get to the point quickly. Long videos feel like homework and usually go unwatched.
Great use cases for video texts include
• Personal introductions
• Quick walkarounds
• Answering a specific customer question
Texting is one of the easiest ways to cut down on missed appointments.
A simple reminder a few hours before the visit feels helpful, not pushy. Customers are more likely to confirm or reschedule instead of ghosting.
Example:
“Looking forward to seeing you today at 4 PM. Just reply YES to confirm or let me know if you need to reschedule.”
Small texts like this can have a big impact on your close rate.
Translation tools make it easier than ever to communicate with customers in their preferred language.
Salespeople can write in their native language, translate the message, and keep the conversation moving smoothly. This improves clarity, reduces misunderstandings, and creates a more welcoming experience.
Clear communication builds confidence, especially for buyers who may already feel unsure about the process.
This is one of the biggest mistakes dealerships make.
Salespeople should never text customers from personal phones. Doing so creates multiple problems
• Conversations are not tracked
• Management cannot review message quality
• Customer data leaves with the salesperson if they quit
Dealership-owned numbers protect your business, your brand, and your customer relationships.
Customers should always opt in to text communication. Unsolicited texts can feel invasive and may even violate regulations depending on your region.
Make it clear during the sales process that texting will be used for updates, reminders, and follow-ups, and give customers an easy way to opt out.
Respect builds trust. Trust leads to sales.
Texting works best when it feels intentional.
Sending too many messages, especially generic ones, can annoy customers fast. Every text should have a purpose. Ask yourself
• Does this move the conversation forward?
• Is this helpful to the customer?
If the answer is no, do not send it.
Text templates are essential for consistency and professionalism.
They ensure your messaging stays on brand and saves your team time. Create templates for common situations such as
• First contact
• Appointment confirmations
• Follow-ups after a visit
• Missed appointment messages
Templates do not mean robotic. They mean reliable. Salespeople can personalize them while still maintaining quality.
No. Texting should support phone calls and email, not replace them. Use texts for quick updates, reminders, and short follow-ups, then use email for longer details like full specs, pricing breakdowns, or multiple links.
Keep it short and simple. Texting is best for clear next steps, not long explanations. If the message needs multiple paragraphs, send an email and text a quick note that it’s in their inbox.
Video texts work well for a personal introduction, a quick walkaround, or answering a specific question about a vehicle feature. Keep the video under 30 seconds so it’s easy to watch.
Send a reminder a few hours before the appointment and ask for a simple confirmation. For example, ask them to reply YES to confirm, or tell you if they need to reschedule.
Don’t text from personal cell phones, don’t text without permission, don’t over-text, and don’t skip templates. These mistakes create compliance risk, annoy customers, and lead to inconsistent messaging.
Texting is one of the most powerful communication tools your dealership has, but only when it’s used correctly.
Keep messages short, respectful, and purposeful. Use texting to support the buying journey, not overwhelm it. When your dealership treats texting as a relationship tool instead of a sales blast, customers notice.
And when customers feel respected, they respond.
