These make used car buyers more likely to close the deal and hand over the full asking price to retailers who use them in their classified ads, according to new research carried out by eBay’s dealer classifieds service eBayMotorsPro.co.uk.
The research reveals the online ‘pull’ factors and descriptions that make one car and dealer more attractive to buy from than another, in the eyes of consumers.
The most popular ‘terms of endearment’ are those that reassure the buyer that the car’s previous owners loved and cherished it. Phrases that deliver real currency include ‘one lady driver’, ‘non-smoking owner’ and ‘no pets’ which ranked high in a list of top 10 most popular descriptions most likely to attract a buyer to purchase a used car. They are rated more important than equipment options, such as ABS.
The top 10 descriptions in a dealer’s classified listing that would encourage buyers to purchase are:
Emma Parfitt, trade manager at eBayMotors.co.uk, says: “The research reveals some fascinating insights into the exact terms and descriptions that pull potential buyers deeper into the sales process.
“It’s clear that qualitative factors such as ‘non-smoking owner’ are often more appealing and differentiating in a crowded environment than conventional product features such as ‘air conditioning’. Smart dealers will learn from this and weave these terms into their classified ads to ensure their listing has greater impact and stands out from the crowd.”
Key outtakes from eBay’s qualitative research sessions give an insight into what consumers really see when they read a dealer classified ad:
eBay’s research was conducted in April 2007, through a series of four in-depth consumer focus groups across the UK.