How to master used car marketing and sell your cars faster

Introduction

Used car marketing isn’t just about putting a listing online and waiting for inquiries. In today’s hyper-competitive market, dealerships need a proactive strategy to move used inventory quickly and profitably. Margins are razor-thin, and every extra day a car sits on the lot eats away at your earnings.

As one former sales manager told us:

“Typically the margin on the used car itself was very narrow. Around 1% to 5%, with 5% being really good. So you were relying on selling paint protection, GAP insurance, finance, and that sort of thing. It all comes back to profitability... buying the right car, stocking the right car, and retailing it well and quickly. It’s all about speed.”

That speed is critical because every extra day a car lingers on your showroom floor, it chips away at margin through depreciation and holding costs — while tying up capital that could be invested in faster-moving stock. That’s why used car marketing is so crucial. Done right, it cuts “days to sale” by connecting the right buyer with the right car faster, keeping stock fresh and profits intact.

This guide explores how used car dealers can market smarter — from nailing the basics of presentation, to leveraging video and automation, to moving beyond a single platform — with insights from industry veterans on what works and what to avoid.

1. How to succeed with used car marketing

When it comes to used car marketing, success starts with the fundamentals. As Simon Culley (Mazda UK’s Digital Customer Experience Manager) said on the Under the Hood podcast, nailing these “brilliant basics” is often the difference between cars that sit and cars that sell.

Let's look at each of these basics and how to get them right.

Capturing high-quality photos

Great photos are your online showroom. Use a consistent, well-lit background and take plenty of clear shots from every angle (exterior all sides, interior, and close-ups of features). Ideally, you should aim for 20+ photos per car so buyers can virtually “walk around” the vehicle.

Remember that clean, professional images build trust and generate more clicks, while dark, blurry, or sparse photo sets will send shoppers scrolling to the next listing. If you want to sharpen your approach, check out our guide to car photography for tips on getting every shot right.

To make the process even easier, tools like Phyron's Enhanced Stills can automatically clean up backgrounds and boost image quality too. And don't forget the Phyron App which can help you capture better inventory photos faster and more accurately.

Using video to engage and educate buyers

A short video tour brings the car to life and lets buyers imagine themselves behind the wheel. Think of it as your virtual test drive.

Even a 30-second clip (which can be automatically generated from your photos using AI tools like Phyron's) can showcase the car’s condition, features, and personality in ways pictures can’t. Video adds emotion and credibility to your listing, making you stand out since many dealers still rely only on photos.

As Jens-Peter Sjöberg, Phyron’s Chief Innovation Officer, puts it: “Storytelling is what connects customers with vehicles, turning a specification sheet into something they can imagine themselves driving.”

Creating clear and compelling descriptions

Your listing description is the silent salesperson for the car, so make it count. Grab attention with a strong title and opening line that highlight real benefits (“1-Owner, Full Service History, New Tires” beats “Great Car”).

Be transparent and thorough with details too – mileage, service history, condition, warranty – so buyers don’t have to guess. If information is missing or seems hidden, they’ll likely move on. A concise, honest, and engaging description (paired with your photos and video) builds trust. It should answer common questions upfront and make the buyer feel confident reaching out.

Getting cars online fast

In the used car marketing game, speed matters. Every day a car isn’t advertised is a day of depreciation and holding costs. Streamline your reconditioning process so new inventory is cleaned, prepped, and photo-ready quickly (set a goal like 48–72 hours from acquisition).

Don’t wait to list a car until every tiny ding is fixed – if a minor repair is pending, note it in the listing and get the car online. Often the car will sell while that last fix is in progress. The key is to make speed a part of your dealership’s culture: the sooner a car is live online, the more chances you have to sell it before it becomes an aging problem.

2. How to build beyond one channel in used car marketing

For many dealers, online marketing starts and ends with one major listing site (like AutoTrader in the UK or Autotrader/Cars.com in the US). These platforms are essential for visibility and leads, but relying on just one is risky and costly. Dealers often joke about being “addicted” to AutoTrader, as while it brings in leads, the reliance can be costly.

That’s why it’s so important to diversify your channels. Here’s how to broaden your reach.

Strengthen your own website

Your dealership’s website should be a central hub for your used car inventory. Optimise it for search engines (so local buyers can find your cars via Google), ensure it’s mobile-friendly and fast, and keep the design/user experience simple.

Upload your full inventory with the same high-quality photos, videos, and info, and keep it up to date. Promote your website in all your marketing (ads, business cards, social profiles) so shoppers know they can buy directly from you.

List on multiple platforms

Don’t just stick to one marketplace. List your cars on all relevant online platforms available.

This might include regional used car marketing sites, Facebook Marketplace, and other automotive classifieds in your market. Use tools to syndicate your listings so it’s not much extra work. Even if alternative sites bring in a few extra leads each month, those could turn into sales you’d otherwise miss (and often at a lower cost per lead than the big listing site).

Build your own audience

The most cost-effective leads are the ones you don’t have to pay a third party for.

Encourage customers to subscribe to your email list or follow your dealership on social media for updates on new arrivals and deals. Engage with your followers by posting compelling content (videos, customer testimonials, special offers) that they’ll want to share.

You can even create a referral program to reward customers who send friends your way. Over time, building this kind of direct audience means you can generate sales from repeat and referral business, reducing your dependence on other advertising initiatives.

Embrace social media ads

Social media has become one of the most powerful tools for used car marketing. Platforms like Facebook, Instagram, TikTok, and YouTube let you showcase your cars to targeted audiences at a relatively low cost.

As Oliver Sandgren, a paid ads expert at Phyron, explains: “Today’s car buyers make up their minds after searching for relevant info online. Presenting each car on your social channels in the most eye-catching, informative, and inspirational way is now key to capturing buyer attention.”

To get the most out of paid social ads, use engaging formats like video that “stop the scroll” rather than static images.

Take advantage of retargeting features too. For example, if someone viewed a car on your website, show them that same car or similar ones in their Facebook feed, to keep it top-of-mind. Start with a modest budget, then scale up spending on the platforms and ad campaigns that deliver the best results.

For a deeper dive into what works and why, take a look at our Paid Ads Guide.

3. Refining, adapting, and staying ahead in used car marketing

Effective marketing isn’t set-and-forget. The market changes, consumer behaviour evolves, and what worked last season might flop now. Top dealers treat marketing as an ongoing process of learning and improving. With that in mind here are some tips to stay ahead:

✓ Track your metrics

Keep an eye on figures like average days to sell, inventory turn rate, lead-to-sale conversion rate, and cost per sale by channel. These numbers tell you what’s working and what isn’t. (If one site brings lots of leads but no sales, you may need to adjust your strategy or spend on that site.)

✓ Listen to customers

Ask buyers how they found you and what influenced them. Their feedback will reveal which marketing efforts pay off. If many mention your Facebook videos or appreciate your detailed listings, double down on those. If you hear the same complaint or question from multiple customers, fix that issue in your process.

✓ Experiment and learn

Continuously test small changes. Try a new headline style on your listings, add a short video message to your email follow-ups, or run a weekend promotion. See what happens, learn from it, and iterate. Small tweaks can lead to big gains over time.

Leveraging technology

Tech isn’t just for big groups with deep pockets. The right tools can help any dealership save time, boost consistency, and sell faster. From smarter pricing to automated visuals and lead management, even small changes can make a big impact.

Don’t hesitate to use technology to work smarter, by:

✓ Automating visual marketing

Use AI tools to enhance photos and even generate videos for your listings automatically. This ensures every car gets a polished presentation without huge effort.

✓ Using data for pricing

Inventory management software can suggest pricing based on market data and alert you when a car has sat too long (so you know when to discount or promote it).

✓ Streamlining lead follow-ups

A good CRM system will organize your leads and automate follow-ups (like instant email replies to new inquiries), helping you respond quickly and stay on top of leads.

Conclusion on used car marketing

In today’s digital-first retail environment, a focused used car marketing strategy is a competitive necessity.

As buyers increasingly start (and finish) their journey online, your ability to present vehicles with clarity, speed, and professionalism is what sets high-performing used car dealers apart. This guide has shown that by combining strong fundamentals with smart use of tools like video, automation, and multi-channel advertising, dealers can drive faster sales, protect margins, and build long-term trust with customers.

The most successful dealerships aren’t simply listing cars, they’re marketing them. That means investing in great presentation, moving quickly from acquisition to listing, and meeting buyers where they are — whether that’s on a marketplace, in their inbox, or scrolling through social feeds.

If you’re looking to make an immediate impact, start with the used car marketing basics that are proven to move metal: sharper photos, compelling descriptions, and faster listing workflows. Alongside this explore AI tools like our Enhanced Stills and the Phyron App, which elevate your marketing without adding complexity.

Elsewhere, refining your processes with better data, smarter automation, and more personalised outreach will help you scale — and sell — with less friction.

The technology is here. The buyers are online. And the opportunity to stand out has never been greater.

Now’s the time to take control of your used car marketing and turn more browsers into buyers.