In today’s ultra-competitive car market, auto dealers, especially small Independent and Buy Here Pay Here (BHPH) stores, are feeling the squeeze. Between rising ad costs, tighter margins, and the constant pressure to deliver more for less, every marketing dollar has to work overtime.

At Big Time Advertising & Marketing, we have helped hundreds of Independent and BHPH dealers crush it in markets from cornfields to coastlines. While bringing in new leads is always part of the plan, the top-tier dealers know the real money is not in the hunt but in the herd. Our past customers? YES! That is our private army,  our VIP club, your secret weapon just waiting to be activated.

We have seen firsthand how the best dealers think differently. They do not just chase new leads. They turn past customers into their greatest asset. And the dealers who win? They are the ones who build smart, creative systems that drive repeat business without burning through budget.

It starts with a simple mindset shift: stop treating your CRM like a graveyard and treat it like a goldmine. If we are not going all-in on re-engaging past buyers, we are leaving stacks of cash on the table, and odds are,  our competition is doing the same. That is our opening. Let’s show how to capitalize and fully understand the roadmap without side distractions.

The 1st Party Data Mirage

Let’s address the elephant in the showroom.  1st party data advertising on platforms like Google and Meta sounds sexy, but it’s a money pit for most small dealers.

Why?  Because uploading and activating 1st party customer lists for remarketing is not as easy, or as effective as it once was:

• Meta (Facebook/Instagram) has severely restricted the ability to use 1st party data for personalized ad targeting due to privacy changes and platform policies.
  
  
• Google’s customer match tools come with high minimum spend thresholds and require constant maintenance. It's an expensive toolset built for big-box budgets, not independent rooftops.

Even when you can use the data, the CPMs are high, the targeting is glitchy, and we are still fighting an algorithm that prefers broad awareness over hyper-personal engagement.  Never forget the ultimate measurement is reaching the most people for the least amount of money.

The bottom line? We do not need to rent access to your own customers. We already have them in the CRM, right now.

So instead of waiting for Meta or Google to unlock the next level, build your own campaigns on your dealership channels, and do it now.

Think Like a Marketer, Not a Salesperson

Let’s be honest: most dealership follow-up is boring. A generic oil change reminder. A mass email blast with “Big Sale This Weekend!” in the subject line. It is just noise that gets lost in the barrage of competing messages. And it does not move the needle.

To truly win, we need to entertain, engage, and elevate our past customers. That is how you drive real results.

1. Hijack Attention With Bold Moves
   Creativity always beats budget. Tie your follow-up into moments that matter locally, culturally, or even emotionally.

• Local Events: Sponsor a “Trade-In Treasure Hunt” at the county fair, where past customers bring their car in for a live appraisal. Promote it with a pirate-themed video featuring your staff.
  
  
• Seasonal Hooks: During tax season, run a “Cash Grab Comeback” for returning customers with a $500 trade-in bonus if they act by the 15th. We saw one dealer boost repeat traffic 30% with this strategy alone.
  
  
• Timely Topics: If a new highway project is choking up local traffic, build a campaign around it: “Stuck in Traffic? We have got the Upgrade.” Include a test drive offer and a $200 gas card with a purchase.  (Check state regulations, do what you can do).

You don’t need a franchise-sized budget when you have a Big Time-sized idea.  The point is to get creative, pay attention to events going on around the dealership in the community, and build on them; the customers will resonate with them and see the value in doing business with a real community partner.  We know this takes effort, but so does real success.

2. Segment and Personalize Like a Pro
   Modern quality CRMs that actually focus on being CRMs, like VinSolutions, AutoRaptor, or even Mailchimp, allow you to slice and dice your past customer data. Use it.

• Recent Buyers: Invite them to a private “Owner’s Night” with a free car care clinic, dinner, and first-look access to new inventory.
  
  
• BHPH Customers: When they reach the halfway mark on their loan, send handwritten thank-you notes or a $25 gas card to celebrate their journey.
  
  
• Aging Vehicles: Find customers approaching the 3-year mark. Send them a personalized video message from a salesperson offering a free appraisal and a $1,000 trade-in bonus.

The message? “We remember you. And we have got something special just for you.”

3. Make the Experience Unforgettable
   Your competitors are sending out recycled flyers. We should be rolling out the red carpet.

• Referral Contests: Offer past buyers $200 for every friend they refer who purchases. One BHPH dealer saw a 40% bump in referral traffic from this alone.  But make sure it is appropriately tracked and watch for salespeople manipulating the system.  A real referral is easy to track. 
  
  
• Back-to-School Bash: Free oil changes for returning customers, plus free backpacks for their kids. It’s community goodwill with real marketing ROI. Or come up with better ideas depending on the month and the ability to deliver.
  
  
• Gamification: “Spin to Win” events delivered via email or text.  Winners get service discounts, swag, or even down payment credits.  Again, check with your state's regulations.  Highly recommend using Ignite Consulting Partners whenever not sure or on any promotion.

Why This Works: The Data Doesn’t Lie

• 10:1 ROI from past-customer follow-up campaigns vs. 3:1 for cold lead campaigns

• 29% higher open rates for personalized email outreach

• 25% lower default rates when BHPH dealers stay engaged during the life of the loan (Sources: NADA 2024 Dealer Survey, HubSpot 2025 Marketing Report, NIADA 2024 Insights)

In other words, past customers aren’t just a “nice to have”—they’re your most reliable, profitable audience. And they already know, like, and trust you.

Especially for BHPH Dealers: This Is Your Advantage

We know our buyers by name. We shook their hand. We helped them when no one else would.  So while franchise dealers are busy chasing clicks, we can build real loyalty.

• Send monthly payment progress reports via text or email.

• Offer free workshops on how to build credit or budget better.

• Reach out before payoff with a pre-approved upgrade offer.

One of our clients added a “pre-upgrade” program and saw a 20% bump in second-vehicle sales within 90 days.

You Don’t Need Permission to Win

Google and Meta may not let us do what we used to. That’s fine. Because now it is time to build campaigns you control, with customers you own, using tools you already have.

And when we pair that with bold creativity, strong messaging, and relentless follow-up?  We don’t just grow. We dominate!

The Bottom Line

Our past customers are a goldmine waiting to be tapped. Stop wasting money on cold leads and start building a follow-up system that is creative, personal, and relentless. At Big Time Advertising & Marketing, we have seen Independent and BHPH dealers double their repeat sales by thinking like marketers, not just salespeople.

Ready to dominate your market? Find out what your competition will not do, and do it. Then, watch the numbers soar.

-by Terry MacCauley, Founder & CEO

Let’s Talk Strategy at NIADA 2025 –

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