Third-Party Listing Platforms for Auto Dealerships: Everything You Need to Know
For modern auto dealerships, a primary website is essential. It provides a home base and a center of operations for your entire online empire. But focusing purely on your website can only take you so far in today’s dynamic auto industry.
The most successful dealerships know the power of a high-quality website, but it doesn’t end there. They also dedicate time and resources to expanding their digital territory, starting with sites known as third-party listing platforms.
These sites, such as Autotrader or CarGurus, offer a convenient way to broaden the reach of your dealership with established domains and reliable channels of communication. With tons of extra perks and advantages for dealerships, the benefits are significant.
This article will cover the top third-party listing platforms in the industry right now, and lay the groundwork for dealerships to make the most of these offerings. We’ll explain why dealerships can’t afford to miss out on third-party platforms in 2024, and give you the tools you need to establish your brand on key channels.
Stay tuned, because these insights may make all the difference in your dealership’s success moving forward.
What Are Third-Party Listing Platforms?
Third-party listing platforms are online services that connect sellers (dealers) with prospective buyers across the internet. They offer an easy way for dealerships to list their inventory of vehicles, compete directly with other sellers, and capture the attention of shoppers looking for the car they want — at the right price.
Featuring vehicle detail pages (VDPs) and numerous tools for shoppers and sellers, these platforms serve as satellite pages for dealership websites that may not yet have the same reach and recognition online. Shoppers can easily search and filter results based on their preferences, discovering the perfect vehicle that fits their budget and needs.
Before we dive into the top platforms and how to utilize third-party platforms correctly, here are some alternative names for these websites you might encounter:
Online marketplaces
Aggregator sites
Classified websites
Dealer networks
Digital showrooms
Lead generation platforms
Brokerage platforms
Comparison sites
Vehicle search engines
Keep in mind that many third-party platforms serve multiple functions in the auto industry, covering reviews, comparisons, informational content, and more.
The details may vary from site to site. But at the core of every great third-party listing platform is a fast, convenient way to put your cars on the front lines for maximum visibility.
The Best Car Dealer Platforms: Dealership Must-Haves
Every third-party listing platform has its advantages. Some are all about volume and speed, while others offer a more tailored experience for dealerships with unique needs or niches. Let’s cover some of the top platforms available now and look at how they excel.
Autotrader
Founded in 1997, Autotrader is a subsidiary of Cox Automotive. The site offers services that help consumers research and buy cars, from both dealers and private sellers. The Autotrader platform is expansive yet simple to use on either end, whether you’re listing valuable inventory or looking for a deal of your own. As one of the top-ranking auto websites in the world, Autotrader is a great place for any dealership to start listing.
Cars.com
Cars.com has the name brand, the recognition, and the performance to back it up. While draws slightly less traffic than Autotrader, this website is still one of the top-ranked auto sites in the entire landscape. As a leader in automotive e-commerce, it features educational resources like news, videos, and comparisons. It also has strong review and comparison tools that Autotrader is currently lacking.
CarGurus
CarGurus is a smaller competitor in the listing platform arena, but it has made significant strides in recent years to carve out some territory. The site is clean, intuitive, and has a number of unique search terms that appeal to buyers lacking auto expertise. A recently added feature called “Start Your Purchase Online” offers an end-to-end buying process for shoppers, complete with financing, reservations, pickup, and delivery options.
TrueCar
While TrueCar is on the smaller side compared to the heavy hitters in the industry, it has several unique features that set it apart. The service has a robust database of pricing information that helps users see what other buyers paid for vehicles in their area, helping them make the right choice based on current information. TrueCar also has a great set of comparison, ranking, and buying power tools that can help shoppers find their best fit.
Kelly Blue Book
Kelly Blue Book is a widely recognized name in the auto industry, known for providing accurate pricing information for new and used vehicles. In recent years, the company has expanded its services to include a comprehensive third-party platform for both buyers and sellers. The inventory and search functionality may lag behind other websites, but the KBB name rings true in terms of recognition and trust among consumers, making this a strong option for listing.
Edmunds
Edmunds may be better known for its reviews and appraisals, but its listing platform has made significant strides. The search functions are streamlined and intuitive, and tools like affordability and loan calculators are helpful add-ons for customers in need of financial guidance. The Edmunds Forums also offer an active community for shoppers to share ideas and stories about different topics in the auto space.
Lesser-Known Listing Platforms For Car Dealers
The third-party listing space is dominated by a few major platforms, but there are many lesser known sites that offer similar services. Because dealerships need to maximize their visibility, we suggest looking at some second-tier listing platforms that can still make an impact.
Facebook Marketplace
The social media giant entered the world of peer-to-peer transactions with its Marketplace feature, which has recently seen a large uptick in auto postings and sales. This may not be the first place that buyers look for brand new vehicles, but the used market is thriving on Facebook, meaning dealerships shouldn’t ignore its potential.
Dealerships don’t currently have the option to post on Facebook Marketplace, but AUT0MiZE can work around this challenge by listing vehicles for you. This can dramatically expand your reach as a dealership, and we do all the heavy lifting to make it happen. Book a call with us now to find out more about Facebook Marketplace and how to capitalize on this growing opportunity.
Ebay Motors
Ebay Motors follows a similar structure to its traditional online auction format, with an impressive user base and established authority. The challenge, however, comes with tracking listings on Ebay and ensuring that listings remain competitive to secure an optimal sale price.
AUT0MiZE can take the wheel for your dealership on Ebay Motors and streamline the process, making it a natural extension of your sales team. That way, you can focus on dealership operations that matter most to you, while we handle inquiries, bids, and closing the deal.
Craigslist
Dealerships shouldn’t write off Craigslist as a potential third-party listing platform, despite its reputation as an “everything marketplace”. Car buyers, especially in large metropolitan areas, regularly check Craigslist for used cars and take advantage of the direct communication aspect of the site.
While Craigslist doesn’t hold your hand in the listing process and requires a more discerning approach, the opportunities shouldn’t be overlooked. AUT0MiZE can help dealers navigate Craigslist safely and bring in more business through this popular channel.
What Are the Advantages of Using Third-Party Listing Sites?
We’ve covered the main players in the world of third-party listings, but dealerships may still not recognize the power of these sites in the first place. Let’s clarify exactly why dealerships should take advantage of these major platforms and how they benefit the bottom line.
More Qualified Leads
Leads are the bread and butter of any dealership business model. When shoppers show interest in a dealership’s offerings, they need to secure that lead information and seize the opportunity to make a sale. Third-party listing platforms offer a reliable magnet for leads that can start the customer journey, paving the way for conversions down the road.
Extended Reach Online
A dealership’s main website can only go so far in terms of reach online. Even with the perfect auto dealership SEO strategy, a company needs the extra boost of visibility and reach that third-party platforms can offer. Leveraging these platforms correctly allows dealerships to tap into new market opportunities that may otherwise be left on the table.
Consumer Trust and Credibility
The auto industry is built on trust, and consumers won’t begin the shopping journey unless a base level of credibility is established online. Third-party listing platforms make dealerships go through a registration and approval process before a listing is posted, which signals to potential buyers that the listing is legitimate. It’s a great way to start a customer relationship in a low-pressure, high-transparency environment.
Useful Tools for Shoppers
When shopping for new or used vehicles, even educated consumers appreciate a helping hand. Tools like calculators, comparisons, and rating databases are all useful during the research phase, no matter your budget or preferences. While dealership websites may feature these tools as well, their availability and ease of use on third-party sites are hugely beneficial.
Digital Advertising Opportunities
Listing cars on third-party sites is a goldmine of digital advertising opportunities for dealerships everywhere. Listings can quickly be converted into bite-sized ad formats across high-traffic channels online, from Google search results pages to news sites, social media platforms, and more. With this additional advertising ammunition, dealerships can supercharge their marketing efforts to connect with potential buyers anywhere.
Analytics and Market Insights
Data is king in the world of analytics, and third-party listing platforms have a treasure trove of valuable information for dealerships. This info can help dealerships aggressively price their vehicles, highlight key features, and better understand their target markets. With so much traffic on sites like Autotrader and Cars.com, these analytics opportunities are too good to pass up.
SEO Benefits for Dealerships
On the SEO front, third-party platforms can dramatically boost the visibility of a dealership’s listings for key search terms. While SEO for dealership websites is possible, it takes time and investment that may not be feasible in a short timeframe. Take advantage of the SEO juice offered by third-party listing platforms to get vehicles in front of shoppers and start making more sales now.
Getting Set Up on Third Party Platforms: Key Steps and Considerations
The advantages of third-party listing sights are plentiful, but what does it take to get set up on these platforms and start showcasing vehicles the right way? Let’s walk through the process and offer some insider tips to get more from each site.
Research and Selection
The sites listed above should provide a good starting point for any dealership looking to get in the game with third-party listing. Research which sites have the best features and systems that fit your dealership preferences and styles. Each site is slightly different and some regions may work better with certain sites compared to others.
Account Creation and Documentation
Creating an account with a third-party listing site is not like signing up for a social media account or creating a secondary email. These sites require in-depth registration and strict terms of service for dealerships to follow. Dealerships can begin the process by filling out a form with relevant data and may need to speak with a representative from the site before they authorize your presence on the platform.
Inventory Listing Process
Listing a vehicle on a third-party site can be a time-consuming process, but quality is more important than quantity when starting out. The more information you can put on the vehicle detail page (VDP), the better results you’ll get in terms of leads and, ultimately, sales. Don’t speed through the listing process in hopes that you’ll move through inventory more quickly. Shoppers are highly discerning when it comes to listings and can detect quality and trust factors.
Tech Integration With Key Tools
Dealerships often have an expansive network of software already in place that can connect with third-party listing sites to streamline processes. From CRM and inventory management to financing and payment calculators, there are many boxes to check in order to ensure a full and effective integration. The more deeply integrated a dealership’s software with a third-party site, the smoother and more enjoyable the process will be for shoppers. In turn, this makes them more likely to buy from your dealership over your competitors.
Engagement, Interaction, and Acquisition
It won’t take long for inquiries and leads to start flowing from third-party listing sites. Dealerships need to be prepared and come back with prompt, professional responses. Remember that customers are frequently bookmarking and comparing listings across multiple sites, and exceptional service can help your offer stand out from the crowd. If leads start to shape up, be ready to facilitate the transaction quickly and don’t let the opportunity slip by.
Maximize Your Results From Third-Party Listings
Using third-party listing sites is a process of ongoing optimization and improvement. Simply posting vehicles and waiting is not enough — the principles of marketing, advertising, and service still apply if you want to get results. Make sure inventory is frequently updated, and that your listings go above and beyond with detailed information. You never know when an unsuspecting lead can turn into a huge sale, so be prepared at every turn and always look for new ways to help potential buyers.
How AUT0MiZE Helps Your Dealership Use Third-Party Listing Platforms
Third-party listing sites go beyond the typical classified ad or auto marketplace. These are extensions of your dealership’s site and reflect on your reputation with real user reviews and feedback mechanisms. Let the pros at AUT0MiZE navigate the third-party listing process for you, from account setup to VDPs, lead enrichment, and more. With your marketing on autopilot, you can focus on making the sale and taking your business to new heights.
