How Auto Dealers Can Drive More Reviews
Your dealership’s reputation doesn’t just live in the community anymore—it lives online. Reviews are one of the most powerful signals buyers look for before deciding where to shop or service their vehicle. A steady flow of positive reviews not only reassures potential customers, it also helps your dealership climb Google’s local rankings.
Why Reviews Matter for Dealerships
Research shows that 93% of consumers read online reviews before making a purchase, and automotive is one of the most review-dependent industries. For big-ticket items like cars, buyers want proof they can trust the dealership. Reviews provide social validation that your sales team is helpful, your service department is reliable, and your dealership delivers on promises.
From an SEO perspective, reviews also influence visibility. Google’s algorithm considers both volume and recency of reviews when determining who shows up in the map pack. That means a dealer with 500 reviews, even if they’re mostly older, may be outranked by a competitor with fewer—but fresher—reviews.
Where to Focus: Key Platforms
Not all review platforms carry the same weight. For auto dealers, these are the essentials:
Google: The single most important platform for both visibility and trust. Appears directly in search results and the map pack.
DealerRater: Highly specialized for automotive, often linked from manufacturer websites and used by brand-loyal shoppers.
Cars.com & Edmunds: Where buyers often start their vehicle research. Strong reviews here can tip decisions before a customer ever sets foot in a showroom.
BBB & Facebook: Secondary platforms, but they contribute to credibility, especially for local shoppers.
By focusing on this core group, dealers can cover the platforms that matter most in the buyer’s journey.
How to Ask for Reviews
The #1 reason people don’t leave reviews? Nobody asked. Successful dealerships have systematic ways to request reviews at key touchpoints.
At the Sale: Train sales staff to ask customers to share their experience while the excitement is fresh. Hand them a review card or QR code.
In Service: Advisors should remind satisfied customers that feedback helps the department grow. Post-service texts with direct links make it easy.
Follow-Up Emails: Automate review requests a few days after the transaction. Make sure the email is short, personal, and mobile-friendly.
Case in point: A mid-sized Chevy dealer in Duluth saw their Google review count triple within six months after adding a simple text automation post-service.
Responding to Reviews
How you handle reviews matters just as much as collecting them. 68% of consumers say a dealership’s response to a review impacts their impression of the business.
Positive Reviews: Thank the customer, mention their salesperson or service tech by name, and invite them back.
Negative Reviews: Acknowledge the concern, avoid being defensive, and offer a resolution offline. Done well, this can turn a critic into a long-term customer.
Even one-star reviews can be an opportunity. A St. Paul dealer turned a frustrated service customer into a repeat buyer simply by responding within 24 hours and offering a complimentary oil change.
Turning Reviews Into Marketing Assets
Reviews don’t have to stay on third-party sites—you can put them to work.
Website: Feature testimonials on your homepage, VDPs (vehicle detail pages), and service landing pages.
Social Media: Share standout reviews as graphics or reels. Real customer stories perform far better than polished ads.
Email Campaigns: Sprinkle reviews into nurture emails, especially for service promotions.
By amplifying reviews across channels, you multiply their impact and show prospects your reputation is real.
Your dealership’s story is already being told—reviews decide whether it’s a good one. At Moon & Marrow, we help auto dealers build review strategies that increase visibility and strengthen trust.
Want the bigger picture? Read our full guide to Automotive Dealership Marketing in Minnesota.
Ready to earn five-star trust? Contact us today and let’s build your dealership’s reputation with backbone.
