How F&I Can Leverage Social Media to Sell More & Connect Better

Since COVID-19 hit this past Spring, dealers have had to make the shift to more ‘touch-free’ retailing and online availability for customers who are hesitant to leave home. Though many states have eased restrictions, dealers and particularly F&I staff are still maintaining a heavy online presence. Social media is one way F&I staff can make valuable connections with car shoppers. After all, we spend so much of our day on popular social media platforms, why not make the most of it?

Here are 4 ways your F&I department can make social media work FOR them:

1) Offer links in posts/tweets/pins to simple dealership landing pages that give all the specifics (to stay compliant!) on current finance/lease deals. This is another way to help push buyers down the sales funnel.

2) Use Facebook or Twitter for short posts to link back to YouTube videos that provide some education on topics such as the importance of extended warranties or the difference between buying & leasing. Shoppers want to be educated and social media can help the F&I department do just that.  

3) Post about upcoming product specials such as discounts on service contracts, tire & wheel, or maintenance specials at the time of purchase. Each month you can highlight a new special and have shoppers more engaged when they come into the F&I office at purchase.  

4) Have your F&I managers post a little about themselves. This may sound simple but again, social media is supposed to be all about connecting with others. Let them post about a new baby or their 5-year work anniversary at the dealership. With so many car shoppers feeling so negative about the F&I experience, why not give them a chance to see your staff in a new light? F&I managers can also be available through live chat or Zoom meetings for a one-on-one presentation with online shoppers. This allows for a consultative approach to aftermarket products and gives them the chance to directly answer questions regarding coverages and benefits.

‍truWarranty has programs that can be custom branded to your dealership to make the online F&I menu presentation process easy and seamless. Click here to learn how we can transform your aftermarket offerings and make you shine!