Marty Meadows, President, Mobials Inc.
A homegrown valuation tool is becoming popular among dealers and consumers for its reliability, speed and simplicity
A new trade-in valuation tool designed for Canadians from the Canadian dealer perspective is quickly gaining traction with dealers and consumers around the country, said Marty Meadows, President, Mobials Inc.
Built by the London, Ont. automotive industry technology tools provider, Tradesii is powered by Canadian Black Book, “the country’s most trusted brand for values” and an easy-to-use platform which generates the trade-in value of a vehicle in less than 10 seconds, said Meadows.
More than 250 dealers across Canada have signed on since the tool was launched in April, with an expected 100 more to join the service in the coming months, he said.
“We’re in a right now world,” said Meadows. “Consumers want information right now and if you don’t supply it to them in 10 seconds or less on the dealer’s website, they’re going to leave and go somewhere else.”
Meadows said Tradesii fulfills each of the reasons a consumer visits a dealer’s website: inventory search, figuring out if the dealer is trustworthy and finding out the trade-in value of their car.
“We are very transparent that there are reconditioning costs, there’s overhead, there’s net profit, there’s advertising costs,” said Meadows. “When they come into the dealership, which is the key for the dealer, Tradesii disarms the customer and gives them a good sense of roughly what the car is worth, which is why it’s selling so well.”
Tradesii guarantees a return on investment, said Meadows. “If we do not perform like we say we do, you let us know and it’s over — there’s no contract.”
Launched as the exclusive on-site trade-in valuation tool available to more than 3,000 dealers on Kijiji.ca, Tradesii keeps web traffic on site — leads are then passed to the dealer with the specific vehicle details searched for during the website visit.
Approximately 10 per cent of Kijiji-generated leads are coming directly through Tradesii with twenty per cent of those consumers being transitioned into actionable leads, said Meadows.
