12:14 pm, June 21, 2013
MOTORS.CO.UK says that it’s a lack of images that could be costing dealers thousands of pounds in missed sales.
According to a Motors.co.uk survey of potential car buyers, classified listings for vehicles with at least two images had double the click rate of vehicles listed online with no images.
In addition, more than two thirds of consumers said they would not contact a dealer without seeing a picture of the car first and potential buyers are also picky about the photos they want to see.
Results show that around 70 per cent of buyers want a view of the dashboard, 84 per cent want to see the interior of the car, while a further 85 per cent expect multiple exterior shots before they make up their mind.
Dealers are also expected to photograph any imperfections or damage to a vehicle in the interest of transparency.
Managing director at Motors.co.uk, Andy Coulthurst, said: ‘In the past, when it cost extra to put a colour image in the local paper, dealers may have thought twice about including a photo with a classified listing.
‘However, in today’s digital society, where people may be buying virtually from anywhere in the country, images are crucial when it comes to generating trust and standing out from the competition.’
He added: ‘Of course, it isn’t just about having the photos; it is important to think about the quality too. Anyone can take a photo with a smartphone and sometimes that will be good enough.
‘However, a whopping 77 per cent of consumers would be more attracted to a good quality image with a superimposed professional background, rather than a standard image.’
