In marketing your product, you can't always refer to private leasing, because according to Finnish legislation, it's not likely to be considered as such - so how do you market a product that even search engines struggle to present?

Leasing refers to the long-term rental of capital assets. In Finland, leasing has been in use for over 50 years. Therefore, it's no surprise that when a consumer looks for a car with a monthly payment plan, they type the word leasing into the search engine.

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

From the car sales perspective, issues arise when the product is likely a monthly payment service, but customers search for it as a leasing service. 

Attempts have been made to circumvent the problem with various product names, but the downside is that they still do not immediately provide the consumer with sufficient information about the product.

The difference between service starting prices and final prices is influenced by both taxation and chosen additional services. Price comparison therefore requires consumer activity. Thus, it is no surprise that it is difficult for the consumer to understand the differences between a monthly payment service and private leasing.

The majority of customers search for monthly payment services using the private leasing keyword

Monthly payment-based car services do exist, but how can they be marketed so that customers can find them? It's also important to remember that legislation prohibits the use of incorrect terms in marketing, and the familiarity of a term doesn't make an exception to this. 

Search engines use keywords, word combinations, and phrases that lead consumers to providers' pages.

Keyword analysis shows that the word “private leasing” is clearly the more used search term with nearly 15,000 hits compared to “car with monthly payment”, which had been used fewer than 600 times. Other related words indicate the same: search engine traffic is very low on non-leasing terminology.

It is clear that businesses offering monthly payment services need to try to benefit from the traffic generated by the leasing term, even if they do not offer the service themselves. 

The solution: high-quality content and service comparison

So how can search engines find pages offering monthly payment services instead of private leasing? 

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

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

There is thus a need specifically for comparative content that distinguishes between the two services and clarifies the decisive differences.

This is best achieved in practical content production by using the popular term naturally but repeatedly in both the headline and the text. Additionally, it is advisable to utilize leasing words in Google Ads, even though the service is offered through a monthly payment.

Crasman Insight delves into monthly payment-based car services. 

We are happy to help with keyword optimization and building findable services. 

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Read more on the topic:

Crasman study: Leasing car services interest a previously overlooked target group