When you go to a website shopping for something, you check to see what’s on sale, don’t you? I certainly do. So do your customers. According to a JD Powers study, specials are the second highest hit pages on a dealer’s website, right behind inventory. So, if your customers are going there, shouldn’t you make sure they have something to look at and, more importantly, something to entice them to submit a Lead? We’ve built our websites to highlight specials on your homepage, in your navigation, even within the inventory listings themselves. With so much focus on this area, you do yourself a disservice by not keeping it updated. Moreover, it’s super easy to create specials on your website – one button click from your Inventory Management section and you have a special. Keeping this area populated with fresh listings each week will keep your customers coming back to your website to look for “this week’s deals.”  And you can literally do this in a matter of seconds.  Not sure which vehicles to make into specials? Here’s the fun part. Go to your website stats and click on the Vehicle Stats tab. Listed in order by popularity are the vehicles your customers are looking at on your website. You’ve had 50 views of stock number 12345A but no takers? Make it a special! Drop the price one or two hundred dollars and see what happens. Everybody wants to get a bargain, including your website shoppers. Help them do that by keeping specials on your website and updating them regularly.