A Custom Inventory Engine for a Three-in-One Dealership

The Challenge

The Motoring District runs three businesses under one roof: vehicle sales, a service garage, and a detailing studio. But they were running them on a generic website with inventory stuck on a separate third-party platform. Nothing connected.

• Double-entry everywhere: Listing a vehicle meant managing it in one system and re-keying it into the website.
• Leads with no context: Inquiries came in with no idea which vehicle or page they came from.
• No cross-sell path: No easy way to turn a service or detailing customer into a buyer.
• Manual sales floor: Payments, trades and warranties worked out by hand on paper.

The System We Built

Frayze delivered one connected platform, then went further with a custom inventory engine most dealerships this size never get. Adding a car now takes a VIN scan; structuring a deal takes seconds.

1. A Website That Sells

Sales, service and detailing pages: fast, mobile-first, prerendered for search, and built for local SEO in Greater Sudbury. Every vehicle gets its own page with a live payment calculator, financing and trade tools, and on-page lead capture.

2. The Inventory Engine

The differentiator. Staff add a vehicle by scanning its VIN and the specs decode automatically. Photos are optimized in the browser, the unit lives in a real database, and it auto-publishes to the website. No double-entry, no waiting.

• Intake workflow: Fresh trades sit in a private draft stage until they're ready to go live.
• Operational flags: The dashboard highlights units missing photos or sitting too long on the lot.
• Photo migration: We pulled and optimized 109 of their existing vehicle photos off the old platform automatically.

3. A Sales Desk Built for the Floor

A deal-desking tool where a salesperson picks a vehicle, sets the rate, term, down payment and trade, and drags in warranties and protection products to compare payments across every term, then prints a clean sheet listing the documents the customer needs to bring.

4. Lead Capture With Context

Financing, trade and payment tools open right on the vehicle page. No bouncing around the site. Every lead carries the exact vehicle, page and payment the customer was looking at, ready to route into the CRM and the right pipeline.

5. Compliant by Design

Per-vehicle OMVIC disclosures (title brand, odometer, previous use, accident history) are captured at intake and shown on every listing, so disclosure is handled at the source, not bolted on after.

The Results

Measured from the dealer's own CRM and Google Search Console, June 30 to October 3, 2026.

• 59 web leads in about three months, across 13 lead types: finance pre-approvals, vehicle and Carfax inquiries, detailing bookings, trade-ins and consignments. Vehicle inquiries arrive tagged with the stock number.
• 42 of those leads got an automatic text or email reply, half of them within 6 seconds and 35 within a minute, at any hour.
• Database reactivation: 46 past customers from the dealer's existing list got a text campaign and 13 replied (28%). None of the replies were opt-outs.
• Organic search: 495 clicks in July, the first full month on the new site, and 649 in September (+31%).
• 42 vehicles listed through the intake since launch, each published to the site without re-keying.

Built on Frayze Dealer OS

Everything in this build is part of our productized dealer platform. It's the same system we install for independent dealers and small groups across Ontario.

• Frayze Dealer OS for independent dealers (the full platform this build runs on).
• Frayze Automotive (every dealer program we offer).