1. Boosting the Big 5 of Online Merchandising Russ Daniels Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com

2. Are you creating a before-the-lot connection?

3. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Image Overlays Photos The Big 5 of Online Merchandising Speed to Market Videos Descriptions

4. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Photos

5. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com One third of all shopping online occurs while your dealership is closed. New car listings priced below MSRP with multiple photos get 142% more views. Used car listings with multiple custom photos vs. a stock photo get 305% more views. Listings with multiple photos vs. no photo get 372% more views. 1 Do Photos Matter? 1.Online Merchandising in a Multi-Device World, Autotrader 2015

6. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Best Practices & Feedback How many photos? New vs Used Best Practices. Photo Capture is the 2 nd most important component of an inventory merchandising tool. 6th highest pain point for merchandising vehicles online. 2 1.Online Merchandising in a Multi-Device World, Autotrader 2015. 2.HomeNet Merchandising Effectiveness Dealer Survey, 2015.

7. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Videos

8. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Does Video Matter? 1.Millward Brown Digital/Google Vehicle Shopper Path to Purchase Study, September 2013. 2.Online Merchandising in a Multi-Device World, Autotrader 2015. 47% of car shoppers first heard about a car/truck by watching an online video. 65% of car shoppers are able to narrow down their options after watching a video. 2 84% of car shoppers plan to watch a video the next time they shop for a vehicle. 1

9. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Best Practices 1.Online Merchandising in a Multi-Device World, Autotrader 2015. Videos Keep the video short – 1 to 2 minutes. Shoppers see the first 140 characters of your video description during a Google search. 1 Live vs. Slideshow Videos

10. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com 1.J.D. Power Reports: New-Vehicle Buyers Who Spend the Most Time Shopping Online Also Visit the Most Dealerships, 2014. 2.Automotive Buyers Influence Study, Auto Remarketing 2014. Can You Prove It, Russ?

11. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com 1.J.D. Power Reports: New-Vehicle Buyers Who Spend the Most Time Shopping Online Also Visit the Most Dealerships, 2014. 2.Automotive Buyers Influence Study, Auto Remarketing 2014. Can You Prove It, Russ?

12. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Image Overlays

13. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Mastering the Art of “Connection Points” “More Information” Connections Points perform when advertising online. 27% said Connection Points on vehicle information are their primary drivers. Schedule Test Drive is 3 rd highest at 10%. 1 A New Opportunity? Overlay creation is the 7 th biggest pain point for dealers. 3 Out of 100 millions photos online, less than 10% have Overlays with strong Connection Points. 2 Differentiate your dealership. Attract attention from car shoppers at the point of discovery. 1.How To Convert Used Car Shoppers to Buyers, CarStory 2015 2.Inventory Online Retail Photo Data, HomeNet Automotive 2015 3.HomeNet Merchandising Effectiveness Dealer Survey, 2015 Image Overlays

14. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Image Overlays - Standard Example

15. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Image Overlays - Upgraded Example

16. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Descriptions

17. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Build a connection. Be specific. Balance the message. Descriptions

18. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com 23% of women listed leather seats as important features, and 14% listed cooled seats. 1 11% of men listed leather seats as important features, and 5% listed cooled seats. 1 65% of U.S. drivers weren’t aware adaptive cruise control existed. 2 Customer Focus “All Wheel Drive gets you everywhere in any weather” Why Buy from Us? “Full range of services, including parts and service” Build a Connection Identifying Shopper Personas is Critical 1How To Convert Used Car Shoppers to Buyers, CarStory 2015 2University of Iowa Public Policy Center’s Transportation and Vehicle Safety Survey, 2015

19. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com What do your comments say about your vehicle? Be Specific Car shoppers want more from Vehicle Descriptions 58% of car shoppers find vehicle descriptions inadequate to make a purchasing decision. 53% of used car listings do not include vehicle descriptions. 1 26% more car buyers are willing to travel 30+ miles to view vehicles with custom comments. 2 1How To Convert Used Car Shoppers to Buyers, CarStory 2015 2Online Merchandising in a Multi-Device World, Autotrader 2015.

20. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com OEM and Notable Brands Benefit from their advertising budget. Awards and Accolades “2014 Motor Trend Car of the Year” “2013 IIHS Top Safety Pick” Editorials “According to Edmunds.com, this vehicle….” Balance the Message

21. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Based on a dealer feedback: 35% of dealers are writing comments from scratch. 2 nd most important area that needs to be innovated. 2 nd biggest pain point for merchandising vehicles online. What are we hearing? HomeNet Merchandising Effectiveness Dealer Survey, 2015

22. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Speed to Market

23. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Speed to Market

24. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Forget anything? Speed to Market

25. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Speed to Market Do you have the answers? How does your dealership measure time to market? How much time does it take to get photos, price, description completed on a car? How much time does it take to get photos, price, description online? What are we hearing? Syndication is the most important part of a merchandising tool. 3 rd biggest pain point for merchandising vehicles online. 1.HomeNet Merchandising Effectiveness Dealer Survey, 2015

26. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Mobile Advertising 50% of Millennials used a smartphone during the car buying process. 1 60% of General Population use mobile devices when researching a vehicle. 2 Mobile Merchandising Ditch the desktop, use mobile.  Data Collection & Photo/Video. What are we hearing about Mobile? 89% of dealerships use mobile devices to conduct business every day. The biggest pain point and the biggest area of innovation for merchandising tools. 3 1.Automotive Buyers Influence Study, Auto Remarketing 2014 2.2014 Automotive Social Media Trends Study released by Digital Air Strike at JD Power Roundtable 3.HomeNet Merchandising Effectiveness Dealer Survey, 2015 Speed to Market

27. Russ Daniels | HomeNet Automotive | Product Marketing Manager | Russ.Daniels@homenetauto.com Make sure you have all of the supplies The Journey to Successful Online Listings is not a Sprint, it’s a Hike.

28. CONTACT INFO Full Name: Russ Daniels Company: HomeNet Automotive Job Title: Product Marketing Manager Email: Russ.Daniels@homenetauto.com Share an important takeaway you received from this session using hashtag #DD19 for a chance to win an iPad