Ms. McCartney outlines how real estate transactions have increasingly moved online, with customers conducting extensive research on properties before engaging with agents. However, she notes that many customers still prefer an in-person viewing before finalizing a purchase. She draws parallels to the automotive industry, where online research is common but test drives remain an important part of the buying process. Based on trends in real estate, Ms. McCartney offers several recommendations for automotive businesses. She suggests focusing on the overall customer experience, both online and in-person. An engaging digital presence and transparent communication are key. However, human interaction and building trust are still vital to closing sales. She also recommends gathering and utilizing customer data to personalize marketing and better match inventory to buyer needs. Overall, Ms. McCartney’s experience in the real estate industry provides valuable insights into the future of automotive sales. By following the lead of a sector further ahead in the transition to digital, car dealers and manufacturers can enhance the customer experience, build loyalty, and drive growth. Her balanced perspective highlights the importance of both online and in-person engagement to meet the demands of today’s omnichannel shoppers.Become a supporter of this podcast: https://www.spreaker.com/podcast/talking-business-with-mark-and-john--5696935/support.

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