For Ryan Rohrman, CEO of Rohrman Auto Group, the playbook for 2025 boils down to one goal: cutting waste.
And that means taking a swing most dealers wouldn’t dare.
“This will be controversial, but my goal is to get off third-party lead providers,” Rohrman told Daily Dealer Live hosts Sam D'Arc and Uli de 'Martino. “I’ve been very vocal about that for years, so I’m down to two now, and I’m driving more leads than I did when I had four of them.”
That same discipline runs across the group. If it’s wasting money or time, it’s gone.
Take used cars: Rohrman said his group makes the most profit if a unit turns in under 18 days.
“We know from our own data that we start losing money on day 35,” he said. “Our goal for turn is to be sub-28 days…cars [that] turn in less than 18 days, that's where all the profitability's at, so if we can't turn turn faster than 18 days, we're getting not concerned, but we know that the future's not looking bright in terms of profitability on that vehicle.”
The same discipline applies to data: Rohrman’s group spent roughly $60,000 across 22 rooftops cleaning out his CRM with Experian.
The findings: Only 48% of his group’s records were accurate in contact info and current vehicle ownership.
After a full cleanup with Experian, Rohrman said about 60% of the “bad half” was corrected, which resulted in a new, enriched dataset that now lives in Snowflake.
Rohrman calls the platform “what a DMS should be,” because it’s secure, real-time, and flexible enough for operators to dig through the data however they want, whether by rooftop, by brand, by region, or even by customer segment.
Plus, unlike a traditional CRM, Snowflake doesn’t force the group to purge data on a cycle. Instead, his group can keep it, use it, and layer on more value over time.
As a result: Rohrman’s team is operating with a living system that fuels marketing, sales, and service decisions, even though it used to be made up of stale, half-broken records.
“It’s just a place that is extremely secure, and you can bring as much into it as you want, and you can direct as much out of it as you want,” he said.
So far, these efforts are driving real results.
Rohrman said net-to-sales are already up more than 1% this year, and while he says the lift can’t be tied solely to the cleanup, it can be tied to his team’s broader push to eliminate drag wherever it shows up.
Big picture: Every group is bleeding somewhere. But Rohrman’s proving that margins hold up best when there’s a constant effort to hunt down the leaks and fix them, whether in leads, aged cars, or bad data.
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