A Dealer Success Story Using DealerRater

A strong focus on the customer experience has always been part of the Kelly Automotive Group's philosophy. When Kelly Auto Group first heard about the DealerRater Certified Dealer Program in 2010, they realized that they were doing very little to capitalize on their satisfied customer base and that they were rather out of touch with the advances in digital marketing - with 99% of the marketing budget allocated to traditional media and very little happening with Search Engine Optimization or digital marketing.

Kelly Auto Group began to see how customer reviews could be used to help it gain even more market share, provide a competitive edge and boost traffic to its dealerships. Kelly Auto Group joined the DealerRater Certified Dealer Program in the first quarter of 2010 and had three franchises ranked #1 in the country by DealerRater for 2011. Within the first 90 days, the Certified Dealer program produced an impact in sales as consultants began seeing more referrals come in from DealerRater. In addition, DealerRater reviews and ratings have helped increase Google search rankings. Each dealer site now comes up on the first page in a Google search. Read more

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Comment by Michal Lusk on May 7, 2012 at 12:54pm: Used correctly, DealerRater is an easy and cost-effective tool to let your current customers tell your potential customers how easy/pleasant/fun shopping your dealership is. But it has to come from the top and be supported to get this kind of result. I worked it from the middle--training and encouraging the sales staff on what it did for them, adding the automation to our CRM to make it easy for our customers, and promoting it to upper management--basically pushing it both up and down with only our E-Commerce Director fully supporting the efforts. For this kind of result, the full buy-in of the upper management is required.