Matt Hogan, Vice President of Infiniti North Miami and Palm Beach Mitsubishi, explains how authentic social media content can drive dealership sales, generate leads and attract new talent.
On the latest episode of Inside Automotive, Hogan shares how he turned personal, behind-the-scenes content into a major business development and recruiting tool. Since launching his social media strategy in April 2025, he has built an audience of roughly 40,000 followers across TikTok, Facebook and Instagram while generating about 1,000 paid leads and up to 300 organic direct messages each month.
Key discussion points include:
- Authentic content and why showing the reality of dealership life resonates with consumers
- Lead generation through organic social media and targeted Meta advertising
- Recruiting through personal branding, with social media driving 60%–70% of new sales hires
- Building customer trust through transparent pricing and real dealership experiences
- Getting started with simple videos and customer delivery content
- Avoiding common mistakes, including competitor-focused content and outdated advertising approaches
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