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4 Ways to Identify Motivated

Car Shoppers

The ability to upgrade one’s vehicle is not always accompanied by motivation.
The author urges dealers to focus their equity mining efforts on four reliable indicators.

By Scot Eisenfelder, CEO of Affinitiv

While the average vehicle ownership length
is 6.5 years, trade-ins peak around three
years into the loan term. This means ap-
proximately 10% to 15% of existing dealer
customers are eligible to upgrade their ve-
hicles at any given time.

Equity mining tools have long been used
to identify sales and service customers
with equity in their vehicles, in the hopes
of turning them into new sales customers.
Most tools have built-in templates that help
dealers create attractive, personalized pur-
chase offers that reflect both short term and
long term cost-of-ownership savings.

However, there is one drawback to equity
mining tools: Just because a customer has declined a service estimate over $500? Loss OEM website, you know that person is a
the ability to upgrade their vehicle does not of confidence is a powerful purchase mo- hot prospect. Being able to identify who
necessarily mean they have the motivation tivator. they are allows you to send them custom,
to do so. personalized messages guaranteed to grab
Change in Life Event their attention and pique engagement.
What if you could further streamline cus- Purchase data from third parties that
tomers identified by your equity mining 2will help you identify customers and Location, Location, Location
tool to include only motivated customers? prospects who have recently experienced Technology also exists that allows you
You could increase new vehicle sales by fo- life changing events. These events are great 4 to track prospects’ locations. What if
cusing all your time, marketing dollars, and indicators that vehicle needs may change. you could be notified when an existing cus-
efforts on customers with both equity and tomer attends the local auto show or visits
a need. Recent movers into your primary market a competitor’s lot? This would allow you to
area can be targeted with a welcome mes- serve them display ads or videos designed
The best way to identify motivated cus- sage and sales offer. to grab their attention and place your brand
tomers is to filter a list using several other, in consideration.
knowable triggers that indicate when con- Newlyweds, newly divorced, college grad-
sumers may be the most open to a new ve- uates, and parents with new babies or high When combined with equity mining data,
hicle sales offer. These triggers include: school students all make great targets. So these triggers become a powerful predictor
do people who have started a new job. of customers who are both eligible and mo-
Warranty Expiration or Collision tivated to buy. These customers are worth
Is the vehicle near warranty end or out Online Browsing Behavior targeting with aggressive, personalized, and
1of warranty? Does the vehicle have ex- Online browsing behavior is one of relevant omnichannel campaigns to ensure
cess mileage? Is the vehicle coming off lease 3the best predictors of who is current- that your message is being heard and your
in the next year? These triggers are easy to ly in-market. Fortunately, new technology brand is in consideration. n
identify and allow you to contact vehicle exists that allows you to identify “anony-
owners far in advance of the actual event. mous” shoppers online and tells you what Scot Eisenfelder is CEO of Affinitiv, a mar-
they’re looking for. keting technology company serving automo-
Also identify owners who may have lost tive manufacturers and franchise dealers.
confidence in their vehicle. Has there been When a potential car buyer visits your Email him at scot.eisenfelder@bobit.com.
a recent collision repair? Has the customer dealership website, third-party sites, or an

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