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Define SRP

What is a SRP?

The Term; “SRP” stands for Search Results Page, a relatively new term in the industry. In the past, before the internet, all you had to worry about was how the front on your lot looked, did you open the hoods and blow up those balloons. Today, drive by traffic is still important, but if you truly want to grow your used car lot, you need to have a real understanding of SRP’s

SRP’s are how many times your car shows up in a search. Example on Autotrader, or even on Auction Simplified when you are trying to wholesale the car, your car must show up in searches results pages or it will never sell on-line. 
Kevin Leigh, Dealer Simplified
Kevin Leigh

Automotive SRP Yes or NoCars Not Showing On SRP’s:

When I speak to inventory managers at dealer groups, I tell them this: “If it does not show, it’ll never go.” And that is not too far from the truth. In the internet search dominated market, if your cars are priced to high or worse yet, you take to much time to get them online, they may as well be sent right to auction because they will age out.

Dave Kaiser our co-founder, wrote a great article about a pricing strategy he deployed at a large dealer group in Buffalo. In this article he talks about price changes at specific times to get the most possible SRP’s while retaining gross. [article on used car pricing]

The Main Question if you Want SRP’s:

The main question you should be asking is:  “Are my cars showing on page one of a search on cars.com autotrader.com etc, when the customer searches.” If not…. It should be a three alarm fire for your used car manager and inventory manager. Fix the problem quickly your your car will age.

One parting comment, even if the car is priced right, you still must have photos a great description and above all the equipment listed. I mean every time. Having missing photos in this day and age is a sin. Listing a car on line without a price is the cardinal sin. I have found only one exception to listing a car with no price; when you want the car to be bid on, using a tool like Car Auction Widget (available from us) but even then you need a starting price for it to be found on the SRP

By Kevin Leigh

Entrepreneur / Writer / Serial Growth Hacker

As the son of immigrants, Kevin Leigh lives the American dream and understands the value of hard work and enterprise.
Leigh’s family immigrated to the United States from Ireland when Kevin was just 13 and Kevin has spent his adult life building a successful career while always staying grounded in his Irish roots.

Leigh studied at Drimnagh Castle in Dublin Ireland and in Lancaster, NY and has spent the past 34 years working primarily in the automotive industry. Leigh’s work has involved sales, business development, digital marketing, software development and growth hacking.

Leigh was the Director of Finance for an Auto Nation Dealership in Buffalo New York. for almost 14 years, working with Mike Maroone and his Father Al. Then Leigh spent nearly 17 years with West Herr Automotive Group, the a top 25 dealer group in Buffalo, as the Director of Business Development and Digital Marketing.
In both positions, Kevin was successful in implementing programs that increased both the size of the businesses and their profits. In one perticually successful project for West Herr, Leigh’s team created used vehicle inventory management software resulting in a 300+% growth in used vehicle sales. When Kevin left West Herr, the company was delivering almost 40,000 retail automobiles and another 15,000 profitable wholesale transactions.

Most recently, Kevin Leigh co-founded Dealer Simplified, LLC, a company dedicated to simplifying automotive software. Leigh has called this venture his passion and it allows him to combine his entrepreneurial skills with his ability to utilize current technology to create more effective automotive solutions. The goal of Dealer Simplified is to jump-start the profit centers in dealerships while keeping the processes and software simple and easy to understand and implement.

Kevin Leigh is also an accomplished author and is passionate about writing and blogging. His latest novel, “Gollup the Woods” was inspired by the stories he heard from his father on their many trips through the Irish countryside. The novel is targeted towards young adults and features the adventures of orphaned twins with magical powers.

Kevin currently resides in Alden, New York with his wife Mary and their three boys. Leigh spends his spare time volunteering with various community organizations and is active in the Geocaching community.