5 Simple Ways to Promote Your Dealership’s Online Reviews

Cap City Nissan Dealer Reviews, Cars.com Reviews

It sounds like a tough task, but promoting your store’s online reputation can be easy if you put the right processes in place. And given that 91 percent of car shoppers reference reviews when selecting a dealership, showing off a high quality rating could make the difference between a shopper choosing your dealership over a competitor down the road. All it takes is a few small changes and a commitment to consistently highlight your team’s great work. To get going, here are five simple examples of dealerships that win big by showing off their online reviews.

Related: Cars.com Reaches 1 Million Dealer Reviews

1) Promote via email

Hugh Janda of Jordan Automotive sends an email to customers that links to his dealership’s Cars.com Dealer Reviews page after meeting them on the showroom floor, as well as immediately after he delivers a new vehicle – sometimes before the customer has even made it home. Not only does it let the customer know he’s dedicated to providing a quality experience, it opens a relationship for service and referrals after the sale.

2) Promote on your website

Byers Chrysler Jeep Dodge RAM promotes their online reviews through a dedicated testimonials page on the dealership’s website. Future customers are encouraged to look at the store’s reviews and learn about the great experience the dealership provides, while existing customer are asked to visit the page to share their own feedback for others.

3) Promote on your lot

The team at Cap City Nissan puts their reputation in lights with a sign on their lot bragging about the great reviews they have on Cars.com. While many people still read reviews online in advance of their visit, the sign reinforces that Cap City is proud of the way they treat customers and helps influence last-minute research shoppers are doing on their smartphones while at the store.

4) Promote in person

Sales consultants at Tom Wood Toyota hand out postcards directing prospective customers to Cars.com and a handful of other sites as soon as they walk in the door. The handouts help raise awareness for the dealership’s online reputation to shoppers who may not have already read their great reviews while shopping online.

5) Promote in your advertising

George Dunn at Maguire Automotive takes comments from online reviews and incorporates them into traditional media. Radio and television spots build up the store’s consumer-friendly brand by sharing direct quotes from customer reviews, rather than pushing sales messages.

Maguire Automotive Radio Spot


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Setting up your team for success with online reviews

8 thoughts on “5 Simple Ways to Promote Your Dealership’s Online Reviews

  1. I am a small independent dealer in North Jersey. I am surrounded by multiple dealers new, independent, and “wholesale” Most of my local competition have multi million dollar inventory and they either don’t care or are to lazy to ask for customer reviews. I have a 30-40 car inventory and have compiled over forty reviews. I have found that about 60% of my clients read and use reviews before they shop. I have just recently set up an automatic response to my incoming emails that send a link to my cars.com reviews. I wish cars.com would venture into a partnership with google, yelp or other review based companies so our reviews could be easy shared and integrated into search base review programs .I am always open to new ideas and try to keep up with the ever changing landscape of marketing.

    1. Thanks for sharing, George! It’s great to hear that your store is doing so well with getting reviews, and that they’ve helped you stand out from bigger nearby competitors. At this time, the main way you’ll see Cars.com reviews stand out on Google is the visual review stars when you search terms like “Giordano Auto Sales Reviews,” but we’re always exploring new opportunities. Thanks again for sharing your story and feedback!

  2. Hello Tom,

    Thank you for sharing this great article for all to read. I have been it the Automobile business for over 35 years and all I can say is, I wish we had all this great Internet gossip back then. I have worked as sales manager for some of the biggest Dealerships in NY. I can’t tell you how many times I have heard a customer ask for a specific salesperson by name just because of all the great reviews that salesperson had posted on cars.com. What a great tool to build a trusting relationship with a new customer that you never even spoke to!

    Here at the New Brooklyn’s Finest Motors – What we do to get our customers to post a review is, First of all give them something great to write about (a great buying experience) and then we send a link to our cars.com review page in the “Thank You for your purchase” e-mail.

    Thanks again cars.com

    Rich Palmeri, GM

    1. Rich, thanks so much for the kind words! It’s great to hear you’ve got a great process in place at Brooklyn’s Finest Motors and are well on your way to building up a strong online reputation. Keep in touch!

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