Dealer Group & Multi-Location Automotive Website
Centralised Admin, Cross-Location Inventory Search, Group Reporting & Lead Routing
Dealer groups with 5-200 locations need one platform, not 200 separate contracts. One admin dashboard manages all locations. Each location gets its own subdomain or path with individual inventory, staff pages, promotions, and Google Business Profile sync. Cross-location inventory search lets customers find any vehicle across all locations sorted by distance. Group reporting compares leads by location, inventory turns, and conversion rates -- identifying underperformers before they cost you revenue. Brand consistency engine enforces group-wide design while allowing local marketing teams to update content without breaking guidelines. Centralised lead routing sends each lead to the nearest location, assigns it to an available salesperson, sends Twilio SMS notification, and tracks follow-up in a unified CRM. Supabase multi-tenant architecture with RLS per location. Biggest dealer group budgets in automotive: $50-250K.
A dealer group platform is -- at its core -- a single Next.js and Supabase application that handles every location your group owns from one codebase and one admin dashboard. No more juggling 12 separate WordPress installs or paying Dealer.com for each store individually. Here's the thing: each location lives as a tenant inside the Supabase multi-tenant schema, isolated by Row Level Security. So your Dallas Ford staff can't accidentally see Houston Ford's deals or customer data, but your group admin sees everything across all locations at once. That's the access model working exactly how it should. Each location gets its own URL structure -- either a path like /locations/dallas-ford or a full subdomain like dallas-ford.groupname.com. And within that, you're looking at unique inventory feeds, staff profiles, local promotions, and location-specific SEO content. Pretty straightforward in concept, genuinely complex to build right. ISR -- Incremental Static Regeneration -- handles the inventory piece automatically. When a vehicle status changes in your DMS, the location page rebuilds itself. No manual redeploys, no stale listings showing sold cars at 2am. Group reporting pulls leads, inventory turns, and traffic across every location into a single real-time dashboard. You're not waiting on someone to email you a spreadsheet from each store. The brand consistency engine is where it gets interesting. There's a shared component library with configurable design tokens: typography and colour palette enforced group-wide, but imagery and promotions adjustable per location. Finally, lead routing uses Supabase edge functions to pinpoint the customer's nearest location via geolocation, then fires a Twilio SMS to the right salesperson. The whole thing runs on maybe 4-6 servers total instead of 20.
Your Current Site May Be a Liability
Common gaps we find in nearly every audit.
What Your Website Could Look Like
Custom-designed for your industry. No templates. No stock photos.
How We Build This Right
Every safeguard, built in from Day 1.
Centralised Admin, Localised Sites
One dashboard, everything in it. Each location manages its own inventory, staff roster, active promotions, and business hours independently -- but group admin has visibility across all of it simultaneously. There's no calling the Dallas manager to ask what's in stock. Supabase RLS handles the access separation at the database level, not just in the UI, which means it's actually enforced rather than just a polite suggestion.
Cross-Location Inventory Search
One search query, every location's inventory hits at once. Results come back sorted by distance from wherever the customer is -- GPS permission or zip code entry, your choice. So if the vehicle exists anywhere in your group, the customer finds it. And they see "Dallas Ford -- 8 miles" before they see "Fort Worth Ford -- 31 miles." They pick the closer one. You keep the deal.
Group Reporting Dashboard
The reporting dashboard covers leads by location, inventory turn rates, website traffic, conversion percentages, and average days-to-sale -- all comparable side by side, all updating in real time. You're not waiting on end-of-month exports. If a location's lead volume drops on a Tuesday, you see it Wednesday morning. Export functions handle the monthly board reports. It's the visibility most dealer groups have never actually had.
Brand Consistency Engine
Here's how brand control actually works in practice: design tokens at the group level lock down the logo, colour palette, typography, and page structure. Local teams get a scoped editing area for their promotions, featured inventory units, staff photos, and local event announcements. They can't touch the stuff that defines the brand. So your Fort Worth location manager can update their Memorial Day sale banner without accidentally changing the font to Comic Sans group-wide. That constraint is a feature, not a limitation.
Centralised Lead Routing
Customer fills out a lead form -- anywhere on the site, any location page, even the group homepage. The system pulls their zip code or geolocation, identifies the nearest location, and routes the lead to an available salesperson there. Twilio fires an SMS to that salesperson within seconds. Customer gets an email confirmation. Everything lands in the group CRM with location assignment and pipeline stage attached from the start. No one manually forwards leads. Nothing falls through the cracks at 7pm on a Friday.
Google Business Profile Sync
Google Business Profile management at scale is honestly one of the most underrated features here. Hours changes, inventory highlights, current promotions -- all of it syncs to each location's individual GBP via the API. So when you update a holiday hours change in your admin dashboard, all 20 GBP profiles reflect it. Local SEO stays accurate without someone manually logging into 20 separate Google accounts. That's a real operational headache eliminated.
Built on a Modern, Secure Stack
Our Development Process
From discovery to launch. Quality at every step.
Group Architecture Audit
Week 1-2Discovery phase means mapping every location, auditing the current tech stack, documenting which DMS each store runs, collecting brand guidelines, and understanding what reporting the group actually needs. That last one matters more than people think -- we've seen groups that needed 3 reports and groups that needed 23. The multi-tenant schema design comes out of this phase. Don't skip it or rush it.
Multi-Tenant Infrastructure
Week 3-6The technical foundation is Supabase multi-tenant schema with RLS policies scoped per location, Next.js dynamic routing generating the individual location pages, and ISR handling inventory and content updates automatically. This combo means the site is fast, the data is secure, and inventory pages don't require a developer to stay current.
Group Admin & Reporting
Week 7-10Admin layer splits into two tiers: group admin with full cross-location visibility and a reporting dashboard that lets you compare any location against any other, and location-specific admin for local teams that scopes them to their own store. Both interfaces built in the same Next.js application, permissions handled by Supabase RLS.
Lead Routing & CRM
Week 11-13Lead capture wired to geolocation routing from day one -- not bolted on later. Twilio SMS notifications go to salespeople in real time. The group CRM tracks location assignment and pipeline stage for every lead, so you always know which store owns which deal and where it stands. No spreadsheets, no "who's following up on this?" conversations.
Migration & Launch
Week 14-18Migration phase involves moving all locations off their existing platforms with 301 redirects for every URL that's ever ranked -- we're talking individual VDP URLs, staff pages, service pages, all of it. DNS updates per location get staged carefully so there's no downtime during the switchover. Post-launch monitoring watches lead volume and inventory accuracy for 30 days minimum because that's when the real issues surface.
Frequently Asked Questions
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200+ employee company? Complex multi-tenant, auction, or multi-location requirement? We have a dedicated enterprise capability track.
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Centralised admin, cross-location inventory, group reporting, and centralised lead routing. Quote in 24 hours.
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