By: Robert O'Hara, VP Strategic Alliances, GrooveCar & CU Xpress Lease

There’s a fun new feature that will shake up and enhance the way members look to your resource for everything automotive. It’s all about change. The kind of change that keeps members interested and educated is what the new pricing tool on the GrooveCar platform is all about. The new feature joins the list of other new options introduced during the last several months to provide credit unions with greater engagement and lead generation. This next level of auto buying enables members to see what others in the area are paying for similar pre-owned vehicles. With its mobile first design, the goal is to create more value for the car shopper. Your site will serve them everything they need before heading off to the dealership. This feature allows your resource to provide members on-the-go, with an idea of what other consumers are paying, we anticipate this will become a very popular feature for members.

Developing lead generation tools continues to be our passion. It is very important to have credit unions remain relevant throughout the car buying journey with their members. We introduced the new incentive feature allowing credit unions to provide special offers directly to members, the refinance calculator and trade-in value calculator, join the build a car and save vehicle search lead generation. These areas of the website encourage the member to register and save the information they are researching, for a later date. While at the same time the credit union receives an alert.

For credit union auto loan growth strategies, we work with you on showcasing dealerships that bring your loan portfolios the most value. I have written extensively on this approach to promote dealerships who will work with you to send business back. In the dialogue with your preferred dealer network, let them know you will be exclusively representing their inventory to members. Instead of listing 100s of dealers in your area, promote only the ones that truly value your credit union’s efforts and will treat your members accordingly. This customized option is available and we can work with you to get it live.

Good content and features will set your website apart from the masses and will ensure the right message is being received. Want to win the wallets of members? Do so with the effectiveness of providing a service and products they are looking for.

Follow the link to a video interview with Mike Lawson of CU Broadcast, and myself, on how credit unions can play a greater role in 2017.

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