Three options. Only one actually works for your business.
A franchise web kit nobody reads, a yard full of used gear, a workshop fighting the metro dealer for parts
A regional farm-machinery dealer competes on three lines that the franchise web kit was never built to win. New gear: the cocky decides between a John Deere, a Case IH, a New Holland, a Kubota, a Massey Ferguson, a Fendt or a Claas, and most of that decision happens online before they walk into a dealership. Whichever dealer's brand pages rank first for '[brand] [model] for sale [region]' gets the test-drive booking. Used gear: every Case IH Magnum, John Deere 8R, McCormick X8, Fendt 1100 Vario or New Holland T7 on the yard is a unique listing competing against TradeFarmMachinery, Farm Trader, AuctionsPlus, Pickles and the metro yards. A used-gear page that doesn't rank by exact model and configuration loses to a metro dealer 300km away with better SEO. And parts-and-service: when the cocky's header breaks down two hours from harvest deadline, they Google 'John Deere 690D parts [district]' and they ring whichever dealer shows up first. That's the highest-margin revenue stream most dealerships under-market entirely. The marketing problem is being the first name that comes up on all three searches at once, in every district your delivery truck can reach.
Good farm-machinery-dealer marketing is three things, in this order: a brand-and-model page library for every line you carry (John Deere, Case IH, New Holland, Kubota, Massey Ferguson, Fendt, Claas, McCormick, plus the configurations cockies actually search for: 9R series, Magnum 400, Fendt 1100 Vario MT, T7 270), each with the spec sheet, finance options, GPS-guidance package, district-specific application examples (a 9R for the Wimmera wheat-belt versus a Fendt for the Riverina cropping mix) and proper VehicleListing schema; a comprehensive used-gear listing system on your own site that beats TradeFarmMachinery on detail (hours, configuration, lineage, full photo gallery, walkthrough video, finance pre-approval) so the buyer rings you instead of the broker; and a parts-and-service hub with brand-by-brand parts searches ('John Deere 690D parts', 'Case IH Steiger gearbox parts', 'Fendt Vario transmission service'), workshop bookings, and a harvest-emergency callout module that turns the breakdown panic into the highest-margin revenue line you've got.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the lines that actually pay (the high-margin new-gear lines you carry, the used-gear turnover that funds the cash flow, the parts-and-service revenue that runs year-round, the GPS-guidance upgrade upsell that piggybacks every sale) rather than chasing every farm-machinery keyword. Briefs the other agents so the brand pages, the used-gear listings, the parts-and-service hub and the district social feed all push toward keeping the floor moving, the workshop full and the harvest-emergency phone ringing.
Imports your existing site (and bins the franchise web kit if it's been holding you back) so you stop paying for hosting plus a CMS subscription, and ships a page for every brand-and-model line in your franchise and every used machine on the yard. Each page carries the spec sheet, finance options, GPS-guidance package, district application examples, real photos from the floor and proper VehicleListing schema so the listing shows in Google Shopping with hours and price.
Goes through your live site for the things that actually move farm-machinery-dealer rankings: brand-and-model keywords on every page (the cocky types 'John Deere 9R 470 for sale Wimmera', not 'tractor'), VehicleListing schema with hours and configuration for the used-gear listings, separate keyword targeting for new gear, used gear and parts and service so they don't cannibalise each other, and a Google Business Profile with 'authorised dealer' attributes for every brand you carry. Auto-applies the low-risk fixes.
Launches Google Ads on the queries the cocky actually types: '[brand] [model] for sale [region]' across every line in the franchise, 'used [brand] [model] [region]' for the yard turnover, '[brand] parts [region]' and '[brand] [part] [district]' for the workshop revenue stream, plus the high-intent harvest-emergency callout searches. Higher bid the 12 weeks before harvest and sowing when new-gear decisions get made, separate budget for the year-round parts-and-service line. Drops broad 'tractor' bids entirely.
Turns every delivery, every used-gear arrival and every workshop build into a post in your real Facebook accounts and the district rural community groups: a new John Deere 9R 470 delivered to a Wimmera cropping operation, a freshly-traded Case IH Magnum on the lot with the hours and the configuration, a Fendt 1100 Vario MT being prepped for handover, the workshop service team pulling apart a harvest-stricken header for an overnight rebuild. Builds the trust signal that wins the next dryland-cropping cocky and the next dairy two valleys over.
Drafts the long-form pieces cockies Google before they walk onto a dealer floor: 'John Deere 9R versus Case IH Steiger for dryland cropping', 'Fendt Vario versus Massey Ferguson 8S for the mixed farm', 'how much does a Magnum 400 cost over five years on John Deere Financial versus paying cash', 'when does a 5,000-hour Magnum 280 stop being a bargain'. Two drafts a month, in your voice, that pull the cocky in months before the showroom visit and turn the kitchen-table research into a test-drive booking.
Your first 30 days.
- Annual plan built around the high-margin new-gear lines you carry, the used-gear turnover funding cash flow, the year-round parts-and-service revenue line and the GPS-guidance upsell on every sale
- Google Business Profile rebuilt with 23-item service list including harvest emergency callout, mobile field service, GPS install, AutoTrac upgrade and telematics setup as separate items
- Brand-and-model pages indexed for every line in your franchise with spec sheets, finance options, GPS-guidance packages and district application examples
- Every used machine on the yard live on your site with hours, configuration, lineage notes, photo gallery, walkthrough video and finance pre-approval link
- Google Ads live with brand-and-model, used-gear, brand-parts and harvest-emergency keywords, separate budgets for new gear, used gear and parts-and-service
- Parts-and-service hub live with brand-by-brand parts search, workshop bookings, mobile field service and a harvest-emergency callout module
- GPS-guidance and precision-ag upsell hub live with the AutoTrac, AFS Pro 1200 and FendtONE positioning called out by brand
- VehicleListing schema deployed on every used-gear page for Google Shopping integration
- Delivery, used-gear and workshop caption library running with brand-and-model photos, configuration call-outs and finance hooks
- 'John Deere 9R versus Case IH Steiger for dryland cropping' and 'When does a 5,000-hour Magnum 280 stop being a bargain' guides drafted for approval
- Workshop service-package outreach drafted to the top 30 cockies in the catchment for the pre-harvest service-bay slot booking
A regional farm-machinery dealer with an authorised John Deere or Case IH franchise, a workshop that can rebuild a header overnight in harvest, a yard full of used Magnums and 9Rs, and 22 years of district trust, should not be losing the next 9R 470 sale to a metro dealer 300km away with better SEO. The work is making sure the cocky searching 'John Deere 9R 470 for sale [region]' on a Sunday night finds your brand page first, with the spec sheet, the finance calculator, the GPS-package upsell and a demo-booking button above the fold.
Agencies are too dear, and too metro-blind, to build a brand-and-model page library for eight franchise lines plus a used-gear listing system plus a parts-and-service hub for $3.5k a month. Tools are cheap but the used gear lives on TradeFarmMachinery and the parts-and-service revenue leaks to the metro dealer. In-House is the third option: for $299 a month the agents ship the brand pages, list every used machine on your own site, launch the brand-model-region ads, and post the deliveries and the workshop builds. You stay in the driver's seat, two taps to approve, minutes a day. Stop letting a 300km metro dealer outrank you on your own catchment.