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May be too late now, but maybe a percentage of the sale on any vehicle sold as a result of 'seeing it online' or customer coming in due to 'website'. That way you make a base for the website work, plus commission on the sale. After all if the pictures and website are generating sales, you should profit. If the owners don't know if the pictures and website are working, why do they have it? You also need to figure out dedicated time to do this. I'm sure there are defined "down" times for activity.
 
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