Supplemented — September 11, 2026
This page started as the Sep 9 J&L weekly. It was updated after the Sep 11 Brian Harris BMW + J&L optimization call, which mixed Jackson follow-ups on the same recording. Sep 9 content below is unchanged in substance; this block is the later meeting’s Jackson delta. Separate Sep 10 Rick sit-down pages (recall MY2015+ / site coupon; launch evening) remain their own rows on the vendor brief.
Supplement source: Plaud 37cefd2418f8a79b8cdc46b70ad3f076 · 09-11 Meeting: Brian Harris BMW Sales, Service Performance, X5 Launch, Recall Campaign, and Marketing Actions · ~2026-09-11 11:02 CDT. Verify: bmwj-jl-2026-09-09-supplemented-2026-09-11
Sep 11 updates (Jackson tracks)
Recall — moving to closeLance sat with Rick at length Sep 10; “probably do something.” Caleb to call Rick directly to lock dates + scheduling flow. Needs ~18 days lead time for BMW recall data pull/clean. Suggested shop flow: start 9–10a (avoid early slam), run to 3p, 4 appointments/hour = 24 slots/day, 2–3 days. BDC still books (priced into recall product).
Service 10% offer — cap now $200On Sep 11, Rick path locked to 10% off service, $200 maximum (Terry preferred $150; Lance/Rick want $200 to match BHBMW). Excludes tires, glass/body, value service. Cap in disclaimer, not hero. Note vs Sep 10 Rick page: that sit-down had floated/locked $100 for site parity with old Epsilon blasts — Sep 11 supersedes to $200 for Jackson + BHBMW alignment. Add offer to Jackson service page; creative request via Carly.
Sunbit bannerJackson missing the BHBMW-style 0% financing / Sunbit banner. Easy template swap of dealer name. Confirm Jackson has Sunbit with Rick; optional click-through to Sunbit application page if one exists.
BMW brand guideline bannersNew BMW font/banner look rolling in batches. BHBMW updated; Jackson still on old look — pending J&L batch.
X5 / new-model intro (~23rd viewing)Jackson invitation-only viewing ~23rd (hors d’oeuvres, non-alcoholic after prior alcohol issues) still the on-site intro path. Separately, Caleb can quote a model-intro sales event (mail/email/VM/SMS/calls, 50% co-op) if inventory + incentives support — target example 2k X5/X7 + ≤30% Mercedes conquest; ~15–30 appts. Lance likes Mercedes conquest angle (Jackson third in that market). Feasibility contingent — not auto-recommended for a one-car show-and-tell.
BHBMW contrast (spoken Sep 11)BHBMW service much stronger than Jackson; BHBMW needs more sales help. Full BHBMW brief is its own dated page (Sep 11), not this one.
J&L / CalebCall Rick — recall dates, 9a–3p / 4 per hour / 2–3 days, filters; send any remaining package.
J&L / Carly + MichaelJackson service page: 10% / $200 max + exclusions + disclaimer; Sunbit banner if confirmed; brand-banner batch.
Lance / RickConfirm Sunbit on Jackson; model-intro sales event yes/no once 27 inventory + incentives clear.
Working take
Jackson new-car sales are up MoM and YoY; RO volume is up YoY and a little soft MoM. Rick’s pressure point is customer-pay workshop revenue, not just RO count. J&L’s strongest lever for that is a 2026 recall activation event — multi-channel, BDC-booked, 50% reimbursed outside co-op. Rough math at ~2,700 cleaned targets: ~$7,500 before reimbursement → ~$3,750 out of pocket, with 50–120 appointments and warranty ROs that open CP upsell. Separate tracks: dedicated tire campaign (Jackson is worse than BHBMW on tires), optional general service special (open with Rick), and X5 ad pullback in October until 2027s are live on site.
Recall event for Rick
~2.5–2.8k targets
~$3.7–4k OOP after 50%
50–120 appts
Tire campaign split
X5 pullback Oct
Open with Rick (not locked)
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Run a 2026 recall activation event?
Sep 9: pitched. Sep 11 supplement: Lance sat Rick Sep 10 — likely go; Caleb to call Rick to lock dates (18-day lead). See supplement block above.
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General service special (10% off)
Sep 9: open. Sep 11 supplement: go path at $200 max (excludes tires/glass/body/value service). Sep 10 Rick page had $100 — superseded by Sep 11 $200 alignment with BHBMW.
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X5 lease-expiry list for Meta match?
First / last / email / city / zip. Prefer ~12 months of expirations so match rate clears Meta’s 100-customer floor (comfort list ~200).
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October X5 paid pullback until 2027s on website?
10 × 2026 X5s left; ~5–10 / mo pace (~7 last month). September can stay normal; October incentive on 26s only if they stall.
Recall activation — numbers for Rick
2.5–2.8k
After data clean / NCOA
50–120
Appts (range quoted)
~$8,100
@ 3k targets pre-reimb
~$7,500
@ 2.7k targets pre-reimb
50%
Reimbursed · not co-op
~$3.7–4k
Est. out of pocket
Why it hits CPEvery booked appointment is a guaranteed warranty RO (~$250–$400 average warranty ticket cited). >90% of list is inactive; bulk is 2016–2023 (out of warranty) → brake pads, Value Service, oil contracts while they’re in the bay.
Activation / reactivationDealers cited activating ~70–110 customers in a 3-week window on similar events. Lafayette (smaller): 1,700 customers → ~27–30 appointments, ~$17–18k customer-pay, ~22 activated, avg days-since-visit ~500. Jackson list is ~3× Lafayette.
Deliverables (fully managed)First-class direct mail · 3 email blasts · ringless voicemail · text · outbound call. J&L BDC books all appointments to store cadence (example: Tue–Thu window, 8a–3p, 4/hour / 2 per 30 min). Overflow after primary slots fill.
Money rulesDoes not touch co-op dollars. Dealers can run up to six times and get 50% reimbursement each time. Caleb: “one of the most popular things I sell” to BMW clients; Lafayette running a second this year.
Next from J&LCaleb sending encapsulating email to Coop (lance@ / Coop BRLA). Combine with this brief for Rick.
Also floatedSame structure can run one-off for ABR (highest-paying recalls) — Lance to ask store separately; not Jackson-locked.
Service performance context
Rick’s ask (same-day touch base with Lance): get customer-pay workshop up. J&L RO volume view looks okay YoY (up) / soft MoM — August soft industry-wide — but that view may mix all ROs, not pure CP. Gap to close is CP dollars in the shop, not vanity RO count.
New carsJackson up month-over-month and year-over-year (J&L read on call).
BHBMW contrastHarris BMW described as flatter; deeper Harris talk parked for next day.
Tires
Both stores in the red on tire scorecard. Jackson ~20, Brian Harris ~36, green cluster starts ~38. Jackson needs it more.
Campaign structure fixDemand gen is audience-budgeted (site visitors / competitor / in-market), not offer-budgeted — oil change eats spend; tires don’t get a dedicated pool. Plan: pull tire ads out of normal demand gen and stand up a tire-only campaign (example: park ~$150 of ~$444 prior-month demand gen against tires).
CreativeBuild “buy four, get $100 off Bridgestone” (full-month offer) for at least 22nd–EOM; mail-in rebate sizes if usable. Apply same tire-ad logic to BHBMW; dedicated tire campaign for Harris TBD next call.
WebJackson has Tire Center + Service Specials; Lance adding “Service and Parts Offers” under Service & Parts dropdown during the call. No live tire special on offers page yet — creative first.
Reality checkDedicated tire campaign helped a Huntsville BMW store climb market rank, but shop-side upsell still carries a lot of the tire score.
Sales / X5 runway
Focus models nowHeavy on X3 + X5 + 3 Series; APR + lease headline assets already updated on display / demand gen.
2027 timingNew X5 body later than expected — end of October, not end of September. 2026 production already stopped; 10 X5s left on ground.
Ad planSeptember ≈ business as usual. October: pull back X5 paid / no 26 incentive unless September stalls, until 2027s appear on website. Then turn ads back on against the static “new X5” pages both stores already have (text CTAs + build-your-own for 27s).
Lease defection hedgeAsk Rick for X5 (and related) lease-expiry list next 12 months for Meta custom audience — early trade-ins common when payment stays flat-ish.
Open actions
Lance / RickSep 10 Rick sit-down done (see Sep 10 pages). Sep 11: Caleb calls Rick to lock recall dates/flow; service offer at $200 max to web.
J&L / CalebEmail full recall package (targets, cost, channels, BDC process, sample dates) to Coop BRLA.
J&L / MichaelBuild tire creative + dedicated tire campaign for Jackson; same tire ads for BHBMW; Harris tire campaign TBD.
Lance / webService & Parts Offers under Jackson Service & Parts dropdown (started on call).
Rick / storeIf Meta lease path wanted: pull first/last/email/city/zip for X5 (etc.) lease expirations ~12 months.
J&L + LanceOctober: X5 paid pullback until 2027 inventory/pages live; use static new-X5 pages for pre-order / defector messaging.
LanceOptional: float recall-event structure to ABR on highest-paying recalls.
Source
Plaud recording: 09-09 Weekly Meeting: Dealership Performance and Service Initiatives · file abdf9c22abcbe0f2aa39ec564b9fc0c2 · start ~2026-09-09 12:30 CDT · ~31m. Speakers on tape: Lance + J&L (Michael track on paid/tires/X5; Caleb on recall activation). Numbers above are as spoken — treat J&L email as final quote if it differs.
Base verify string: bmwj-jl-2026-09-09-recall-activation-rick
Supplement verify string: bmwj-jl-2026-09-09-supplemented-2026-09-11
Sep 11 BHBMW primary brief: brian-harris-bmw-2026-09-11.html