Frazer vs. DealerClick: Which Fits Your Independent Lot

Frazer and DealerClick sit at opposite ends of how a dealer management system gets built and sold: one is a decades-old desktop product organized into pricing tiers, the other is a single cloud platform with one price for everything. This page lays out what each vendor actually publishes about pricing and what's included, written for an independent dealer deciding between the two rather than for either vendor's marketing team. Third-party review sites put Frazer at roughly 145 verified reviews, rating it 4.6 stars on Capterra and 3.9 on G2, per DealerSignals (checked 2026-09-18) — a small but real base of feedback, not a verdict on which platform suits any particular lot.

Frazer's Desktop product is billed under three published commitment terms: a standard monthly rate, plus quarterly and annual rates for dealers willing to commit further out (see the table below for the published figures; observed 2026-09-18). That base rate already folds in-house financing, accounting, forms, and ad syndication into the single price, rather than selling each of those separately the way a per-module cart would.

The quarterly term is not actually a discount over paying month to month: four quarterly payments add up to the same total a dealer would pay across twelve months at the standard monthly rate. Only the annual commitment is priced below what a full year at the monthly rate would cost, which is worth knowing before assuming every longer commitment term saves money over the shorter one.

Remote access is not part of that base Desktop price. Frazer publishes Hosted as a separate plan with its own starting rate (observed 2026-09-18) — the tier a dealer needs for reaching the platform from outside the dealership's own network, whether that's a manager checking a deal from home or a lot running more than one location. A dealer pricing out Frazer for a single, on-site desktop needs only the Desktop rate; a dealer who also wants that off-site reach needs Hosted's own separately published rate instead.

DealerClick runs entirely in the browser, on any device, with the same login for a desk clerk on the lot and a manager checking a deal from home or a second location — there is no separate remote-access product to buy on top of a base rate, and no on-site server to maintain, back up, or patch.

Every financing path a dealer offers — retail, buy here pay here, lease-here-pay-here, rent-to-own — writes to the same inventory record inside the platform, so which way a customer's deal is structured never determines which tools a staff member can reach. Desking, titling paperwork for all fifty states, lead follow-up through the CRM, and the dealer's own website all live inside that same system rather than being sold as separate products a dealer has to integrate.

The platform also handles what happens after a sale: it pushes listing photos out to Autotrader, Cars.com, and CarGurus, tracks floor-plan curtailment and fires off a payoff request automatically once a unit sells, and ties into QuickBooks along with the credit bureaus a dealer already reports to. None of that shows up later as a line item on a growing invoice, and the software updates itself in the background without anyone on staff scheduling downtime for it.

DealerClick also carries no local install: any team member reaches it from a browser on Windows, Mac, Linux, or Chrome OS over a standard internet connection, with no server, no IT staff, and no software to keep patched on any one machine. Data backs up automatically, and system updates apply in the background without anyone on staff scheduling downtime around them.

Frazer's own site is small — about 35 pages in its sitemap — and its central product page, /frazer-products, runs to roughly 350 words (observed 2026-09-18).

A "We're In Your State" item sits in Frazer's navigation, but there are no pages behind it for any individual state; the page it leads to is a generic pitch and a demo link rather than state-specific content (checked 2026-09-18). Frazer's "Resources" section did not render any dated articles when checked, so a dealer researching setup or pricing questions from Frazer's own site has little beyond its product and pricing pages to go on (checked 2026-09-18).

Both /resources and the state page are built to fetch their content after the initial load, so a browser that doesn't run the site's JavaScript sees a "Loading…" placeholder where that content would be (observed 2026-09-18). A Lighthouse run against Frazer's mobile homepage scored a performance mark of 34, with a 20.3-second largest-contentful-paint time, a 3.1 MB page weight, no text compression, and render-blocking CSS still in the critical path (observed 2026-09-18) — a dealer opening that page on a phone in a weak-signal service bay is the audience most likely to feel that wait.

A dealer who wants one bundled Desktop rate — BHPH, accounting, forms, and ad syndication already included — and who has no need to reach the system from outside the building gets exactly that from Frazer, without paying for a remote-access tier that would go unused. A dealer confident about staying on one system for a full year can also lock in the annual rate, the one commitment term that is genuinely priced below paying month to month.

Frazer's own site also states that it has served used car dealers since 1985, across more than 19,000 dealers in all 50 states, with 200-plus integrations, free unlimited support, and free on-site training (checked 2026-09-18). A dealer who weighs a long track record, a wide bench of existing integrations, and support and training that don't show up as separate line items has a legitimate reason to prefer Frazer on that basis — these are Frazer's own reported figures, not claims this comparison independently verified, but they're also not ones DealerClick has any basis to dispute.

A lot running a mix of retail, BHPH, and occasional rent-to-own deals, where a manager needs to pull any of those deals up from a laptop or a phone without paying extra for that access, is the dealer DealerClick fits best. Our buy here pay here page goes deeper into what that in-house financing workflow looks like day to day, for a lot built around it rather than treating it as a bolt-on.

Pricing structure is only one part of this decision. If remote access is what brought you to this comparison in the first place, our piece on what a cloud-based DMS changes day to day covers that ground on its own terms. The used car dealer software page goes deeper into the inventory and desking side of the platform than this comparison does, and if bundled per-tier pricing has you leaning toward an in-house financing model specifically, our guide on starting a buy here pay here dealership walks through what that decision involves beyond just picking a vendor.