Dealership video: 4 tips for producing car-for-sale videos that work.

Car dealers are becoming increasingly well skilled at selling through their websites. However, video production is an aspect of Internet marketing that car dealers still struggle with. Here are four important tips for improving your video process.

1. Film in high definition. You aren’t presenting anything particularly new in a video that your customers don’t already know. They can easily research the specifications, options, and other data about your cars from other sources. By the time they have arrived on video, what they are looking for is an accurate presentation of the car’s physical and cosmetic condition. They want to see shiny paint. They want to see clean windows. They want to see no strains in the carpet. They want to see fresh looking leather seats. None of this comes across in standard definition video. Only with high-definition video are you delivering the level of detail that people are hoping to see when they start a video of one of your cars for sale.

2. Set your videos to auto-play. Make it easy as possible for your website visitors to see all the content on your website. A lot of them will not click on the video because of the lack of quality they have found while surfing your competitions websites. But, if you can start a video automatically when the page loads, you can achieve far more with your videos. It’s very important that you don’t start your videos with sales pitches from your sales staff. This is the exact sort of thing that turns customers away from your website. However, if you can start your videos with some very soft music, and highlight the features of the car with embedded graphics and text instead of a salesperson’s voice, you’re likely to get a lot more views all the way to the end of the videos that you capture.

3. Post your videos on YouTube. It’s a big mistake to host your videos on your own website. YouTube is the world’s second-largest search engine. A lot of customers perform basic research on cars on YouTube, and often find themselves clicking on to dealer websites directly from YouTube. This is free traffic that you simply cannot ignore! So be sure to host every video on YouTube, and don’t remove these videos when the cars are sold. Simply mark them as sold on YouTube and leave them online where they will continue to drive traffic to your main site.

4. Make video part of your pre-lot process. Just like mechanical inspections, car detailing, and paintless dent repair, video should be an essential part of getting your used cars ready for your car lot. Make it the last step in your reconditioning process, and be sure that there is a process where the filming of the video is marked off a checklist so you are certain this critical step has been performed.

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