About
Us.
The leading provider of full-service digital solutions for car dealerships.
Dealers United is a digital marketing agency built exclusively for franchise auto dealers. We don't work at arm's length like a vendor, we embed in your business as a real partner, with direct access, full accountability, and one job: tying every click, scroll, and lead back to cars sold.
Built from inside the car business.
Dealers United started in 2010, founded by two people who already lived in automotive. Matt Buchanan, Managing Partner of Sarasota Ford and President of Buchanan Auto Group, knew firsthand what dealers needed from a marketing partner and weren't getting. Jesse Biter, the entrepreneur behind Homenet, one of the most widely adopted inventory platforms in automotive retail, knew how to build technology that actually worked at scale.
They set out to fix a problem dealers had lived with for years: marketing vendors who didn't specialize in automotive, didn't speak the language of the business, and couldn't prove their work was moving metal.
"We weren't a marketing agency that learned the car business. We were a car business that mastered marketing."
Full-funnel advertising, run as one engine.
No silos. Every stage of the funnel runs at once, coordinated across platforms, and measured against the one number that matters: cost per car sold.
When a channel opens up, we're there first.
Built for dealers who hold marketing accountable.
We work with franchise auto dealers of every brand across the US and Canada, from single rooftops to multi-store dealer groups. We also partner with established independent dealers carrying 100 or more vehicles.
The right fit
Dealers who want a real partner and are ready to hold marketing accountable to actual outcomes, cars sold, not impressions served.
Not the right call
Anyone looking for a set-it-and-forget-it vendor. We embed, we report, and we expect to be measured, that's the whole point.
A partner, not a portal.
A dedicated partner, not a portal
Every client gets a dedicated account manager who knows your store, goals, and market. No tickets, no support queue, a real person accountable to your results.
Flat-rate pricing, no conflict of interest
A flat monthly management fee, never a percentage of ad spend. Our incentive matches yours: perform well, keep the account. Every dollar toward media goes to media. No markup, no black boxes.
First on every channel that matters
From Facebook inventory ads in 2017 to Reddit dynamic ads in 2025 to automotive AI GEO today, when a channel opens, dealers reach it first through us.
We come with proof.
A few results from real dealers, measured against the only number that counts.
Units sold in a single month, year over year, breaking every record in store history across sales, gross, service, and used.
SEM leads at $11.84 each, 33% lower cost, with a 51% lift in organic traffic. The #1 Ford dealer in New Mexico.
Leads and 3,347 matched vehicle sales across 9 rooftops in a single year. A top-150 dealer group.
Vehicles sold in six months, an all-time store record, at $89.07 per matched sale.
Certified, published, and proven.
We built BuyerBridge, the platform hundreds of agencies now license. Our work has been featured in Automotive News, AdWeek, and AdAge, and our dealer results have been published directly by Pinterest and Meta.
Dealers United makes news.
A selection of recent announcements from our newsroom.
On the floor and on stage.
You'll find Dealers United at the two biggest stages in automotive retail: the NADA Show and Digital Dealer. We don't just show up to these events, we take the stage, teach what's working, and host the rooms where dealers actually want to be.
NADA is the largest gathering of franchise dealers in the country, and our team is on the agenda, not just the floor:
- NADA 2025 (New Orleans): "Exploring 17 Battle-Tested Social Ads"
- NADA 2026 (Las Vegas): two sessions, including "Exposing 6 Marketing Mistakes and How AI Solves Them"
We make it worth the trip off the floor too, from our VIP Lounge on Bourbon Street to the TopGolf party in Las Vegas and our $5K NADA Sweepstakes.
At Digital Dealer, our team has taken the stage three years running:
- Digital Dealer 2023: "Discover, Decide and Drive: The Road to Dealer Success on Pinterest"
- Digital Dealer 2024: TikTok Masterclass for Car Dealers
- Digital Dealer 2025: two sessions on what's working right now for dealers
We show up for the same reason dealers do: to stay ahead of what's next and bring it back to the stores we work with. Heading to the next show? Come find us, we'd love to talk shop.
The values that drive us!
Four core values guide how we show up every day, for our dealers and for each other.
Do the Right Thing
Use ethical decision-making at every level. Let integrity guide our actions, even when no one is watching.
Learn & Lead
Receive input, give output. Crave learning for yourself and share what you learn. Be receptive, and be a mentor.
Jump In
Ask "How can I jump in and help?" Roll up your sleeves, find the next useful thing, and do it. Initiative beats permission.
At Life
We want our team to enjoy working with each other, not feeling like they're at work, or at home, but simply, at life. We trust you.
Ready to see what a real partner can do for your dealership?
Book a demo and we'll show you exactly how we'd tie your spend to cars sold.