Many dealerships are finding it pays to include more than just the hard facts when listing cars on the internet. According to Don Crawford, senior project manager for eBay Motors, some dealers have found success with listings that resemble personal ads and give full disclosure on a vehicle. “It’s important to see beyond the process of ‘here’s your keys, see you later’,” Crawford says. “The internet makes it tougher to create a rapport with customers, so the listing acts as the salesperson.”

 

He advises dealers to get creative and tell the consumer a story about the vehicle. Jimmy Johnson Chevrolet in San Diego, for example, included some of these comments in an eBay Motors listing for a Hummer H2:

 

“It is way cool riding down the road standing so tall. You can see down the road over the smaller cars as if you were in a helicopter. The ride is surprisingly smooth and quiet. It smells like leather with no hint of cigarette smoke. This SUV is a real pleasure to drive, great for the family or a status ride. Your friends will know it is you pulling up to the curb. H2 is a full sized SUV not a Land Yacht. The sound system is powerful and full-bodied. So much quality and sound I could have believed the band was sitting in the backseat. I liked driving this one and so will you!”

 

But some listings stand out with a tagline, rather than a full synopsis. A listing on Cars.com reads:

 

 

The dealership then lists the truck’s features and other specifics. “It definitely helps to include a little story,” advises Joe Fortuna, internet sales manager for Meade Lexus in Southfield, Michigan. 

 

His store lists vehicles on eBay Motors, AutoTrader.com, and Vehix.com, each with a listing written for that specific vehicle. He said it’s important to write a new listing for each vehicle, rather that repeating any sales pitches.

 

Photos also allow dealers to give potential buyers a more intimate look at a car. Fortuna said he includes between 40 and 100 photos with each listing. Unlike the vehicle description, however, his photos have a more conservative approach. “We avoid any kind of artsy look,” he explains. “We just show them everything about the car.”

 

“You have to give shoppers a virtual walk-around,” said Crawford, an instructor for eBay Motors’ eDealer Training Program. He recommends dealers use a minimum of 40 pictures with each listing, avoiding any thumbnail formats. These pictures should be taken with good lighting and should include what Crawford calls “money shots.” Money shots are the dashboard, lumbar, odometer, keys, VIN, and owner’s manual.

 

Some dealerships have found success including not just the good, but also the bad. “It’s important to be candid,” says Ray Fenster, eCommerce director for the Lindsay Automotive Group in Alexandria, Va. “If there’s something wrong, you have to show it.”

 

Fenster typically includes 100 photos with each vehicle, including tire tread depth, and any body damage or imperfections. “[The listing] is their chance to touch and feel the car,” he explains. “If there’s no owner’s manual, I let them know. If there’s only one key, I let them know. You have to show them everything.”