Make your dealership’s online
reputation your MVP

With uncertainty around tariffs, interest rates, and other economic factors, your dealership’s reputation matters more than ever. Market instability has driven up prices, tightened inventory, and made today’s shoppers more cautious — but it’s also opened the door for standout dealers to win on trust and transparency.

Reputation today isn’t just about reviews. It starts with the shopper’s first impression and builds across every interaction — from your website to your showroom and delivery. That’s why you need a clear game plan to connect all the pieces of your online experience.

And with 88% of Cars.com shoppers undecided on where to buy¹ , having a stellar online experience is your team’s most crucial play. Cars Commerce empowers you to build and showcase your reputation, at both the store and employee level, to turn more shoppers into happy customers (and loyal fans). Get started with these six steps to build your dealership into a reputation all-star.

1 See how you stack up against the competition

Many top-rated teams use reviews as a real-time focus group on their customer experience, gaining valuable insight into which parts of their process and approach are working well, and which need attention. But reading a sample size of recent reviews won’t give you the full scouting report for understanding how you’re perceived.

That’s why we created The Experience Report which breaks down your reviews by how they compare to your market and OEM averages, and by how your customers feel about key aspects of your experience: from lead follow-up to transparent financing.

If you’re subscribed to the Cars.com marketplace, you can access these valuable insights that measure how your customer experience is trending over time and against your competition in your Cars.com Dealer Dashboard. Not with Cars.com? We have you covered too. Just tap the button below to request your store’s Experience Report, and someone from our team will get it to you.

2 Grow your fan base with more reviews

Delivering a 5-star experience is just the first step. To turn that experience into influence, you need a steady stream of positive reviews — so your dealership stands out as the trusted local choice for buying, selling, or servicing a vehicle. And in today’s market, freshness matters just as much as five stars — shoppers want to know what your experience was like last week, not last year.

Simple tactics like review reminder cards, QR codes in the showroom, and timely follow-up messages still work — but relying on Google alone won’t get you ahead. Today, 61% of shoppers start their search on a marketplace like Cars.com², so your reviews need to be visible where they’re searching. By spreading feedback across Cars.com, Google, Facebook, and more, you’ll increase discoverability and build trust across every touchpoint.

And collecting new reviews doesn’t have to be a lot of work. Our automated review-building technology (part of Cars.com Premium and Premium+ Listing packages) requests feedback from your sales and service every day, and strategically routes them to the platform that needs it most.

3 Showcase your winning reputation

Your customers’ positive stories about their experience with you are powerful, not just to other shoppers actively searching for your reviews, but for every shopper visiting your website. Don’t let great feedback stay buried on third-party platforms. Bring it front and center to turn your site into a true home field advantage.

Here are a few proven ways to spotlight your reputation across your website experience:

• Feature standout quotes in homepage banners or sliders.
• Add a review carousel to your homepage that pulls in recent reviews from Cars.com, Facebook, and Google.
• Publish a testimonials page that features your top reviews. 
• Highlight the real people on your team by showcasing their own personal reviews on your Dealer Inspire and Cars.com VDPs.

Together, these elements create a more engaging, trustworthy experience that moves shoppers closer to a decision..

And when you spotlight the players on your team, you’re enabling low-funnel, high-intent car buyers to choose who they want to work with — right from your inventory listings. That kind of personal connection makes shoppers 2.5x more likely to show up and purchase⁴.

4 Run up your loyalty score with review responses

Want to know what Cars.com Dealer of the Year award winners have in common? 90% of them respond to their reviews⁵, showing that those who consistently engage with their reviewers will help build a loyal customer base, and gain an edge over the competition.

That said, it’s sometimes hard to prioritize this activity when your team already has their hands full. But with 89% of consumers saying they’re more likely to choose a business that responds to reviews⁶, it’s worth making the time for.

Top-performing dealers elevate their responses with simple personalization tactics:

• Mirror the language customers use, including staff shoutouts or specific phrases.
  
• Tailor each message to reflect the unique experience.
  
• Sign off with your name and title to add a personal touch. 

A personalized response also indicates to potential customers that you’ll follow up and stay engaged with them even after the sale, no matter their buying experience.

5 Turn negative reviews into positive gains

You can’t please everyone, and that’s okay. Negative reviews are inevitable for any business, but they don’t have to be a bad thing. In fact, negative reviews can be a great source of customer insight and a chance to improve your customer experience.

The key is to not ignore or avoid negative reviews, but to embrace them and respond to them professionally and empathetically. Dissatisfied customers want to be acknowledged and respected. So, when you reply to their feedback with a sincere apology and a solution, you can turn a negative situation into a positive one.

Remember, consumers are more than twice as likely to consider your business if they can see you actively responding to reviews⁷ — a good reason to automate your responses. In fact, 63% of customers expect businesses to respond to negative reviews within 2-7 days⁸. Your quick, personalized response matters to both your current and future customers.

6 Use top reviews to promote your dealership

Uncertainty and change are no strangers to the automotive retail industry. But even when market conditions present retailers and consumers with unique challenges, marketing your five-star reputation can power your dealership toward victory no matter how your local market is behaving.

Start by turning standout quotes from your reviews into creative for your next campaign. Whether it’s search, social, display, or video, user-generated content adds powerful social proof that can inspire action and set your dealership apart.

When you activate your campaign through the Cars Commerce Media Network, you’ll reach high-intent shoppers in your area who are actively researching on Cars.com — where 83% plan to buy in the next 6 months⁹. That gives you a trusted, targeted stage to showcase the experiences that make your store stand out.

And as more customers choose you based on your reputation, they’ll be primed to leave a review of their own, creating a powerful loop that fuels your next campaign.

Bonus: Add awards to your trophy case

It’s easy to see how a well-nurtured online reputation sets your business apart. By showcasing the unique customer service experience you provide everywhere that matters, you’ll increase trust and loyalty for your brand — and gain higher lead conversion.

One of the most impactful awards you can earn is the Cars.com Dealer of the Year award. Displaying trust indicators like this on your website can lead to even more visibility and sales for your dealership, so make sure to follow their playbook by replying to reviews with a personalized touch every day.