Published 27 Oct 2020
When it comes to vehicle descriptions, we see many dealers mention little to nothing about the vehicle, but plenty about their dealership. Why is this?
When a car buyer is searching for a vehicle, they click on the listing because they are interested in it and want to find out more information. They want to know things like what condition the vehicle is in, what specs and special features it has, along with its benefits and safety information, and then a write up on the dealership - This should only be mentioned once information on the vehicle has been covered.
A good way to look at it is if you were looking at buying a house.
You wouldn’t want to view a house listing that just spoke about the real estate agent and how great they are, would you? You need to put yourself in the consumers shoes, what information would you like to know?
You would want to know how many bedrooms and bathrooms it has, what the overall condition of the house is like, what materials it’s made out of (these are the features). You would also like to know how spacious it is, how many square metres the land and house is, if it has a big backyard – great for kids, if it has wooden floor – easy to clean, or if it’s fully fenced – great for dogs! (these are the benefits). Explaining the value the house has to offer helps sell the house to those in the market and encourages them to picture themselves in it - the same goes for car buyers searching for a vehicle.
We understand that it’s easy to become complacent when writing vehicle descriptions, especially when you list vehicles on a daily basis. But this could be losing you customers!
In our opinion, we believe the perfect vehicle description covers everything from the condition of the vehicle, features, benefits, safety information, and a blub on your dealership.
To help you write the ‘Perfect vehicle description’, we have put together the below guide. We have also turned this into a PDF so you can print it off and have it on hand while writing your descriptions.
Paragraph 1: Condition of the vehicle
An accurate and honest description on the condition of the vehicle, inside and out.
Paragraph 2: Special features
Discuss any special features the vehicle may have. E.g. does it have heated seats, tow bar, reversing camera, a GPS? Be sure to mention anything that is above average or is technologically advanced.
Paragraph 3: Benefits
Highlight the benefits of the vehicle. Be sure to insert emotion here, for example – This vehicle has leather seats that are easy to clean, excellent for those with children or fur babies.
Paragraph 4: Safety
If the vehicle has a good ANCAP safety rating, or if it has a large number of airbags, be sure to mention this.
Paragraph 5: A bit about your dealership - your point of difference + add-ons
Once you have covered all of the above, it’s time to write a spiel on your dealership, including any add-ons you have to offer. You can setup export text inside Motorcentral to do include this at the bottom of each vehicle description.
The Motorcentral blog is intended for educational purposes only. All writers opinions are their own and nothing published on this blog should be interpreted as a recommendation or advice in any way. Motorcentral is also not responsible for and does not verify accuracy of any of the information contained within this blog.
In the event third parties are referenced within this article, Motorcentral is not necessarily affiliated with those third parties.