Car Dealership Guy Podcast Horner on Used Strategy, Riley on Loyalty | Daily Dealer Live
Jan 14, 2026
Doug Horner, General Sales Manager at Mercedes-Benz of North Olmsted, shares insights on the power of social media in driving car sales and strategies for acquiring used inventory efficiently. He emphasizes a hands-on approach to building a digital marketing team and adapting to competition from big players like Carvana. Jameson Riley, General Manager at Riley Volvo and part of a third-generation family dealership, discusses innovative membership models enhancing customer loyalty and streamlining service processes, backed by technology improvements that have boosted satisfaction and profits.
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Measure Social Media By Real Leads
- Measure social media by direct customer actions like calls, leads, and showroom visits tied to content.
- Track attribution from posts to sales and ask every incoming lead how they found you.
Create Daily Raw Content And Edit Later
- Capture lots of raw content daily and hand it to an editor to distill the best clips.
- Record informal, real conversations rather than overproduced skits to humanize the brand.
Used Inventory Is The Dealer's Lever
- Dealers can't control OEM production but can control used-car inventory strategy and merchandising.
- That controllability makes used vehicles the most actionable lever for many dealers.