Should You Post Prices in Your Used Car Ads?
In used car sales, one question keeps coming up: Should you include the price in your ads?
It might sound simple, but it’s actually a strategic choice. Posting a price can attract serious buyers… or push them away. Not posting can keep negotiation doors open or flood your inbox with “ghost” inquiries that go nowhere.
If you’re a used car dealer in Metro Manila, the decision often comes down to striking the balance between avoiding ghost inquiries and preserving negotiation power. Let’s break it down.
💰 Why Post Prices?
Posting a price upfront has clear advantages:
1. Filters Out Unrealistic Buyers
Buyers instantly know if the car fits their budget. This saves you from replying to people who could never afford your unit in the first place.
2. Builds Trust
In a market where some worry about “hidden” charges, showing the price makes you look transparent. This trust can speed up decisions.
3. Attracts Serious Buyers
If they still reach out after seeing the price, chances are they’re genuinely interested and not just window shopping.
⚠️ Downsides of Posting Prices
It’s not all upside as listing prices also comes with drawbacks:
1. Less Room to Negotiate
Once your price is public, it becomes the anchor. Raising it later risks looking inconsistent.
2. Encourages Price-Shopping
If your car is slightly more expensive than similar listings, some buyers won’t even click, even if your unit is in better shape.
3. Market Lock-In
Car values change fast. A fixed public price can lock you in, even when demand rises.
👻 Ghost Inquiries: The Cost of No Price
When you don’t post a price, expect “ghost” inquiries — people who ask for the price and vanish right after.
Why It Happens:
- They were just curious.
- Your price was way above their budget.
- They found a cheaper option elsewhere.
Why It’s a Problem:
Ghost inquiries clutter your inbox, eat up your time, and can make it harder to spot serious buyers — especially when you’re juggling multiple units.
🤝 Negotiation Leverage: The Benefit of No Price
Keeping the price private can work in your favor if you use it well.
1. Starts Conversations
Without a price, buyers must message you, giving you a chance to qualify them before revealing numbers.
2. Lets You Justify Value First
You can highlight the car’s condition, maintenance history, and extras before the buyer reacts to the price.
3. Adjusts to Buyer Profile
Some buyers pay more for perks like free registration renewal or flexible payment terms. Without a public price, you can tailor your offer.
⚖️ Finding the Middle Ground
Many Metro Manila dealers find success by combining both approaches.
Smart Strategies:
- Post a Price Range: Example — “₱450k–₱470k, negotiable upon viewing.”
- Mention Financing Options: Include monthly payment estimates.
- Use Call-to-Action Hooks: “Message us for our best offer” invites conversation while setting expectations.
- Segment Listings: Show prices for quick-moving cars, keep high-demand models private.
If your goal is saving time and reducing ghost inquiries, post the price or at least a range. If you aim for maximizing profit per unit and can handle more leads, keeping it private may be better.
The smartest move? Test both methods, track your conversions, and see which approach brings the most sales without burning you out.
👉 Remember: In used car sales, the right choice is the one that closes more deals.
