In this episode of Word on the Street, we sit down with Aaron Dobrow of Glen Polk Automotive to talk about what sets forward-thinking dealerships apart when it comes to group websites, vendor relationships, and digital strategy. From dealing with OEM requirements to building one cohesive online storefront across multiple rooftops, Aaron shares hard-earned lessons and insights into what actually works in today’s dealership marketing landscape. Whether you're part of a growing auto group or running a single-point store, you’ll walk away with actionable ideas to streamline your strategy, improve website performance, and get more value from your vendor partnerships.
Listen now to learn:
- How Glen Polk Automotive built a lightning-fast group site that converts
- Why vendor transparency and performance tracking are non-negotiable
- The power of simplifying your digital ecosystem
- What to avoid when setting up digital retailing across brands
00:00 – Intro & Guest Overview
Andrew introduces the episode with Aaron Dobrow, VP of Marketing & Digital Ops at Glen Polk Auto Group, along with Dealer OMG's Ashley and Dave.
02:15 – Aaron’s Background
Aaron shares his unique path from agency work into automotive, and how his outside-industry experience gave him a different perspective.
06:20 – The Aha Moment: Protecting the Dealership
Aaron describes the moment he realized his value as a marketing director came from vendor transparency and defending dealership interests.
09:45 – Bridging the Gap Between Automotive and Consumer Brands
Why automotive marketing lags behind e-commerce—and how dealers can think smarter by borrowing from other industries.
13:05 – Meta Auto Agency Partner Program & CAPI Mastery
Dealer OMG’s role in Meta’s partner program and how early adoption of CAPI gave them an edge.
17:00 – Why Many Dealership Websites Fail
Aaron calls out iframe-heavy, slow-loading OEM sites and explains why modern design matters.
21:30 – Building the Fastest Group Website
How Aaron partnered with Motive to create a blazing-fast, user-focused site that actually converts.
26:10 – Ownership Buy-In & Real-Time Site Edits
Behind-the-scenes of launching the site without prior approval—and how it ultimately won over leadership.
30:45 – Why Traditional Sites Are a Missed Opportunity
Most group sites are treated like afterthoughts—Aaron explains why that's a massive marketing mistake.
33:50 – Impact of Domain Authority & Inventory Visibility
How Glen Polk’s group site attracts out-of-DMA traffic and signals to Google that the dealership is bigger than it is.
37:15 – Standing Out in a Rural Market
Aaron talks about building community trust, reputation marketing, and how being family-owned is their greatest differentiator.
42:30 – From Reputation to Results
How Glen Polk’s ownership team personally responds to reviews—and why this impacts loyalty and conversions.
47:10 – The Truth About Lead Volume
Aaron’s take on why dealers should focu
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2025/05/201 時間 4 分