2020 has been a year of change for all of us, and CarGurus is no exception. As of July 1, we will be making updates to our free Restricted product to provide more connections and a better ROI for our paying customers.
As we posted here, CarGurus suspended the free Restricted (formerly “Basic”) listings program during the COVID-19 crisis to better accommodate shoppers and provide a strong return on investment to paying CarGurus customers.
With dealerships across the country resuming business, we’re preparing to retire the suspended status. All dealers in suspended status will receive their queued leads on 6/30.
We’re also making additional changes to the Restricted program.
Starting July 1, CarGurus will be capping the number of leads dealers on our free program receive within a 30 day period. Dealers on the Restricted product will be limited to either ten or fifteen leads per month, depending on their listed inventory size. Once this number is met, their inventory will be removed from search results pages (SRPs) until the following 30 day period.
Other changes to Restricted listings include:
- No access to display Deal Rating Badges on dealerships’ own websites
- A maximum of 6 photos per vehicle on Restricted vehicle detail pages
- Limited retargeting of Restricted dealers’ inventory through CarGurus advertising
Why make these changes?
We believe this will drive more connections and better ROI for our paying customers while still providing a free way for dealers to test out listing inventory on CarGurus. In times like these, it’s more important than ever that we focus on our paying customers and delivering the best possible ROI.
We also believe that the customer experience on our paying dealers’ inventory has several advantages, including sharing the dealership name and giving consumers access to multiple direct contact methods instead of anonymous email exchanges.
We’re looking forward to seeing the results and continuing to innovate and build better connections between car buyers and sellers.