dealers · 2026-11-10 · 52m17s
BHBMW · J&L marketing performance + year-end (Nov 10)
BHBMW · J&L performance review · Nov 10 (~52m)
Who: Lance + store (Brett/Richard) + Caleb (J&L).
Attribution (J&L Oct / call-track match):
- ~2,100+ tracked calls · ~$6k spend mix (brand / new inv / used / service search).
- Service: 95 ROs → ~$142k revenue matched (excludes online scheduler forms).
- Sales: 3 deals → ~$114k sale price matched (not GP; form-fill sales not in match).
- Lance barometer: Google paid ~23k visits / 30d + VDP landings > vanity match counts.
Business feel: used strong · new stagnant / needs better.
Priorities: keep X3 + X5; year-end focus 2027 X5; X1 floated, not locked. Some 3 Series / older X5 loaners mislisted as new — Lance checking OM.
Other: AMP → Fullpath morph; AI agents in marketing stack; ChatGPT paid ads interest after BMW Dallas pilot mention; recall / DM event floated (April?) — no date.
9:12
VDP barometer
Lance: success = traffic onto VDPs, not 3 matched sales.
6:00
95 RO / $142k
Service call-track match; scheduler forms under-report.
0:53
X3 + X5 stay
Year-end lead 2027 X5; X1 suggested only.
0:00
AMP, which is going to be called,
0:04
Well, it's being morphed into Fullpath now. They Fullpath bought them, but AMP is basically responsible for a few hundred ROs every month, and it's their attribution is these people received our piece and they opened it,
0:18
And then we have an RO from them. So,
0:20
You know,
0:22
You know, so it's like direct mail. No, this is email and text.
0:26
It's strong. It's strong. But the thing is, the reason I think the reason all of it works so well is because we're hitting them on. You're hitting them with email, text, and then what you guys are doing,
0:35
Right? And so they're seeing it in their news feeds. They're seeing it on on their websites they're visiting, and they're seeing it when they search. And they're also getting an email and a text. And so it's when you can double up and triple up on the messaging. That's when you start getting more action.
0:53
So didn't come here to. You know, sell you guys anything? Just wanted to see y'all, make sure you guys were still happy. Kind of give a status update. I know we're still really focused on X3, X5, were our top two priority models. Want to make sure that hasn't changed, and then just kind of plan for a big, big year closeout, and make sure we start Q1 27 strong. Just wanted to see how you were feeling outside of you know,
1:20
Feeling like shit. Feeling like shit. How's the how's the business looking? I guess maybe not your best. Good. I mean, this is good. It be better.
1:26
It needs to be better, but yeah.
1:29
More on the new side.
1:31
Used cars on fire.
1:32
New cars is a little stagnant.
1:35
I mean, it's.
1:38
Hmm.
1:50
You think that's like affordability on the on the new car side? So.
1:58
How compared to the market is new cars for you?
2:02
Like, is the market over? Is your is your your market overall slower on the new car side, or are you guys the uptown? Um,
2:11
No, I mean we're.
2:12
Yeah. Alright,
2:24
Sir. Okay, I'm Richard. Richard, I'm Caleb. Nice to meet you.
2:28
How's the back?
2:30
Still fucked up.
2:32
Yeah, I mean I was feeling better, but can you tell?
2:35
A little bit. The more you sit, man, the worse it gets.
2:38
That's the whole problem is sitting. My back's locked.
2:41
Yeah, this fucking job makes you sit too much.
2:45
Let's see, showing up. There we go.
2:49
Okay. Um. So this was for.
2:54
So if we just look at last month, that was for the last.30 days, but if we just look at October,
2:59
You could have loaned him your other,
3:01
Like a big TV. It's there.
3:02
You just plug into that big TV if you want. Fine.
3:05
If you got HDMI, you just plug in. Yeah, yeah.
3:08
You just unspool it and it's all yours.
3:14
Richie, you're over at Audi, correct, sir?
3:16
Tom. He's at all the stores.
3:18
That's everybody's boss, right there, buddy. Okay. That's everybody's boss.
3:24
I hope his main office is still next to me. He's got two offices now.
3:28
Is that your main office over here, or it's it's up? I don't like being up here.
3:31
I just like being on the ground. Yeah, man, I don't like being upstairs.
3:34
I'd rather be where I can see what's going on.
3:36
Where the action is. There you go.
3:47
All right, the crew.
3:55
I like this remote. Kind of works.
3:57
They care about us so much; they find us for him.
4:02
Oh shit!
4:03
That's the right move, the right source.
4:05
I'm going to go figuring. All yours.
4:08
Oh Jesus!
4:19
Sorry, just wiggle it.
4:20
Okay, there we go.
4:27
All right. So the last thirty days, you guys, obviously, Brett, you know, you're on our total package and our service combat. So that's our service digital marketing strategy and our sales digital marketing strategy. And lock steps to make sure it stays aligned with with what your store needs. Um.
4:44
So right now,
4:49
Currently, over twenty one hundred recorded phone calls.
4:54
Form visits and completions and store visits in the month of October,
4:58
So fairly strong. Spending about spending about six thousand dollars overall.
5:04
Seven thirty four is going towards dealership spend, so that's Brian Harris BMW. That's just your brand, and then thirty two hundred goes directly to new inventory spend. Spending a little bit on the used side, three seventy nine,
5:18
And then fourteen fifteen hundred dollars in service for.
5:23
BMW service near me,
5:25
Value service oil coupon things like that on paid search.
5:30
Biggest biggest new update is the transaction reporting.
5:34
So this does not track any online form fills, which is typically how most people buy their cars. Is they're going online, submitting a lead, and then you work that lead.
5:43
From what I've been been told from all my clients, I'm working with Lance. You know, your guys's lead form visits is typical. People aren't just calling in and buying typically.
5:52
They're going online, filling out a form, and then you work them from there. So we wouldn't get the form fill attributions on these,
5:58
But from the service side,
6:00
We've closed a total of 95 ROs for 142,000.
6:05
Some of those might be status updates. Maybe their car was already in. They Google, you know, Brian Harris BMW service, and then they call in, "Hey, is my car ready?" That would technically get attributed in here,
6:16
But this isn't tracking any.
6:20
This isn't tracking any of your online scheduled service forms, so it's a little bit underreported, which is something good to to look at, or at least know.
6:29
And then in October we have three total sales totaling 114 eight,
6:34
And then you're actually able to come in here and see. Did you say that again? So we got three total sales for 114.
6:41
This this the sales revenue. Yeah.
6:45
So of all with all of our digital marketing.
6:49
Some of it, some on the sales side, some of it leads to online or phone calls through our call tracking,
6:55
And those that phone call is coming from a cell number, obviously a phone number. So you said that's total sales,
7:04
114.
7:05
This is we we were able to match back three car sales within the month of October that were generated from one of our paid ads. We're not able to match back any online form fills.
7:15
But where's one hundred fourteen thousand? I think that's where he's asking.
7:18
Oh yeah, that's the that's the three sales, and we were that's the sale sale price.
7:23
Yeah, yeah, must be sale.
7:24
Yeah, that's total revenue from three cars.
7:26
Not gross profit,
7:28
Of course, sales. Okay, that's you know three forty thousand dollars cars.
7:34
Yeah. Yeah, and it's that's kind of like to me that's attribution doesn't even be on a report because it's just it's like three sales like what it. You know what? What matters more is what's traffic,
7:46
You know. That's when we would want to look at.
7:48
And then VDP landings, like how many pages landed on VDPs, like all that stuff, and yeah.
7:52
A thousand percent. I was saying this is much more good to see on the service side, where people are calling in and then closing out ROs, where we would want to get most of JNL's attribution would be lead form visits, VDP page views, and then closing rates and on Google Analytics from people completing the form.
8:11
So these are just kind of stuff. Just wanted to show you that that's kind of new with Jano because we didn't have this. We were just able to say,"Hey, 48 people went to your online scheduler and 63 people called in." Yeah. We're not able to put any dollar amounts to that up until a week or two ago,
8:27
To where we're actually able to load the phone calls that come in through Delacom, match them back with your DMS extraction, and say, "Hey,95 total ROs,
8:37
95 phone numbers came through our ads, resulting in 142 grand in service revenue."
8:43
And then we were able to match back three sales in the month of October for a total of one fourteen. Obviously, I know that's you know nothing close to gross or anything like that.
8:55
So then,
8:56
For Google Page Search,
9:00
Essentially in October we spent right at two thousand dollars. We can kind of go through channel performance and everything like that. Wasn't sure, you know,
9:10
In terms of the marketing standpoint.
9:12
Yeah, I mean, I see all this. Like, I have it all like built into my own reports. So, my Google paid right now is about twenty-three thousand visits for the last thirty days. Yeah, and then I can dig dig deeper into like what was the click-throughs, where did the click-throughs go? Was it VDPs? Was it SRPs?
9:28
You know, my piece is like how much is the traffic driving the VDPs because that's kind of the lowest funnel possible.
9:34
How much traffic is being driven to VDPs? Like, that's kind of what one of my barometer for success is.
9:41
Are we landing people on actual shopping pages, and then they're doing whatever they do from there, calling us and that kind of thing? So this lines up with what I see, though. I mean, it's awesome.
9:51
So for X threes and X fives, are we for the 2026 closeouts? Are we?
10:00
Or anything outside of J and L that's going on that we can like work together with? Like, if you guys are doing any video advertising or any direct mail,
10:07
So right now the.
10:10
The bulk of what we're doing is is JNL and then AMP. And AMP is a lot. AMP is a lot of different campaigns. It's like I always have an AMP campaign that is very tailored that pushes at like I've got an SUV specific campaign. It's like X3, X5, X7, whatever the offers are that given time, and it's emails and texts.
10:27
So we're doing drive to and order. Yeah.
10:31
Every every car that's bought feeds two hundred people. That's the that's a BMW deal.
10:37
But we're doing a lot of. I noticed on Facebook they've been posting all the pictures with their clients.
10:45
Yep, the rides in hunger.
10:46
We're posting all those. We got the new body style X7 2027 new body style. That's a that's a hot.
10:54
Are we marking down the 26 X7 since they're X5?
10:58
Oh, did I say X7 X5? I'm sorry.
11:00
Yeah, we're not. My bad.
11:02
My bad. Yeah, we don't have any left.
11:04
Okay, that's nothing to speak of. Yeah. Okay. So it's like.
11:07
I need to let our team know because we were spending a little bit of well.
11:09
Well, I think we. I think we. Yeah.
11:12
We sold out last week of the week.
11:14
Yeah, they're shut down. So it's only 2027s now. Yeah.
11:19
Well, it's still a priority, so it's 27s.
11:22
Do we have them?
11:23
Yeah. Well, we just had like I think I saw six or eight of them back this morning.
11:28
Yeah, we're showing a lot in stock. Not all of them are here yet, but.
11:35
Yeah, if we've got any twenty sixes, it's not very many left.
11:38
We don't have any twenty sixes.
11:40
Well, you know what we have showing up here is loners.
11:42
Loner cars.
11:42
Yeah, we do have we do have uh loners.
11:46
True loners, yeah, but no none new.
11:49
Okay.
11:51
Which is under the executive demos, I think.
11:55
Yeah, watch. If you want to see, if you go,
11:59
Just go year twenty seven,
12:01
And then click X five, and you'll you'll get a whole bunch of stuff, but.
12:05
So as far as priority models for year-end pushes,
12:08
I think the 27 X5 for sure. Yep.
12:12
I think the push is the all-new, totally redesigned.
12:16
And that's conversations that I had with Michael already.
12:21
We talked about it last month.
12:23
Okay. Yeah. But that's your that's going to be our biggest push at the end of the year is the 2027 new body style X5.
12:30
So,
12:33
You know, Indy.
12:35
Six thousand pounds. It's above six thousand pounds, so he gets the tax write-off. I think that's huge.
12:46
And then I don't know if any of our creative on the digital side is pushing any. That's that's an OEM push, right? The BMW drives in hunger. Yep.
12:55
I know we're pushing road home sales. I don't know if we're pushing. We don't ever pay. We've never done paid for drives in hunger.
13:03
This road home that starts 12: 01,
13:05
Right? No, it started out.
13:06
It is.
13:06
Yeah, it started last week. Yep. Or this week.
13:09
I have all my sales events running in December for the road home.
13:12
That's why I thought. Yeah, because all of our like all of our stuff pivoted to that at the first of the month. Like I pivoted all of it to the to road home.
13:20
That's awesome.
13:30
So X three twenty seven X five. What else is eating up on the on the line?
13:35
Anything else that is like, man, we got to get out of these off the.
13:40
No, I mean other than X three X X five. I mean I'm not heavy in anything.
13:45
We have more three serieses than usual,
13:47
Probably. Huh. That was the third model. Was the three series.
13:50
That's what we were talking about before. Twenty three.
13:52
Twenty three is what we're showing.
13:54
No, that's not right. You know why it's not right?
13:57
I don't think I have.
13:58
More than six or seven. We have these loaners showing up as new again.
14:09
Yeah, there's no new cars,
14:11
No new three series to talk about. The website's showing some new loaners as, or some used loaners as new cars.
14:20
X1.
14:28
I think, yeah. I think if you're going to touch on anything other than those two, it'd be X1.
14:35
You know, for a good price point.
14:57
But I think our main spin needs to be on that X5.
15:09
And then I know we briefly talked service.
15:13
I don't know if we talked about the twenty twenty six recall bulletin.
15:20
Some dealers love them. Some are think ah ran one of those four years ago. It's terrible. It's a bunch of old cars.
15:25
Have you guys run any RAM? Any?
15:28
We haven't because we haven't. You know, we've been so backed up.
15:32
We're, I mean, we're caught up now,
15:34
So we could start moving forward,
15:36
Doing some recalls.
15:38
But it's something that's 50% reimbursed. Doesn't touch your after-sales call or sales call, obviously. Wow.
15:45
It's phenomenal for service effectiveness because you'll 90% of the transactions will be 15 months or greater.
15:52
And then we set a model year cutoff. We can set it at 2012 or 2013, so you're not, you know, having a 20-year-old car in the service drive on its fifth owner. That's not going to do any CP.
16:04
Yeah, we just looked at all the numbers on it. Like you've shown me your numbers on it. From old, and then Tara just showed them to Tara and Bill showed them to us this past week.
16:13
Yeah, I ran them all over the Mid Atlantic, Northeast, out west.
16:18
Ran one with moss,
16:21
And they they. So what did you say?
16:25
I guess I didn't understand what you said about it's not going to affect the.
16:30
It's fifty-fifty co-op.
16:32
Fifty-fifty.
16:32
It comes out of its own fund. Yeah. So it doesn't go against our actual normal funds.
16:37
And BMW is supporting fifty percent of the cost.
16:39
I know that says twenty-five. It's a typo. It's the twenty-six bulletin.
16:44
Five hundred dollar reimbursement towards the gap fee.
16:47
A million new recall opportunities have been added nationwide. They added six hundred thousand last year. So since your last recall event, over a million and a half new events nationwide, and then each center is entitled to host up to six events per year.
17:01
And then with that's a recall event, yeah, it's separate from the after sales fund.
17:10
So this is what the mailer would look like. So I would get with your service manager.
17:17
We would go through.
17:18
So let's see. You guys had,
17:22
I believe, twenty-seven hundred.
17:29
Come on, sweetie.
17:38
Oh, you guys had thirty-six hundred. That'll probably be right at around thirty-three hundred total targets.
17:43
So that would be a two to four percent response rate, so 66 to 120 appointments,
17:49
And then we take care of all the BDC and the scheduling for you guys as well. So I would work with your service manager, and she would tell me, "Okay, Kay, we're slammed from 7 a. m. until 10 a. m. each day. I want to run, you know, our slowest days are middle of the week, Tuesday through Thursday.
18:04
We want to run 10 a. m. until 3 p. m. each day.
18:08
" Get with April; she can handle it. Off, I'll be okay with doing. Okay.
18:13
But yeah, something. I mean, it's I mean it jams the service drive full, and then all those customers are prime for value service because like eighty percent of the list is your late twenty ten, early twenty twenty vehicles,
18:27
And it reactivates them, so boosts service effectiveness, and then you have all your cross sell opportunities while you're taking care of the car for customer pay, obviously.
18:37
So yeah, so that's I mean it's a.
18:41
Most of my dealers, once they run one, they're like, "Yeah, dude, let's go ahead and schedule those out for the rest of the year, just quarterly, just because it's a good shop meal for for service business.
18:49
" Is that it?
18:55
Um, yeah.
18:55
Unless you wanted to talk some OTT advertising, or you know, I just want to make sure you guys are getting what you need out of us.
19:03
Deal with him.
19:03
I'm a bit shit today. I'm not feeling good.
19:07
All right, thank you for your time. Yeah, I appreciate it. No problem.
19:19
Do you guys use the epsilon stuff here?
19:23
So this store doesn't use as much. Like,
19:26
Actually, I think they have it turned off completely. So what they have is their own call center.
19:32
He has his own like two-girl PDC basically for service.
19:36
Rick still uses epsilon's call center basically for for tele service.
19:51
Yeah, I'm actually emailing the office manager over there.
19:56
Figure out why a bunch of my damn loaners got marked as new cars.
20:03
So here saying we got 23 new new 3 Series,
20:07
But they're all loaners.
20:11
Well, not all of them.
20:11
Well, I wasn't seeing those on site.
20:14
If you go to new,
20:18
Just go click three series.
20:22
Do 330 up there? See twenty three.
20:25
330i.
20:26
Yeah, click it. But then whenever you get there, you see,
20:30
You see the see the L in the stock number.
20:33
That means it's a retired loaner. It's supposed to be in the used inventory.
20:38
So same things happening to the fucking old X5s.
20:43
The use the loaner X5s got marked new somewhere along the way, and so instead of me just going fix it.
20:52
I'm trying to find out what the hell happened. Somebody in the office marked them all new.
20:55
Is what it looks like.
20:59
So anyway.
21:06
Hmm. So anyway. So if it doesn't have an L,
21:10
After at the end of the stock number, then it's a fucking loaner. Yeah.
21:15
So there are quite a few three series.
21:18
That's why. That's why I think it's not a bad second car.
21:21
And with one of the other pieces, one of the other things that happens, like when the gas mileage is a big deal, people look more to the three series and the X1, and so we can't forget those. You know what I mean? Yeah. But yeah, the X, the thing about it, and here's the deal.
21:40
Like that new X5 is almost going to take care of itself.
21:44
What do you mean?
21:46
It's going to sell itself. It's brand new. It just came out. There's so much hype about it.
21:51
So it's almost like it's not a need to put a bunch of money after it.
21:56
They're spending a bunch of money, and we can almost just keep our push where it is, so that we don't neglect the shit that's not getting any love from the manufacturer right now.
22:06
So it's kind of one of those deals. It's like it matters, but it doesn't matter as much as somebody might think.
22:13
Makes sense. You know, I mean, everyone's pushing the end.
22:15
It's so big. It's such a big deal right now,
22:18
And it's such a drastic.
22:20
Drastically redone car, like it was, yeah,
22:25
Yeah. It's uh, it's such a drastically redone car that it's like no,
22:30
It's a whole different car, dude. It's fucking cool.
22:33
Yeah. Um, so you don't like the direct mail sales,
22:39
And that's there.
22:41
No, I don't mind it. I know we've talked about them. The issue is, it's like, man, some of those things are hard to sell,
22:46
Meaning to management.
22:49
You know, so it's and and I guess that would make more. I think that would maybe mean a little more to the Jackson store because here I stay busy with direct email, like direct like amp. We do a lot of push on on amp for with amp for email and text,
23:06
And as far as direct actual mail,
23:09
Yeah, I think it as a targeted approach to people that are like in the upgrade cycle and they're they're you know, I don't think it's bad.
23:19
But nobody wants to do it.
23:22
Well, we can talk to Rick about it tomorrow.
23:27
Yeah. In the Northeast, it's huge. It's huge, huh? Just direct mail sales events,
23:32
Going through the DMS, go lease expirations, upgrade cycle, throw the offers, throw the vehicle incentives in,
23:38
APR offers,
23:40
And it's first class direct mail that gets homes twelve days before. Three rounds of email, ringless voicemail, text messages, outbound calls—all saying,"Hey, we're having a sales event." You know, the BMW Road Home Sales event at Brian Harris BMW.
23:53
I kinda like it, especially for like Jackson. It doesn't do anything right now because they shut down Mastermind, and I don't have AMP there, and so.
24:01
So AMP is just kind of like a DMS mining software.
24:04
Yeah, and it's very good, and it just got bought out by Fullpath, which Fullpath's been around forever,
24:09
And it's gotten even better. And so that's what this store has, but it's my only store that has it.
24:13
You know so, and I've tried to add it in Jackson, and it was because they're not a Vind Solutions software, like they're not a Vind Solutions CRM store. It was like four thousand dollars,
24:24
Which is it's only like nineteen hundred bucks for this store. At nineteen hundred bucks, it's like it's actually a fucking it's a it's a steal,
24:31
Because it does drive a lot of traffic. But we couldn't make it make sense in Jackson. So something like that would be a good fit to activate what's not being activated at all because. No mastermind, no amp.
24:44
Like, I mean, it's an aggressive push, you know. Yeah. I mean, it is co-op'd 50% with BMW, and it'll come out of sales.
24:51
Can it come out of my non-MAKO funds? Yeah.
24:54
Do you know? Yeah. Pretty sure.
24:55
If it'll use up, it'll help us burn through some non-MAKO funds. That might be a good fucking idea.
24:59
I mean, we can make it. You know,
25:02
Four thousand person event. You see, 40 to 60 appointments.
25:06
What's the cost?
25:08
Let's see. We gotta have the data.
25:12
Have an on-site event coordinator.
25:16
Probably right around like ten grand, five grand after cost of maybe like a twenty-five hundred-person event.
25:22
Twenty-five sales appointments.
25:24
That would run sixty-five hundred, so thirty-two hundred bucks after co-op.
25:30
Thirty-two hundred bucks after co-op.
25:33
Yeah. Yeah. I mean, I don't know. We might be able to get Rick to bite on it.
25:37
I think it's worth it.
25:39
Especially just for the hype, you need some hype at this time of year.
25:42
Yeah, and if you're kind of sitting on slow, it's like fuck. We need to do something to get it, get some excitement. And one of the problems that I have at that store, and maybe I haven't done as good as I could have done, but it's weird. That's my that market. That BMW Mercedes store beats that that BMW W store,
26:01
So they're third.
26:03
Whereas here, yeah,
26:05
And so in this market.
26:09
It's terrible. I mean, it's Audi. They don't stack up well anywhere. I don't think.
26:14
I don't think they're top of their market anywhere.
26:16
I mean, maybe Northeast,
26:19
But I don't think so.
26:20
Like Mercedes, Mercedes dominates the South too.
26:23
Oh yeah, Mercedes and BMW does well. BMW's killing it.
26:30
Yeah, and nationally, dude, it's way at the top. You know, and so, but here it's all Lexus,
26:37
And then in Jackson it's all Lexus.
26:39
You know, so and that's but here it's well there, man. I don't know. That's a weird market. Jackson's a weird fucking market.
26:47
Why?
26:49
The demographic there is not great.
26:52
Older, poorer.
26:55
You know, it's a strange market.
26:57
High minority, like almost all. They're not actually minority there. It's majority. It's like, and so it just fucking makes things weird. For like that's why Mercedes stays on top of BMW, in my opinion.
27:09
Because that brand has done more to embrace that that different demographic, the minority demographic, and so,
27:16
And then if I go and look at like search traffic and just look at top words,
27:21
Hey, tell me what BMWs and which Mercedes and which Lexuses are the top, and in in that market and this market,
27:29
Mercedes is all GLA, GLB, and GLC. It's their cheapest entry level Mercedeses, and so it's like they've made that car, even though it's Just kind of a funky little car, really.
27:42
They've made it desirable,
27:44
And in the BMW world, the X One doesn't have the same panache to that market. It just doesn't. It never has.
27:59
Yeah, the big giant fucking star, and they do a whole lot of different stuff. They're a lot less.
28:05
To me, they're just pandering.
28:08
To the people they know, they're buying that that fucking price range car.
28:12
It's it's perfect. They're smart,
28:15
And BMW has done that.
28:19
We also don't have that many. Think about how many cars you've got. Now you've got GLA, GLB, GLC, and then you've got your non GLs, your actual cars.
28:28
They've got a whole bunch of like cheaper cars than we do. They have a solid two or three more offerings in that price range,
28:34
And then we took the three series up market. And made the two series the car you have to get if you want a cheaper BMW.
28:41
It doesn't have the same snap,
28:44
You know. So like that cheaper market, Mercedes is kind of beaten us,
28:48
But also some of it's just the fucking dealership, you know. Sometimes it's the dealership that's asleep.
28:53
You know, Rick struggles with his, you know, his salespeople. He's always he and I talk about all the time.
29:00
He just needs more salespeople. He's better salespeople.
29:04
We're getting a good amount of options.
29:06
Yeah, I think he gets a good amount of traffic. He wants we we want more traffic there too, but it's like I would like to see them close higher.
29:14
They're closing higher than they used to.
29:16
A lot of it's just the style of marketing too. Like at one point when they were using stream,
29:20
It was shotgun blast marketing.
29:22
You know, big spins, a lot of social, which is really high funnel,
29:26
And so it actually kept their closing ratio low, even if even if you're pretty good at it, you're still bringing in. Oh God, yeah.
29:37
Way less. There's way less credit issues here, but honestly, man, everybody has credit issues right now. Yeah.
29:43
Right, and so like.
29:44
All of them. There's a lot of them. Getting a little finicky.
29:48
I've heard that because they're just overexposed. Yeah.
29:51
Well, they they were doing seventy two and eighty four month term cars on,
29:56
And everyone's upside down.
29:57
Yeah, that was crazy.
29:59
Seventy two is like stop there. Yeah. Stop it with these. When you're getting past that, you're starting to get into like RV loans, dude. Yeah, yeah. When you're getting out there, eighty-four months and yeah, it's wild.
30:12
Yeah, nobody keeps a car like that.
30:14
The cars these days don't do well out past five or six years. Honestly,
30:21
Like yeah, yeah. Yeah. What year is it? Twenty fifteen. Nice. Yeah, we've got a a suburban, almost in the exact same.
30:34
Ours is a fifteen. I think it's two twenty.
30:39
I mean, look, it's it's it needs work. Like I keep telling my wife, eight because I don't ride in it all the time. But last time I rode in it, I was like, this motherfucker's noisy.
30:48
You need bearings.
30:49
She's like, I don't know. I am like, no, really,
30:52
Go get the bearings done.
30:54
The bearings just start, you know, they get a little loud, but before they're even like that loose, you can kind of hear them. I'm like, dude, you need to go get your bearings done.
31:03
Yeah. Right now,
31:09
All I have is my my GX has a little small note, like 280.
31:13
That's it, the little GX right there. That's a 15.
31:16
That's only one. Let's see, I have 166 on it now.
31:20
The black one.
31:23
That's nice. I hate to say, I think I like blacks.
31:25
Well, for buying used, like I would if I was going to, and look at one point in my business, I'll probably lease a new car. But like right now, I just want it cheap, and that's all I'm going to get. I'm not going to get a fucking,
31:36
Old BMW. Yeah, an old Lexus. I that traded. I sold the my Forerunner,
31:44
To buy that. Do you like Forerunner? Oh yeah, my it was an older generation Forerunner. It was an O four. Oh wow. Like it was like you know O five whatever. It was that generation.
31:53
And I had like 190, but this came along. I got this motherfucker. I got this thing for only like 15.8. I can sell it right now for 22. We took it in on trade here, and we had a good price. And what's funny, dude, is they stole that motherfucker because I paid them like a 2,000 profit and still got it for 15.8.
32:17
And so yeah, as soon as I saw that, I was like, all right, let me list my 4Runner because this is the perfect upgrade. And and it's it's newer, it's less miles. It kind of,
32:25
That's a fifteen.
32:26
Yeah, because I mean it's it's funny, but that's ten years newer than my old four runner was.
32:31
You know, so it was just time.
32:33
I wasn't a Kia Rio,
32:35
Man. Yeah. Got broken into twice.
32:37
Oh God.
32:40
Yeah. Have you ever heard of the Kia Boys?
32:43
I have.
32:44
So if you just Google Kia Boys,
32:46
I have. I've never googled it, but I've heard people talk about it.
32:48
They can steal your car with a USB.
32:51
And like insurance won't even cover them.
32:53
Is that on the newest Kia? Kias also, or they? It's the older ones.
32:57
So they just steal these cars and then they fence them.
33:04
Wow! They'll just steal it,
33:07
Go drive around,
33:13
Smash it into a tree.
33:15
That's fucking weird. What?
33:17
What the fuck?
33:21
Yeah,
33:23
So I'm like, okay, well, sold that. So sold that. That was my other car that I had in college. I'm just, I'm riding it till the wheels fall off. Sold it, and then bought my the Ford from my parents.
33:32
Actually,
33:34
Those are good. I would, I, I keep telling my wife she we need to upgrade her suburban. Like you know, at some point, I'm like, dude, it's you drive around a lot. Yeah.
33:44
Um. And it's that it's it's not good gas mileage. But whenever I get her, it's going to be the same bad gas mileage. Honestly, that's because what she wants is a big truck. I mean, they're nice. That's a great vehicle, dude. And it'll last forever. I mean, it really will. But you got to you know you got to maintain it.
34:01
So far, her only maintenance has been you know oil changes,
34:04
Fluid here and there.
34:06
I'm like, no, you got to do them bearings.
34:08
We've got a good shop.
34:10
Did you start your own number here?
34:12
Yeah. My first job here was selling Mini Coopers in oh four,
34:17
Actually in oh three.
34:19
When did they lose the Mini store? When they rebuilt this,
34:21
And it reopened it, we had the grand opening in eighteen.
34:24
They when they rebuilt this, they they abandoned the Mini franchise.
34:31
Yeah, and man, in the beginning, it was actually a truly a different vehicle.
34:35
Yeah, you know, and then it was unique. It was kind of upmarket. It was it drove like a better car. But you could buy it for what you would buy like a nice Corolla, like it was,
34:46
And it was worlds better than the other cars that were small cars. But then everybody else started making their own,
34:52
Sort of nicer version of their small coupe, hatchback, sports car kind of cars.
34:57
And then, and then Mini started getting retarded and charging way too much for their cars.
35:04
Yeah, well, there, you know, a Countryman is a BMW X1.
35:09
My brother just went through this a few months ago. They were looking for a car for his wife. She loves the Mini Countryman. They went and drove one. They were like, "Well, shit, this thing's expensive. Like it's high,
35:19
Like an all four Cooper S.
35:22
Good vehicle,
35:24
Especially like for Colorado." But they were like, "Well, shit, we can just go look at the X One." So they went to the X One. It's the same. It's within like two thousand dollars,
35:32
Which is kind of crazy.
35:34
I don't know why you would do that if you're Mini. Why they would get so close.
35:38
To what this is already, and it's also a quirky buyer.
35:43
A BMW buyer doesn't go buy a Mini Cooper.
35:46
You know, they'll go buy one for their daughter for college. Like that's what they see that brand as. You know.
35:54
So, anyway.
35:56
Whereas Toyota's funny. Toyota and Lexus, you've got people that are Seven Series owners that also want a really nice 4Runner. Right and like they see that brand as almost equivalent to the Lexus version, depending on the model.
36:14
They've done a really neat thing. A Land Cruiser, for example, that's a premium vehicle,
36:18
Even though it's just a Toyota.
36:20
Toyota Land Cruisers are sweet. Yeah, looks like an old Defender.
36:23
Yeah, I kind of want one.
36:25
Yeah, I'm not getting one right now. I also kind of want a Model Y. Oh, that's a quite badass.
36:31
But the Model Y, dude, you can get you can get one like right around thirty if you want to buy a used one, which is a crazy good price, and it'll drive you everywhere.
36:43
What? Model S,
36:46
Model Three, Model X, Model Y. Yeah.
36:48
No, it smells sexy. Oh, it does, doesn't it?
36:50
S three X one.
36:51
That's funny,
36:53
And that's actually the order they came out in too.
36:58
Yeah. Yeah. No.
37:01
Soon to be father, and I'll just buy a brand new Toyota. With the was the eighteen eighty five edition or the seventeen?
37:07
That thing's badass. Yeah.
37:10
Got the all black leather with the red stitching. Yeah.
37:15
Yeah, it's a cool ride.
37:24
What happened?
37:29
What happened to that Chevrolet?
37:31
He got fired,
37:32
Or he quit. I don't know exactly.
37:36
They moved on.
37:39
So I guess let me let me pull up this calendar. What did we put down for Adam? Was it one?
37:44
Yeah.
37:48
Yeah. We went Adam one or Bob there a bunch.
37:50
We'll just see what he wants to do. See if he wants to meet. He don't. He's his favorite move is to act like he's too cool for school.
37:59
Like he's too cool to meet with a vendor. That's his favorite, favorite thing.
38:04
So, we'll see what he says today.
38:07
We're not doing too much with Richmond, point five three thousand dollars.
38:10
It's not a lot.
38:12
And I mean, I don't know. I always think the weird. Let me back up. The weirdest meeting I've ever had in marketing was when I met with Portia with them for for the years.
38:23
Here's what I want y'all's projections to be. Like Portia was telling us the dealer. This is where want y'all to be. Yeah, we were meeting with the OEM, and they were saying, "Here's where want you guys to be for 2026, and we expect you guys to go down by about four percent." I was like,"What the fuck?
38:39
Why would you just like acquiesce and say,'Yeah, we're just going to go down this year' because we're so they making they're giving them less new cars this year.
38:49
They went down in production,
38:51
And I don't know. That's down overall. This store.
38:58
You know what? I actually don't really know. You know what I mean?
39:00
Yeah. Prosecuted a lot in your life.
39:02
Yeah, you know, for BMW, we get more. We earn, earn and turn. You know,
39:06
Burn and earn. What a turn and earn shit. Yeah, it's turn and earn. It's like, hey, you got more because you sold more.
39:11
They're just weird.
39:13
Porsche is definitely my least favorite.
39:17
No, that's not true. Audi is my least favorite brand.
39:20
Like as like working for them,
39:22
Just Audi. The brand manufacturer is just such a goofy brand.
39:26
Yeah, that's what it is. Yeah,
39:30
They do strange things too. They gave us some really good APRs right now to push, which is nice for this last two months. So that's kind of cool. For a long time, we didn't have any good APRs.
39:38
Yeah, no, I'm running some seasonal equity.
39:41
Well, they've got one nine on some stuff, which is nice.
39:45
Um, I need to tell my robot something here. Hey, so what AI did you build? You said you built yourself something.
39:52
Ah, I just paid for the twenty dollars month, ChatGPT. Ah. Okay.
39:57
Okay. Yep. Monitors. I was synced up to our CRM, so deals that I've left kind of sit for quite some time.
40:10
It'll it'll raise a flag on them.
40:12
Yeah, raise a flag. Kind of builds me a report every morning to say, hey, new OEM incentives, new Audi deals, inventory looks.
40:25
Things like that.
40:32
Oh, wait. Let's see.
41:04
Yeah, I've got pretty deep AI integration, man. I I have a whole Grokbot system,
41:11
Which is insanely good for the money.
41:17
Um,
41:20
It's like having a a,
41:22
It's like having a bunch of employees.
41:25
I mean, I have.
41:26
Famous Jamil, our CEO, he kind of walked us through. He has three of them, and that's what I'm.
41:33
Yeah, I'm running like 20 or 21 different bots inside of my Grokbot system.
41:39
Yeah, a lot.
41:40
Well, does each bot have one job?
41:41
Oh, multiple jobs, multiple jobs for different processes, different progress, different projects. But I mean, I've got a bot that's photo and video editor. It literally, I just drop raw footage and it makes videos.
41:54
It cuts reels the whole bit.
41:56
And then my whole system's tied into all my social medias. So then I say, "Hey Craig, great. Go give that to Daisy, who is the marketing agent. I say, go get to Daisy.
42:04
Let's wire it into our, you know, our posts for this next few months,
42:08
Next few weeks.
42:15
See how this came out.
42:19
One of my bots actually just dropped this.
42:22
This is the guy that sells a lot of cars.
42:26
Yeah, she." Yeah, so you can come buy this GT3 here at Harris Porsche.
42:32
We've already inspected it, we've certified it, we made sure everything's up to Porsche standards, and all maintenance is up to date. So it's got a two-year bumper-to-bumper warranty from the date you buy it.
42:44
Pretty fucking good.
42:45
Hey, that looks pretty good. One problem, though, that turn that sells cars, you cut away from it before we got into the turn. Let us sit in that turn for a little while, and then you can cut to us backing in and discussing the car.
42:59
So, yeah, it's a lot, dude.
43:02
It does things that most people don't even realize are possible.
43:06
Last week, let's see, last all those are bonds. Yeah.
43:10
Last night I got out.
43:11
Hotties are hotties.
43:12
Yeah. Well, they're all apparently they're all hotties. It it does not make itself ugly,
43:17
Unless I'm specific. This one I told it to make it look like Steve Woz, Steve Wozniak. Who's the co-founder of Apple? Yeah,
43:24
But no. When it, if you tell it, make like, okay, cool. Make yourself an avatar.
43:29
That's how they come out.
43:34
Hey, I still have to go down there. Oh shit! Thank you.
43:38
Yeah, yeah. Um.
43:42
Yeah, it's not average, dude. The amount of shit you can do with Grok, Grokbot,
43:47
Is like a different.
43:50
Yeah. It's one of the best. It's the best. I can give you two free weeks.
43:55
I have this little link they gave. They gave me. If you use it,
43:59
It gives me a week free. But if I send you this, you get two free weeks.
44:03
But I fucking love it. So my background in this thing goes back about eight months. I built my own Hermes agent.
44:12
So Hermes is basically this was back when you had to do some of the coding yourself, but you would have you know you'd have bots help you write the code. So I would open up like ChatGPT or Perplexity. I would say, "Hey, I'm building a Hermes agent. Help me install it. Help me write all of its memory files." Da da da.
44:29
And as well, yeah. And then I built this Hermes agent, which was called Ada.
44:34
And with the Hermes agent, it's neat because you can tell it what what models to use. Hey, we're going to use Claude for writing. We're going to use Grok for this. And you kind of build it out. And I still have that bot, and it runs on a Mac Mini in my garage, in my office.
44:48
And I've got like five SSDs tied or three SSDs tied to it. Yeah, yeah. I live like five minutes down the street.
44:56
Um, so about three months ago, two months ago, I started going. Okay, I'm hearing a lot of things about Grok. Let's talk about switching.
45:04
And man, when I switched, I was like, this is not even fucking fair. Because I spent my first month dealing with my own Hermes agent.
45:12
It cost me about two grand in compute from fucking Claude,
45:16
Because it was like on a runaway train of just It can do this. It can do this. And I was building everything and fucking with everything.
45:22
And now Grok,
45:24
It just builds your whole system for you.
45:27
You literally just open your bot, your first bot. It just called Grok. It's just a little black circle. And you say, hey, here's what I do.
45:35
But everything. Give it your life story. I'm, you know, I'm Caleb. I work for JNL. I do this. You know, I'm also, I'm also got a fiance. I don't know. Like you tell them fucking everything. Just go in.
45:46
And it's literally just conversational,
45:49
And and you say, look, you know, what kind of questions do you have for me so you can help me build a system?
45:53
Tell tell in everything you're doing at work. What kind of systems you use at work? You know, do you use HubSpot? Do you use Salesforce? What do you use?
46:01
And it'll just and it'd say, look, all right, now help me build a team,
46:06
And fucking new bots will start popping up. All right, this going to be your prospector bot. This going to be your your like your secretary bot. This one checks your emails so you don't miss any fucking emails.
46:16
This one, you know, and the other cool thing is, man, it just gets deep. You go, hey, you go to your secretary and say, hey, I want you to learn to write like me. So go and look at my like for the last like six months, read through all my sent mails,
46:27
So you can create a skill called write like Caleb.
46:30
Right. So I don't write emails anymore.
46:33
I don't write any fucking emails.
46:37
Not one.
46:39
No, most people don't, and it's what I'm what I'm learning is I could probably make a killing teaching people how to use it.
46:47
There's people that are doing Grok. They're building a Grok for you, and they'll charge you like two, three thousand dollars a month to like build it and maintain it for you,
46:56
Which is crazy to me.
46:57
But apparently,
46:59
There's a fucking market for it. Yeah,
47:03
But but and the reason it's such a big deal is that literally every week that goes by, they update, they keep updating, they keep adding things, they keep making it better.
47:14
Yeah, if I'm scared for the rug pull when they're going to monetize the shit.
47:16
Well, it already is. I mean, mine's 200 bucks a month. Oh, really? Yeah, which is cheap compared to fucking dude. I literally, I don't need a graphic designer. I don't need a video editor.
47:26
That's several thousand dollars a month. Yeah. Honestly, if you go hire a graphic designer, or just pay one,
47:32
You know, a freelancer. The only thing you can't replace is you need good photography.
47:39
You know, you need good raw footage for reels.
47:42
Um.
47:44
Which is fine. That's good. You still need the creators,
47:47
But as far as like scheduling, editing, all that crap for social media, I just drop. I have Google Drive, s that I just drop photos in,
47:55
And then the system just takes them and sticks them where they need to go and schedules them out. And da.
48:01
The marketing thing is fucking cool. Like I just, I have a secretary that checks the email,
48:09
Often, all the time, all day long.
48:11
And then I got a message. It said, "Is her name?" She said, "Hey,
48:16
Bill Smith sent us a bunch of shit for Veterans Day.
48:19
" I said, "Great, go give that stuff to Daisy, so she can build out the marketing plan for the Veterans Day stuff, so we can make posts and do all that kind of crap.
48:26
" And then another email.
48:30
Rick at BMW Jackson emailed you, said, "There's some pitch deck from some Sparkline agency, trying to tell you need to remodel your service your service domain."
48:40
So somebody's selling something. Rick sends me everything.
48:46
It's they probably want.
48:49
I go pull the email up. Let's see.
49:24
Yeah, so I just told that hey, go look at this email from this agency. Let's see what they're offering.
49:29
If we like what they're offering, and we think maybe we could use a little improvement in our service, on our service assets on the website,
49:36
We'll work it into what we do. We'll just build it out. We don't need them.
49:41
I can deploy a fuck. So yesterday Daryl calls me. Hey, I need you to make an invite. Who Daryl? Daryl, the new car manager. You make an invite for the event. Okay, cool. What you needed to say? I'm recording the whole time.
49:54
What you needed to say? Give me the dates and times. I get off the call. I stop the recording. The recording is immediately picked up by my agent because they're all connected.
50:03
And the agent says, "Hey, we have this event to prepare for. Do want to go ahead and knock the pages out?" I say, "Yeah, I want an email. I want it integrated in our newsletter, and I want a features page, event page on the website.
50:14
" She says, "All right, cool. I'll let you know when it's done.
50:17
" Ten minutes later.
50:18
Tell everybody that you have a new boss, and they just think you're a freaking wizard. Both.
50:22
They know, but they're also like I don't know how to fuck you do all that.
50:26
So literally, all of the pages were done in about twenty minutes. I sent Daryl the proofs. I said, "Hey Daryl, brother, these pages. Tell him what you think." He goes,
50:34
"Yeah, they look good." He's like, "I didn't proofread them." I was like, "Well, Ada did them. We don't need to fucking check them for spell, for spelling. Spelling's right.
50:42
" So the trick is, it what it will do.
50:47
There's already articles coming out about this. Depending on what you have running and how many projects you're trying to manage,
50:53
You'll give yourself fucking like brain fry.
50:56
Because they they do all of the doing, but they don't do any of the deciding,
51:01
Or filtering, or like taste making. Like, hey, that looks good. That looks bad. This verbiage is stupid. Fix this verbiage.
51:09
And so, if I've got three, four, five different projects going at one time, I'll spend the whole day checking bot work.
51:16
Like literally, it's and it's like having a real team. So it's like you have a designer that goes,"Hey, I finished designing this. Does it look good? All right, cool." And then you've got another one right behind it. Hey, read this verbiage. Does it sound good? All right, cool.
51:28
But it's all a bot.
51:32
So you can kind of wear yourself nuts, and it's been driving me nuts lately. I'm trying to shorten my week,
51:37
So that I'm like four days work instead of five or six.
51:40
How is your schedule? I'm doing two work.
51:43
It's all over, just four right now.
51:45
Yeah, I'm in the middle of building out another branch of my website where I start pushing,
51:50
Kind of some different services that I'm doing because the way AI lets me do things is one thing is like AI readiness for your website, like how good is your website for the AIs?
51:59
Yeah, that's what we're trying to test now right now. We're BMW Dallas for we're piloting ChatGPT ads. Yeah. You know, paid ads.
52:08
Yeah, I'm in that same. I'm there. I'm I'm ready to do some of that.
52:11
Fresh with water. Uh, yeah, yeah.
52:13
Let's go walk. Actually, I'm going to practice.