{"version":"1.0.0","episode":{"title":"\"Own your backyard\" - The fastest way to increase ROI in your dealership | Troy Spring, Founder Dealer World","url":"http://getcarcurious.com/episodes/own-your-backyard-the-fastest-way-to-increase-roi-in-your-dealership-troy-spring-founder-dealer-world","audioUrl":"https://anchor.fm/s/1094c7cb4/podcast/play/119866452/https%3A%2F%2Fd3ctxlq1ktw2nl.cloudfront.net%2Fstaging%2F2026-4-12%2F423987100-44100-2-26489e26dbef3.mp3","description":"Is your dealership spending more on ads but selling fewer cars?Many automotive retail leaders pour massive budgets into marketing, hoping to generate more traffic, only to find their ROI shrinking. What if the answer isn't \"more\" but \"smarter\" – starting with your own backyard?From this episode, you’ll discover:Why \"owning your backyard\" is the most profitable, yet overlooked, growth strategy in automotive sales.How to audit your current lead processes to find and plug the leaks in your sales funnel *before* you increase ad spend.The three non-negotiable accountabilities that drive success, and how to identify where your team is falling short.Why returning to foundational sales principles, not chasing shiny new tech, is the key to sustainable dealer growth.Troy Spring, CEO and Founder of Dealer World and Co-founder of Dealer Funnel, shares decades of expertise on optimizing dealership operations and marketing for maximum ROI.Follow The Dealer Playbook so you never miss an episode.Timestamps00:00 Meet Troy Spring00:35 Why Basics Still Win03:41 Sales Is an Art04:26 AI Hype vs Process04:59 Traffic Is Not the Fix06:55 Audit the CRM Funnel14:51 Own the Backyard17:07 Mail Your Database19:02 Built on Fundamentals20:03 Connect and Wrap Up20:47 Podcast Outro\n"},"annotations":[{"startTime":986.6,"endTime":991.1,"type":"term","title":"pump-in pump-out data","quote":"Honestly sit with them and kind of say but let's take a look at the pump-in pump-out data\nHe's what yeah, what i'm hearing mark.","canonicalId":"term:pump-in-pump-out-data","priority":0.45,"confidence":0.55,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"“Pump-in pump-out data” refers to tracking how leads or customers are brought into a dealership’s marketing funnel (“pump-in”) and then converted or removed (“pump-out”). It’s used to measure the effectiveness of digital campaigns and lead-handling processes.","simplifiedExplanation":"It’s basically a way to measure where leads come from and what happens to them next—how many get turned into real customers."}},{"startTime":999.1,"endTime":1005.6,"type":"term","title":"geo fencing","url":"/glossary/geofencing","quote":"it all started with geo fencing. That was the big trigger on\nOh, well, that was such an easy sell on on a dealer's ego","canonicalId":"term:geo-fencing","priority":0.55,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Geo fencing is a location-based marketing tactic that triggers ads or messages when a device enters (or leaves) a defined geographic area. In a dealership context, it’s often used to target shoppers near competitors’ showrooms or specific local neighborhoods.","simplifiedExplanation":"Geo fencing is like setting up an invisible boundary on a map. When someone’s phone enters that area, the dealership can show them targeted ads."}},{"startTime":1022.8,"endTime":1026.3,"type":"term","title":"lead nurturing","url":"/glossary/lead-nurturing","quote":"every tool in the book when it comes to anything digital marketing\nanything, uh, you know even lead nurturing ai related","canonicalId":"term:lead-nurturing","priority":0.4,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Lead nurturing is the process of building relationships with potential buyers over time using targeted follow-ups and content. The goal is to keep the lead engaged until they’re ready to contact the dealership or buy.","simplifiedExplanation":"Lead nurturing means you don’t just contact someone once—you keep following up with helpful messages until they’re ready to buy."}},{"startTime":1030.8,"endTime":1034.7,"type":"term","title":"database","url":"/glossary/database","quote":"Is what and you know it when's the last time you mount your database\nWhen's the last time you mailed your database with a hard copy piece of mail to their home","canonicalId":"term:database","priority":0.35,"confidence":0.6,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"In dealership marketing, “database” means the CRM list of customers and prospects (names, contact info, vehicle history, and engagement). It’s the asset you market to through calls, emails, and direct mail.","simplifiedExplanation":"Here, “database” means the dealership’s customer list—people they can contact for follow-ups and marketing."}},{"startTime":1034.7,"endTime":1041.3,"type":"term","title":"hard copy piece of mail","url":"/glossary/hard-copy-piece-of-mail","quote":"When's the last time you mailed your database with a hard copy piece of mail to their home telling you you want their business\nWhat?","canonicalId":"term:hard-copy-piece-of-mail","priority":0.3,"confidence":0.75,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Hard copy direct mail is physical printed marketing sent to a customer’s home address. Dealerships use it as a complementary channel to digital ads and email, especially for lapsed customers.","simplifiedExplanation":"It means sending a physical letter or postcard through the mail, not an email or online ad."}},{"startTime":1044.5,"endTime":1051.6,"type":"term","title":"paid search","url":"/glossary/paid-search","quote":"they'll they'll spend $10,000 more on paid search even when there's no impression share to get","canonicalId":"term:paid-search","priority":0.4,"confidence":0.9,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Paid search is advertising where a dealership pays to appear in search results (typically via keyword bidding). It’s commonly used to capture high-intent shoppers actively looking for vehicles or financing.","simplifiedExplanation":"Paid search is when you pay to show up in Google (or similar) results for certain searches, like “used SUV near me.”"}},{"startTime":1044.5,"endTime":1051.6,"type":"term","title":"impression share","url":"/glossary/impression-share","quote":"they'll they'll spend $10,000 more on paid search even when there's no impression share to get","canonicalId":"term:impression-share","priority":0.5,"confidence":0.85,"source":"hybrid-fuzzy+gpt-5.4-nano","data":{"explanation":"Impression share is a metric for how often your ads are shown compared to the total number of times they could have been shown. Low impression share means you’re not getting visibility, even if you’re spending money.","simplifiedExplanation":"Impression share tells you how often your ad shows up versus how often it could have shown up. If it’s low, you’re paying but not getting much exposure."}}],"speakers":[{"id":"s1","name":"Michael Cirillo","role":"host"}],"transcripts":[{"url":"http://getcarcurious.com/episodes/own-your-backyard-the-fastest-way-to-increase-roi-in-your-dealership-troy-spring-founder-dealer-world/transcript.vtt","type":"text/vtt"}]}