When marketing your own product, you cannot always speak of personal leasing, as under Finnish law it is unlikely to qualify as such - so how do you market a product that even search engines cannot offer?

Leasing means long-term rental of fixed assets. In Finland, leasing has been in use for over 50 years. Therefore, it is not surprising that when a consumer is searching for a car with a monthly payment plan, they type the word leasing into a search engine.

From a legal perspective, there are numerous contractual and tax distinctions between a monthly payment service and personal leasing.

From the car trade's point of view, this poses issues, as the product is likely a monthly payment service, but customers look for the service using leasing terminology. 

Attempts have been made to circumvent the problem with different product names, but the downside is that they still do not immediately tell the consumer enough about the product.

Both taxation and chosen additional services influence the difference between starting prices and final prices of services. Therefore, price comparison requires consumer activity. It is no wonder that it is difficult for a consumer to understand the differences between a monthly payment service and personal leasing.

The majority of customers search for a monthly payment service using the term personal leasing

Monthly payment driving as a service does exist, but how can it be marketed effectively so that customers find it? It is also important to remember that legislation prohibits the use of misleading terms in marketing, and the recognition of a term does not constitute an exception to this. 

Search engines use keywords, phrases, and sentences to direct consumers to service providers' pages.

Keyword analysis shows that the word “personal leasing” is significantly more commonly used with nearly 15,000 hits compared to “car with monthly payment,” which was used less than 600 times. Other words related to the topic indicate the same: search engine traffic is very low on vocabulary other than leasing.

It is therefore clear that an operator offering monthly payment services should strive to benefit from the traffic the leasing term generates, even if they do not offer the service themselves. 

The solution: quality content and service comparison

So how do you get search engines to find the pages offering a monthly payment service instead of personal leasing? 

The solution is comprehensive, clear, easy-to-read content that presents your own monthly payment service.

The content should clarify the differences between monthly payment services and personal leasing and compare them from the consumer’s perspective. For example, how is the price constructed? Who owns the car? What tax differences exist between the services?

The need is specifically for comparative content that distinguishes the two different services and makes the key differences clear.

This is best achieved through practical content creation, where the popular terminology is used naturally but repeatedly in both the headline and text. Additionally, consider utilizing leasing terms in Google Ads, even though the service is provided on a monthly payment basis.