In this episode my guest is Brad Gelber, Digital Media and Content Marketing Manager at West Herr Auto Group, the largest privately owned dealer group in New York.

Brad and I dive into what it really takes to market a dealership in today’s world without sounding like every other store in town. We talk about the role leadership and culture play in shaping a brand’s voice, why raw phone-shot content often outperforms polished commercials, and how to uncover stories that are hiding in plain sight inside your dealership.

You’ll also hear Brad’s perspective on using AI as a tool without letting it replace human creativity, the surprising value of a simple photo in a video-driven world, and his personal test for knowing whether a story is worth sharing.

If you’ve ever wondered how to move beyond cookie-cutter posts and start creating content that actually connects, this episode will give you the insight and inspiration to do it.