Owners far enough into a note that the payoff sits below current book, where a trade can hold the payment rather than raise it.
Home / Dealership programs / TRADE-IN
TRADE-IN / EQUITY / GULF COAST DEALERSHIPSSome of your customers can trade today
Some of your customers can trade today
and do not know it.
Equity mining works because the payment often stays flat while the vehicle changes. Sire builds the audience from payoff position, term remaining and model year, states the trade case in plain language, and measures the sold units the campaign actually touched instead of claiming credit for the month.
EQUITY POSITIONPAYOFF WINDOWTERM REMAININGMODEL YEAR
The audience, defined before
anything is printed.
Audience selection is where a mail campaign is won or lost. These are the selections we work from for this program.
Model years and trims your used desk is short on right now — the campaign feeds inventory acquisition, not just sales volume.
Owners already coming into the lane. The mail sets up a conversation the advisor and the trade desk can finish in person.
Owners close enough to payoff that a new note is a realistic conversation rather than a stretch.
What decides whether this works.
The message is a specific trade position, not a generic 'we want your car'. Owners get that letter from every store in the market.
Vague numbers destroy trust at the desk. If the piece implies a payment or a payoff, the desk must be able to stand behind it when the customer walks in.
No credit-report audiences and no pre-approved finance language at launch. Prescreened offers require lender, bureau and qualified legal review plus firm-offer and opt-out disclosures.
Every campaign reports the same way.
If a campaign cannot be measured, it cannot be repeated on purpose or stopped on evidence.
- 01Campaign-only QR page and tracking number
- 02Offer code captured at the desk
- 03Appointment source recorded on the up
- 04Matchback of mailed owners against delivered trades and sold units
- 05Cost per acquired trade and cost per sale, against campaign spend
Straight answers.
What is equity mining in a dealership?
It is identifying current owners whose loan payoff has fallen below their vehicle's market value, so trading into a newer vehicle can keep their payment roughly flat. A direct-mail equity campaign puts that specific position in front of those owners rather than sending a generic trade offer to everyone.
Can you use credit data to target the mailing?
Not at launch. Credit-report and prescreened audiences trigger firm-offer of credit rules and require lender, bureau and qualified legal review plus the applicable disclosures and opt-out language. We start with audiences that do not carry that exposure.
How is this different from what our CRM already does?
Most CRM equity tools surface the list. They do not build the piece, quote the print and postage, control the drop date, or match the result back against sold units. Sire runs the campaign end to end and reports what came back.
What does an equity campaign cost?
A targeted 10,000-piece postcard campaign generally plans in the $10,500 to $14,500 range. Treat that as a budgeting band; the binding number is the vendor and postage quote on your actual audience.
How long before we see responses?
Response arrives across a window rather than on one day, and it starts after USPS induction and delivery, not after the file is approved. We will not quote you a response rate before the audience and offer are quoted — anyone who does is guessing.
NO COST / NO OBLIGATIONStart with the audit,
Start with the audit,
not the invoice.
Tell us the store and the department that needs volume. We will review the public customer journey and come back with one specific campaign direction — the audience, the offer, and what it would cost to run.
Rather just talk? 832-340-1540 or Paul@siresystems.ai