Frazer keeps your books and your lot in order, dependably and affordably, and it has no customer-facing side by design. CarDealerTool adds the web front: a fast, SEO-ready website that ranks and captures leads, with inventory from Frazer and every lead back to you.
Everything Frazer does for the back office — plus the ranking website and online leads it was never built for.
Frazer is a dependable, affordable DMS — it does the books and the lot well. Here's what it's great at, and what a website built to rank adds.
Frazer is a trademark of its respective owner; referenced here for comparison only. Comparison reflects Frazer's published product description, 2026. Founding pricing: 3 months free, then $79/mo locked below list — later joiners $129, list $149+.
Keep Frazer for the books. CarDealerTool adds the modern website, SEO and online lead capture Frazer doesn’t — with inventory from Frazer and every lead back to you.
A fast, self-updating dealer website with SEO and schema markup built in — no separate web service, no upsell.
Capture, assign, and follow up on every prospect. Automated tasks so a hot lead never slips through the cracks.
Cash, finance, BHPH, and wholesale deals with a built-in calculator and instant, compliant document generation.
Payment schedules, account tracking, automated late notices, and collections — the full in-house financing module.
VIN decoding, cost tracking, unlimited photos, window stickers, and one-click syndication to your site.
Gross per unit, days on lot, lead sources, and sales trends — reporting that would be a paid add-on elsewhere.
Shoppers can write to you from any page and see matching cars, and you can reply live; their details land as a lead with you — included.
Live today: a website built to rank, your inventory from Frazer, online lead capture and website chat, with every lead back to you. Frazer stays your back office; CRM is coming to the same plan.
CarDealerTool runs your dealership software. It doesn't resell the regulated services you already hold. We integrate with the providers you trust — you keep the relationships and the compliance.
Keep running Frazer while we stand up your modern web front — a ranking site with online lead capture. Frazer stays your back office.
We map your lot, your current setup, and where your shoppers find you today, so the new site is built to rank from day one.
Your inventory, photos, and customer records come over. We build your site on a domain you own.
You approve the new site. We verify redirects and schema so search engines index it cleanly from day one.
Your ranking website and online lead capture go live — with the rest of the platform included as it ships.
Become a founding dealer. We’ll show you the ranking website, online lead capture, and how it works alongside Frazer.
3 months free · No contract · Switch in ~1–2 weeks
Get product updates & founding-dealer news as we ship.