About Us

Learn more about where we came from, what keeps us moving forward, and the people that make it all possible.

From resellers to innovators

Where We Started

Dealers United was formed by two automotive professionals: Top 100 Ford Dealer, Matt Buchanan of Sarasota Ford, and founder of Homenet, Jesse Biter. They shared a vision to find the best solutions in the industry that would help dealers cut costs, save time, and sell more cars.

With the power of 6,500 dealers behind us, we originally vetted, resold, and partnered with leading names like DealerSocket, Haystak, DealerTrack, and more.

Where We Are Now

When Facebook exploded in 2014, we found many automotive social agencies on the market, but few (if any) were using Facebook platform as an actual revenue stream for dealers.

Enter CEO Pete Petersen. Coming from a background of building global brands digitally, Pete knew we could make a big impact for dealers through Facebook advertising. But first, we had to build our own solution.

Today we work hand-in-hand with Facebook’s Auto division to create innovative ad tech that helps both dealers and agencies solve real business challenges through Facebook and Instagram. We are a Top Tier Facebook Partner and a Top 5 Automotive Agency, and continue to work every day to help dealers save time, cut costs, and sell more cars.


We are the Facebook and Instagram advertising solution for the automotive industry.

What We Believe

The values that drive us

Guide & Inspire

We exist to guide & inspire the people we work with.

Jump In

Whether among our own team or with our customers/partners, we will always ask “How can I jump in and help?”

"At Life"

We don’t strive for a “work-life balance.” We create a fun environment that is neither at work or at home, but simply “at life.”

Learn & Lead

We believe in constant learning, encouraging growth, and leading by example—both professionally and personally.

Our team culture

The DU Family

We pride ourselves on being a small team that works together to solve BIG problems. Between the white boarding, Zoom meetings, and strategy sessions, we always make time for foosball games, music battles, and trips to the tiki bar. Stop by the office and say hi any Friday at noon, and we’ll take you team lunch!


What our customers are saying:

“I feel like I’ve brought digital advertising “in-house” with Dealers United. Instead of dealing with 8 different vendors or a big, expensive agency that isn’t auto-specific, I have a single point of contact that knows my account and is always looking for ways we can improve. I feel like we’re not in this alone.”
Todd Citron

Dealer Principal, Hub City Ford

“Dealers United is the first company to have ever reached out at the end of the month to check in and see what else they can do for us to reach our monthly goals. Dealers United is definitely the most professional, proactive, and present company out of all of them. They definitely create a relationship.”
Brandon Dunham

Marketing Director, Lost Pines Toyota

“Just over a year ago we made the decision to break away from the traditional endemic digital advertising platforms such as Cars.com, AutoTrader, Edmunds, etc., and began a deeper partnership with Dealers United…The strategy has paid off in ways we could have never projected, changed the way we sell cars for the better and – as much as the endemic sites try to come back – there is no need for them anymore.”
Michael Renaud

Vice President, Leader Automotive Group

“Before Dealers United, our vendor was running our cost-per-click up and it was the most painful experience I’ve dealt with professionally. There’s definitely a higher level of communication with Dealers United that makes it so much easier to manage what’s going on with our digital advertising.”
Annette Freetage

Digital Marketing Manager, Ford of Ventura

Contact Us

Let’s get in touch.

Email Us: [email protected]

Call Us: (941) 366-6760

1680 Fruitville Rd, Ste 401 Sarasota, FL 34236

Register for the webinar, “The 3 Biggest Facebook Mistakes Even Advanced Dealer Marketers Are Making”!