Cassill Motors, a family-owned dealership for over 50 years, has a history of being a key player in the Iowa market.
The dealership’s 2024 objective was to transition from what could be considered a “mom-and-pop shop” to a bigger player in the market – doing things better and smarter to sell more cars.
Fast forward to the end of October, Cassill Motors has shattered just about every sales record in company history… from their highest volume day, weekend, month, and YEAR. 2024 was a record-setting year!
Keep reading to find out how they did it.
Here’s What Happened
At the start of 2024, Landon Cassill, Vice President and General Manager, was about to take over the store.
Transitioning the dealership from a “mom-and-pop” shop to a bigger player in the market and selling more cars is much easier said than done.
The dealership was in a restructuring and changing phase with new management and implementing EOS (Traction) – a business management framework designed to scale a business.
One of their biggest challenges was Customer Acquisition Cost. The team at Cassill Motors wanted to spend all of their time figuring it out, but the store is BUSY! All day, every day. With all the responsibilities at the store, there just wasn’t enough time in the day.
In March 2024, Landon Cassill and Jenn Joyce, Marketing Director at Cassill Motors, came across Fountain Forward and decided to reach out.
Cassill Motors partnered with Fountain Forward shortly after and implemented the Automotive Accelerator to help the dealership sell more cars.
Immediately upon launching the accelerator, Fountain Forward was able to come in and exploit channels that the dealership and their nearest competitors weren’t maximizing.
Instead of putting Cassill’s advertising dollars in saturated and competitive channels, we went “all in” on digital – specifically Facebook – and bet on digital being the best catalyst for growth.
Lead Volume exploded higher (36% increase YOY) with the new system and the sales team CAPITALIZED.
In the first full month with the Automotive Accelerator, Cassill Motors was on track to have their best sales volume month in their 52-year history in April of 2024.
Jenn was thrilled with the results, saying,
This wasn’t just a fluke; it was the start of a pattern.
By June, Cassill Motors had set yet another record with 121 units sold in a single month. They also had their best Saturday ever.
Jenn shared, capturing the excitement and momentum that had taken over the dealership.
Fast forward to October, Cassill Motors sold 122 units to set another, monthly record. Year to date, 2024 annual sales volume has officially been their BEST YEAR EVER.
Throughout the year, Cassill Motors has needed to expand their team, operation and processes to keep pace with demand.
They have added more people into finance, added new salespeople, improved sourcing inventory, and done many other things to ensure they can SUSTAIN this incredible growth.
Kudos to Landon and Jenn for their operational excellence. This is a testament to the leadership and the culture that has been installed at the store from the top down.
The transformation from a respected local dealership to a market leader is well underway, and the results speak for themselves.
In Conclusion:
Cassill Motors is not just breaking records—they’re redefining them.
Cassill Motors is proving that with the right focus, strategy, and partnership, smashing sales goals is achievable.
The Cassill Motors Team has never been more confident in their ability to chase down sales objectives.
The future looks incredibly bright for this dealership. New objectives have been set for 2025 and we’re thrilled to be part of the journey! Forward!
