How to Communicate with Consumers During the Car Buying Journey

Continuing our in-depth exploration of what automotive marketers are prioritizing, we’re taking a closer look at how refining communication and messaging strategies can help enhance the connection with consumers. 

As communication preferences continue to evolve for consumers, businesses have to rethink how they engage.  By creating strategic plans to stay ahead, dealers, along with their advertisers and agencies, can build stronger relationships and drive better outcomes across various departments. Here are three ways to align your messaging with today’s consumers:  

1. Leverage the Preferred Method of Communication for Consumers: 

• Text messages are read 98% of the time and within 3 minutes 95% of the time, while answer rates for phone calls from unknown numbers have dropped below 15%. ¹ 

• When it comes to Fixed Ops, Derek Simonds, Executive VP of Automotive at Numa,  quotes Cox Automotive and CDK, “Over 90% of service customers would rather text with the service department than they would talk to them.” ²   

According to J.D. Power, client retention is key, with 82% of consumers choosing to cut ties with a dealership due to poor communication alone. 

2. Assess Your Local Audience and Use Direct Mail to Connect: 

• Rural markets may still appreciate traditional direct mail in smaller marketers. ³ 
• When used strategically, direct mail could remind consumers of a dealer’s presence and offerings.   
• Dealers in these areas may find that physical mailers are still effective, especially when paired with offers or event invites that speak directly to the needs of the community. 

3. Generate Offers by ZIP Code: 

• Consider a ZIP code strategy and monitor local trends to move inventory with offers that focus on affordability for consumers. 
• Do what makes sense for your ZIP, dial in what’s moving, what’s not, and experiment with messaging.⁴ 
• Let your ZIP code data guide you: spot trends, adjust offers, and refine your message accordingly. This kind of geotargeting ensures you’re marketing to the right audience. 

Key Takeaway:  

Having a strong understanding of your consumer base and how they prefer to communicate is essential. Leading dealers and marketers constantly test, learn, and evolve.  Right now, texting might be a preference for most consumers and direct mail could work in remote areas but be sure to pair these insights with a strategy that creates a well-rounded, responsive experience. 

Need help getting started? 

The Experian Marketing Engine can help with ZIP code targeting and unlock more meaningful consumer engagement. We empower automotive marketers to identify the right audience, uncover the most appropriate communication channels, develop messages that resonate, and measure the effectiveness of their marketing activities. 

Our data driven and predictive modeling audiences can identify consumer preferences and needs proactively. Connect with Experian Automotive and start reaching in-market consumers today! 

Sources: 

1. https://news.dealershipguy.com/p/dealers-are-saving-thousands-in-labor-in-fixed-ops-2025-05-30
2. https://news.dealershipguy.com/p/customers-calling-the-service-deptartment-best-dealerships-are-evolving-longo-toyota-numa-2025-07-18 
3. https://news.dealershipguy.com/p/the-road-to-40-stores-within-10-years-proven-frameworks-to-scale-effectively-2025-07-25
4. https://news.dealershipguy.com/p/new-vs-used-car-sales-how-zip-code-specific-strategies-are-shaping-dealer-results-07-29-2025