We analyzed the conversations of 27,000 Google My Business messages for 300 car dealers in North America over a 12-week period. Based on our findings highlighted below, it is clear that car shoppers and owners use the "Message" button to accelerate their path to the dealership.

Top 25 Conversation Topics

WANT COMPARISON

VEHICLE AVAILABILITY

LOOKING FOR USED VEHICLES

LOOKING FOR PRICING

SCHEDULE APPOINTMENT

WANT TO TRADE IN VEHICLE

PROMOTIONS

CREDIT CONCERNS

FINANCING INQUIRIES

LOOKING FOR A SPECIFIC STOCK NUMBER/VIN

DOWN PAYMENT INQUIRIES

LOOKING TO BUY

DISCUSS SEATING OPTIONS

HOURS OF OPERATION

WANT MORE PICTURES

LOOKING FOR OIL CHANGE

LOOKING TO LEASE

REQUESTING CALLS FROM DEALER

ARRANGE TEST DRIVE

NEED BEST PRICE

ISSUES CONTACTING DEALER

LOOKING FOR PARTS

TRANSMISSION PREFERENCES

INTENT TO PURCHASE SOON

WARRANTY INFO

22.1%

14.1%

12.3%

12.1%

11.8%

11.2%

8.2%

7.7%

6.6%

6.4%

5.5%

5.5%

5.1%

4.4%

4.2%

3.4%

3.4%

3.3%

3.3%

3%

2.9%

2.2%

5%

6%

7.4%

Popular Phrases

• Vehicle availability is the number one driver of Google My Business conversation volume

• 8% of visitors who discuss vehicle availability also inquire about vehicle pricing

• 6% of these visitors are interested in setting up a test drive

• 9% of these conversations contain mention of a specific VIN or stock number

Vehicle Availability Top Inquiries:• Is this car still available?

• Do you have any [make, model] available?

• Looking for a certain VIN that visitor saw online/in person.

“Do you have more stock than what’s listed online for new vehicles?”

“Is the Demon available? If so what is the price?”

“Interest in a blk on blk QX60 Lux do u have one available.”

“Do you still have the 2015 MDX with stock number A13029P.”

“I saw a used Chevrolet avalanche but I don’t see it here in your inventory.”

Pricing Conversations

• 14% of visitors who message about pricing discuss their down payment, wanting to know what down payment is needed, how down payments can be paid, and what price can be obtained with a given down payment.

• 11.5% of pricing requests are service-related

Popular Topics

Top Inquiries:• What is the best price or out the

door price?

• What down payment is needed?

• What promotions are available?

• Customer saw a lease or finance deal listed online and want to know additional details/terms.

• What will my monthly payment be?

• How much for [service, part]?

“Hi, hey what is your best price on your 4 runner TRD off road? You have the sale price and then a best price button...?”

“Hi I would like to know how much does it cost to do oil change for synthetic oil?”

“Hi, I am looking for leasing prices for an HRV.”

“What is the price of Jeep Grand Cherokee 2017. Must be one owner a guaranteed not to have been in flood water.”

Real DialoguePricing conversations started via Google My Business give you the chance to guide shoppers closer to a decision before they come in.

How much is the down payment for a leased new Subaru?

crosstrek.

I would be happy to help you with that, who do I have the pleasure of chatting with today?

Would you be interested in coming in and checking some out and seeing what your payments would look like?

is there still 0 apr?

what models are currently at the 0%.

We have 0% on other models but not the Crosstrek. The Crosstrek is at 2.9% up to 63 months.

The Forester, Outback, Legacy and Impreza :).

The Lease down payment for a Crosstrek what other cost/fees would be needed in the down payment?

All that is required in a down payment is at least the first months payment. :)

Do you have time to come by today and check some out in person and take some vehicles for a drive?

What kind of vehicle are you interested in leasing?

Nice to meet you Dan. The down payment that is required for a lease is the first months payment :).

Dan

CUSTOMER

AGENT

Trade-In Conversations

• Visitors who are discussing trades are doing so once they check on availability (17% of trade in volume) and pricing (13% of trade in volume) of vehicles they are interested in.

• 12% of these visitors discuss their down payments: trying to get a deal with no money down, or trying to see how much money they would have to put down.

• 10% of visitors who are looking to trade also have inquiries related to financing: needing more information on how to arrange a trade in on a financed vehicle and discussing finance options on a deal with a trade in.

Popular Topics Top Inquiries:• How much is my trade in worth?

Can you give me an instant quote?

• How do I trade in a vehicle I owe on/am underwater on?

“Looking to trade in my 2018 challenger for a pre owned vehicle because this one is too pricey please help.”

“Can I trade my car if still financing?”

“I have a 2007 F150 xlt for trade and have my own financing. Would you be able to give me a Sight unseen trade in offer to start.”

“I have a 2016 Toyota Camry that I would like to trade in with this Honda Accord. what should or need to do before trade in.”