As an independent consultant for dealers, our goal is to advise the store's GM, GSM, and UCM about how to improve efficiency with vehicle listings. With vehicle descriptions which are posted to various sites, including Cars.com, AutoTrader.com, and their own websites, two schools of thought seem to prevail regarding Pre-Owned inventory:

-- Dealer A believes that customers spend more time reading all the descriptions and verbiage on a web page because the dealer feels that more customers want as much technical information as possible. Dealer A has spent several hundred dollars per month for an ad-building software which culminates ad copy from various reputable sources that paint their product in a positive light. The final description can be anywhere from 1-2 paragraphs long.

--Dealer B believes that customers spend more time looking at the pictures of the car. While most consumers want to know and understand technical details about a vehicle, they believe that most shoppers have done their pre-buy homework before looking at active inventory. The dealer wants the customer's eyes to draw their attention and get them excited enough about the vehicle to call or stop in. Dealer B uses a very general description that emphasizes one or two key points, while still leaving enough room for questions.

Is there any particular rhyme or reason that you follow when marketing that aligns more with either of these dealers? Does one method or another work better in your experience? Are there any obvious flaws with writing too much or too little in the vehicle description?