Frank Lopes - Reverse Engineering Your Social Strategy - Be Less Typical in Car Sales

Ep 26: Frank Lopes – Reverse Engineering Your Social Strategy

We are back with Frank Lopes for Part Two. In this episode, Frank explains how to “Reverse Engineer,” your social media strategy by thinking about what the end user will respond to.  Post only informative, meaningful and entertaining posts that the customer will want to read. He begs us to stop “Selling,” on social media. He says you should suspend posting about specials and sales. He begs us to resist the urge to post about incoming inventory or post “Happy Customer,” photos on the dealership website. Instead he recommends a better place to share these photos– your own personal page or website.

The reason why Frank suggests sharing photos of amusing adorable things, like puppies or festive holiday photos is that post likes increase when you aren’t trying to sell something.

As the VP of an advertising agency who is in charge of  auto dealer accounts, Frank shares some some advice for social media strategies:

  • Resist the urge to post sales-y messaging.
  • Resist the urge to post happy customer photos on your dealership page.
  • Create content that is informative, has an emotional tie or that is share-worthy, like holidays and puppies.
  • Don’t do what everyone else is doing. It’s not working.
  • Let your salespeople promote their personal brand. It’s good dealership exposure, as long as it’s tasteful.
  • Always respond to comments on your page.

Frank recommends sharing across various forms of social media. He prefers to start with Facebook and then branch out. In Frank’s opinion, the most up and coming platform is Instagram. He points out that women are the majority of users on Instagram. He suggests sharing content that helps women stay ahead. For example, you can post a photo of school supplies to remind her that school is starting soon and she may wish to stock up on supplies.

All of this non-sales related content is important to share because customers have pre-conceived notions and negative feelings about every car dealership they’ve NEVER been to. Frank says long ago car dealers brought that reputation on themselves, so customers are naturally defensive when they come in. Light hearted posts soften the inaccurate perception that car dealerships are unpleasant places to visit.


  • How to get social engagement by NOT selling on social media.
  • What to do when you get social engagement.
  • How “Reverse Engineering,” works.



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