OneCommand's EquityFinder Helps Dealerships Identify and Market-to 'In-Equity,' Purchase-ready Car-buyers

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OneCommand (http://www.onecommand.com), the nation's leader in preference-based, automated, multi-channel marketing, today announced the launch of EquityFinder, a direct marketing solution that identifies 'In-Equity' dealership customers and then generates unique campaigns focused on bringing these "Sign and Drive" customers into the dealership for a vehicle purchase - often at, or lower, than the consumer's current monthly payment. EquityFinder has produced dramatic results during pilot tests with dealerships across the country and is specifically designed to help dealers move more inventory and increase owner loyalty and repeat business.

Using EquityFinder, our dealership sold 20 cars in 15 days to customers who came in with an 'In-Equity' letter

OneCommand (http://www.onecommand.com), the nation's leader in preference-based, automated, multi-channel marketing, today announced the launch of EquityFinder, a direct marketing solution that identifies 'In-Equity' dealership customers and then generates unique campaigns focused on bringing these "Sign and Drive" customers into the dealership for a vehicle purchase - often at, or lower, than the consumer's current monthly payment. EquityFinder has produced dramatic results during pilot tests with dealerships across the country and is specifically designed to help dealers move more inventory and increase owner loyalty and repeat business.

"It has never been more important for dealers to reduce expenses while increasing closing ratios and customer loyalty. EquityFinder helps dealers achieve just that by identifying and marketing to those customers most likely and able to purchase a new vehicle," said OneCommand's EVP of Products and Strategy, Mike Martinez. "As the stimulus of Cash-for-Clunkers fades, EquityFinder is poised to be the auto industry's new sales engine, increasing traffic and sales activity for dealers, while helping cash-strapped consumers into new vehicles."

EquityFinder Generates "Sign and Drive" Opportunities

Dealerships who've put EquityFinder to the test have reported that targeting existing dealership customers with an offer to trade their current vehicle for a brand new one - with virtually no impact to their wallet - makes for an easy decision and a no-hassle experience for the consumer. For the dealer, this means a straightforward, resource-friendly "Sign and Drive" close.

Hudson Toyota of New Jersey is one dealership that has already successfully ramped up sales as a result of EquityFinder: "Using EquityFinder, our dealership sold 20 cars in 15 days to customers who came in with an 'In-Equity' letter," says Scott Rossi, General Manager of Hudson Toyota. "The campaign was seamless to deliver and took little time or effort from our staff. Our customers appreciated that there were no gimmicks and the offer was very straightforward. Because of that, I believe, customers had a better experience with our dealership and will return again in the future."

How EquityFinder Works:

  • Using advanced analytics EquityFinder integrates data from the DMS, manufacturer incentive programs, vehicle value data providers, and each dealership's current business needs to generate a monthly list of customers who are 'In-Equity' and eligible for an immediate trade-in to a new vehicle.
  • A letter customized for each consumer, along with a supporting email, are automatically generated, targeting these customers with an individualized new vehicle offer, including details such as make and model, along with specifics of their future payment options.
  • By leveraging the customer's 'In-Equity' status, along with current manufacturer incentives, the new vehicle payment offer is generally lower, or the same, as their current payment.

Martinez summarizes, "EquityFinder is helping dealers drive owner loyalty and satisfaction at a time when consumer confidence is still on the mend. Emerging from the recession is a demand for greater transparency and a straight-up approach to doing business. EquityFinder delivers both and, at the same time, reduces cost of sale for the dealer - targeting existing customers, instead of conquesting for new ones. It really is a win-win solution."

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Lindsay Leugers
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