/ Field Notes · Guide 01
Car dealership marketing strategies for South Florida operators.
Most dealership marketing in South Florida is built for a buyer who doesn't exist — English-only ads, stock photography, and a CRM that swallows leads. Here's the playbook we run instead.
1. Bilingual is not a translation.
South Florida buyers switch between English and Spanish in the same sentence. Subtitled English ads don't earn trust — bilingual creative shot with bilingual hosts does. Personality-led, not stock.
2. On-site video beats agency studio video.
Buyers want to see your floor, your techs, your service bay — the actual humans they'll meet. A weekly crew at the store produces more usable content than a quarterly shoot with a remote agency ever will.
3. Geo-fence to real buyer ZIPs.
Don't run the same Miami-Dade radius every competitor runs. Pull your sold report, find the ZIPs that actually convert, and weight ad spend to them. Compliant with auto ad rules, engineered for leads not impressions.
4. Route every lead in real time.
Push directly into your CRM, mapped to your BDC process, with source tracking on every lead. Zero leads lost to a spreadsheet — the difference between a 6% close rate and a 14% close rate.
5. Report against leads and sales, not clicks.
Weekly and monthly cadence, tied to attribution. The numbers Hollywood Kia uses to decide what to keep running: $7.75 CPL against an industry benchmark of $20–$50, 100+ leads in 70 days, and 14 leads in 3 days from a single organic video with $0 spend.