4 Strategies for Dealers to Drive Demand in a Changing Market: NADA Webinar Recap

Author: Danny Veliz, Senior Product Manager, automotiveMastermind

If you’re in retail automotive, I don’t need to tell you the market is in a weird but familiar spot.

Dealership inventory is tight, OEM incentives are all over the place, and customers? Let’s just say they’re not exactly walking in with low expectations. If you’re running a dealership, you’re probably juggling swords and spinning plates…and that’s just Monday.

I recently teamed up with Tom McGeachy, dealer relations manager at automotiveMastermind, for a National Automobile Dealers Association (NADA) Sponsored Webinar called “Generating Demand & Navigating a Changing Market.” We had a great back-and-forth with dealership sales and marketing teams from all over the country. We talked about how to build stronger pipelines, connect with customers earlier, and keep growing demand even when the road ahead looks foggy.

One of my favorite moments came from a webinar attendee named Theodore (shoutout to you, wherever you are), who asked: “How do I stand out from the competition… especially when prospects aren’t responding?” Simple question. Big implications. We got into personal branding, customer experience, and how a little thoughtfulness can turn a potential one-time buyer into someone who remembers your birthday every year.

Here are four things that really stuck with me and might give you and your team a leg up:

1. Stop Waiting for Dealership Sales Leads Like It’s 1999…or 2020

Look, I get it. It’s still tempting to sit back and wait for the phone to ring or the CRM to light up. But the best operators I know? They’re out there hunting.

They’re digging into high-intent service data to identify prospects with:

• Maturing leases
• Warranty expirations
• High mileage
• Payment equity

These are like little predictive marketing breadcrumbs that tell you, “Hey, this person might be ready to make a move.” If you reach out before they even start Googling “best SUV under $40K,” you’re already ahead.

2. Your Dealership’s Service Drive Is Basically a Used Car Factory

Here’s a stat that always makes people blink: for every car you sell, you typically service about 10. That’s ten times the chance to build trust, start conversations with customers, and maybe even snag a few trades.

But here’s the kicker… most stores don’t have a real plan for this. We talked about setting up a simple, repeatable trade-in process to spot potential vehicle acquisition opportunities.

Start by identifying service customers driving in-demand used vehicles or those who could lower their payments with a trade. Even if they’re not ready to buy today, you’re planting seeds. And if they’re ready to sell? Be ready to buy. Have a plan. Have a number. Have a pen. Write a check for that used car acquisition.

3. Personalization Isn’t Just a Buzzword – It’s the Whole Game

Let’s be honest: nobody wants to feel like customer #472 in your email blast. We’re all used to Amazon-level personalization now. If I can get a reminder to reorder toothpaste before I even realize I’m out, your customers expect at least that level of thoughtfulness.

So, ditch the generic marketing messaging. Use your dealership CRM and behavior data to know your customers and answer:

• Where they are in their ownership journey
• What they’ve bought before
• What’s trending in their zip code
• How they’re interacting with your site or emails

Then send them something that feels like it was made just for them. A quick video walkaround. A handwritten note. A meme, if that’s your deal. Just make it real and tailored to the customer.

4. Give Customers Options – Because “Take It or Leave It” Doesn’t Work Anymore

New vehicle inventory is shrinking. We all know that. So, give customers more than one way to say yes:

• Pre-orders
• Reserved sales
• Certified pre-owned
• Custom offers based on their equity

The more flexible your financing and vehicle sourcing strategy is, the more confident they’ll feel. Confidence builds trust. And trust? That’s what keeps people coming back even when the market is doing backflips.

If you missed the webinar and want to dive deeper into any of this, I’m always up for a chat. Whether you’re looking to fine-tune your dealership marketing strategy or just want to swap war stories from the showroom floor, hit me up.

Let’s keep the conversation going – and maybe even have a little fun while we’re at it.

Key Takeaways

• Stop waiting for the phone to ring and start digging into maturing leases, warranty expirations, high mileage and payment equity to get ahead of car buyer demand.
• Your dealership service drive is basically a used car factory if you set up a simple repeatable trade-in process and are ready to write a check.
• Personalization in automotive marketing isn’t just a buzzword; it’s the whole game. Use your data to proactively engage dealership customers and connect in real ways.