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Marketing To The Next Level

4 Ways to Get More Reviews for Your Car Dealership

You’re here because you already know how crucial online reviews are for your dealership.

Positive reviews—especially on Google Business Profile—are crucial to running a successful lead generation campaign that actually brings in buyers.

Reviews give you massive credibility and boost your local SEO, putting your dealership higher in search results and driving more calls, foot traffic, and sales.

In today’s competitive auto market, reviews can make or break your dealership, especially if you’re working with a tight marketing budget.

So, how do you start racking up those 5-star reviews? Here’s the breakdown:

Let’s get into it…

Why Google Reviews Are Essential for Car Dealerships

Consumer trust in online reviews is at an all-time high. A whopping 97% of people now trust reviews just as much as personal recommendations when checking out brands, businesses, products, and services—including car dealerships.

So, building up a stack of 4 and 5-star reviews isn’t optional. It’s a must to attract severe buyers in today’s competitive market.

Think about it—people are scrolling through 5 to 50 reviews before they even think about walking onto your lot or picking up the phone to call.

Now, imagine two dealerships sitting side by side in the search results. One has 200 glowing reviews and the other? Barely any. Who do you think they’re clicking on?

But why focus so much on Google reviews instead of places like Yelp or Cars.com? Simple—visibility and local search domination. Google reviews are your golden ticket to climbing those search rankings and pulling in more foot traffic.

Reviews Directly Influence Local SEO Rankings

Google reviews aren’t just about looking good—they’re a significant player in how your dealership ranks in local search results.

With over 40% of mobile searches having local intent, those reviews can make or break whether your dealership shows up when potential buyers look for their next car.

So when someone searches for:

A strong presence on page one, especially in the local map pack, gives you a better shot at snagging that all-important first click and turning it into a sale.

The more 5-star reviews you have, the higher your chances of showing up and pulling in serious leads.

You risk getting buried under the competition without a strong lineup of positive Google reviews, boosting your dealership’s local pack visibility.

Everyone’s fighting for prime real estate on those high-value searches, and if your reviews aren’t up to par, you’re getting left behind.

And don’t think one negative review doesn’t hurt—it can cause a noticeable dip in your rankings if you don’t counter it with more positive feedback.

Reviews Lend Credibility to Stand Out

Sure, Google reviews help with your local rankings and boost your credibility. Google’s looking at more than just stars—it’s measuring trust, and reviews are vital.

Positive sentiment, detailed praise, and the sheer volume of feedback show Google (and potential buyers) that your dealership is the real deal.

Think of it like a resume. Are you graduating at the top of your class from a respected university? That’s cool. But are you stacking it with glowing recommendations from past employers? That’s next-level.

Reviews do the same thing for your dealership. They’re like endorsements from real customers, backing up everything you claim about your business.

In the end, building a community of customers who rave about their experiences with your dealership doesn’t just pay off online—it translates into real-world referrals, too.

Even in today’s digital age, word-of-mouth still carries weight, and doubling down on generating reviews taps into online and offline networks.

Now, let’s dig into where your dealership should focus its review-generating efforts…

Top Review Sites for Car Dealerships

You’ve got to know where to focus your review efforts in a web crowded with platforms. Are you trying to be everywhere? That’ll just leave you spread too thin.

For dealerships, here’s where you need to lock in:

But let’s be clear—Google is where the real magic happens. No other platform carries the same visibility or SEO juice.

Maintaining a presence across other reputable sites is bright, but funneling your efforts into stacking up 5-star Google reviews will get you the most significant return.

Setting the Stage to Get More Google Reviews

Want to make getting Google reviews a breeze? Here’s how:

Now that we’ve covered the basics let’s explore some creative ways to improve your review game…

Get Your Unique Review URL

Telling your customers to “find us on Google and leave a review” is too vague. You’ve got to make it easy for them.

Give them a direct link to your review page so they can click once and leave feedback without a hassle.

Here’s how to get that unique review link:

  1. Search for your dealership on Google while signing in to the account linked to your Google Business Profile.
  2. Click the “Ask for reviews” button. A pop-up will give you a unique URL.
  3. Copy that link and start sharing it everywhere—emails, texts, social media posts, or wherever you want to gather those reviews.

When you give customers a one-tap solution, they’re way more likely to follow through instead of getting lost trying to hunt down your profile.

Make it easy, and you’ll see those reviews roll in.

Bottom line: Don’t rely on customers to figure it out themselves. Spoon-feed them the exact steps with that direct link.

Respond to All Google Reviews

Replying to Google reviews might seem like a chore, but trust me, the upside is enormous:

Think of it like this: Every response is a free shot at flipping negative perceptions or proving you’re committed to making things right if there’s a slip-up in your service.

And remember, bad reviews usually don’t vanish on their own—Google won’t step in and help much.

To turn things around, save yourself the hassle of appealing by directly addressing unhappy reviewers, whether in public replies or through private messages.

At the very least, drop a reasonable counterargument to show your side if a legitimate dispute pops up despite your best efforts.

Don’t let one-off negative comments distort your dealership’s reputation without airing the whole story and showing you care.

Alright, with those Google Business Profile basics locked down, let’s explore some actionable techniques for getting more reviews for your dealership!

4 Proven Ways for Dealerships to Get More Reviews

Getting reviews means playing both offense and defense. Offense is about actively asking for and incentivizing positive feedback.

Defense? That’s handling those extreme, baseless complaints by addressing them quickly.

Here’s how you combine both strategies:

Let’s break these down so you can choose what works best for your dealership’s resources.

1. Contacting Satisfied Former Customers

Your past buyers are the goldmine for reviews—they’ve experienced your service firsthand.

So, start by listing your favorite customers who drove away happy and would gladly back you up.

Gather their:

Then, personally ask them for feedback about their time with your dealership.

But don’t just shoot off an email and hope for the best. Phone calls and text messages work way better for getting responses.

It feels more genuine and challenging to ignore when they hear your voice or get personalized text. Plus, these methods are way less formal, so reconnecting doesn’t feel awkward after time has passed since their purchase.

So, don’t be afraid to pick up the phone or send a quick SMS. These channels can deliver some of the best results.

Come across as a dealership striving to support real people against the big, faceless chains.

Frame it as an opportunity for loyal customers to “pay it forward” by helping out the little guy.

Just don’t even think about using those fake review services that promise “real” reviews from “real” consumers.

Stick to authentic feedback from customers who’ve rolled off your lot with a car and a smile.

2. Ask Family, Friends, and Colleagues Too

Past customers are the gold standard for reviews, but don’t forget about your inner circle:

Although they haven’t bought a car from your dealership, they can still speak to your work ethic, passion, and commitment to the community.

Their insider view of who you are as a person and business owner helps reinforce social proof during the buying decision process.

Their reviews might focus on traits like:

Plus, their networks can help boost review volume, making your dealership stand out even more when potential buyers browse.

Don’t feel awkward asking—your friends and family want to support you. And give them some props on their ventures in return to keep the good vibes going.

3. Incentivize Your Employees to Help Out

Do you have a big sales team or staff? Get them involved by incentivizing reviews, too.

Here’s the deal—while you can’t (and shouldn’t) review your business, your employees can.

They can leave reviews reflecting their experiences working at the dealership, their pride in customer service, and even how they see the company treating its customers.

They also have personal networks that could help multiply your review numbers quickly.

Want to motivate them? Offer perks and rewards for employees who generate the most Google reviews.

We’ve seen dealerships create internal contests with monthly bonuses or cool prizes for the staff member who brings in the most reviews.

Incentives could include:

Make it fun—approach it as a friendly competition rather than a tedious task.

Set the tone so that sharing your dealership’s review link is more about fun and less about pressure, and watch how fast those reviews start stacking up!

4. Automate Follow-Up Review Requests

Manually asking for reviews can get exhausting, especially as your dealership grows and your customer base expands.

Automating follow-ups is a game-changer, particularly for dealerships speeding up and selling more cars.

But here’s the catch—you can only automate follow-up review requests using the right tools, like a CRM that centralizes all your customer data.

If you still rely on spreadsheets or sticky notes, it’s time to step up your game and use a proper sales tech stack to streamline everything.

Here’s how it works in a smooth dealership workflow:

  1. Inquiry received
  2. Test drive & follow-up
  3. Sale closed
  4. (2 months later) Review automation kicks in

This gives your buyers a little time to enjoy their new ride. When that appreciation sinks in, the system triggers an automated email or text asking them for a Google review.

You could set it up like this:

This way, you’re not manually chasing down every customer for a review—it’s all happening behind the scenes with automated CRM messaging.

Additional Review Generation Tips

We’ve covered a lot, so let’s hit the key points:

  1. Reviews Must Be Authentic
    Don’t fall into the trap of buying fake reviews. Google’s algorithms will catch on and backfire, wiping out your bogus praise and credibility.
  2. Genuine Reviews Pay Off in the Long Run
    Authentic reviews, though more challenging to get initially, are worth their weight in gold. They’ll help you in the long run and build trust with potential buyers.

So, focus on getting genuine reviews from happy customers, supportive friends, family, and colleagues, and you’ll soon receive 5-star praise.

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Respond Publicly to All Google Feedback

When you reply to reviews, especially negative ones, you have a chance to flip the script.

Use those responses to dig into what’s really bothering unhappy customers and see if you can resolve things in a way that shows you’re listening and care about making things right.

If you leave bad feedback hanging, it will deter potential buyers.

Nip it in the bud by reaching out with a solution or, at the very least, showing that you’re willing to address the issue.

Automate Review Requests with CRMs

Switching over to a CRM takes the pressure off manually chasing reviews. With automated systems, you can set up review requests to go out at the correct times without constantly scrambling to keep up.

This frees you up to focus on the customers you’ve already got instead of playing catch-up.

Create Review Velocity

Getting some reviews is excellent but consistent; recent positive reviews are what grab Google’s attention. Don’t sit back and relax after you’ve earned a handful.

Keep the momentum by continually asking for reviews to stay at the top of your game in Google’s local search rankings.

Car Dealership Review FAQs

How should I monitor and manage incoming reviews?

There are plenty of software options out there. At our company, we often set up clients with BrightLocal. The Google Business Profile platform works just fine if you want a free solution.

What if customers don’t want their names on a review?

No problem! If a customer values privacy, especially with a sensitive purchase, you can always ask for a general endorsement from associates or family/friends.

Character reviews still provide social proof without revealing personal details.

Is it ok to pay for fake 5-star reviews?

Not. Fake reviews violate platform guidelines and will likely get removed. Worse, it hurts your credibility.

Focus on earning genuine reviews by providing excellent service—that’s how you build lasting momentum.

Let’s chat if you need help modernizing your dealership’s systems or running effective digital marketing campaigns!

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