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Do I Really Need Social Media to Sell Cars?
I get asked this question all the time. “Is social media really worth it?” “I’ve been selling cars for 25 years without TikTok.” “My salespeople are too busy.” “My customers aren’t on Instagram.” Here’s my answer. Social media has never been about replacing great salespeople. It’s about making great salespeople easier to find. The best…
Read MoreThe New Sales Funnel Nobody Is Measuring (But Every Dealership Should)
A dealer principal pulled up his CRM and pointed at a lead source: “Website.” “Great,” I said. “But where did that customer actually start?” He didn’t know. Nobody in the building did. So we pulled the thread. Turns out that customer had watched a salesperson’s Reel three weeks earlier. Then watched two more. Then read…
Read MoreThe Employee-Powered Marketing Model Every Dealership Is Missing
I recently sat down with a dealer principal who was frustrated with his marketing results. He had a full-time marketing manager. He had an agency on retainer. He had a monthly budget most single-point dealers would be jealous of. And still, engagement was flat. Reach was flat. Leads from social media were flat. So I…
Read MoreStop Chasing Viral Videos. Build Local Fame Instead.
One of the biggest mistakes dealerships are making right now isn’t posting too little. It isn’t posting too much. It’s measuring success the wrong way. Somewhere along the way, the automotive industry started believing that success on social media looked like viral videos. A million views. Hundreds of thousands of likes. Trending audio. National exposure.…
Read MoreWhat a Great Automotive Social Media Coordinator Actually Does (Hint: It’s Not Just Posting on Facebook)
I recently had the opportunity to work with a dealer group that owns five rooftop locations. They have an internal marketing team responsible for Facebook, Instagram, TikTok, and other digital initiatives, and during one of our strategy sessions, they asked a simple question: “What should the role of a Social Media Coordinator actually look like…
Read MoreThe Dealerships Winning in 2026 Aren’t Posting More. They’re Building Trust Faster.
Dealerships winning in 2026 is doing one thing… BUILDING TRUST! For years, dealerships treated social media like a digital billboard. Post inventory with stock images and/or with OEM content. Promote specials. Run ads. Generate leads. Repeat. And for a long time, that worked. But something has changed. The average consumer now spends hours researching before…
Read MoreThe Hidden Cost of Ignoring Your Service Department on Social Media
Service department advisors and technicians should be building personal brands. And guess what? Most of them already are. In fact, some of the most-watched automotive content on TikTok isn’t coming from salespeople. It’s coming from technicians explaining repairs, showing diagnostics, walking customers through inspections, and giving people a behind-the-scenes look at what actually happens in…
Read MoreRelationship Posts: The Most Underrated Content Pillar in Automotive Social Media
Walk through most dealership social media pages and you’ll see the same thing. Vehicle photos. Price reductions. Payment specials. Trade events. Manufacturer incentives. New inventory. None of those things are wrong. In fact, sales-focused content is one of the five content pillars we teach at Retail Resilient. The problem is that many dealerships stop there.…
Read MoreWomen in Automotive Leadership: Staying Grounded in a Fast-Paced Industry
Women in automotive leadership is evolving, and the leaders who will thrive in the future are those who embrace emotional intelligence, self-awareness, and grounded leadership alongside performance and results. The automotive industry is one of the fastest-moving industries in the world. Phones ringing. Customers waiting. Inventory problems. Service issues. Pressure to perform. Pressure to lead.…
Read MorePersonal Branding in the Car Business: Why the Most Recognizable Salespeople Are Winning More Customers
For years, dealerships focused almost entirely on building the dealership brand. The logo. The building. The website. The radio ads. The inventory. The pricing. And all of those things still matter. But something major has shifted in automotive retail over the last few years: Customers are connecting with people before they connect with dealerships. That…
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