Right now, your next customer is ready to buy. They’ve spent hours researching online, and they’re comparing the listings for two used vehicles that are nearly identical. The only difference? One vehicle is on your lot, while the other belongs to a competitor. Which listing will win the showdown?

What are your customers looking for in a listing?

The proportion of used car buyers viewing online listings has gone up dramatically. In 2018, 60% of buyers were shuffling through AutoTrader, Kijiji Autos and the like — today it’s a whopping 80%. Since 4 in 5 of your customers are using online listings in their search, the question is what are they looking for?
We asked Canadian used car buyers: If you’re deciding between two used vehicles with identical features, price, and mileage, what will help you choose one listing over another?

Based on their responses, here are the top 6 details that will make your listings stand out:

1. Vehicle includes detailed history
2. Dealership offers warranty options
3. Parts such as brakes and tires are in good condition or have been replaced
4. Vehicle has been cleaned/detailed
5. Knowledgeable and professional dealership staff
6. Dealer responds to emailed questions quickly with clear answers

These aren’t just nice to have additions. For instance, nearly half (46%) of used car buyers said they would skip an online listing if it didn’t include the vehicle’s detailed history. Not prioritizing these pieces of information can be a dealbreaker.

What doesn’t work as well?

Now we know what’s important to your customers, but which details don’t particularly move the needle in your favour? 

Here’s what buyers told us:

1. Dealership perks, like free coffee and Wi-Fi
2. Awards the dealership has won, such as local "best of" award, or national top sales award
3. The vehicle comes with a full tank of gas

Does this mean this information is hurting your sales? Not necessarily. But it isn’t doing the heavy lifting when it comes to convincing your potential customers to buy from you. There still might be a subconscious part of them that appreciates the awards you’ve won but that’s the kind of thing that is more likely to help you close the deal in-person.

How listings win

Your customers are online and looking at listings every day, and they want to see important information about the vehicle’s history, warranty and care front and centre. The free coffee, Wi-Fi and awards will be a sweet surprise for the customer when they show up at your door.