How to master used car marketing and sell your used 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 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. The brilliant basics

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. 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 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.

How to build beyond one channel

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 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 expensive ads.

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.

Retarget interested shoppers

One of paid social’s biggest advantages is precision retargeting. Someone who viewed a car on your website yesterday can see that same model (or a similar one) in their feed today. This keeps your cars top-of-mind and gently nudges warm leads back toward inquiry or purchase. Retargeting typically delivers higher conversion rates because you’re reaching people who’ve already shown intent.

Set a smart, flexible budget

You don’t need to spend thousands to see results. Many dealerships start with a modest £300–£500 per month and scale up once they see which ads drive the most leads. Track your cost per lead and shift budget toward the platforms and formats that perform best. Social ads often deliver stronger ROI than traditional search because they combine low CPCs with powerful targeting, helping you reach more buyers for less.

The key takeaway?

Paid social isn’t just an optional extra anymore — it’s one of the most cost-effective ways to reach car buyers where they spend their time. By combining engaging formats, smart retargeting, and flexible budgeting, dealerships can put every car in front of the right audience faster, at a lower cost, and with higher impact than traditional search or listings alone.

3. Refining, adapting, and staying ahead

Marketing is never a “set it and forget it” activity. Consumer behavior shifts, platforms evolve, and competitors adapt. What worked last year — or even last month — may not deliver the same results today. The dealerships that thrive are the ones that treat marketing as an ongoing process of measurement, learning, and refinement.

Improvement doesn’t always mean sweeping changes. Often it’s about small, consistent adjustments — testing a new listing format, refining your video approach, or reallocating spend based on performance. Over time, these incremental gains compound into a big advantage.

Building, measuring and learning

In practice, consistent improvement comes down to focusing on three key areas.

Monitor key metrics

Track key figures to measure the effectiveness of your used car marketing:

✓ Average days to sell (turn time) meaning how long it takes to move each car
✓ Inventory turn rate meaning how many times you sell through your inventory in a year
✓ Gross profit per unit meaning the profitability on each vehicle sold
✓ Leads and sales by source showing performance from your website, listing sites, social channels, etc
✓ Lead-to-sale conversion rate meaning the percentage of leads that actually turn into sales
✓ Cost per sale by channel showing how much you spend on each channel to secure a sale

Together, these metrics show what’s working and what isn’t. For example, if one source delivers plenty of leads but few sales, those leads may be low quality (or not being handled effectively), signalling a need to adjust your approach.

Gather customer feedback

After a sale (or even after an inquiry that didn’t turn into a sale), ask the customer how they found you and what influenced their decision.

Their answers can highlight which used car marketing efforts are paying off. For example, if many buyers say they saw your Facebook video or appreciated the detailed description, that’s a sign to keep it up. If something in your process consistently confuses or frustrates customers, address it. Real customer input is invaluable for refining your approach.

Test and iterate

Treat new marketing ideas as experiments. Try small changes and measure the impact. You might test a different headline style on your listings, add a 360° interior photo for some cars, or offer a limited-time promotion like free delivery. If an experiment boosts engagement or sales, roll it out wider. If not, you’ve learned what doesn’t resonate without risking much. Continual tweaking keeps your strategy fresh and effective.

Leveraging technology to work smarter

The right technology tools can save time and boost results. Here are a few ways to use tech to your advantage.

Automate visual content creation

As we’ve already discussed, high-quality photos and videos are essential, and now tools can help produce them faster.

AI photo editors can remove cluttered backgrounds or adjust lighting so each image looks professional with minimal effort. Automated video generators can take the photos and specs of a car and compile them into a branded video (with music, captions, even voice-over) in minutes. By automating visual content, you ensure every listing looks sharp and informative without a huge time investment.

Use smart inventory management

Pricing and stocking decisions get easier with data-driven software. Inventory tools can analyze market demand and comparable listings to suggest optimal pricing for each vehicle (and update recommendations as the market changes).

They can also alert you when a car has been sitting too long and likely needs a price cut or extra promotion. Using these insights helps you price competitively and avoid letting cars stagnate.

Improve lead management with a CRM

A good Customer Relationship Management system keeps all your leads and communications organized. Many CRMs can automate parts of the follow-up process, for example, instantly emailing a web lead to acknowledge their inquiry and provide basic info, even if it’s after hours. By responding quickly and tracking each lead’s status, you increase the chances of converting prospects into sales.

Conclusion

Used car marketing in today’s world demands both a strong grasp of fundamentals and a willingness to innovate. The fundamentals (great presentation, fair pricing, quick turnaround) ensure you’re doing the basics right, while innovation (new channels, video content, automation) gives you an edge to outperform the competition.

A few themes stand out: speed, consistency, and transparency. Speed gets cars listed and sold before they lose value; consistency means doing the basics well every time; transparency builds trust by sharing information honestly.

By mastering the brilliant basics, expanding beyond a single marketing channel, and continuously refining your approach (with help from technology), you can keep your used car inventory moving and your profits growing. Each car has a buyer out there – your job is to make sure they can find it easily and feel confident choosing it from you. Do that, and you’ll turn more cars into cash while creating happy customers.