10 Ways to Drive Online Reviews For Your Dealership

Think about the last time you made a big purchase or booked a service—did you check online reviews first? Chances are, your customers are doing the same.

Online reviews directly impact your dealership’s reputation, visibility, and trustworthiness. But generating a steady stream of customer feedback isn’t always easy—and sometimes, asking for reviews feels like pulling teeth. Without a clear reputation strategy, it’s difficult to grow your online presence and stay competitive.

By implementing these 10 proven review-generation techniques, you can increase your dealership’s online reviews, improve customer engagement, and enhance your local SEO—all of which drive more business and build long-term customer loyalty for your dealership. Let’s dive in!

Get More Dealership Reviews

1. Implement a Consistent Review Request Process

The key to generating more online reviews is consistency. Set up an automated review request process that tracks and targets key moments in the automotive process. By using CRM tools, email, and SMS, you can streamline review collection without adding extra work for your team.

2. Leverage Social Media

The voice of your customer is your greatest reputation resource, so show off a little! Share your positive reviews on social media or your website to amplify the feedback of your happy customers. Collect testimonials and promote success stories. People trust their peers more than your dealership, making customer feedback one of your most effective tools for generating new business.

Example: Lundgren Honda of Auburn

Lundgren Honda of Auburn uses Invite Video to collect customer feedback in video form, capturing authentic excitement from real buyers. They then repurpose these videos as Facebook Reels and social media posts, creating engaging content that highlights their customers’ experiences.

When you publicly celebrate and share customer feedback, you show appreciation while encouraging new customers to share their experiences. This two-way engagement builds a sense of community and boosts your dealership’s brand image.

3. Create an Optimized Review Page on Your Website

Customers value simplicity. A dedicated review page on your dealership’s website, with direct links to Google, Yelp, and other review platforms, removes friction from the review process. Customers shouldn’t have to search for where to leave feedback—it should be readily accessible and simple to navigate.

Ensure the page is mobile-friendly and includes instructions to help guide your customers. A straightforward review process will increase the likelihood of follow-through.

Google is the most widely used review site by far, so ensure your GBP is optimized to encourage more positive customer interactions. See the free How to Optimize Your Google Business Profile Guide for more details.

4. Respond Promptly to All Reviews

Responding to reviews—both positive and negative—shows that you value feedback and are committed to customer satisfaction. For negative reviews, a timely response increases the likelihood of resolving issues and building trust.

According to a recent Brightlocal study, 46% of reviews mention that a business owner's response has made them feel more positive about selecting that business.

For positive automotive industry reviews, express gratitude and personalize your response. For negative reviews, address the concern promptly and offer solutions. Being proactive enhances your dealership’s reputation and builds customer trust. Aim to respond to reviews within 24-48 hours!

5. Use Personalized Communication in Review Requests

A generic review request won’t be as effective as a detailed and customized one. Tailor your customer feedback strategy by referencing the customer’s specific service, purchase, or interaction at your dealership. Using their name and acknowledging their experience makes the request feel more genuine and increases the likelihood of a review.

Campaign-Based Review Requests:

Want to collect specific types of reviews? Use targeted campaigns to encourage feedback on particular aspects of your dealership. Did a customer just get an oil change? Automatically request a review of their service experience. Campaigns give you the flexibility and control to get the types of reviews you want and need for your brand.

6. Track Customer Sentiment Using Review-Monitoring AI Tools

Trends in customer feedback can provide you with insights that’ll inform your dealership’s reputation management strategy. However, tracking and organizing feedback can be overwhelming. AI-powered review monitoring tools analyze customer sentiment and identify trends in feedback. These insights will help you pinpoint areas for improvement and highlight what’s working well.

With real-time monitoring and sentiment analysis, you can quickly address issues before they escalate and track patterns in feedback over time.

Learn more about Reputation Reporting and how it can help your dealership monitor customer sentiment effectively.

7. Make Improvements and Deliver Excellent Experiences

It’s simple—if you provide outstanding service, you’ll get more positive reviews. Customers who feel valued and taken care of will be more inclined to leave glowing feedback when you ask them to and more inclined to tell their friends to choose your dealership over the competition. But it doesn’t stop there. Reviews aren’t just a measure of how you’re doing; they’re a goldmine of valuable information that can help you continuously improve.

How to Implement Customer Feedback for Continuous Improvement:

Identify recurring customer concerns in negative reviews and take actionable steps to resolve them.
Train staff to go above and beyond in customer interactions and make improvements based on review feedback.
Streamline dealership operations based on customer insights.

Example:
Let’s say you analyzed your feedback and found that communication was mentioned in a high percentage of your negative service reviews. As a result, you might increase progress texts during service and implement a video system to provide your service clients with updates and explanations of services done. This would target weak points in your service, and as a result, your customers would have more positive experiences, which they will be happy to share with you.

8. Ask for Reviews at the Right Time

Timing is everything. If you wait too long after a customer’s experience, they’re less likely to leave a review. Instead, ask immediately after a purchase or service visit, while the excitement and engagement levels are high.

When you time your request correctly (we try to do it within the first 24 hours of a visit), you maximize the chances of receiving a positive response.

9. Prioritize Google Reviews

While it is important to monitor all of your online review platforms, Google plays a crucial role in your online reputation. Google reviews heavily influence online rankings and your position in local search. That means the more time you dedicate to optimizing your GBP, the more visible your dealership will be when potential customers are searching for where to buy a car.

Make it as easy as possible for customers to leave reviews by sending direct links to your Google Business Profile. How you use your Google review link can have a significant impact on your customer outreach. The more creative you get with how you share it, the more positive feedback you’ll be able to generate for your dealership.

10. Engage Your Team in the Review Process

Your team plays a crucial role in review generation. Train your service advisors, sales team, and customer support staff to actively encourage feedback at key points throughout the customer journey. When employees understand the importance of reviews and the impact they can have on the success of your dealership, they’ll be more proactive in requesting them.

Ways to Involve Your Team:

1. Provide simple scripts for staff to use when requesting reviews.

Sales Team—After finalizing a sale, via SMS:
"Congratulations on your new car! It was great working with you. If you have a moment, we’d love to hear about your experience—your feedback helps others make informed decisions. You can leave a quick review here: [Insert Review Link]."
Service Advisors—When handing back the keys after a repair:
"Thanks for trusting us with your vehicle today! If you were happy with the service, would you mind leaving us a quick review? It helps other customers know what to expect, and we appreciate your feedback!"

2. Incentivize employees with rewards for review generation. A few ideas:

Monthly Leaderboard: Track who gets the most customer mentions in positive reviews and offer a prize (e.g., a $50 gift card, a free lunch, etc).
Instant Recognition: If a customer names a team member in a review, enter them into a weekly or monthly drawing for a prize.
Team-Based Incentives: Set a department-wide goal (e.g., 20 reviews in a month), and if they hit it, reward the whole team with a catered lunch.

3. Recognize Team Members Who Receive Positive Customer Mentions

Everyone loves a good shout-out. Public recognition boosts morale and encourages staff to provide consistently great service. To make reviews a central part of your team's day-to-day, feature top-mentioned members in a company email or Slack channel.

A dealership-wide commitment to review collection leads to higher response rates and stronger customer engagement.

Online reviews are a powerful tool for growing your dealership’s reputation, improving search visibility, and building customer trust. By incorporating these 10 proven customer engagement strategies into your dealership’s processes, you’ll create a strong foundation for long-term success.

Start implementing these tactics today, and watch your online presence, customer engagement, and overall reputation thrive.