UNITED AUTO SALES

The result

During RICE's first month as Marketing Director, UNITED AUTO SALES sold 55 vehicles, compared with a historical monthly range of approximately 7 to 12. That work spanned marketing, lead generation, inventory merchandising, BDC development, lead management, sales integration and operational improvements supporting the performance. The result was a team outcome that the marketing and process work made possible.

Company context

An independent used-vehicle dealership with an existing name, an existing logo and an inherited way of presenting inventory. The identity was not a design deliverable here. The brief was demand, presentation and process.

Merchandising & creative

Inventory presentation was standardised around consistent angles, lighting, backdrops and sequencing, so every unit looked like it belonged to the same business. Listings and creative were written to answer buyer questions instead of shouting offers.

• Repeatable vehicle photography and video standards
• Listing structure that leads with the information buyers act on
• Campaign creative tied to actual available inventory

Lead flow & sales integration

A BDC process was built around the leads the marketing produced: where a lead landed, how fast it was answered, what the follow-up looked like, and which channels produced buyers rather than clicks. Creative only counted once it reached the sales floor.

• BDC development and lead response standards
• CRM handoff between marketing and sales
• Channel reporting against units sold, not impressions

Business impact

The measure was units. Marketing, merchandising and lead handling were treated as one system, and the first month under that system produced 55 vehicles sold.