As a family-owned scrapping and recycling business, Gershow and Thump Local worked out that it could improve its profitability by buying cars directly from the public, instead of through middle-men and donation services. They needed a strategy for connecting locally with prospective sellers at those infrequent moments they’re ready and able to unload their old car.
An ultra-local website strategy with distinct URLs and experiences for their various locations across Brooklyn and Long Island, NY
Listing management services that ensure that car sellers are being served the closest and most convenient location.
Implementing Review Stars to aggregate reviews and increase their visibility across Google listings and all the other major search indexes.
An efficient Google Adwords strategy to drive call volume while keeping costs low.
Increase in call volume and online form fills.
Increase in monthly volume of cars bought at a lower marketing cost per acquisition.
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A family-owned business, with over 50 years operating in the greater New York market, Gershow acquires scrap metal for recycling purposes. In recent years, a significant and growing aspect of their business has been buying old cars. While part of their strategy had been to partner with donation-based organizations, the owners and Thump Local worked out a plan where they could improve the business’s margins by going direct to individual car sellers.
As the team at Thump helped plan this evolution in the business, they knew a local, search heavy, keyword-targeting strategy would be critical.
Gershow already had the advantage of offering convenient access to sellers through 8 locations across Brooklyn and Long Island.
Thump recommended an ultra-local website and landing page strategy with distinct URLs and experiences that focused specifically on the car-buying business and their different locations
Pairing that site strategy with a full revamp of their Google My Business listing strategy ensured that sellers looking to unload their car were going to see the most relevant and convenient options from Gershow.
Knowing that scrapping your car is new experience for most people, the team realized customer testimonials could be a very powerful tactic. By implementing the Review Stars program for Gershow, prospective sellers were able to feel confident in the experience they were going to have and know that many happy and satisfied clients had sold their cars to Gershow Recycling.
In short order the number of reviews at all the Gershow locations began to grow. The total has reached nearly 400, and are overwhelmingly positive.
“Working with the team at Thump has been great for our business. I’ve especially appreciated how attentive they are and the level of service they bring to every interaction we have.” said Elliot Gershowitz.
