industry expert / technology
Consider a Stand-Alone Subprime Finance Site
Ali Amirrezvani is the president, CEO and co-founder of DealerOn, Inc. He has spent the last 10 years helping DealerOn customers dramatically increase sales and profitability from their websites and online marketing efforts. He can be reached at 877.543.4200.
AAmirrezvani@AutoDealerMonthly.com
stand-alone finance/credit sites that address the sub- prime market. Some of the requests came from our savvier dealer groups, so we began to build stand-alone fi- nance sites to help our cus- tomers grow the subprime side
O
ver the last year, we have had several of our dealers request
of their dealership business.
Based on the results we've seen with these stand-alone subprime sites, dealers who don't have a stand-alone sub- prime website might be miss- ing out on a very profitable consumer segment in their area. If you haven't considered setting up a subprime finance
website, let me share some of the things we've learned about these sites over the last year.
First of all, remember your subprime site is targeting customers whose primary car-buying need is getting financed in the first place. Your site should not focus on vehi- cles or inventory, but rather it should focus attention on the finance application which is specifically tailored for the distressed-credit consumers you are trying to attract.
The prioritization of financing over vehicle choice has broad implications for many of your site-design and
online-marketing decisions. First, your organic search strategy should focus on distressed credit keywords related to automotive loans for the geographies that you serve. You should be less concerned with focusing the on-site search engine opti- mization aspects (title tags, meta descriptions, internal link anchor text and on-page content) on "make," "model," "trimline" or "bodystyle," and instead more focused on finance keywords such as "bad credit car loan," "subprime auto loan," "special finance auto companies.
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