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Who we work with

Independent used-car lots

Every dollar is yours, so nothing can be wasted on habit.

An independent lot runs on different arithmetic than a franchise store. There is no manufacturer co-op reimbursement waiting at the end of the quarter, no approved asset library to draw from, and no brand team deciding the message. Every dollar spent on advertising is your own, which means waste is not an accounting line, it is money out of the till this month.

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What is different about advertising a store like yours

There is no co-op money behind you

A single-point franchise store can claim a meaningful share of its advertising back through OEM co-op. You cannot. That changes what good looks like: not the biggest campaign, but the one that keeps producing after the novelty wears off. It also means you feel every retainer that buys reporting instead of results.

Multi-brand stock means no borrowed creative

A Ford store gets Ford footage, Ford music, and a Ford model-year campaign. A lot with seventeen makes on it gets none of that. Everything has to be made, which is exactly why so many independent listings end up as stills and a price: making it yourself has historically meant booking a crew.

Your inventory turns faster than most production

A spot built around a specific truck is worthless the week after that truck sells, and a traditional shoot takes longer than your average days to turn. Creative for a lot like yours has to be about the kind of car and the kind of buying experience, or it has to be produced fast enough to keep up with the actual stock.

The listing is usually the leak

We look at a lot of inventory feeds before we ever pitch. The pattern is consistent: strong stills, then nothing. No walkaround, sometimes no price, occasionally a live listing with no photograph at all. Ads pointed at a listing like that spend money to deliver a shopper to a dead end.

What we do about it

  • Creative built around your stock as a category, so it survives the car selling
  • A new spot every month rather than one shoot a year, produced in-house
  • Budget pointed at the channels producing calls, not the ones producing impressions
  • An honest read on your listings before we suggest spending anything on ads

Questions we get

We only carry twenty or thirty cars. Is that too small?
No. Most of the lots we build for run between fifteen and sixty units. Below about fifteen there usually is not enough inventory to keep monthly creative honest, and we will say so rather than take the work.
We have never advertised beyond the marketplace listings. Where does that start?
Usually with the listings themselves, because fixing the destination costs nothing and everything else depends on it. Then one channel, one message, long enough to read the result.
Do you need us to shoot anything?
No. That is the point of the way we produce. You do not schedule a crew, close a row of the lot, or wait on an edit calendar.

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