One of the questions I receive most often from dealers is whether or not they are overpaying for their third-party classifieds. The dealers overall agree that third-party classified sites (*TPCs) are a foundational element in a successful digital marketing strategy, however they are concerned as the pricing has continued to climb over the years. It seems to be a love/hate relationship.
The TPC space is currently experiencing a significant disruption, as CarGurus is capturing market share from the other two established players, or at the very least applying significant downward price pressure. Cars.com and Autotrader have responded with innovations and changes designed to combat the new CarGurus pressure, but as I advise dealers, let the numbers and results speak for themselves… [Read more…]