Warning: Undefined array key "page_before" in /home/scend/public_html/trafficscale.com/wp-content/plugins/header-footer/plugin.php on line 217
Warning: Undefined array key "page_after" in /home/scend/public_html/trafficscale.com/wp-content/plugins/header-footer/plugin.php on line 218
Traffic Scale Report
Prepared for Andy Cohan and Major World
I. Geography & Population
Market area and population play a key role in the number of cars sold each month and the potential for growth. Dealerships can’t change the number of people in their market area and often only draw people from a small radius around their store. This is why it is important to maximize every opportunity you can and fully leverage the complete population.
A. Geographic Area Considered: Kings, Nassau, New York, Queens, Suffolk – New York
These are the counties you indicated as your dominant sales area. A dealership only draws people from a certain distance around their location. You may or may not get prospects from every part of the counties above but these are the areas you’re currently drawing the largest number of customers from.
B. Total Population of Geographic Area: 9,378,768
This number approximates the number of people in your defined geographic area. This data is compiled from US Census data.
C. Total Population Between 20 and 65: 8,018,847
This number is the approximate number of people between the ages of 20 and 65 in your geographic area. This age range represents the prime car buying years according to Traffic Scale research.
II. Sales Activity In Geographic Area
It is what it is. There’s not much an individual dealership can do to increase the aggregate number of cars sold each month. The problem is that this number has been drastically reduced in the past few years. So dealers who were relying on the steadily growing market are now coming up short in sales and profit and wondering what they can do to attract more customers.
A. Number of Shoppers Active At Any Given Time: 187,575
This number is the approximate number of people who are actively shopping for a new vehicle in your market place at any given time. These prospects are the people most heavily targeted by car dealership advertising and marketing. The prospects are also the most price-sensitive.
B. Number of New Vehicles Sold Monthly: 28,956
This number is the average number of new vehicles sold on a monthly basis in your area.
C. Number of Used Vehicles Sold Monthly: 80,065
This number is the average number of used vehicles sold on a monthly basis in your area.
D. Number of New & Used Vehicles Sold Monthly: 109,021
This number is the average number of new and used vehicles sold on a monthly basis in your area.
III. Your Portion of Sales Activity
A certain number of vehicles are sold every month in each market across the country. How many of those vehicles are sold by your dealership is a variable that is completely under your control. The percentage of sales you get of the total pie is your “fair share.” If growth is your goal, then you need a plan to capture MORE than your fair share of the business in your market.
A. Your "Fair Share" of All Sales: 149
This number is the average number of vehicles a dealership in your area should be selling based on the market population, the aggregate number of vehicles sold on a monthly basis and the total number of dealerships in the area. This is effectively each dealer’s “fair share” of the car sales occurring in your market area.
IV. Untapped Market & Opportunity For Growth
Research indicates that it’s nearly impossible to move the needle quickly and substantially without increasing the size of the potential pool of prospects. Increasing your share of the existing market is typically slow, costly and unprofitable. The big increases in traffic, sales and profit come from multiplying the size of the market you are selling to WITHOUT going outside of your dominant sales area.
A. Number of "of age" people who aren’t shopping, but would like a nicer, newer car: 6,424,456
This number approximates the number of potential prospects who are in your dominant sales area and who are in the right age bracket to buy a vehicle but aren’t actively planning to buy a vehicle right now. This number represents your biggest area for growth because the majority of people who aren’t currently shopping would actually prefer a nicer, newer car and can be tempted into the market.
B. Market Multiplier: 34.25
This is a proprietary Traffic Scale metric that demonstrates how much more of your dominant sales area you can go after if you change your marketing message to speak to this group of “out of market” prospects. The algorithm for determining this figure is part of our secret formula. The key to leveraging this number is to stop selling cars and start selling solutions (specifically, the solutions to the problems that are keeping these people out of the market).
| Current Market | |
| Untapped Market |
