Could stock photos be hurting your online marketing efforts?

2007 Cadillac Escalade - Stock photo

There has been a growing trend with Dealers showcasing their used inventory with stock photos and that needs to stop. Marketplaces are being flooded with pre-owned vehicles that have multiple stock photos, and consumers are growing tired of it when doing searches online.

What does that mean?

That means when you are looking at the dealers used car inventory, there are one or more stock photos for that vehicle. The photos aren’t really the vehicles that dealers are selling and it’s misleading for the consumer. This is becoming a real problem for service providers that are responsible for taking vehicles up to the cloud, whether that is Auto Trader, Cars.com, eBay, Facebook, Twitter, YouTube, Backpage, etc.

Any of these places where auto dealers want to sell, they are responsible for providing accurate pictures so you can do it on a scalable level.

Who is to blame?

Whoever is making the decision to help the dealer get multiple stock photos on these vehicles maybe hurting the rest of their marketing efforts. Is it the dealer, DMS provider, or if somebody else has convoluted their minds into thinking they need a bunch of stock photos? It’s negatively impacting them whether they realize it or not.

From the consumer’s point of view, it’s a deceptive practice since they clearly know that vehicle is used and are trying to make intelligent buying decisions based on such pictures. The only time stock photos might be acceptable, would be if the dealer is advertising new inventory and waiting on actual photos.

Consumers are becoming more and more comfortable buying vehicles on the internet sight unseen. Photos, price, and description combined is what is driving this movement. This has given the consumer their “used car factory” to get the exact car they want if they are willing to pay the price to ship the vehicle.

Stock photos don’t sell cars! Let’s work together to fix this growing problem.

 

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