For dealers who want to put more profit in their pocket
Same Is Lame®
Stand Out & Sell More
Without Spending More
Here's What We've Been Hearing From Dealers
The car business is tougher than it's ever been. Margins are evaporating. Floorplan interest is climbing. Customers are paralyzed by high rates. Lenders are tightening. And manufacturers? They keep piling on pressure like it's 2021.
But it's not 2021. And the playbook that worked when cars sold themselves doesn't work now.
Same Is Lame®
Look at the ads in your market. Pictures of cars. Prices. Payments. "Huge selection." "We won't be undersold." Every dealer, every channel, the same thing.
Look up the word lame. It means pathetically lacking in force and effectiveness. That's what same does to your advertising. When every ad looks alike, the customer can't tell you apart, so the only thing left to fight over is price. And that's how you end up negotiating over nickels.
Here's the part most dealers miss: only about 2% of your market is shopping for a car right now. The other 98% ignore cars-and-prices ads completely. If you look like everybody else, you're invisible to almost everybody.
You Can't Afford To Guess.
“I am convinced that about one-half the money I spend for advertising is wasted, but I have never been able to decide which half.”John Wanamaker, U.S. department store magnate
We've heard the same thing from dealers for 25 years.
Most dealers do a little of this and a little of that. Spread the money around and pray something works. We call it spray and pray. The problem is, even when something does work, you don't actually know what it is.
Overspending isn't the problem. It's the symptom. The problem is not knowing what's working. When money was easy, you could get away with that. When profit is tight, every dollar has to go where it sells the most cars, and you have to know where that is.
The good news? There's a way out.
At Rich Dealers, we've helped dealers escape the grind. We've built a battle-tested system that helps you:
- Stand out with a unique message that gives you pricing power, so you stop competing on price alone
- Reach the 98% your competitors ignore: motivated buyers who want help, not just a deal, and are willing to pay more for your help
- Know what's working. Track your advertising back to sold cars, cut what isn't selling, and move that money to what is
- Keep more of what you make. Reclaim your margins, your momentum, and the fun of running your store again
How We Help
Learn From Us
Fuel your dealership's growth with our free resources: guides, marketing tips and leadership insights, without the fluff. Catch our Better Dealerships show on YouTube, or jump into our free group to swap strategies with dealers just like you. Why free? Because when you win, we win.
Start Learning NowWork With Us
Our exclusive Rich Dealers® program is steroids for your dealership. Dealers from all over the US and Canada rely on us to drive growth month after month, year after year. We help with marketing, processes, leadership, culture and strategy, and we do as little or as much of the heavy lifting as you'd like.
Discover Rich Dealers®Generate More Leads & Sell More Cars
Faster, Better, Smarter.
Stop searching for the next shiny object or tech gimmick. Grow your sales month after month with a proven system to capture, convert and create loyal customers. These customer attraction and conversion strategies have been battle-tested on new and used dealerships of all shapes and sizes for over two decades.
Revenue generated for our clients
Our systems help our clients put more profit in their pocket too.
Advertising budgets managed
Traditional and digital marketing across every channel.
Cars sold using our systems
We move more cars because we drive more traffic. Period.
Markets we've conquered
Every mainstream brand, in nearly every market in the country.
Our four-step process
Blow Up Your Leads And Sales
This isn't just about selling more cars. It's about generating 1st-party leads you control. We help you connect with buyers before they even know they're in the market, convert them into loyal customers, and make your dealership the place to buy a car in your town.
- Expand your market. Reach the Sleeping Buyers your competitors ignore.
- Capture more leads. Landing pages and offers built to convert.
- Convert more sales. Speed to lead, follow-up and a process your team owns.
- Build community influence. Become the trusted name in your town.
Real dealers. Real numbers.
Results From Rich Dealers Members
Cars in June 2020, a 35-year record for Stoops in Muncie, Indiana. Then 207 in August 2025.
Read the story →
Cars in March 2026 at Raceway Motors in Lufkin, Texas, beating their old record of 149.
Read the story →
Capital City Motor Company more than doubled its leads before opening two new stores.
Read the story →See What Our Members Say
“There were months before we started with Rich Dealers that 34 cars was a good size month for us. Now we are in the range of 160 to 180 cars a month.”
Jef Frost, Roper Kia & Roper Mitsubishi, Joplin, MO“It wasn't sit around, compare numbers, who's best at what. It was more leadership. It was more culture. We found a purpose.”
Joe Clemons, Capital City Motor Company, Des Moines, IA“It's changed so many things about how I do things, how our business runs.”
Jeff Falk, Little Joe's Mitsubishi, Chesapeake, VA
We literally wrote the books on it
Attracting More Customers, Selling More Cars & Making More Profit
- Gravitational Marketing: The Science of Attracting Customers (John Wiley & Sons, 2008)
- The Last Up: A Curious Tale About The Future Of Sales
- Invasion of the Profit Snatchers, written exclusively for car dealers
Got Questions? We're Here To Help.
Do you do Google & Facebook ads?
Absolutely, but not the cookie-cutter way you're used to. After a deep-dive Plan of Attract session, we build a strategy that fits your dealership. On Facebook, we use our Expanded Market Formula to find buyers before they even know they're in the market, giving you more leads for less. On Google, we focus on your brand terms, key phrases, popular models and your competition.
Do you work with small dealerships?
Absolutely. We work with dealerships moving as few as 30 cars a month, if you've got the right mindset. You don't need the biggest inventory or the lowest prices, but you do need the hunger to own your market.
Do you work with dealer groups and associations?
You bet. Whether it's a single store or a whole group, we work with dealer groups and associations looking to scale, dominate and attract more leads.
How do your dealers stand out?
Our dealers become the trusted name in their communities with our customer-focused brand. By focusing on solutions and creating great customer experiences, they build emotional connections that keep people coming back. Customers know, like and trust them before they ever set foot on the lot.
How do I get my people to buy in?
Most dealers struggle with this. You come back from a seminar full of ideas, start making changes, and your employees just grin and wait it out. That's why we've built a complete program to drive adoption and culture change inside your dealership. When your advertising promises something different, the in-store experience has to match it.
Do you help with lead handling and the BDC?
Yes. We have a complete process for training your BDRs to set more appointments with effective scripts, positive culture and a proven approach, plus ongoing training, support groups and process reviews for your BDC managers.
How can I tell if my market is available?
Easy. Rich Dealers is exclusive: we only work with one dealer per area, because we give you the rights to use our trademarks and IP. Ask us and we'll check. If it's available, it's yours.
How do I know I will get a return on my investment?
Look, we don't mess around. Our system turns your investment into measurable growth: 1st-party leads, a more valuable dealership, and every dollar working overtime. And here's the kicker: we don't lock you into any long-term contracts. We've had clients stick with us for 18 years because the results keep delivering. When you win, we win.
Are you a manufacturer preferred vendor?
No, and that's a good thing. We're not tied to manufacturers or their agendas, so we're not here to make you toe the line or report back. We work for you.
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Don't Waste Another Minute
Find out what your advertising is really selling, where the waste is, and whether your market is still open.
Or call us: 407-917-4111