Mid-Atlantic Dealer News - May 2024

M AY 2 0 2 4 • M I D AT L A N T I C I A D A . O R G

MIDATLANTIC

DEALER NEWS

H I G H L I G H T I N G P E N N S Y L V A N I A • M A R Y L A N D • D E L A W A R E

ANNOUNCING

Compliance Unleashed 2024: Risk Never Rests Why Innovation Matters in Battery-Powered GPS Tracking MIDATLANTIC INDEPENDENT AUTOMOBILE DEALERS ASSOCIATION 1501 North Front St., Harrisburg, PA 17102

Time to Nominate:

MidAtlantic Dealer of the Year 2024

MEMBER SPOTLIGHTS

A New Fan of MidAtlantic IADA: Endless Mountains Automobiles & Revving Up Excellence with Keller Bros Auto Auction

PLUS Harnessing the Power of Storytelling: Elevate Your Used Car Marketing

to our dedicated dealers, valued vendors, and hardworking employees for their indispensable contributions, paving the path to

VIEW INVENTORY

IN-LANE/ONLINE

1100 South York Street | Mechanicsburg, PA 17055 717-697-2222 | aaaharrisburgpa.com | #americasautoauction

MAY 2024 | CONTENTS

The official magazine of the

MIDATLANTIC INDEPENDENT AUTOMOBILE DEALERS ASSOCIATION PENNSYLVANIA • MARYLAND • DELAWARE 1501 North Front St., Harrisburg, PA 17102 (717) 238-9002 midatlanticiada.org Noah Melamed, Chairman Ticket to Ride Auto, Lancaster, PA nmelamed@yourttr.com Bert Straub, President 1st Choice Auto LLC, Fairview, PA bertcstraub@gmail.com Dan Limongelli, President-Elect Jo Dan Motors, Plains, PA jodanmotors@gmail.com Lisa Cohowicz, Interim Treasurer North East Pennsylvania A/A, Scranton, PA lisac@nepautoauction.com Clint Weaver, Secretary America’s Auto Auction Harrisburg, Mechanicsburg, PA clint.weaver@americasautoauction.com Tom Hodges, Vice-President Tom Hodges Auto Sales, Hollywood, MD tom@tomhodgesauto.com Michael Mansour, Vice-President Car Connection, Inc., New Castle, PA mike@carconnection1.com Beth Melamed, Vice-President Ticket to Ride Auto, Lancaster, PA bmelamed@yourttr.com April Hollobaugh ajautosalestitusville@gmail.com A&J Auto Sales, Titusville, PA James Makia james@exclusivemotorcarsmd.com Exclusive Motorcars, Randallstown, MD Dan McNamee dtlcars@aol.com Daniel Thomas Auto Sales, Croydon, PA Gregg Pachik gregg.pachik@manheim.com Manheim Philadelphia, Hatfield, PA Kerri Rotunda kerrir@corryade.com America’s Auto Auction Erie, Corry, PA

FEATURES 3 | Why Innovation Matters in Battery-Powered GPS Tracking There’s an old saying “if you’re not growing, you’re dying.” With technology companies, that saying could be revised to “if you’re not innovating, you’re dying.” The companies that choose to sit idle, content to continue to sell the same thing year after year are the ones who get left behind.

4 | SAVE THE DATE FOR CONVENTION: September 15-17 (Caesar’s Atlantic City) 4 | Get to know the MidAtlantic Staff 5 | Why Use DAS? DAS is short for Dealer Agent Services provided by PennDot. PennDot put out a bulletin regarding the use of DAS in February of 2024. They are requesting that all dealers sign up and use these online services. Using this online tool will not only help alleviate the turnaround times but help modernize internal processes.

10 | Member Spotlights: Keller Bros Auto Auction and Endless Mountains Automobiles, LLC Check out recent news from MidAtlantic IADA members!

14 | MidAtlantic Dealer of the Year 2024 It's time to nominate your choice for Dealer of the Year!

14 | ANNOUNCING COMPLIANCE UNLEASHED 2024: RISK NEVER RESTS Ignite Consulting Partners invites all MARIADA members to our upcoming Compliance Unleashed Conference scheduled for May 20-22nd in DFW. This year, we delve into the theme "Risk Never Rests," a pertinent reflection of the evolving challenges in the automotive finance sector.

18 | eBay Motors: Turbocharging Sales for Car Dealers Explore eBay’s advantages for car dealerships and practical advice for maximizing its potential.

20 | PA Title & Registration Services Check out our comprehensive list of services for your dealership!

21 | Harnessing the Power of Storytelling: Elevate Your Used Car Marketing One strategy that continues to garner positive attention is the art of storytelling. Far from being a mere embellishment, storytelling serves as a potent tool in captivating and engaging potential buyers (now and in the future), fostering emotional connections, and ultimately driving your sales.

DEPARTMENTS 2 | 4 | 14 |

President’s Message Executive Director’s Message We’re Hiring - MidAtlantic Employment Ad

16 | 19 | 20 |

Carlawyer Advanced Issuing Agent Training Courses Auction Directory

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MIDATLANTIC INDEPENDENT AUTO DEALERS ASSOCIATION SPONSORS

Danielle Royer royers322motors@gmail.com Royer’s 322 Motors, DuBois, PA _____________________________ Tom Brandis • Executive Director tom@midatlanticiada.org WOULD YOU LIKE TO RECEIVE A DIGITAL EDITION OF THE MIDATLANTIC DEALER NEWS MAGAZINE? Email steve@midatlanticiada.org Copyright 2024 MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 1

q PRESIDENT’S MESSAGE

FORGING STRONG RELATIONSHIPS: THE BACKBONE OF INDEPENDENT AUTO DEALERSHIPS

I

Bert Straub President MidAtlantic IADA

. n the bustling world of independent auto dealerships, where every sale counts and customer satisfaction is paramount, there's a silent hero that often goes unnoticed: relationships. These are casual interactions and lifelines that sustain the business, fuel growth, and uphold customers' trust in their local dealerships.

At the core of these relationships lies trust – trust in the vendors we partner with to ensure our success.

Furthermore, the trust built with vendors extends beyond transactions; it's a testament to shared values and mutual respect. Independent dealerships often prioritize integrity, transparency, and personalized service and seek vendors who embody these principles. When vendors understand the dealership's ethos and are committed to supporting its success, they become more than just service providers – they become trusted allies in growth.

Being able to pick up the phone and have Zac, Kathy, Kerri, or any of the other vendors I deal with day to day has been a great help in growing 1st Choice Auto.

As an independent auto dealership owner, I've seen firsthand the transformative power of solid vendor relationships. Whether it's the local auction house that alerts me to hidden gems or the financing partner who goes the extra mile to secure favorable terms for my customers, these relationships have driven our business forward.

Independent auto dealerships operate in a unique space within the automotive industry. While they may have limited resources for larger franchised dealerships, they thrive on agility, personalized service, and deep connections with their local communities. Their relationships with vendors are crucial in shaping their operations and defining their success in this environment.

One of the critical aspects where relationships with vendors shine is in sourcing inventory. Unlike franchised dealerships that may have agreements with specific manufacturers, independent dealers often rely on a network of wholesalers, auctions, and private sellers to stock their lots. Establishing trust with these vendors is essential to ensure the quality and reliability of the vehicles they acquire.

Whether negotiating fair prices, obtaining accurate vehicle histories, or securing timely deliveries, the strength of these relationships directly impacts the dealership's ability to offer desirable inventory to their customers.

Moreover, the relationships independent dealerships cultivate with service providers are equally vital.

From mechanics and detailers to marketing agencies and financing partners, each vendor is crucial in delivering customers a seamless and satisfying experience. For example, having a trusted mechanic who can quickly diagnose and repair vehicles ensures that inventory is in top condition, boosting customer confidence and loyalty. Similarly, partnering with a reputable marketing agency helps elevate the dealership's brand and attract potential buyers in a competitive market.

2 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

Moreover, the trust and reliability we've established with our vendors have translated into tangible benefits for our customers. When they walk onto our lot, they know they can trust the quality of our inventory, the integrity of our service, and the transparency of our dealings. This level of trust fosters customer loyalty and generates positive word-of-mouth referrals, fueling the dealership's growth and reputation within the community.

However, building and maintaining these relationships is challenging. In an industry as dynamic and competitive as automotive retail, fluctuations in the market, evolving consumer preferences, and unforeseen obstacles can strain even the strongest of bonds. Yet, in times of adversity, the actual value of these relationships is revealed.

When vendors stand by their partners, offering support, flexibility, and solutions, it strengthens the bond and reinforces trust for the long haul.

In conclusion, relationships are the cornerstone of success for independent auto dealerships, and trust in vendors is the foundation for these relationships.

From sourcing inventory to delivering exceptional service, the strength of these partnerships directly impacts the dealership's ability to thrive in a competitive market. By prioritizing integrity, transparency, and mutual respect, independent dealerships and their vendors can forge alliances that stand the test of time, driving success and satisfaction for all involved. n

Why Innovation Matters in Battery-Powered GPS Tracking

By Jeff Karg, Director of Marketing & Communications PassTime GPS Solutions

It’s easy to take batteries for granted because they’re everywhere: our phones, kitchen gadgets, smoke detectors. But batteries are remarkable things and technological innovation continues to be a game-changer in the auto industry, especially when it comes to battery-powered GPS trackers.

Here’s why battery-powered GPS innovation matters to the automotive industry.

GPS DEVICE SMALLER THAN A DECK OF CARDS

Battery innovation means GPS tracking devices can get smaller. How small?

PassTime’s Encore device is smaller than a deck of cards. These advancements in battery technology – making physical batteries smaller while maintaining or increasing the actual power capabilities of the battery - allow manufacturers to produce overall smaller GPS tracking devices. The small form factor and the fact that there are no wires in a battery-powered GPS device means you can install it virtually anywhere that isn’t obstructed by metal: It’s discreet and takes mere seconds to install. This gives customers more options on where to place the device in a vehicle, but also opens opportunities to track assets beyond vehicles, that previously would have been impossible.

LONGER BATTERY LIFE

Innovations in battery technology have made battery-powered GPS trackers more energy efficient, consuming the least amount of power possible. This means your batterypowered GPS tracker can stay on the road longer—up to several years, in fact. With smaller, longer lasting battery technology, Encore can provide reliable use for up to 4+ years without ever needing to be recharged.

With regular check-ins with the servers, customers can monitor battery life of the

“If you’re not innovating, you’re dying.”

device without wondering whether the device is still working.

POWER MANAGEMENT

In addition to the advancements in the hardware of the battery itself, engineering innovations in power management can help extend your GPS device’s battery life even further. Encore’s cutting-edge power modes were designed and perfected to provide customers with four power mode choices, each a balance between battery life and frequency of location data. Because each time data is communicated between the device and the servers uses power, and therefore battery-life, Encore power modes give customers the choice to adjust the device’s power mode as needed for the situation at hand. Customer paying on time, and all is well? Keep it in Endurance mode.

Vehicle out for recovery? Dial it to Recovery Mode to speed the recovery process.

DUAL LOCATION TECHNOLOGIES

While GPS location technology has and continues to be the primary method to obtaining location data in the IoT and asset tracking industry, innovations in this space are setting PassTime’s Encore apart from others. PassTime’s new, Beyond GPS™ service, goes beyond the standard GPS location technology and incorporates a secondary location technology called POLTE (position over LTE), which utilizes cellular location technology to provide location data.

PassTime can now provide customers with dual location technologies, GPS and Polte, for unprecedented indoor and outdoor visibility in the automotive industry. This is particularly useful in the instance in which location data is unavailable via GPS, perhaps if the asset is in a parking structure, garage,

building or under any type of overhead obstruction. With PassTime’s Beyond GPS service, if a GPS location is unavailable for any reason, customers will be provided location insights quickly and seamlessly using Polte’s patented cloud-based cellular location technology.

There’s an old saying “if you’re not growing, you’re dying.” With technology companies, that saying could be revised to “if you’re not innovating, you’re dying.” The companies that choose to sit idle, content to continue to sell the same thing, year after year are the ones who get left behind. Those that continue to innovate, design, and develop new products, solutions and technology are the ones who stay in the game. While GPS technology has been around for decades in the automotive industry, leading GPS provider PassTime continues to innovate with new products, software, and features that provide customers with ongoing benefit to their businesses. n PassTime is a leading Location Solutions Provider and has been in business for over 30 years. Using advanced GPS, Cellular and Automated Collection Technologies, PassTime’s solutions help auto dealers and finance companies mitigate the risk of financing by helping improve default and delinquent payments and facilitate an easier repossession process. With PassTime solutions, customers can experience higher rates of return on financing based upon improved customer payment performance. PassTime prides itself on a 24/7 Live Customer Care and its reputation of sustained industry leadership with its innovative products and services. For more information, visit passtimegps.com or call 877.727.7846. Find us on Facebook at PassTimeGPS or Linkedin at: PassTime.

MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 3

q EXECUTIVE DIRECTOR’S MESSAGE

HEADING INTO Q2 AT FULL SPEED! Hello Dealers, It’s hard to believe that we are already through the first quarter of 2024. Hopefully everyone is enjoying a great start to the new year. We are excited to announce the beginning of a complete overhaul of our website. The new look will simplify site navigation while offering more information about our events and member benefits.

Our in-person title training classes for PennDOT Agent & Title training have been a huge success. We already Executive Director have five classes in the books with a full slate of classes MidAtlantic IADA for ready to go for May and June. Check out the fullTommy Brandis page ad in this magazine for dates or visit our website: MidAtlanticIADA.org/EDUCATION for more information and to sign up. Our inperson classes are great for answering your own questions and hearing other dealers’ challenges. Upon completion, attendees received a 300+ page manual and were excited to learn about PennDOT auditing procedures so they could stay compliant. Both are benefits of taking the in-person class.

Speaking of compliance, our friends at Ignite Consulting Partners are hosting their annual convention, Compliance Unleashed 2024 – Risk Never Rests. This event is being held from May 20-22 at the DFW airport. This event will give you the knowledge to navigate the constantly changing regulations in the auto industry. For more information, visit their website: complianceunleashed.com Finally, the 2024 NIADA Convention & Expo is fast approaching. Check out the twopage spread in the middle of this issue for all the information. We are working on a special event for MidAtlantic IADA members only. Details will follow in the next issue.

If you would like to discuss these topics or anything pertaining to the independent dealers, I can be reached at tom@midatlanticiada.org or my direct cell phone (215) 805-2034.

Until next month,

Tommy

GET TO KNOW YOUR MIDATLANTIC STAFF How may we help you?

Learn more about the Association staff members serving you! Our friendly and knowledgeable staff is always here to help members.

Call or email us today!

Tommy Brandis

Executive Director (215) 805-2034 tom@midatlanticiada.org

Kathy Sabaski

Deputy Executive Director (717) 238-9002 kathy@midatlanticiada.org

Steve Smith

Operations Manager (717) 238-9002 steve@midatlanticiada.org

Cynthia Slemons

Membership Specialist (717) 238-9002 cynthia@midatlanticiada.org

Nicole Autry

Dealer Set-Up Unit (717) 317-1966 nicole@midatlanticiada.org

Christine Everett

Lead Title Clerk (717) 238-9002 christine@midatlanticiada.org

India Thomas

Title Clerk (717) 238-9002 india@midatlanticiada.org

Ally Lanious

Business Assistant (717) 238-9002 ally@midatlanticiada.org

Tammy Farmer

Receptionist (717) 238-9002 tammy@midatlanticiada.org

4 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

SAVE THE DATE

FOR A HUGE EVENT

September 15-17, 2024 Caesar’s Atlantic City

WHY USE DAS? STAY TUNED FOR MORE DETAILS SOON!

MidAtlanticDealerNews-APRIL2024-PRINT.pdf

1

3/27/24

3:33 PM

DAS is short for Dealer Agent Services provided by PennDot. PennDot put out a bulletin regarding the use of DAS in February of 2024. They are requesting that all dealers sign up and use these online services. Using this online tool will not only help alleviate the turnaround times but help modernize internal processes.

DAS offers multiple services for your dealership to utilize. Some of the services offered are renewing dealer plates, ordering additional plates, returning old plates, update business information, etc. Utilizing this new C platform helps get your requests done M in a timely manner. Normal turnaround times right now are currently 1-2 days.

Y

As soon as PennDot approves the CM application and the applicant pays for the services rendered, the paperworkMY is immediately available. This is the CY case for renewing dealer plates. Manual paper application times could take CMY anywhere between 5-7 days to get done and that does not include getting all K your new paperwork to your place of business.

If you would need assistance in setting up a DAS account, please contact Allison at 717-238-9002 extension 113 or email at ally@piada.org. We would be more than happy to answer any questions about this switch PennDot is requesting.

MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 5

GROW YOUR BUSINESS AT THE

2024 NIADA CONVENTION AND EXPO Join us at the Wynn in Las Vegas June 17-20, 2024

Network with more than 800 dealers from across the nation at the largest convention and expo for independent car dealers.

GENERAL SESSIONS 9 A.M. TUESDAY, JUNE 18 Michael Darrow kicks off the convention and starts his term as NIADA President. Darrow owns and operates The Car Finders, Inc., in Durham, N.C., and is looking forward to building on the association’s past and moving it forward. The session also includes the NIADA annual analytics report, a great way to benchmark your dealership and start your convention education.

3:30 P.M. TUESDAY, JUNE 18 Sugar Ray Leonard, John Taffer, Michael Irvin, Dick Vital, Captain Richard Phillips, and Bobby Bowden are just a few of the big names who have addressed the NIADA attendees on the big stage in past years. You will not want to miss this year’s keynote speaker who will address attendees just before the grand opening of the largest expo hall in the used vehicle industry.

6 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

2:45 P.M. THURSDAY, JUNE 20 Celebrate the milestones for the industry at the NIADA Awards Celebration. The closing session will give attendees a chance to network, unwind and close out the convention in style. The session will culminate with the naming of the 2024 National Quality Dealer of the Year.

‘24

FEATURED EDUCATION The NIADA Convention and Expo will feature more than 50 hours of education in our five tracks – BHPH, Compliance, Management, Marketing and Retail – including theses dealer-led sessions.

RETAIL

Marshall Zoerner PORTLAND, ORE. MCCLOSKEY MOTORS, INC.

BUILDING YOUR TEAM TO CREATE A CUSTOMER FOR LIFE Marshall Zoerner has used processes, policies and practices to build one of the strongest used car dealership teams in the country. He will share how he keeps the focus on the customer to keep the customer coming back for life.

MANAGEMENT Luke Godwin

COLUMBIA, S.C. GODWIN MOTORS, INC.

KEEPING SCORE TO KEEP EVERYONE ACCOUNTABLE Luke Godwin says keeping employees accountable can be fun. He finds ways to keep the score at everything and encourages healthy competition. He will share how he uses a scoreboard to promote accountability.

“I would recommend attending the NIADA convention as you always leave the convention with a better business plan for your dealership than when you arrived,” Jeffrey Myers, All Wheel Drive Motors in Denver, Colo.

EARLY-BIRD SAVINGS *ONLY $174 ROOM Early-bird Registration rate rate Member $545 Non-member $845

$745 $1,045

EARLY-BIRD PRICING ENDS MAY 20

RATE AT THE BEAUTIFUL WYNN. Book early as these rates will not last.

REGISTRATION IS OPEN.

*$174/night + taxes and reduced resort fee of $25/night.

BHPH

Jeff Watson ST. GEORGE, UTAH 4 SEASONS AUTO, LLC.

BEST IDEAS FROM THE BHPH DEALER FORUM Jeff Watson will share some of the best practices from last fall’s BHPH Dealer Forum, including make-ready lead generation, collections, technicians’ pay plans.

MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 7

Auto Dealer/Garage Insurance Specialists * Garage and Automobile Liability * * Dealer Physical Damage * * Garagekeepers * * Work Comp * * Quick Quote Turnaround *

Telephone: 215-860-6510 Website: www.aatins.com Langhorne, Pennsylvania

Your One-Stop Shop for Auto Dealer Insurance

8 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

MidAtlantic IADA Partners with Superior Solutions

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Born out of a desire to provide its members with access to leading F&I products, MidAtlantic IADA partnered with Superior Solutions and Portfolio to create a one-of-a-kind CPO program.

Dealers can leverage the credibility of a multi-state organization to ensure customer satisfaction, and can gain access to the full suite of Portfolio F&I products.

Superior F&I Solutions is a full-service automotive consulting company that specializes in finance and insurance training and products. Since 2006, they’ve delivered concierge-level customer service and support for dealerships across PA, NY, and OH. Whether you need advice on your reinsurance program, individualized F&I development for your managers, or assistance in structuring your dealership F&I compensation plans, they can help. n

GET CERTIFIED.

MidAtlantic IADA is proud to announce a partnership with Portfolio and Superior Solutions that brings our members a custom CPO program specifically designed for the independent dealer.

For details and eligibility, contact Superior Solutions at (814) 897-3478 or jax@superiorfisolutions.com.

superiorfisolutions.com

portfolioco.com ©2023 Portfolio Holding, Inc. All rights reserved.

MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 9

MEMBER SPOTLIGHTS

Revving Up Excellence with Keller Bros Auto Auction: Where Trust Meets Transparency!

By Justin K. Arnold, General Manager, Keller Bros Auto Auction

A New Fan of MidAtlantic IADA: Endless Mountains Automobiles, LLC

By Mark Brubaker with Endless Mountains Automobiles

N

estled within the landscapes that Lebanon County has to offer lies Keller Bros Auto Auction, a cornerstone in the automotive industry with roots tracing back to 1921. Originally, Keller Bros Auto Auction began its journey in 2019 as a sealed bid auction, exclusively selling Keller Bros owned units. Under the leadership of General Manager Justin Arnold, boasting two decades of expertise, and his father Keith Arnold, a seasoned veteran with 50 years of experience in the auto industry, the father son duo harnessed their knowledge to obtain a state Auto Auction License in May of 2022, marking the start of live auctions at Keller Bros.

Since its establishment, Keller Bros Auto Auction has distinguished itself by showcasing the lowest fees in the market, ensuring that both buyers and sellers reap the maximum benefits from their transactions. Their commitment to transparency, evident in their Condition Reports, has earned the trust and loyalty of their buyers. Notably, Keller Bros Auto Auction proudly holds membership in the National Auto Auction Association (NAAA), a testament to their commitment to excellence and integrity in the auto auction industry. This begs the question: why go anywhere else?

We extend our heartfelt gratitude to everyone who has visited, bought, or sold at Keller Bros Auto Auction. A special thanks to our dedicated team members Justin, Jack, Keith, Brayden, and Katelynn for their hard work and passion to serve. For those who haven't yet joined us, we invite you to our auctions every Wednesday at 2 pm, where we offer a diverse selection of vehicles.

Additionally, stay connected with us on social media for the latest news, updates, and behind-the-scenes insights. Connect with fellow enthusiasts, share your auction experiences, and engage with us online. Follow @KBautoauction on Facebook, and Instagram and LinkedIn or visit kbautoauction.com. n

10 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

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s a former management consultant, I have a firsthand knowledge of the value that experienced people can mean to any business and my small preowned vehicle dealership start-up proved to be no exception. We decided to “do it yourself ” when we developed our business plan and model, but we learned in a hurry that the lack of exposure to the Pennsylvania way of doing things was going to require a lot of homework, as well as trial with errors!

While investigating an additional income stream it was suggested to us that we could receive some much-needed guidance and assistance through the PIADA, so we called them with some issues we were facing.

WOW! From a simple problem of getting our dealer plates renewed in a timely fashion to getting assistance with our Finance License, we quickly realized these folks have “been there, done that”! I am truly sorry we did not use these folks from day one because I now know that it would have saved me a tremendous amount of time, money and worry.

We are currently utilizing the expertise of Allison, but we look forward to working hand and hand with other knowledgeable members of the MidAtlantic IADA staff as we develop and grow our business. Please consider giving them a call! n

3880 Lehigh St, Whitehall, Pa 18052 PH: 610-435-5554 - FAX- 610-435-5557 Email: lehighvalleyautauction1@gmal.com

Dealer Only Sale Every Wednesday @ 5:00 PM Simulcast in Every Lane!

Gates Open @ 4:00 PM INOPs Run @ 4:45 PM All Major Floor Plans Accepted!

• AFC • Westlake Financial • Veicle Acceptance Corp • Auto Use • Auction Credit • NextGear Capital

LVAA

5:00 PM W EDNESDAY REMINDER! TIME TO LOG ON!

WWW.LEHIGHVALLEYAUTOAUCTION.COM MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 11

WHY THE BEST MARKETPLACE IN THE MID-ATLANTIC?

BECAUSE THE LARGEST SELECTION AND AUDIENCE MAKES WHOLESALING MORE PROFITABLE FOR YOU.

Manheim, Inc.DEALER All rights reserved.

M logo is a trademark of Manheim, Inc. 24-INV-00257 12 | ©2024 MIDATLANTIC NEWS Manheim | MIDATLANTICIADA.ORG • MAY 2024

We built a marketplace that makes sourcing and selling inventory easier than ever, whenever, wherever, and however you want. With six physical auction locations in the Mid-Atlantic, and access to 10k new listings a day online, you can fill your lot quicker and reach your goals faster. Because our mission is yours.

Profit more at manheim.com MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 13

ANNOUNCING COMPLIANCE UNLEASHED 2024:

RI SK NEV ER R ES T S

IT’S TIME TO NOMINATE THE BEST OF THE BEST Please take a moment to consider a nomination for the 2024 MidAtlantic IADA Dealer of the Year and send it in today!

Each year, MidAtlantic IADA recognizes and presents the Dealer of the Year Award to one carefully selected dealer.

The award was created to recognize the remarkable accomplishments of MidAtlantic independent dealers. For many years, award recipients have exemplified their commitment to quality and excellence in the industry, outstanding customer service, and giving back to their community to make it a better place for everyone.

This prestigious award not only celebrates business success, but also honors dealers who embody ethical practices and community stewardship.

Your nomination plays a crucial role in acknowledging and spotlighting those who go above and beyond in shaping the automotive industry with integrity and a positive impact.

EMAIL NOMINATION TO: STEVE@PIADA.ORG Steve Smith, Office Manager

Ignite Consulting Partners invites all MARIADA members to our upcoming Compliance Unleashed Conference scheduled for May 20-22nd in DFW. This year, we delve into the theme "Risk Never Rests," a pertinent reflection of the evolving challenges in the automotive finance sector.

WHY THIS CONFERENCE MATTERS We host this conference because we strongly believe that our clients and friends need the kind of “outside the box” information that can only be delivered with an immersive experience. Whether it's called compliance, risk management, or protecting the business, our goal is to give our audience actionable information they can go back and implement to be successful in this heavily regulated and often attacked industry. We don’t just provide a general presentation, we make sure everyone leaves with action items and a plan to put them into practice.

CLASS HIGHLIGHTS We’ll kick things off with a deep dive into the new FTC CARS Rule, and our session won’t just explain what it is and what the penalties are for non-compliance, we’ll offer solutions and best practices to make the transition as seamless as possible. We’re also offering a class on Collections and your Customers, which will explore how dealers effectively collect, the traps that are being used by customers, and how to help your personnel be more efficient.

I'll transform my "How I'd Protect My Dealership If I Owned One" series into an interactive session addressing day-to-day dealership challenges. We’ll also be offering a class on Insurance and E-Contracting Insights, where industry experts and dealers will discuss optimal insurance choices, and session on the effective use of E-contracting and E-signature technology and a workshop on Dealing with Adversaries, which will focus on effectively responding to regulators and plaintiffs' lawyers. Trust

14 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

me when I say that we spend the entire year working to develop curriculum that will make an impact on your businesses.

OUR AUDIENCE One of the things we’re most proud about is the make-up of our audience, because it truly represents a cross-section of the auto finance industry. About ⅓ of our attendees own dealerships, ⅓ are responsible for the compliance function at their business, and the remaining ⅓ consist of anyone from collections and underwriting managers to other company personnel. The result is inter-active classes where everyone truly learns from one another. This is also probably the only Conference where exhibitors and sponsors attend every class, because they know this is information they need to know to help their clients.

Think of Compliance Unleashed 2024: Risk Never Rests as rocket fuel for your business.

I’m already fired up for May, and I hope each of you will make plans to join us. Our Agenda is available on ComplianceUnleashed. com, where you can also find registration information and hotel information. I know how hard it is to get away from the office, and wouldn’t encourage anyone to do so unless I felt it is well worth the while and will pay dividends far in excess of the work involved to get there. See you in May, and please reach out to me if you’d like to learn more about our plans. n Steve Levine is an auto finance lawyer with over 30 years of experience protecting car dealers and finance companies. He is an owner and Chief Legal and Compliance Officer of Ignite Consulting Partners, which offers guidance on compliance, operations and best practices. In 2022 he published Winning the Fight: A Guide to Protect Car Dealers, which is available on Amazon, or contact info@IgniteCP.com to learn more and get your complimentary copy. Please follow Steve on X @LawyerLevine for compliance and industry related content.

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THE CARLAWYER©

The CARLAWYER

©

By Eric Johnson, Partner in the law firm of Hudson Cook, LLP, Editor in Chief of CounselorLibrary.com’s Spot Delivery®

Here’s our monthly article on selected legal developments we think might interest the auto sales, finance, and leasing world.

This month, the developments involve the House Financial Services Committee, Consumer Financial Protection Bureau, three U.S. Senators, the Federal Communications Commission, and Federal Trade Commission. As usual, our article features the “Case(s) of the Month” and our “Compliance Tip.” Note that this column does not offer legal advice. Always check with your lawyer to learn how what we report might apply to you or if you have questions.

FEDERAL DEVELOPMENTS In an effort to spur innovation in the financial services industry, House Financial Services Committee Chairman Patrick McHenry recently reintroduced the Financial Services Innovation Act, which would establish regulatory “sandboxes” at the federal level. A regulatory sandbox is a framework set up by a regulator to allow small-scale, live testing of innovative technologies, products, or services by companies in a controlled environment under the regulator’s supervision.

The legislation would require federal regulators to create Financial Services Innovation Offices (“FSIOs”) within their agencies and allow financial institutions to apply for an “enforceable compliance agreement” with the respective FSIOs that, if accepted, would permit them to

test new products or services under an alternative compliance plan.

platform participants through consumers’ interaction with the platform.

On February 29, the Consumer Financial Protection Bureau issued a circular to clarify that operators of digital comparison-shopping tools or lead generators can violate the federal Consumer Financial Protection Act by preferencing financial products or services, such as credit cards, loans, and bank accounts, based on financial or other benefits to the operator or the lead generator. The CFPB concludes in the circular that “[o]perators of digital comparison-shopping tools can violate the [CFPA’s] prohibition on abusive acts or practices if they distort the shopping experience by steering consumers to certain products or services based on remuneration to the operator.

Similarly, lead generators can violate the prohibition on abusive practices if they steer consumers to one participating financial services provider instead of another based on compensation received.

Where consumers reasonably rely on an operator of a digital comparison-shopping tool or a lead generator to act in their interests, the operator or lead generator can take unreasonable advantage of that reliance by giving preferential treatment to their own or other products or services through steering or enhanced product placement, for financial or other benefits.” The circular also provides a non-exhaustive list of examples of potentially abusive acts or practices by operators of digital comparison-shopping tools or lead generators. The circular follows guidance previously issued by the CFPB in February 2023 addressing the applicability of Section 8 of the Real Estate Settlement Procedures Act to operators of certain digital technology platforms that enable consumers to comparison shop for mortgages and other real estate settlement services, including platforms that generate potential leads for the

On March 14, the Federal Communications Commission adopted a voluntary cybersecurity labeling program for Internet of Things (“IoT”) consumer products that communicate over wireless networks. According to the FCC’s news release, “qualifying consumer smart products that meet robust cybersecurity standards will bear a label including a new ‘U.S. Cyber Trust Mark’ that will help consumers make informed purchasing decisions, differentiate trustworthy products in the marketplace, and create incentives for manufacturers to meet higher cybersecurity standards.”

Certain program highlights include: (1) the U.S. Cyber Trust Mark logo will initially appear on wireless consumer IoT products that meet the program’s cybersecurity standards; (2) the logo will be accompanied by a QR code that consumers can scan for easy-tounderstand details about the security of the product, such as the support period for the product and whether software patches and security updates are automatic; (3) the voluntary program will rely on publicprivate collaboration, with the FCC providing oversight and approved thirdparty label administrators managing activities such as evaluating product applications, authorizing use of the label, and consumer education; (4) compliance testing will be handled by accredited labs; and (5) examples of eligible products may include home security cameras, voiceactivated shopping devices, internetconnected appliances, fitness trackers, garage door openers, and baby monitors.

The FCC also issued a notice of proposed rulemaking seeking public comment on additional potential disclosure requirements by product manufacturers, including whether software or firmware for a product is developed or deployed by a company located in a country that

16 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

presents national security concerns and whether customer data collected by the product will be sent to servers located in such a country.

the nature and purpose of fees. A link to the hearing webcast will be posted shortly before the date of the hearing on the FTC’s website.

On March 22, U.S. Senators Richard Blumenthal (D-CT), Edward J. Markey (D-MA), and Elizabeth Warren (D-MA) introduced legislation that requires car dealers to repair any open safety recalls for used cars prior to selling, leasing, or loaning them to consumers. According to the senators’ press release, “[t]o ensure that open recalls are repaired, the Used Car Safety Recall Repair Act incentivizes auto dealers to swiftly repair recalls by allowing them to sell recalled vehicles to other dealers who have the ability to fix the defects instead of sitting in their lots. The legislation also requires manufacturers to provide dealers with parts to repair safety defects within 60 days or reimburse dealers if the manufacturers cannot provide the necessary parts.”

CASE(S) OF THE MONTH Car Buyer Failed to Allege Federal Odometer Act Claim Against Dealership’s Owner and Fraud Claims Against Dealership and its Owner: An individual bought a 2019 Lamborghini Urus from a dealership for $270,000 after the dealership’s owner and sole officer represented that the vehicle had 16,000 miles, was fully functioning, had no defects, and was in normal working condition. After taking possession of the vehicle, the buyer found that the vehicle suffered from a number of issues and rarely functioned. He took the car to an authorized Lamborghini dealership to purchase parts and was informed that the vehicle was “blacklisted” from all Lamborghini dealerships because the odometer had been rolled back approximately 21,000 miles. He also learned that the vehicle had electrical problems, was missing plastic pieces, and likely had frame damage. The buyer sued the dealership and the dealership’s owner for violation of the Federal Odometer Act and fraud. The defendants moved to dismiss the Odometer Act claim against the owner and moved to dismiss the fraud claim against both defendants. The U.S. District Court for the Southern District of Florida granted the motion.

Addressing the Odometer Act allegations first, the court found that the owner could be held personally liable for sending the buyer the allegedly fraudulent odometer statement. However, the court determined that the buyer did not state an Odometer Act claim against the owner because there was no allegation that the owner acted with intent to defraud, such as that he had knowledge that the odometer reading was incorrect or was reckless or grossly negligent in that regard. Turning to the

The Federal Trade Commission announced that it will hold a virtual informal hearing on April 24, 2024, at 10:00 a.m. ET on its proposed Rule on Unfair or Deceptive Fees, which the FTC deems “junk fees.” The hearing will be open to the public and viewable on the FTC’s website. Certain interested organizations will have the opportunity to provide oral statements, which will be limited to 15 minutes each. However, these organizations may also submit written documents to the FTC by April 10. On October 11, 2023, the FTC issued its proposed rule, which would prohibit unfair or deceptive practices relating to fees for goods or services, including fees charged in connection with consumer financial products and services.

Specifically, the proposed rule would prohibit businesses from misrepresenting the total costs of goods and services by omitting or hiding mandatory fees in advertising prices and misrepresenting

Don’t forget about the MidAtlantic

DEALER SERVICE PROVIDER DIRECTORY

claims of fraudulent representations of material facts against both defendants, the court found that the buyer’s complaint failed to allege that either defendant had knowledge of the mileage discrepancy or the vehicle’s mechanical issues before or at the time of the sale to him. Therefore, the court dismissed the Odometer Act claim against the owner and dismissed the fraud claim against both defendants but allowed the buyer leave to file an amended complaint. See Lherisson v. Whittington, 2024 U.S. Dist. LEXIS 34395 (S.D. Fla. February 28, 2024).

COMPLIANCE TIP Get Those Deal Jackets in Order! Do your deal jackets look like the rats have taken up residence in them? Do you have a checklist of the documents that belong and don’t belong in your deal jackets?

Do those documents appear in the same order in every deal jacket? Have you asked your lawyer which documents you must retain and which you can omit from the deal jacket? Have you asked your lawyer which documents you can scan and keep electronically? Do you audit the content of your deal jackets to make sure that your document order and retention policies are being followed? And, finally, maybe you should give those documents a good read to ensure that the documents in your deal jacket are consistent and reflect your actual business practices.

So, there’s this month’s roundup! Stay legal, and we’ll see you next month. n Eric (ejohnson@hudco.com) is a Partner in the law firm of Hudson Cook, LLP, Editor in Chief of CounselorLibrary.com’s Spot Delivery®, a monthly legal newsletter for auto dealers, and a contributing author to the F&I Legal Desk Book. For information, visit www.counselorlibrary.com. ©CounselorLibrary.com 2024, all rights reserved. Single publication rights only to the Association. HC# 4877-7393-3234

Visit piada.org/vendors-auctions/vendor-directory to search the database of vendors and service providers who work specifically with independent dealers. You’ll even find special discounts and offers exclusive to MidAtlantic members. Please let us know if you have any questions.

MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 17

eBay Motors: Turbocharging Sales for Car Dealers

By Sean Toussi, Glo3D.com

As the automotive industry embraces the digital revolution, eBay stands out as a vital platform for dealerships. It provides them unparalleled access to global and local markets and facilitates the seamless sale and purchase of vehicles and automotive parts.

This article explores eBay’s advantages for car dealerships and provides practical advice for maximizing its potential.

4.

5.

delays outside their control if they ship on time.

Money-Back Guarantee Claim, which covers the refund cost on behalf of the seller, if a seller accurately describes an item and the buyer claims it’s not as described.

Assistance in Disputes, which offers mediation and support in resolving buyer-seller disputes.

EBAY’S GSP: EXPANDING GLOBAL SALES FOR CAR DEALERSHIPS eBay’s Global Shipping Program (GSP) significantly benefits car dealerships by streamlining international sales.

Dealerships can easily sell vehicles and parts worldwide, shipping only to eBay’s US center, where eBay handles international logistics, customs, and fees. It simplifies the process, reduces costs, and expands dealerships’ global market access.

eBay also offers AutoCheck Score, a rating system that combines various aspects of a vehicle’s history into a single score on a 100-point scale. This score is influenced by the vehicle’s age, mileage, class (with standards set by Automotive News), the number of previous owners, and its usage and history, including factors like taxi service, accident involvement, and theft records.

EBAY SELLER PROTECTION: SAFEGUARDING YOUR SALES eBay Seller Protection safeguards sellers against issues beyond their control, offering support for : 1. Unfair Feedback Removal protects sellers by removing feedback if it’s unjust or violates eBay’s policies.

2. Fraudulent Returns Protection guards against buyers misusing the return process, such as returning incorrect items.

3. Shipping Delays Protection ensures sellers aren’t penalized for postal

HUGE READY-TO-BUY CUSTOMER BASE ON EBAY eBay Motors is a prime marketplace with a vast, ready-to-buy customer base, attracting millions seeking better prices and a wide range of products, including auto parts. It has also been a significant channel for selling unique and rare vehicles or parts. Here are some vital stats about eBay’s customer base: • Over 175 million active users and 11 million unique buyers shop on eBay Motors every month • Every 60 seconds, someone buys a car

18 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

or truck — sight-unseen — on eBay Motors • Over 2 million vehicles have been sold to date • Every 5 minutes, someone buys a motorcycle on eBay Motors ENHANCING SALES WITH OPTIMAL LISTING PRACTICES A comprehensive listing, including year, make, model, and vehicle identification number (VIN), can enhance visibility and sales. Always prioritize uploading highquality photos showcasing the car’s interior and exterior from all angles to increase conversion rates. Detailed and clear images are crucial in attracting potential buyers, offering them a comprehensive view of the vehicle’s condition and features.

EFFECTIVE PRICING STRATEGIES ON EBAY MOTORS When selling vehicles on eBay Motors, it’s crucial to understand that pricing strategies significantly attract potential buyers, alongside other factors like merchandising, customer service, and the item’s desirability.

Dealers can enhance their sales margin by offering additional services such as extended warranties and financing. To effectively draw buyers, sellers can employ various pricing strategies, including: • Auction-style Listing starts with an opening bid low enough to attract buyers but ensures profitability.

• Auction Style Listing with Reserve sets a

minimum sale price without disclosing it to potential buyers, encouraging bidding while safeguarding the seller’s minimum acceptable price.

• Auction Style Listings with No Reserve offers high-risk, high-reward opportunities by potentially attracting more bidders due to the lack of a minimum sale price, though it risks failing to meet the target price.

• Buy It Now allows sellers to set a fixed price, enabling buyers to purchase immediately without waiting for an auction to end, ideal for quick sales.

• Buy It Now with Best Offer combines the immediate purchase option with the flexibility of accepting offers below the asking price, facilitating quicker sales negotiations.

LOCAL VEHICLE SALES WITH EBAY’S CLASSIFIED AD FORMAT If you’re looking to showcase vehicles to more potential buyers, eBay’s classified ad format is an ideal solution. The fees for Classified Ads will vary depending on the

category and duration of the listing. Ads costs can be reduced by selecting a less expensive category, limiting the geographic reach, reducing the number of ads, or targeting a more specific audience with filters. This service enables direct listings at a set asking price, facilitating contact through an emailed form or an optional phone number in the ad.

In summary, eBay Motors offers car dealerships a powerful platform to leverage digital transformation in the automotive industry. It provides extensive global reach, simplified international sales via the Global Shipping Program, and robust seller protections. With features like the AutoCheck Score and various listing options, eBay caters to a wide range of dealership needs, enabling effective online sales strategies. Dealerships can significantly enhance their sales and market presence by optimizing listings with detailed information and strategic pricing and utilizing eBay’s classified ads for local visibility. n

MONDAY, MAY 27, 2024

BASIC AGENT

TRAINING COURSE PENNDOT AGENT AND TITLE TRAINING These in-person courses are conducted by an authorized PennDOT certified trainer. This required training is designed for motor vehicle agents and their employees who provide agent services to the public. This course covers standard titling and registration forms and procedures.

Course tuition ($225 for members and $300 for non-members) includes a spiral bound 300+ page detailed training manual for attendees and a course completion certificate to retain with their Agent Services Contract for compliance auditing.

If your auction, dealership, or associated business is interested in hosting a public or private training, please email kathy@midatlanticiada.org for details!

MAY 2024 SCHEDULE 1 – Manheim Pennsylvania, Manheim, PA 8 – ADESA Mercer, Mercer, PA: WEST COAST BASH (MidAtlantic IADA Board Meeting & lunch with select vendors) 16 – Manheim Philadelphia, Hatfield, PA 31 – Carriage Trade Auto Auction, Conshohocken, PA Questions? Call Kathy or Cyndi at 717-238-9002.

REGISTER AT MIDATLANTICIADA.ORG/EDUCATION MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 19

PA Title and Registration Services

COMI N SOON G MD T itl Regist e & rati Servic on es!

FOR MIDATLANTIC IADA MEMBERS SERVICE Dealer Title / Duplicate Dealer Title Dealer Title / Duplicate Dealer Title (Waiting) Dealer Title / Duplicate Dealer Title with Lien Dealer Title / Duplicate Dealer Title with Lien (Waiting) Lost Title for Customer into Dealer Title Dealer Repo Title Dealer Repo Title with Lien Salvage Certificates

SERVICE FEE 15.00 20.00 15.00 20.00 30.00 30.00 30.00 30.00

PENNDOT FEE 67.00 67.00 100.00 100.00 134.00 67.00 100.00

TOTAL FEE 82.00 87.00 115.00 120.00 164.00 97.00 130.00

PennDOT Messenger Service: $15.00 Make one check payable to “PIADA” for the service fee, with an additional check for appropriate PennDOT fee for attached request made payable to “PennDOT.” Messenger service includes cursory review of documents for completion and correctness before submission.

Includes forms orders, inspection sticker orders, temp tag orders and those ineligible for online processing.

Reasons to choose us!

PIADA offers Dealer & Salvage Certificate processing on the Spot, Messenger, and Retail Services Immediate Window Services (limited to 10 items per dealer per day) 1 - 2 Business Day Turnaround on most work Training coming soon! Keep an eye out on our website.

Here for you!

RETAIL Online Title & Registration Service Fee: $25.00 RETAIL Tag Issuance (excluding PennDOT required replacement): $38.00 Make ONE check per deal for the total of all sales tax, PennDOT fees, and service fees payable to “PIADA.” Any item submitted with third party or retail customer check for title and registration fees will be forwarded to PennDOT for processing, as PIADA has no recourse for non-negotiable payments.

Visit us Monday - Friday 8:30am to 3:00pm or submit docs to be processed via FedEx, UPS or USPS to PIADA 1501 N Front Street Harrisburg, PA 17102 We accept cash, credit cards, business checks and money orders payable to “PIADA.”

midatlanticiada.org • 717-238-9002

20 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

Harnessing the Power of

Storytelling: I

Elevate Your Used Car Marketing

n the hugely competitive landscape of used car sales in the MidAtlantic region, employing effective marketing strategies is always key to your success. One strategy that continues to garner positive attention is the art of storytelling. Far from being a mere embellishment, storytelling serves as a potent tool in captivating and engaging potential buyers (now and in the future), fostering emotional connections, and ultimately driving your sales.

In essence, storytelling in the context of used car marketing involves creating relatable narratives that give vehicles a sense of identity, purpose, and aspiration. Rather than slamming customers with a barrage of technical specifications and features, effective storytelling focuses on evoking emotions, painting clear imagery, and illustrating the potential lifestyle and experiences associated with owning a particular vehicle.

Consider, for instance, marketing an SUV. Instead of solely highlighting its one-owner history and good mechanical condition, a more appealing approach might dive into how a buyer might utilizie the SUV. Invoke imagery of open roads, boundless freedom, space for kids and pets, and the thrill of the off-road driving experience. By weaving a compelling story around the vehicle, independent auto marketers can tap into the excitement and aspirational desires of their target audience.

Additionally, storytelling goes beyond the cars to include bigger ideas for the individuals who interact with them. Sharing testimonials and stories from satisfied customers not only adds authenticity and credibility to your dealership’s marketing efforts but also humanizes the buying experience, nurturing trust and rapport with your potential buyers. (Always consider routinely asking your satisfied customers to complete a review on your favorite social media platform. Ultimately, this will help foster a bank of positive feedback for your storytelling!)

And central to the success of your storytelling is its ability to gain an emotional response to establish meaningful connections with customers. Whether it's the excitement of purchasing their first car, the anticipation of a cross-country road trip, a family vacation, or the sentimental attachment to a treasured vehicle, effective storytelling resonates with a broad range of emotions associated with car ownership.

Storytelling represents a powerful and versatile tool in the arsenal of MidAtlantic used car marketers. By leveraging the narrative potential of vehicles and the experiences they facilitate, dealerships can create compelling and memorable marketing campaigns that resonate with customers on a deeper level. In an increasingly competitive market landscape, the ability to tell captivating stories may very well be the key to differentiation and success. n

MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 21

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Crafting a Comprehensive Path to Dealership Dominance

By Terry MacCauley, CEO, Big Time Advertising

Auto dealerships, only in pursuit of immediate leads, often miss the forest for the trees. In the ebb and flow of the auto industry, dealerships may be tempted to focus on immediate lead generation, but sustainable success demands a more nuanced approach.

Big Time Advertising & Marketing, as a fullservice agency, embodies a strategic partner that extends beyond the immediacy of leads to forge a lasting brand and sales presence.

Our mission? To turn today’s “hot” strategies into tomorrow’s sustained successes regardless of the market.

The auto industry is saturated with consultants and vendors whose experience is often theoretical, derived from conventions, books, and seminars rather than the sales floor, the manager's office, or even getting their ass chewed out in a dealer principal office. They echo the strategies of actual “in the arena” practitioners, attempting a one-size-fits-all solution that falls short of addressing individual dealerships' unique challenges and dynamics. In stark contrast, Big Time Advertising prides itself on a team rich in "in the dealership" experience. Our professionals, many of whom have held pivotal roles like General Manager and General Sales Manager, bring a wealth of practical knowledge. This hands-on expertise means our strategies are not just theories repackaged as advice; they are proven tactics tailored to work effectively across diverse market landscapes. From the dry heat of Arizona to the bustling streets of New Jersey, we understand that what succeeds in one market may need adaptation in another. Our team's deep industry experience ensures that the counsel we provide is well-informed and battle-tested, offering you a playbook

designed to triumph in the specific context of your dealership's market.

The Strategic Full-Funnel Approach: Concentrating solely on lead generation is often a panicked, reactive approach. We advocate and enable a proactive full-funnel marketing strategy underpinned by a suite of services that keeps your dealership brand and sales consistently robust, even in fluctuating market conditions.

Examples: • Picture a precision-targeted ad campaign where we've analyzed and understood your customer's journey from the first online search to the showroom visit. It's the difference between casting a net in the ocean and fishing with a spear — we aim for precision, not chance.

• Our campaigns are not just creative; they're meticulously designed. We ensure that every image is optimized for its intended space, whether it's a banner ad, a social media post, or an outdoor billboard, catching eyes and turning heads.

The Art of Persuasive Creativity: Our agency's creative edge lies in understanding the long-documented psychology of advertising. We employ tactical design principles, from call-to-action colors that subliminally influence consumer mood to strategic messaging that aligns with your brand voice.

Examples: • Consider the subtlety of color: a dash of red for urgency, a stroke of blue for trust. Our ads don't just display offers; they invoke feelings, guide decisions, and

create memorable experiences.

• Our dynamic advertising adjusts in real time, showcasing a convertible’s allure on sunny days or the safety features of an SUV when the forecast calls for snow. This adaptability ensures relevance and impact, no matter the weather or the market.

The Importance of Expert Agency Partnership: As cookies crumble in the digital realm, navigating the complexity of targeting becomes an art form — one that Big Time Advertising has mastered.

Examples: • We integrate geofencing with first-party data to identify and attract high-intent customers, like targeting car enthusiasts at an auto show or a competitor’s sales event and inviting them to a special event at your dealership.

• Our in-house copywriters, coupled with cutting-edge AI, craft messages that strike the right chord at the right time. Whether it's leveraging the desire for a summer road trip or tapping into the need for a safe, reliable winter vehicle, we make sure your message is on point and on time.

Aligning with Big Time Advertising isn't just choosing an agency; it's choosing a legacy of success. We are more than an agency that “does Facebook ads” or outsources to Fiverr for quick fixes. We are a strategic fortress, fortifying your dealership against the unpredictability of consumer behavior and market shifts. Reach out today and let us show you the power of full-service — from impactful creative to strategic market placement and beyond, we are the architects of your dealership's future. n

MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024 | 23

AUCTION DIRECTORY PENNSYLVANIA ADESA MERCER 758 Franklin Road, Mercer, PA 16137 724.662.4500 / Fax: 724.662.8716 Friday 9:00 AM Office M-W: 9-4:00; TH: 9-5:00; F: 8-5:00 adesa.com ADESA PA I-83 Ex. 28 (Old Ex. 12), 30 Industrial Rd. York, PA 17406 717.266.6611 / Fax: 717.266.7650 Wednesdays 9:00 AM; INOPS 8:30 AM Specialty Sale every 4th Wed 8:30 AM adesa.com ADESA PITTSBURGH 378 Hunker Waltz Mill Rd. New Stanton, PA 15672 724.925.4700 / Fax: 724.925.4701 Tuesday 9:00 AM pittautoauction.com AMERICA'S AA - HARRISBURG 1100 S. York St., Mechanicsburg, PA 17055 717.697.2222 / Fax: 717.697.2234 Thursday 8:45 AM harrisburgautoauction.com AMERICA’S AA - LANCASTER 1040 Commercial Ave., P.O. Box 406 East Petersburg, PA 17520 717.569.5220 / Fax: 717.569.3109 Wednesday 9:00 AM; INOPS 8:30 AM americasautoauction.com AMERICA’S AA - PITTSBURGH 55 E. Buffalo Church Rd. Washington, PA 15301 724.225.1777 / Fax: 724.225.7223 Thursday 12:30 PM americasautoauction.com AMERICA’S AA – ERIE P.O. Box 317, 12141 Route 6 West Corry, PA 16407 814.664.7721 / Fax: 814.664.7724 Thursday 10:00 AM 3 Lanes Dealer Consign, Fleet/Lease americaserie.com BLAISE ALEXANDER AUCTION 350 Fairfield Rd., Montoursville, PA 570.435.8391 Mondays: 10:45am blaisealexanderauction.com BLOOMSBURG AUTO AUCTION 25 Ridge Road, Bloomsburg, PA 17815 570.784.2306 Wednesday 10:00 AM bloomaa.com

CAPITAL AUTO AUCTION 5135 Bleigh Ave., Philadelphia, PA 19136 215.332.2515 Monday thru Friday 9:00 AM - 4:30 PM capitalautoauction.com

NORTH EAST PENNSYLVANIA AA 860 N. Keyser Ave., Scranton, PA 18504 570.207.CARS / Fax: 570.207.1860 Tuesday 10:00 AM nepautoauction.com

CENTRAL PENNSYLVANIA AA Exit 178 of I-80, Lock Haven, PA 17745 800.248.8026 / Fax: 570.726.7841 Thursday 9:45 AM Office: MTF 8-5:30 W-Th 8-6:00 cpaautoauction.com

PERRYOPOLIS AUTO AUCTION Route 51 S. Perryopolis, PA 15473 724.736.4445 / Fax: 724.736.0466 Friday 9:45 AM perryautoauction.com

GARDEN SPOT AUTO AUCTION Robert Rd. & Apple St., Ephrata, PA 17522 717.738.7900 / Fax: 717.738.7930 Tuesday 10:00 AM gardenspotautoauction.com

MARYLAND BSC AMERICA/BEL AIR AUTO AUCTION 4805 Philadelphia Rd., Belcamp, MD 21017 410.879.7950 / Fax: 410.893.1515 Thursday 8:30 AM at Clayton Station Thursday 8:00 AM at Bel Air in Belcamp bscamerica.com

GREATER ERIE AUTO AUCTION 7700 Avonia Road, (Exit 16 of I-90 & PA Route 98) Fairview, PA 16415-0916 814.474.3900 / 877.474.GEAA Fax: 814.474.4969 Tuesday 1:45 PM greater-erie.com LEHIGH VALLEY AUTO AUCTION 3880 Lehigh St., Whitehall, PA 18052 610.435.5554 / Fax: 610.435.5557 Wednesday 5:00 PM lehighvalleyautoauction.com MANHEIM KEYSTONE 488 Firehouse Road, Grantville PA 17028 717.469.7900 / Fax: 717.469.2842 Every Monday 11:00 AM manheim.com MANHEIM PENNSYLVANIA 1190 Lancaster Rd., Manheim, PA 17545 717.665.3571 / Fax: 717.665.9265 Exotic Highline Sales every other Thursday - 9:00 AM Every Friday Sale 8:30 AM manheim.com MANHEIM PHILADELPHIA 2280 Bethlehem Pike, Hatfield, PA 19440 215.822.1935 / Fax: 215.822.8140 Tuesday 9:30 AM TRA Sale - Tuesday 12:30 PM Office: M-Th 8:30-5:00; F 8:30-1:00 manheim.com MANHEIM PITTSBURGH AA 21095 Route 19, Cranberry Twp., PA 16066 724.452.5555 / Fax: 724.452.1310 Wednesday 9:00 AM manheim.com

24 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024

MANHEIM BALTIMORE-WASHINGTON 7120 Dorsey Run Rd., Elkridge, MD 21075 410.796.8899 / Fax: 410.799.0512 Tuesday Sale, 9:30 AM Tuesday Frontline Sale, 9:00 AM TRA/Salvage, 1:00 PM manheim.com NEW YORK STATE LINE AUTO AUCTION 830 Talmadge Hill Rd. S., Waverly, NY 14892 607.565.8151 / Fax: 607.565.3915 Ally Financial Open Sale –EVERY FRIDAY, 9:20 AM GM Financial Open Bi-weekly.

Simulcast in all lanes. statelineauto.com WEST VIRGINIA MOUNTAIN STATE AUTO AUCTION Route 2, Box 835, Shinnston, WV 26431 304.592.5300 / Fax: 304.592.3510 Monday 10:30 AM; Office: 9:00-5:00 mtstateaa.com PUBLIC AUCTIONS Capital Auto Auction 5135 Bleigh Ave., Philadelphia, PA 19136 215.332.2515 / Fax: 215.332.2534 capitalautoauction.com Capital Auto Auction 5001 Beech Rd, Temple Hills, MD 20748 301.316.4980 / Fax: 301.316.4982 capitalautoauction.com Carriage Trade Public Auto Auction 1200 W Ridge Pike, Conshohocken, PA 19428 800.441.6717 / Fax: 610.834.8274 Monday Sale Day 3:00 PM carriagetrade.com

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26 | MIDATLANTIC DEALER NEWS | MIDATLANTICIADA.ORG • MAY 2024