Our latest research found that nearly two-thirds (64%) of Canadian used car buyers make a shortlist before settling on the car they want. These buyers comb through listings to compare the pros and cons of each — car a, b, c, and beyond. Dealership loyalty takes a backseat in their process, meaning a well-crafted listing should be enough to get you on their list. So, how can you fine tune your selling strategy to grab a shortlister’s attention and help them make the right choice?
Shortlist influencers
We asked shortlisters to choose what’s most important to them when comparing vehicles.
Here’s what we found:
Price: No surprise here that price takes the top spot. It’s the easiest way to narrow down a vehicle search, especially in a challenging economy. Making sure your pricing is in line with the ever-changing used car market will keep you from falling off shortlists.
Mileage and vehicle condition: Not far behind price in importance, buyers use mileage and condition to gauge longevity and potential issues down the road. Have the odometer reading verified using a vehicle history report, and try to provide an idea of what maintenance and repairs might be needed later as the kilometres tick by. Use walkthrough videos to make shortlisters feel like they’re kicking tires from the comfort of their living room.
Accident/damage history: While most shortlisters don’t hope that their choice vehicle has been in a fender bender, our research indicates that this isn’t necessarily a dealbreaker, with 82% of buyers being open to purchasing a car that has been in a minor accident. Being upfront about a vehicle’s past will build trust and buyer confidence.
Maintenance and service history: A detailed service history reassures buyers about the car’s reliability. A car that has been well taken care of and doesn’t show evidence of being a lemon will quickly rise to the top of any shortlist.
Closing the deal
A vehicle history report is an important tool in a shortlister’s tool belt as they narrow down their list based on the above factors. In fact, most buyers told us they want to access vehicle history early on in their search, well before setting foot into any dealerships.
Highlighting the information buyers value most both online and at your store is essential in coming out on top in a shortlist. A well-informed buyer is a confident buyer — and that confidence will help you seal the deal.