How CDJR Dealers Can Acquire More Used Cars From Traffic They Already Have

• CDJR stores pulling ahead are catching trades on their website, where shoppers get a valuation range in a few taps, and Mike says top stores see upwards of 45% click-to-lead.

• Those stores email every past customer in the CRM their car's value every single month, because as Mike puts it, if you don't send that email, someone else will.

• They text the right service customers as soon as an RO opens and buy those cars before they ever leave the lot.

• According to Mike, MOTO(convert) is 100% co-opable and can be rolled right inside the Stellantis portal, so co-op can pay for the website trade tool.

• None of these plays require buying more traffic. They are about selling more cars from the traffic and customers a store already has.

Every CDJR store has the same opportunity right now, but only some are using it. If you have been asking how CDJR dealers can acquire more used cars without leaning harder on the lanes, Mike Crothers has a simple answer: buy them from the people already on your website, in your CRM, and in your service drive.

The stores pulling ahead are not buying more traffic. They are catching more cars from the traffic they already have. Mike breaks it down into four things those stores are doing.

How can CDJR dealers acquire more used cars?

First: catch trades before shoppers leave the website

The first play is a trade tool on the website that gets a shopper to a valuation range in a few taps. The shopper gets an answer fast, and the store gets a lead while the customer is still engaged.

Mike says MOTO(acquire)'s top stores are seeing upwards of 45% click-to-lead. That is the difference between a shopper who leaves your site to get a number somewhere else and one who hands you their trade.

Second: email every past customer their car's value, every month

The second play is a value email to every past customer in the CRM. Not once in a while. Every single month.

Mike is blunt about why: "Carvana is literally already doing this to your customers, so if you don't send this email, someone else will." Your past customers are going to hear what their car is worth. The only question is whether they hear it from you.

Third: text the right service customers when the RO opens

The stores doing this well text the right customers as soon as a repair order opens, and they buy those cars before they ever leave the lot. The car is already in your building and the customer is already in your lounge.

That is about as warm as an acquisition conversation gets. The work is making sure the right person gets the right text at the right time, instead of hoping an advisor remembers to ask.

Fourth: let co-op pay for it

The last piece is how these stores fund it. They are letting their co-op pay instead of pulling from the store's own budget. It is the part a lot of CDJR stores skip.

Can CDJR dealers use co-op for trade-in tools?

According to Mike, yes. MOTO(convert), the MOTO(acquire) website trade tool, is 100% co-opable, and you can roll it right inside the Stellantis portal.

That matters because acquisition tools often end up as a line item a GM has to fight for. If co-op covers the website trade tool, the conversation shifts from whether you can afford it to why you have not turned it on yet. Confirm the details with your MOTO(acquire) rep and whoever manages co-op at your store before you budget around it.

Where MOTO(acquire) fits

Each of these plays lines up with a MOTO(acquire) product:

• MOTO(convert) is a website trade tool with instant valuations, firm offer requests, and monthly value tracking. It includes the free buying power tool.

• MOTO(retain) sends past sales and service customers their vehicle's value every month. Those value tracking emails have a 36% open rate and 99.5% deliverability.

• MOTO(drive) handles service drive acquisition using DMS data and automated texts. It pushes VIN and miles to your inventory tools, and the sales team is alerted when a customer is ready. MOTO(drive) stores consistently buy about 1% of their repair orders without dedicated service acquisition hires.

MOTO(acquire) integrates with all major DMS platforms and many others, including Tekion, Dealertrack, CDK, Reynolds, and Auto/Mate. If your DMS is not one of those, MOTO(acquire) will build the integration.

For more on this approach, see the Used Car Sourcing Without Auctions hub and this breakdown on how to acquire inventory from existing customers.

Sell more cars from the traffic you already have

Mike's closing line says it plainly: "That's what other CDJR stores are doing that you're not." None of these plays require new traffic. They require catching what is already coming through your website, your CRM, and your service lane.

If you think your problem is traffic, read why your dealership needs to stop the leaks instead of buying more traffic. And if you want to be one of the CDJR stores selling more cars from the traffic you already have, book a MOTO(acquire) demo.