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Facebook drives 44% of potential buyers to dealerships, says Dragon2000

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Facebook is proving to be a “valuable tool for dealers” as a recent study showed 44% of potential buyers discovered new cars through its apps, Dragon2000 has revealed.

A UK study commissioned by Facebook, on the consumer path to purchasing a new vehicle, has revealed that 44% discovered new cars via Facebook’s apps, while only 35% discovered in-dealership.

When looking at weekly platform users, 71% were using Facebook for vehicle-related activities.

Pictures of vehicles or specific features were helpful for 30% of respondents, with over a quarter choosing video footage at 26%, while 30% cited promotions in helping their buying decision.

Among 18 to 34 year olds, 21% said the option for the dealer to get in touch with them was useful.

Dragon2000’s commercial manager, Mark Kelland, said: “Dealers are increasingly telling us how successful Facebook is for generating enquiries and sales.

"Those that have spent time and effort building their social media presence, creating engaging posts including photos and videos, will already have a receptive audience of Facebook users connected to their business page, meaning that they have the ability to quickly reach potentially huge groups of people interested in their company."

The recent introduction of Facebook Marketplace vehicle inventory listing has made it easier for used car dealers to utilise the platform as a lead generation tool.

According to Dragon2000, integrating dealers’ systems with the Facebook platform can yield results both in terms of advertising reach and brand awareness for new and used car dealers alike.

Kelland said: “Integrating stock onto its own tab within a Facebook business page makes it convenient for visitors to browse through the vehicles and is an important way of capturing leads.

"If interested in a particular vehicle, one click will take visitors to the vehicle stock page on the dealer’s website, where it’s possible to provide finance quotes and even allow the customer to leave a deposit.

“It’s clear that with the potential to reach engaged users and boost brand awareness, as well as a free advertising channel, car dealers should consider Facebook as an important part of their marketing strategy.”

Facebook’s UK study, published in December 2018, was made up of people who were planning to buy a car in 2019 and those who had bought a car in the previous six months.

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