Timely Posting of Monthly Specials and Staying FTC Compliant.

[Christina Bee]

Quick question for the group—and honestly, it’s worth a gut check:

Is the price on your website FTC safe? Is the price on your website the same price a customer can walk in and buy the car for? No conditions. No buried add-ons. No “must qualify” fine print. And the same across platforms?

Right now, many dealerships believe the FTC is hurting them and stopping their ability to be competitive on price—but in practice, the 'competitive' came from poor and even ethically challenged practices. With the FTC removing bad business practices, there are a few common breakdowns:

• Offers go live too late
• Messaging isn’t consistent across platforms
• Advertised prices don’t hold up in-store

It's not just a conversion issue anymore—it’s becoming a compliance risk as regulatory scrutiny increases. I found TWO dealers this week where once I clicked on the vehicle listing 'Final Price", the VDP the "Final Price" was $2k higher. And none of that pricing matched any of the monthly specials listed.

What’s interesting is this:
It’s usually not the offer itself that’s the problem. It’s the execution behind it. Timing. Accuracy. Consistency.

That’s where the real gap is—and where the biggest opportunity lives.

How are you handling the new rules? How do you handle your specials each month?