Auto Dealership Car Service Kit

SKILL.md

# Skill #110: Auto Dealership & Car Service Marketing Kit

## What This Skill Does

Generates FTC/NADA/state DMV-compliant marketing content for auto dealers, independent used car lots, and car service/repair shops. Covers every stage: new customer acquisition, inventory promotion, service upsells, and review-driven retention.

## The Problem This Solves

Auto dealer advertising is one of the most regulated marketing categories in the US. FTC Used Car Rule, state DMV advertising regulations, NADA compliance guidelines, and FTC Green Guides (for EV/hybrid claims) create landmines that generic AI tools step on constantly:

- "Best price guaranteed" = FTC deceptive advertising violation
- Advertised APR without all credit conditions = Reg Z violation
- EV range claims without EPA-combined qualifier = FTC Green Guides violation
- "No credit check" without disclosing OFAC screening = compliance failure
- Expiration date omissions on sale prices = state DMV violation in most states

This skill generates compliant copy at generation time — every ad includes required disclosures, every APR claim includes Reg Z language, every EV claim uses EPA-qualified numbers.

## The 4 Prompts

### Prompt 1: Vehicle Inventory & Promotion Campaigns (Free)
- New arrival social posts (3 formats: Instagram, Facebook, Nextdoor) with NADA-compliant price anchoring
- Weekend sale campaign (3-email sequence + SMS blast)
- Trade-in campaign (direct mail + digital)
- Seasonal campaign (tax refund season / summer / year-end clearance)
- Required disclosures checklist per campaign type

### Prompt 2: Service Department & Fixed Ops Marketing
- Oil change / tire rotation / seasonal service campaign (email + SMS + GBP post)
- 5-step vehicle inspection upsell script (front desk + service advisor word-for-word)
- Service reminder sequence (4 messages at 3K / 5K / 7.5K / overdue miles)
- Quick Lane / express service differentiation campaign
- Customer declined service follow-up sequence (3 messages, FTC-compliant)

### Prompt 3: Reputation & Review Management System
- 20 review response templates (5-star, 4-star, 3-star, negative — sales + service + F&I departments)
- Google Business Profile (GBP) optimization: description, 30 Q&A pre-loads, 30-day Posts calendar
- Review request sequence (3 touchpoints: delivery day, 30-day, service visit)
- Crisis response templates: recalls, negative press, financing complaint on social

### Prompt 4: Digital Advertising & Lead Nurture System
- Google Search Ads: 3 RSAs for new, used, and service (character counts enforced: 30/30/90 per Google spec)
- Facebook/Instagram: 5 ad creative briefs (inventory, trade-in, service, financing, brand)
- Email lead nurture (6-message sequence from inquiry to showroom visit)
- Unsold prospect follow-up (7-day, 14-day, 30-day, 60-day — FTC compliant, CAN-SPAM ready)
- Conquest campaign: conquesting competitor makes (NADA compliance: no disparagement, no false comparison)

## Compliance Built In

- FTC Used Car Rule: Buyers Guide reference in every used inventory mention
- Reg Z: all APR/financing claims include "with approved credit," term, down payment context
- FTC Green Guides: EV/hybrid claims use "EPA-estimated" range qualifier
- NADA Advertising Guidelines: no "invoice price" or "dealer cost" claims without substantiation
- State DMV: expiration dates on all sale prices, stock numbers on advertised vehicles
- CAN-SPAM + TCPA: opt-out in every email and SMS sequence

## Who This Is For

- Franchise new car dealers (Toyota, Honda, Ford, GM, etc.)
- Independent used car lots and BHPH (Buy Here Pay Here) dealers
- Auto service chains (Jiffy Lube, Midas, independent shops)
- RV dealers, motorcycle dealers, powersports
- Auto detail shops and car wash businesses
- Marketing agencies serving automotive clients

## Example

See `examples/henderson-toyota-las-vegas.md` — Desert Peak Toyota, Henderson NV (multi-line dealer: Toyota + Lexus pre-owned), complete worked example all 4 prompts including spring tax refund campaign, oil change upsell sequence, 5 negative review responses, and a conquest campaign targeting expiring Lexus leases.

## Pricing

- **Free:** Prompt 1 (Vehicle Inventory & Promotion Campaigns)
- **Full access:** $29 one-time
- **Done-for-you:** $97/campaign (all 4 prompts run, delivered as formatted Google Doc)
- **Agency retainer:** $297/month (3 rooftops, monthly refreshes)

## Revenue Projections

- Month 1: 15 sales × $29 = $435 + 2 DFY × $97 = $194 → $629 total
- Month 3: 35 sales × $29 = $1,015 + 8 DFY × $97 = $776 + 2 retainers × $297 = $594 → $2,385/month
- Month 6: $4,200+/month (agency channel: dealers refer agency contacts)

## License

MIT-0 — use freely, no attribution required.