The automotive industry is highly competitive. That’s why it’s crucial for dealerships to diversify revenue and leverage fixed ops like oil changes.
Fixed operations are a strong source of revenue that can create consistent and stable income. That’s also why your dealership should include fixed ops in any SEO strategy. Let’s take a look at four reasons why.
Steady Income
Fixed ops, or fixed operations, include things like oil change services, parts sales, and basic maintenance jobs. Unlike new and used vehicle sales, fixed ops don’t fluctuate nearly as much. Vehicle owners consistently need regular maintenance and repairs on their vehicles. Even if they don’t schedule a service, many will at least shop for OEM parts at a dealership to ensure that they’re making the right repairs.
A dealership’s loyal customer base is crucial to providing a steady income stream. By reaching out to the community and emphasizing the necessary nature of things like oil changes and maintenance tasks, your dealership can bring in a steady source of revenue.
Better Bottom Line
Compared to new and used vehicle sales, fixed ops like the ones mentioned above have higher profit margins. Parts and accessories, and labor charges for services, offer a better bottom line for your dealership. By upselling and cross-selling things that fall into the fixed ops category, you can increase profit and pad the bottom line. Any dealership SEO strategy should find ways to bring these fixed ops to the attention of customers whether it’s OEM parts or a routine oil change.
Keeping Customers
The importance of fixed ops can’t be overstated for keeping customers and building a loyal customer base. When customers have a good experience getting maintenance services at a dealership, they’re more likely to come back for future services and when they need a new vehicle. They’re also more likely to recommend the dealership’s services to others. Finding a good place to get your car serviced is akin to finding a great dentist or doctor. Customers will definitely talk about a good service shop to their friends and family.
When a customer buys a vehicle from a dealership, especially if it’s a new vehicle, their usual inclination is to return to the dealership for basic maintenance, new tires, an oil change, or various other things. Ensuring that customers have positive experiences will keep them coming back again and again.
Mitigating Risk
Another reason to include fixed ops in your SEO strategy is that it keeps your dealership from relying only on new vehicle sales. Vehicle sales are strongly influenced by current market conditions. High prices and high-interest rates keep a certain segment of customers away from buying a new vehicle. However, those same customers still need to keep their current vehicles maintained and repaired when needed. Fixed ops mitigate the risk of relying only on vehicle sales. This can provide stability during a sagging economy.
In the end, leveraging fixed ops in your SEO strategy is likely to yield a solid return on investment as it helps draw in customers who don’t want a new vehicle, but might want a reliable place for an oil change.
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