Online reviews have become the compass guiding consumers on where to spend their money wisely. This holds true, especially when it comes to the car-buying journey. A whopping 69% of Canadian used vehicle buyers said they looked at reviews as part of their research process.
Normally, Google has been the go-to for reviews, with 70% of buyers relying on it in 2018. However, times have changed. Our recent study reveals a significant shift, and now, only 49% of used car buyers turn to Google for reviews. The landscape has expanded, and consumers are exploring multiple sources to shape their opinions, and to look for guidance.
Here's what we found:
This shift opens up various avenues to attract new customers through your channels, be it YouTube, your website, or social media platforms. Notably, YouTube, with its 2.7-billion active users, stands out; more consumers express their opinions through video reviews, making up 68% of YouTube users who rely on clips to make decisions about their purchases, which also includes their next vehicle.
We know reviews across different channels are important, but how can you get more positive reviews in the first place?
It’s as simple as asking. 70% of customers that use reviews in their search will provide a review if they’re asked. So the next time a customer tells you they had a great experience, ask them to tell the Internet as well. Bonus: If you already run a satisfaction survey, you can ask satisfied customers to share their stories online after they take the survey.
Not all of your reviews will be 5 stars, and that’s okay because the number one thing customers are looking for in reviews is balanced content. Here’s what customers want to see, according to our research:
The key to winning new customers is by talking to your current ones. Ask them to leave a review, whether it’s on Google, YouTube, or by posting on their personal social media account. Having a varying collection of reviews, including negative ones, allows for potential customers to see what your dealership is really like and makes it more likely for them to pay you a visit.