How to Use Storytelling to Make Your Dealership’s Marketing More Engaging
January 23, 2025
How to Build Mobile-First Websites That Drive Leads for Dealerships
February 7, 2025
How to Use Customer Reviews to Boost Your Dealership's Online Presence
Running a dealership is no small task. Whether you sell cars, RVs, motorcycles, or boats, you’re juggling inventory, managing your team, and trying to attract new customers in a highly competitive market. But here’s the kicker: even if you have the best vehicles and unbeatable prices, potential buyers might never find you if your online presence isn’t up to par. And what’s one of the most powerful tools for building that presence? Customer reviews.
Customer reviews are more than just nice words on a page—they’re your digital word-of-mouth marketing. They build trust, boost your reputation, and help you stand out in a crowded marketplace. In fact, 84% of buyers say online reviews are critical when choosing a dealership, and 93% of Gen Z shoppers rely on them to make purchasing decisions[3, 10]. If you’re not leveraging reviews effectively, you’re leaving leads—and sales—on the table.
In this article, we’ll show you how to use customer reviews to enhance your dealership’s online presence and generate more leads.
Why customer Reviews Matter for Your Dealership
Before getting into strategies, let’s discuss why customer reviews are such a game-changer.
1. They Build Trust
Think about it: would you buy from a business with zero reviews or one with dozens of glowing testimonials? Positive reviews act as social proof, showing potential buyers that others have had great experiences with your dealership.
2. They Improve Your Search Rankings
Search engines like Google love fresh content—and customer reviews provide just that. Reviews can improve your local SEO rankings, making it easier for potential customers to find your dealership when they search for terms like “best motorcycle dealer near me.”
3. They Influence Buying Decisions
A whopping 74% of customers insist on a minimum 4-star rating before considering a dealership[3]. The more positive reviews you have, the more likely buyers are to choose you over competitors.
4. They Humanize Your Brand
Reviews show that real people have had real experiences with your dealership. This human element makes your business more relatable and approachable.
How to Get More Customer Reviews
Now that we’ve covered why reviews matter, let’s talk about how to get them.
1. Ask at the Right Time
Timing is everything. The best time to ask for a review is right after a positive interaction—like when a customer drives off in their new car or completes a smooth service appointment. Catch them while they’re still excited about their experience[2]. Avoid requesting a review from customers who have experienced long wait times for the finance department, as they may feel frustrated and are likely to leave an embittered review.
Pro Tip:
Use text messaging or email follow-ups with direct links to review platforms like Google or Yelp. Text messages have an impressive 99% open rate[2], making them an effective way to request feedback.
2. Make It Easy
The easier it is for customers to leave a review, the more likely they are to do it. Provide direct links to your review pages on platforms like Google My Business, Facebook, or Yelp in your follow-up communications[9].
Action Step:
Include QR codes on printed materials (like receipts) that take customers directly to your review page.
3. Incentivize Reviews
While you can’t pay for positive reviews (and shouldn’t), small incentives like discounts on future services or free car washes can encourage customers to share their thoughts.
Example:
“Leave us a review and get 10% off your next oil change!”
4. Train Your Team
Your sales and service teams are on the front lines of customer interactions. Train them to ask for reviews in a friendly and non-pushy way.
Script Idea:
“We’re so glad you had a great experience! If you don’t mind, could you leave us a quick review? It really helps other customers find us.”
How to Showcase Customer Reviews
Getting reviews is only half the battle—you also need to make sure people see them! Here’s how:
1. Feature Them on Your Website
Your website is often the first place potential buyers go when researching dealerships. Make sure they see those glowing testimonials!
Ideas:
- Add a dedicated “Customer Reviews” page.
- Display rotating testimonials on your homepage.
- Include star ratings next to vehicle listings.
2. Share Them on Social Media
Social media is perfect for amplifying positive feedback. Share screenshots of great reviews or create graphics highlighting customer quotes[1,8].
Pro Tip:
Use relevant hashtags like #HappyCustomers or #CustomerLove to increase visibility.
3. Use Them in Email Campaigns
Adding customer testimonials to promotional emails can boost engagement and conversions[1]. For example:
- “See why our customers love us!” followed by quotes from recent reviews.
- Include links encouraging recipients to leave their own feedback.
4. Incorporate Video Testimonials
Video content is incredibly engaging—viewers are 1.81x more likely to purchase after watching videos[18]. Ask satisfied customers if they’d be willing to share their stories on camera.
Where to Use Video Testimonials:
- On your website
- In social media ads
- During virtual showroom tours
Responding to Reviews: The Good, the Bad, and the Ugly
Engaging with reviews—both positive and negative—is critical for maintaining your online reputation.
1. Responding to Positive Reviews
When someone leaves a glowing review, take the time to thank them! A simple response shows that you appreciate their feedback and value their business.
Example Response:
“Thank you so much for your kind words! We’re thrilled you had a great experience and hope you enjoy your new car!”
2. Handling Negative Reviews
Negative reviews happen—it’s how you respond that matters. Acknowledge the issue, apologize if necessary, and offer a solution.
Example Response:
“We’re sorry to hear about your experience and appreciate your feedback. Please contact us directly so we can make things right.”
Pro Tip:
Take conversations offline when possible (e.g., via phone or email) to resolve issues privately.
Using Reviews as Marketing Tools
Reviews aren’t just for building trust—they can also drive leads when used strategically in marketing campaigns.
1. Create Case Studies
Turn detailed reviews into case studies showcasing how your dealership solved specific problems for customers. For example:
- “How John Found His Dream RV with Our Help.”
- “Why Sarah Chose Us for Her First Motorcycle Purchase.”
2. Highlight Metrics
If multiple reviews mention specific strengths (e.g., “fast service” or “friendly staff”), use those themes in marketing materials:
- “Rated 5 Stars for Exceptional Service!”
- “Join Thousands of Happy Customers Who Love Our Inventory!”
3. Add Social Proof Everywhere
From landing pages to display ads, sprinkle customer quotes throughout your marketing materials[8]. Social proof reassures potential buyers that they’re making the right choice.
Monitoring and Analyzing Feedback
Finally, don’t just collect reviews—use them! Regularly monitor feedback across platforms and analyze trends. Make adjustments when and where they are needed to ensure exceptional customer service.
What to Look For:
- Common compliments (e.g., “great financing options”).
- Recurring complaints (e.g., “long wait times”).
- Opportunities for improvement (e.g., better communication).
Tools:
Platforms like Google My Business Insights or third-party reputation management tools can help track review performance over time[3,4].
Conclusion
Customer reviews are one of the most powerful tools in your dealership’s marketing arsenal. They build trust, improve SEO rankings, and influence buying decisions—all while providing valuable insights into what you’re doing well (and where you can improve). By actively collecting, showcasing, and responding to reviews, you can boost your online presence and generate more leads than ever before. At Digital Power Solutions, we understand how important it is for dealerships like yours to stand out online. That’s why we specialize in tools that integrate seamlessly into websites—helping you turn those glowing testimonials into actionable leads! If you have any questions about leveraging customer reviews—or if you’re ready to take your online presence up a notch—contact us today! We’d love to help drive more traffic (and sales) through your digital front door!
Grab the buyers who are ready to transact before someone else does.
Tons of people visit your site. Those determined to buy from you, who you don't need to spend time on, and those who aren't sure who they'll choose.
Offering an instant trade-in value to an unknown visitor in exchange for their contact information is the most effective way to convert on-the-fence buyers fast, and before your competitors do.
Citations:
- https://www.buyerater.com/article/using-online-customer-reviews-to-promote-your-car-dealership-7-tips-2761-en-us.htm
- https://reveo.com/7-strategies-to-increase-auto-dealership-reviews/
- https://www.cbtnews.com/reputations-annual-automotive-report-reveals-dealerships-benefit-when-they-prioritize-customer-feedback/
- https://www.ribit.ai/post/the-power-of-customer-reviews-in-building-your-dealership-s-reputation
- https://www.medallia.com/customers/mazda/
- https://rvtradermediakit.com/2024/05/28/secrets-to-success-leveraging-customer-reviews-and-testimonials/
- https://worthadv.com/best-practices-for-auto-dealer-marketing/
- https://www.buyerater.com/article/how-to-use-your-car-dealer-customer-reviews-in-marketing-promotions-2389-en-us.htm
- https://blog.vanguarddealerservices.com/boost-your-dealerships-reputation-engaging-with-online-reviews
- https://kpa.io/blog/how-does-your-car-buying-process-affect-your-dealerships-reputation/
