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Why Didn't My Dealership Win a Dealer of the Year Award?

Why Didn't My Dealership Win a Dealer of the Year Award?


Each year, DealerRater awards Dealer of the Year status to the top-ranked dealership by brand within each state or province, as well as at the national level, in both the U.S. and Canada. If your dealership didn't receive an award, that's OK! There can only be one award recipient for each category, and there are tens of thousands of dealerships out there. The good news is that it's never too early in the year to start putting a strategy in place to increase your online reviews and take full advantage of your online reputation.

How does DealerRater determine who receives an award?


Award Criteria: In order to be eligible for a Dealer of the Year award, a dealership must meet the following criteria:
  • Minimum of 25 reviews on DealerRater for the previous calendar year.
  • Minimum of 1 positive review in each calendar quarter of the previous calendar year.
  • Average rating greater than 4.0 (out of a maximum of 5.0) for reviews received during the previous calendar year.
  • Must not have been blacklisted during the previous calendar year.
Calculating the Award Recipients: For all dealerships who meet the minimum criteria, we calculate a PowerScore based on the dealer's performance over the previous calendar year. The PowerScore uses a Bayesian algorithm to weight all eligible dealerships against each other to determine the highest-rated dealerships. The following factors contribute to this rating:
  • Number of reviews received during the previous calendar year.
  • Average score for the dealership over the previous calendar year.
  • Consistency of positive reviews during the previous calendar year.
By utilizing these three factors, it ensures that the award recipients are consistently reviewed in a positive manner by their customers, while also meaning that the busiest dealership with the largest volume of reviews, or a dealership who collects all of their positive reviews over a short span of time, does not automatically receive an unfair advantage.

So why didn't I win?


If your dealership did not receive an award, it means that either your dealership did not meet the minimum criteria, or that another dealership of the same make within your state or province had a higher PowerScore for the previous calendar year. Put simply, another dealership had more reviews, more consistent reviews, and/or a higher average score for the year. Because of the factors involved in calculating a PowerScore, it is very difficult to tell in advance which dealership will win a Dealer of the Year award. Overall reviews, score, and ranking on DealerRater directories does not necessarily mean a higher PowerScore for a given calendar year.

The calculations for Dealer of the Year are often incredibly close, down to thousandths of a decimal point in some cases. A single star-rating difference on a single review might be the difference. Making an attempt to resolve any negative reviews and asking your reviewers to edit a negative review into a positive could be the deciding factor between first and second place.

What happens now?



That's up to you. You obviously care about your dealership's reputation if you're reading this, so the best thing to do is to start putting a strategy in place to maximize your review collection and online reputation efforts going forward. Our Client Services Team and Dealer Experience Advisors are happy to help suggest strategies and best practices to get you going, work with your sales and/or service staff to help get them engaged in collecting DealerRater reviews, or look for ways to take your existing practices to the next level. Click here to contact us.

While we can never guarantee who will win future awards, we're happy to point you in the right direction by helping your dealership to build a strong online reputation that will provide benefits that reach far beyond any individual award. In our experience, Dealer of the Year winners are dealerships that focus first on providing an excellent customer experience and building a strong online reputation, and then happen to win the award; not dealerships who focus on winning the award, and try to build up their reputation in order to do so.



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