Edmunds.com has opened up dealer registration today for a used-car sales program known as Used+ that is designed to not only connect dealers with in-market used shoppers, but also close deals quicker with more peace-of-mind for the consumer.

All of  this is happening amid an environment in which the leasing boom will likely keep adding used cars to the inventory pool “at unprecedented levels for years to come,” Edmunds says, giving dealers a whole host of profitable pre-owned sales opportunities. 

With that in mind, Auto Remarketing caught up with Alison Anziska, director of product management at Edmunds, to discuss this new product and its benefits for dealers.

Interestingly enough, roughly 60 percent of traffic to Edmunds.com comes from folks who are interested in used cars, Anziska said. And Used+ aims to put more of those shoppers in front of dealers.

In fact, she said the biggest positive feedback the company received from dealers in pilot testing was the increase they received in total contacts received from Edmunds. And they’re high-quality leads, Anziska adds.

So, how does it work? 

Say a shopper searches for a used vehicle on Edmunds.com. For dealers who have partnered with Edmunds on Used+, their inventory comes to the top of the list, Anziska said.

The consumer also sees a price strikethrough and call-outs for the bonuses in Used+.

The used-vehicle inventory is presented to shoppers with a Vehicle Protection Plan and a $200 gas card. Included in the Vehicle Protection Plan is a 30-day/1,000-mile warranty and a 12-month roadside assistance.

Edmunds underwrites and administers all of that through third-party providers. This means it’s “completely hands-free” for dealers, Anziska said, calling this the best perk for them.

One key benefit for dealers to note: shoppers are not eligible for those benefits until they submit a lead, Anziska said. And they can’t redeem them unless they purchase.

Edmunds pilot-tested in Arizona, Florida, Georgia, Illinois and Nevada the past six months, and said in the product’s news release that initial results were strong. On average, a dealer participating in the pilot got three times as much engagement as the company’s existing the used-car program would generate.

One optional element of the program is to offer guaranteed lowest prices. Pilot program dealers who took Edmunds up on this part generated seven times as much engagement, the company said.

Another element that dealers can choose to employ is Edmunds’ pricing tool (Price Promise) to help simplify the back-end process.

The sign-up period for Used+ starts today, and dealers can chose from a subscription model or cost-per-sale arrangement, where applicable. Marketing to shoppers is set to launch later this summer.

“Used+ helps dealers address used car shoppers’ biggest pain points: difficulty searching for and buying a used car, and fear of buying a lemon,” Edmunds.com president Seth Berkowitz said in a news release.

“Through this program, we’ll connect in-market shoppers with dealers, providing peace of mind and sweetening the deal for car shoppers so that the deal can close more quickly,” he added.