Autotrader - Not What You Think :)

[Mark101 536]

I have been busy trying to get plenty of cars in and ready for 1st December free double up but have sold a few this week (strange to think, oh bloody hell - still need more, when really I am very happy to have moved some metal)).

There I am expecting to have tons of enquiries because I will have double the stock advertised but in reality, there will be more or less double the entire AT offering because we are all doing the same. Question is will it make much difference (either way).

It's December

Everyone Else on AT gets the same benefit

Only time will tell.

[Nick M.K. 574]

9 minutes ago, Mark101 said:

Question is will it make much difference (either way).

 

 

YES. 

I have 13 adverts and around 15-16 stock. With 26 slots everything will be advertised, even the ones in prep, plus a few sold ones plus a few sold but not marked as sold. There is a huge advantage in advertising a specialist vehicle of which there are not that many in the country and alongside it to advertise a similar more expensive or slightly older example which clearly states DEPOSIT TAKEN or SOLD.

A lot of dealers will not list double stock simply because they don't have it so if you list double you will get more views.

During this offer I also take a few sale-or-return cars as advertising them is practically free and if a couple sell the commission from those will cover my Autotrader bill for a few months.

On the flip side of the coin: If I was looking at a yard full of run of the mill bread and butter lowish value cars of which there are thousands for sale I'd be worried. With an offer like this there will be a HUGE number of new such stock simply because everyone that didn't bother paying to advertise them can do so free. 

[EPV 631]

Slight over estimation here mate.

You're assuming those who stock 15 will decide to stock 30 just because they can get them up for nish on AT. The reality is established dealers who haven't got the room, cash flow or intention to double their stock, won't be doing so. People trying to grow quickly like you and I will be thinking this is a good deal (the AT offer) but those who are established and don't want to or can't grow, it will be business as usual.

[Nick M.K. 574]

Just now, EPV said:

it will be business as usual.

We answered at the same time but it definitely will not be business as usual for me. 

[Mark101 536]

I might be wrong and maybe not double but I bet dealers, new and established have some extra stock which maybe isn't ready to go (i.e. not worth paying to advertise but if "free" why not).

Take AD for example - I think Simon advertises 12 and always seems to have another 4 or so in prep - I am sure they'll be going on 100% ready or not, with or without a video.

I am trying to get to 12 always ready to go (except MOT) and another 3 always in prep stage ready to fill empty advertisment slots as I am hoping not to come off the double package come Feb, which is why AT do this for sure (and it is a quiet time, so trying to keep people in contract).

7 minutes ago, EPV said:

those who are established and don't want to or can't grow, it will be business as usual.

They'll enjoy the Feb March offer more I suppose

Edited November 15, 2018 by Mark101

[Tony F 38]

1 hour ago, Nick M.K. said:

A lot of dealers will not list double stock simply because they don't have it so if you list double you will get more views.

During this offer I also take a few sale-or-return cars as advertising them is practically free and if a couple sell the commission from those will cover my Autotrader bill for a few months.

Hi Nick,

I see your logic, but remember that there are only the same amount of customers looking at a lot more cars during the stock offer. If anything, the enquiries will be watered down, unless of course a dealer stocks 'hard to find cars'. Also Autotrader usually follow the offer up with 'half price adverts' in the hope that a chunk of dealers keep the extra ad slots having got used to them. I bet by the time its back to full rate a fair few dealers will have upped their advertised stock. Clever tactics.

We used to also have 2 sites in north London. I have attached an Autotrader contract we signed up to back in 2003. Have a look, it will make you cry when you compare it to how much we all pay now!!!

Tony

AUTOTRADER INV.pdf

[grant8064 219]

It's always welcome my end. 

We vary our AT listings every few months anywhere from 25 to 70 listed but the double listing means everything gets on. Given how hard stock is to come by this time of year I find some of the old stuff that's been sitting gets hits you wouldn't expect and being listed on AT only helps.

We always plan Nov - Feb really carefully (taking VAT & Corp tax payments into account) to try and be as stocked as possible because it's so much easier to sell well priced stuff this time of year, the AT double bubble is just a nice bonus but not the motivation. Unfortunately as much as I'd love to be full to the rafters there just isn't the stock about at the right money.

[Nick M.K. 574]

35 minutes ago, Tony F said:

I have attached an Autotrader contract we signed up to back in 2003. Have a look, it will make you cry when you compare it to how much we all pay now!!!

Now, imagine this: 

In today's economy you advertise 20 cars on AT for £200 per month. 

How many sales do you think you'll get considering the number of advertised cars will be closer to two million nationwide rather than the current half a million? It's the same number of buyers...

I've said it before on their own forum: If Autotrader was cheap it wouldn't work as good. 

[trade vet 697]

32 minutes ago, Tony F said:

Hi Nick,

I see your logic, but remember that there are only the same amount of customers looking at a lot more cars during the stock offer. If anything, the enquiries will be watered down, unless of course a dealer stocks 'hard to find cars'. Also Autotrader usually follow the offer up with 'half price adverts' in the hope that a chunk of dealers keep the extra ad slots having got used to them. I bet by the time its back to full rate a fair few dealers will have upped their advertised stock. Clever tactics.

We used to also have 2 sites in north London. I have attached an Autotrader contract we signed up to back in 2003. Have a look, it will make you cry when you compare it to how much we all pay now!!!

Tony

AUTOTRADER INV.pdf

I think on line was cheap then because AT mag was still doing the business.We will never be able to replicate the cracking business that came from AT mag which appeared expensive at £400 for a half page in the 90’s.AT mag was brilliant....then the internet arrived.

[grant8064 219]

26 minutes ago, trade vet said:

 AT mag which appeared expensive at £400 for a half page in the 90’s.AT mag was brilliant....then the internet arrived.

I was still at school back then but £400 for a half page each week sounds like mega money...obviously it was worth doing seeing as everyone has such fond memories of it. Was it text only or images too? How many cars could you get on an advert for that £400?

[Mikey360 68]

44 minutes ago, Nick M.K. said:

Now, imagine this: 

In today's economy you advertise 20 cars on AT for £200 per month. 

How many sales do you think you'll get considering the number of advertised cars will be closer to two million nationwide rather than the current half a million? It's the same number of buyers...

I've said it before on their own forum: If Autotrader was cheap it wouldn't work as good. 

Nick, its actually all your good words on here about Autotrader that has made me make the jump from the PAYG adverts to the monthly package job as of today! Yes its now one of my biggest expenses, but it does work! 75% of my previous leads have been from Autotrader (the rest from facebook) so I'm happy to pay!

Edited November 15, 2018 by Mikey360

[sparky 274]

1 hour ago, Tony F said:

Hi Nick,

I see your logic, but remember that there are only the same amount of customers looking at a lot more cars during the stock offer. If anything, the enquiries will be watered down, unless of course a dealer stocks 'hard to find cars'. Also Autotrader usually follow the offer up with 'half price adverts' in the hope that a chunk of dealers keep the extra ad slots having got used to them. I bet by the time its back to full rate a fair few dealers will have upped their advertised stock. Clever tactics.

We used to also have 2 sites in north London. I have attached an Autotrader contract we signed up to back in 2003. Have a look, it will make you cry when you compare it to how much we all pay now!!!

Tony

AUTOTRADER INV.pdf

Last year I was looking at some old auction invoices from a similar era. Best make those tissues man size! 

[trade vet 697]

17 minutes ago, grant8064 said:

I was still at school back then but £400 for a half page each week sounds like mega money...obviously it was worth doing seeing as everyone has such fond memories of it. Was it text only or images too? How many cars could you get on an advert for that £400?

Everyone did their own thing.On a half page some might have 10 photos with limited descriptions down the sides and another 25 in text centrally.Others might have no photos at all just text and advertise 50 or 60 in small print.The mag came out on Thursday and the phone would start ringing in the morning.Happy Days !

[NOACROSS 414]

I always liked the separate (free to punters) magazine. Autofreeway I think it was called. £100 a page from memory if the rep. liked you.  

Digital was a pound a car and we moaned about that to start with. 

[trade vet 697]

37 minutes ago, NOACROSS said:

I always liked the separate (free to punters) magazine. Autofreeway I think it was called. £100 a page from memory if the rep. liked you.  

Digital was a pound a car and we moaned about that to start with. 

I had forgotten about Autofreeway.We had a contract for 2 pages in AT and 2 in Autofreeway and I think it was for £2000 per week inc VAT.Sounds expensive but infact it wasn’t because you could earn more than that in finance commission alone just over the weekend.......past glories again..

 

[lastyboy 23]

Personally dont think the double advertising will make much difference. December is december. Can be busy, can be shite.

Reasonable of auto trader to do it but the price hike in the past few years still leaves me of the opinion that they are money grabbing c**ts.

[Mark101 536]

1 hour ago, NOACROSS said:

I always liked the separate (free to punters) magazine. Autofreeway I think it was called. £100 a page from memory if the rep. liked you.  

Digital was a pound a car and we moaned about that to start with. 

Do you also remember another spin off - Top Marques, that was early 90’s too and the reason we are now called Imperial (our road name) and Marques (a play on my name, stolen from Top Marques Mag).

In hindsight, if anyone else asks me what sort of Marquees we offer.........

[NOACROSS 414]

12 minutes ago, lastyboy said:

Personally dont think the double advertising will make much difference. December is december. Can be busy, can be shite.

Reasonable of auto trader to do it but the price hike in the past few years still leaves me of the opinion that they are money grabbing c**ts.

You might very well say that...but I couldn’t possibly comment. ;o)

3 minutes ago, Mark101 said:

Do you also remember another spin off - Top Marques, that was early 90’s too and the reason we are now called Imperial (our road name) and Marques (a play on my name, stolen from Top Marques Mag).

In hindsight, if anyone else asks me what sort of Marquees we offer.........

Oh right! I get it! Mark’s- Marques. Ha! Very good. 

[MattR 177]

16 hours ago, Tony F said:

Hi Nick,

I see your logic, but remember that there are only the same amount of customers looking at a lot more cars during the stock offer. If anything, the enquiries will be watered down, unless of course a dealer stocks 'hard to find cars'. Also Autotrader usually follow the offer up with 'half price adverts' in the hope that a chunk of dealers keep the extra ad slots having got used to them. I bet by the time its back to full rate a fair few dealers will have upped their advertised stock. Clever tactics.

We used to also have 2 sites in north London. I have attached an Autotrader contract we signed up to back in 2003. Have a look, it will make you cry when you compare it to how much we all pay now!!!

Tony

AUTOTRADER INV.pdf

The sort of invoice we all wish we had....

[Tony F 38]

15 hours ago, sparky said:

Last year I was looking at some old auction invoices from a similar era. Best make those tissues man size! 

I know, I remember complaining back in the nineties, because the auction indemnities had gone up from about 50 quid to £55!! Mind you, back then we were still buying a lot from main agents.

Your prep bill for a whole month for all the stock might be a grand. Now we are lucky to get change out of a grand prepping just 2 cars. lol

 

Edited November 16, 2018 by Tony F

[David Ayers 171]

Used to have a 1976 copy of Glasses Guide showing E-type Jags with trade in prices of £500

[trade vet 697]

3 hours ago, David Ayers said:

Used to have a 1976 copy of Glasses Guide showing E-type Jags with trade in prices of £500

Not many traders bought a guide back then,you just used to ‘pick them up ‘from main dealers.£5000 got you 10 descent cars to  retail.However a 20 car open pitch could cost £20k (key money) and you paid in ‘readies’.I do remember the old guys then ( a bit like me now) complaining that the trade was shot,you had to pay VAT and the authorities were clamping down on clocking da da da.

[RH Trading 80]

22 hours ago, trade vet said:

I think on line was cheap then because AT mag was still doing the business.We will never be able to replicate the cracking business that came from AT mag which appeared expensive at £400 for a half page in the 90’s.AT mag was brilliant....then the internet arrived.

I used to pay £800 for a half page (24 cars with 1 photo each) in Midlands AT 20 years ago, about a third of the cars would be sold by the time the mag came out on the Friday but still sold around 8-10 a week from it. Used the Top Marks mag as well to sell the odd classic in the day, worked really well. Now its costing around me around £4k a month but we go nationally and sell around 35 a month from it so not much has changed I guess.

I advertise every single one of my cars every week, if its not on the autotrader in my mind its not for sale, I keep a close eye on every penny I spend on my advertising and it works for me, however when double your stock comes along I don't benefit from it, so don't think that's entirely fair. Jan is always one of my best months on the autotrader, followed by March so I'll be trying to buy as much as possible when it goes quiet in Dec but no idea where I'm going to put them

[stockedup! 63]

The more cars you have for sale the more you will sell, all things being equal. December does quieten off(As has November for me)but January is usually a busy month.

 

Happy Christmas

[Mark101 536]

1 hour ago, RH Trading said:

when double your stock comes along I don't benefit from it, so don't think that's entirely fair. 

Cant you halve your contracted package for 2 months = same effect as Feb and March for you then.