Dealerships are always looking for ways to move inventory quickly, but sometimes equipment sits on the lot longer than expected. “Aged” inventory can be a challenge to offload. Holding on to aging units means your dealership’s cash flow is tied up in assets that continue to depreciate with time and exposure. Fortunately, with a structured strategy and the right marketing tools, dealerships can revitalize interest, offload stagnant inventory, and clear the way for more profitable units.
Why Does Equipment Become Aged Inventory?
Before building a game plan, it’s important to understand why a piece of equipment hasn’t sold. Here are common reasons:
Pricing Misalignment: The unit may be priced too high relative to the current market or to newer models with better features and similar pricing.
Low Demand: Some units, due to their make, model, or configuration, may not align with current buyer demand or regional preferences.
Condition or Appearance Issues: The unit may run well, but due to cosmetic wear or minor mechanical problems buyers are deterred.
Lack of Visibility: If the unit hasn’t been promoted as heavily in the past, it may simply not be reaching the right audience.
Once you’ve identified the root cause, you can tailor your marketing approach.
The Inventory Game Plan
According to insights from NextGear Capital, aged inventory should follow a clear exit strategy based on the time on the lot. Here’s an example of how to build a proactive aging inventory game plan:
Day 1–30: Maximize Appeal and Visibility
At this stage, the equipment is still relatively fresh, which means the focus should be on giving it the best possible chance to sell without price reductions.
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Lot Placement: Position new inventory in a high-traffic area of your lot to ensure it’s seen by in-person visitors.
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Digital Listings: Make sure online ads are live with professional-grade photos, clear specs, and compelling descriptions. List on high-traffic platforms like Equipment Trader.
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Initial Advertising Push: Consider investing in a Premium or Featured ad right away to boost online visibility.
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Inspection and Detailing: Even minor wear and tear can cause hesitation. Clean the unit thoroughly and fix any small cosmetic or mechanical issues.
Day 31–60: Refresh and Re-Evaluate
If the unit hasn’t moved by 45 days, it’s time to get aggressive with optimization.
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Move Inventory Again: Change the unit’s location on your lot. A new spot can spark new interest.
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Re-list with Updated Photos: A fresh set of photos (don’t forget video) and an updated description can help revive online traffic.
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Adjust Pricing Strategy: Analyze comparable listings and recent sales data. Even a small drop in price can create renewed urgency among buyers.
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Sales Incentives: Consider offering a sales bonus or commission bump to team members who move aged units.
Day 61–90: Final Push or Exit Strategy
By this point, it’s crucial to preserve profit and free up space.
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Highlight the Equipment: Move it to your lot’s front line, add signage, and feature it prominently on your website.
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Aggressive Promotions: Offer limited-time pricing, trade-in bonuses, or financing incentives to move the unit quickly.
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Digital Boost: Use Premium Select from Equipment Trader to elevate the unit to the top of search results.
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Wholesale or Auction: If the equipment still hasn’t sold, consider moving it through wholesale channels to minimize long-term losses and clear the space for faster-turning inventory.
If you’ve tried all of these tactics and are still looking for another quick way to drive exposure to your aged unit, try leveraging social media. Posting the unit on your dealership’s Facebook, Instagram, and LinkedIn pages with a limited-time offer—like “This Week Only: Free Delivery Within 200 Miles” or “$1000 Off If Sold by Friday.” This tactic can create urgency which enlists action.
How Equipment Trader Can Help
Digital visibility is a critical part of moving aged inventory, and Equipment Trader offers several tools to support dealerships:
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Premium Select: As mentioned previously, this ad enhancement feature puts your chosen units at the top of search results, drastically increasing visibility where it matters most—at the decision point.
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Enhancement Auto Selector: This intelligent tool automatically assigns unused Premium or Featured ads to your most valuable or at-risk units. You can set filters based on year, make, model, condition, and more to ensure your highest-priority inventory gets top placement.
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Real-Time Analytics in TraderTraxx: Use these insights to track engagement and adjust your strategy. If views and leads are dropping, it’s a sign you may need to adjust pricing or boost the listing with an enhancement.
Aging inventory can cost your dealership real money. But by implementing an intentional sales approach and utilizing digital tools like those available through Equipment Trader, you can take control of the sales process. Don’t wait for the right buyer to appear—go out and find them!
