When it comes to marketing and advertising in the Buy Here Pay Here market, Leedom has come up with a composite benchmark of how much dealers are spending per unit sold. The average spend is estimated to be $186 per unit and what that number includes is: Radio ads, TV ads, Print ads, Referrals, Key Chains, balloons and much more. That comes out to be $67,000 per year that the average BHPH dealer is spending on marketing and advertising. Some dealers of course spend less and some more, for example a dealer in Lancaster, CA that owns a chain with 3 different locations is spending $340 per unit averaging 110 units sold putting their yearly spend at about $450,000.
To read full article in Dealer Business Journal, and see how dealers are spending their marketing dollars, please click here.
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