How car dealers can use Autotrader Deal Builder to their advantage
Your competitors are panicking. Now’s the time to get ahead!
Deal Builder is here…
How worried should you be?
Autotrader’s Deal Builder changes how customers express interest in vehicles, and how retailers manage incoming leads. It would perhaps be an understatement to say that the industry reaction to the rollout has been negative.
The Six Lines Automotive marketing team was at Automotive Management Live last week, and Deal Builder became the unofficial main talking point of the show.
Dealers reported being caught off guard, with confusion about new sign-in requirements and contact flows, why they were expected to use it, and why they weren’t given a choice. That reaction is real, it needed to be acknowledged, and over the last 2 weeks, Autotrader has been refreshingly honest and open in the face of a backlash. Whether this could all have been avoided is a topic for another day.
With all that said, there is an opportunity for car dealers here. Deal Builder shifts the focus from volume to intent. Quantity moves to quality, and in scenarios like this, some dealers will gain a new foothold in the market.
Dealers who adapt quickly can get ahead. Early adopters who adjust workflows, prioritise reservations, and communicate clearly can win more sales while their competitors are still reacting.
Here are five reasons to consider Deal Builder in a new light, practical tips to get the most from it, and what to watch for while you adapt your team and your processes.
Five benefits to taking Deal Builder seriously
Signals of real purchase intent
When a shopper builds a deal and reserves a vehicle, they are further down the buying path than a casual message. Autotrader’s data shows a large share of built deals do not result in the buyer submitting another lead elsewhere for several days. Buyers feel they have committed.More opportunities outside business hours
A meaningful number of deals arrive outside typical opening times, so dealers start the next morning with ready to work opportunities rather than cold leads. Autotrader reports that about half of deals happen outside standard office hours.Cleaner, validated contact records
The requirement for shoppers to sign in allows Autotrader to validate email addresses and prefills contact fields. That makes follow up faster and more reliable than many historic anonymous leads.A new way to protect margins
Buyers who build a deal online are more likely to accept advertised prices, reducing the need to drop price to close. That gives dealers an opening to protect their margins if they handle interactions confidently.A better customer experience when dealers move quickly
Reservation flow gives buyers visibility on their status. Paired with fast, clear dealer follow up this reduces friction and builds trust that improves the likelihood of sale.
What this means for you
Reservations are a stronger signal than old style enquiries, so treat them as top priority. Route reservations to a named owner, send an immediate acknowledgement with a clear response window, and make the first call your conversion step.
With a fast verification workflow and a short script, your team can convert higher-intent shoppers and protect margins while others are still adjusting (or even panicking).
Treat reservations as the strongest signal you will see from the platform. Respond fast, confirm a time commitment and use clear messaging to turn that signal into a sale.
and what to look out for
Expect a few teething problems during the rollout. Here are some issues you may face, and straightforward ways to stop them from becoming lost opportunities.
Apparent drop in raw leads
If you see fewer generic enquiries, avoid panicking. Convert the incoming reservations and measure revenue per lead rather than pure lead totals. Communicate to senior teams so they understand the new metrics.
Customer confusion about reservations
The product update initially changed the mobile contact buttons and some dealers said that made reservations more prominent. Autotrader has responded and agreed to keep a balance between contact options. Keep public messaging on your ads and in auto replies to explain how customers can still call or message you directly.
Reservation cancellations and no-shows
Tighten your confirmation process. Call quickly after reservation, use SMS and email reminders. Keep a note of no-shows to share with your Autotrader account manager.
People without portal access cannot see PII in emails
Make sure the right staff have Portal access and that your process for retrieving verified contact details is fast and normalised. This avoids delays while keeping customer data safe. It may be worth having each team member show you they can access it. Don’t find out months from now that you lost leads due to access privileges.
Multiple platforms and stock control
If you advertise on several sites, keep inventory and reservation status synchronised so you do not sell the same car twice or create negative customer experiences.
Deal Builder checklist for your car dealership
✔ Assign clear ownership for Deal Builder leads
Why: A single named owner stops leads from falling through the cracks and creates accountability so enquiries get answered quickly, which lifts conversion rates.
✔ Create an immediate acknowledgement message
Why: An instant message reassures the customer and sets expectations, which cuts cancellations and gives your team a small window to verify details and prepare a tailored follow up.
✔ Monitor conversion metrics daily during the first weeks
Why: Daily checks let you spot problems fast and course correct, while ongoing weekly review shows whether process changes are improving reservation to view and view to sale performance.
✔ Train staff on privacy changes and the new lead record flow
Why: If everyone knows where verified contact details are located and how the new notifications work, you avoid delays, protect customer data and keep calls timely and professional. Don’t find out months later that you have been losing sales because your team didn't have Portal access.
✔ Keep listings and stock status up to date
Why: Accurate status prevents double sells, reduces customer disappointment and makes it easier to manage alternatives when a reservation is active.
Don’t get left behind
If you want to get ahead with Deal Builder and turn higher intent enquiries into confirmed sales, we can help.
Six Lines Marketing works with dealerships that want clearer messaging, sharper customer journeys and better use of the tools they already pay for. We can review your current process, shape practical improvements and build the communications that guide buyers from first contact to completed deal.
If you would like support with training, workflow planning, vehicle merchandising, or customer messaging, get in touch and we will help you move faster than your competitors.
Just some of the brands our team have supported
Let’s chat
We’d love to hear where you need support. Drop us a message and we’ll take a look, ask a few questions, and see how we can start solving problems together!