Dealers, Do the Math
What’s your average pre-sale discount?
Take a look at the numbers. What’s the typical difference between your original posted price and the final advertised price before the sale?
Is it $1,000? $2,000?
Let’s go with a conservative average:
- Average pre-sale discount: $1,100
- Used vehicles sold annually: 300
- Total annual discount loss: $330,000
Now imagine this:
What if your online listings looked so good, so premium, that shoppers felt that emotional pull the second they saw them?
What if your inventory stood out from the crowd and you didn't have to drop prices as aggressively?
Let’s say professional, high-end vehicle photography helped you reduce discounting by even 20%.
New annual discount loss: $264,000
Savings vs. before: $66,000
Let’s keep going...
What if that $66,000 in recovered gross only cost you $36,000 in annual photography investment? (that would be the cost of every service I offer)
You’re looking at a net gain of $30,000—just by switching how you show your inventory online. Now 30k may not seem like much but straight to the bottom line, without you lifting a finger. Now that seems like a pretty decent decision on your part.
You are already paying for my service, you are just paying for it with discounts on your inventory and inhouse staff to "take pictures" of your cars.
Fact:
High-end photography motivates emotion.
Emotion moves people to act.
And that helps you hold your price.
Bonus Thought:
Holding gross? That’s emotional too.
When your cars look like they’re worth more, your team holds the line with more confidence.
And buyers?
They show up already half sold.
Stop losing margin before the customer even walks in the door.
Start making photography part of your pricing strategy.