You can't beat the dealer on convenience. But you can change what borrowers know when they get there.

By the time a car buyer reaches the F&I (Finance and Insurance) office, the dealer has considerable advantages. The buyer is emotionally invested in the car and has spent hours at the dealership, and wants to drive home today. The F&I manager's job is to close financing, preferably at a rate that maximizes dealer profit.

The weeks before the dealership are your best window. Here's how to use them.

Car buyers don't wake up one morning and drive to a dealership. They spend weeks, sometimes months, researching. They read reviews, compare models, and figure out what they can afford. This research phase is when financing decisions are shaped, even if borrowers don't realize it.

You have competitive rates. The challenge is getting borrowers to see them before the deal is done.

Auto lending should be a strength for banks and credit unions. Your rates are often better than dealer financing. Your terms are typically more favorable. And for existing customers, you already have a relationship and trust.