Frazer Review: Overview, Features, Pricing & Alternatives in 2025

Tired of juggling dealership paperwork daily?

If you’re here, you’re probably wondering how to simplify managing inventory, sales, and compliance without losing your mind or precious hours every week.

What I constantly hear from used car dealers is that manual processes slow down every sale, making your day way more stressful and error-prone than it should be.

Frazer tackles this head-on, offering a dealer management system built specifically for independent used car dealers who need robust features—without needless complexity. From inventory to accounting, Frazer’s smart integrations and cloud access set it apart from generic DMS options you might be evaluating.

In this review, I’ll break down how Frazer can actually save you time and headaches by handling the messy parts of dealership operations for you.

In this Frazer review, you’ll see my hands-on analysis of features, honest pros and cons, pricing details, and the best alternatives—all to help you size up your options.

You’ll come away knowing the features you need to confidently demo, trial, or fully commit to Frazer for your dealership.

Let’s dive into the analysis.

Frazer Overview

Frazer has been a fixture in dealer software since 1985, based out of Canton, NY. Their core mission is providing comprehensive, affordable, and fully compliant dealer management software for independent used car lots.

What I find most impressive is their unwavering focus on independent used car dealerships. They aren’t trying to serve massive franchise groups, instead dedicating their entire platform to the small-to-mid-sized operators who need powerful yet straightforward tools that simply work.

Recent developments like their Hosted Frazer cloud version and FrazerPay solution show a clear commitment to modernizing their platform. Through this Frazer review, we’ll see how this directly benefits your dealership’s flexibility.

Unlike overly complex systems from larger players like Dealertrack, Frazer’s primary value proposition is its all-in-one affordability and practical design. I really get the feeling it was built by people who truly understand the daily grind of running a small dealership.

They work with a massive network of over 18,000 independent dealers across all 50 states. This incredible scale offers me complete confidence that their system is truly battle-tested for your business needs.

From my analysis, Frazer’s current strategy clearly prioritizes robust compliance support and industry-leading customer service. This directly targets the biggest headaches for independent dealers: navigating complex regulations and getting immediate, reliable help when you’re truly in a jam.

Now let’s examine their capabilities.

Frazer Features

Overwhelmed by managing your used car dealership?

Frazer features are designed to simplify your daily operations, from inventory to accounting. Here are the five main Frazer features that streamline dealership management.

1. Inventory Management

Struggling to track your vehicle stock efficiently?

Manual data entry for vehicles can be slow and error-prone, making it tough to get cars listed and ready for sale quickly.

Frazer’s Inventory Management lets you add vehicles fast, using a VIN decoder that automatically pulls vehicle info, saving you hours. From my testing, the unlimited photo uploads are incredibly helpful for online listings. This feature ensures your inventory is always up-to-date and showcase-ready.

This means you can efficiently catalog your stock, speed up listing processes, and get vehicles sold faster.

2. Sales Processing

Is your sales process bogged down with manual calculations?

Dealing with different transaction types and ensuring accurate pricing can slow down deals and frustrate both your staff and customers.

Frazer streamlines sales by handling cash, wholesale, outside financed, and Buy Here Pay Here (BHPH) deals. The desking tool calculates pricing, financing, and product options precisely. This feature lets your sales team focus on the customer, not complex math.

The result is quicker, more accurate deal structuring, which helps you close sales efficiently and compliantly.

3. Forms Printing and Customization

Constantly hunting for the right legal forms?

Navigating state-specific regulations and printing required paperwork can be a compliance nightmare, especially with a high volume of sales.

Frazer offers access to over 70,000 forms with unlimited printing and customization. Here’s what I found: it’s crucial for ensuring all necessary paperwork is legally compliant and ready for titles and transactions. This feature truly simplifies a complex, essential task.

This means you’ll always have the correct, tailored forms, which reduces compliance risks and speeds up your administrative tasks.

4. Full Accounting Suite

Tired of juggling separate systems for your dealership’s finances?

Managing income, expenses, and bank reconciliations across different software can lead to errors and make tax prep a headache.

Frazer includes a comprehensive accounting suite with a customizable general ledger. What I love about this is how it handles income, expenses, deposits, and bank reconciliations all in one place. This feature also offers effortless data transfer to QuickBooks.

So you can get accurate financial reporting, simplifying tax preparation and giving you a clear view of your dealership’s profitability.

5. Buy Here Pay Here (BHPH) Management

Struggling to manage your in-house financed vehicles?

Keeping track of payments, collections, and customer communication for BHPH deals can be incredibly time-consuming and inefficient.

For in-house financing, Frazer provides tools to manage payments, collections, and customer contact. It integrates with payment solutions like FrazerPay and connects with GPS and starter interrupt devices. This feature helps you efficiently manage your financed portfolio and reduce collection efforts.

This means you can better oversee your BHPH operations, minimize collection issues, and maintain a healthier financed vehicle portfolio.

These Frazer features work together to create a robust, all-in-one dealer management system that simplifies your entire operation. Next, let’s look at pricing options.

Frazer Pricing

Concerned about unexpected software costs?

Frazer pricing offers transparent subscription options designed to help independent used car dealers budget effectively, avoiding hidden fees typically found elsewhere.

Plan	Price & Features
Monthly	$119/month • Full DMS features • Unlimited forms printing • Basic support • Ideal for short-term flexibility
Quarterly	$357/quarter • All Monthly plan features • Balanced payment frequency • Consistent access • Great for medium-term commitment
Annually	$1199/year (saves $229) • All Quarterly plan features • Significant annual discount • Full accounting suite • Best for long-term savings

1. Value Assessment

Great pricing transparency here.

From my cost analysis, what truly impresses me is the clear, upfront Frazer pricing that eliminates hidden setup costs. Their tiered subscription model helps your dealership budget predictably without surprises, making financial planning much simpler for small to mid-sized operations.

This means your monthly costs stay predictable, giving you peace of mind instead of you wondering about hidden fees.

2. Trial/Demo Options

Smart evaluation approach available.

Frazer offers a free trial that doesn’t require credit card details, letting you fully explore its capabilities. What I found particularly unique is how they provide a free bonus month when you pay for your first month, acting like an extended, risk-free demo.

This helps you evaluate the software thoroughly before committing to the full Frazer pricing, reducing your financial risk.

3. Plan Comparison

Choosing the right tier matters.

The monthly plan provides ultimate flexibility, ideal for new dealerships testing the waters, while the annual plan offers the best value. What stands out is how each tier provides the full feature set, meaning you aren’t paying more for core functionalities.

This helps you match pricing to actual usage requirements, ensuring your budget gets the most value from Frazer.

My Take: Frazer’s pricing strategy focuses on affordability and transparency, making it an excellent fit for independent used car dealerships seeking predictable costs and full functionality.

The overall Frazer pricing reflects transparent value without hidden surprises for used car dealers.

Frazer Reviews

What do real customers actually think?

Analyzing Frazer reviews offers valuable insights into what users truly experience, allowing you to understand its practical application and overall sentiment from real-world feedback.

1. Overall User Satisfaction

Users are highly satisfied.

From my review analysis, Frazer maintains an “excellent” 94% user satisfaction rating, with an impressive 10.0 for “Quality of Support.” What stood out in customer feedback is how positive experiences often cite ease of use and responsive customer service, reflecting strong overall approval.

This suggests you can expect a positive and well-supported experience from Frazer.

2. Common Praise Points

Customer support consistently shines.

Users frequently highlight Frazer’s unlimited, free customer support as exceptional, praising its responsiveness and helpfulness. From my analysis of customer feedback, the intuitive interface simplifies daily operations, which many users appreciate, especially independent dealerships new to such systems.

This means you’ll likely find the software easy to navigate and get quick help when needed.

3. Frequent Complaints

Some interface modernization is desired.

Several reviews mention the software’s interface as “antiquated as hell,” suggesting it could be more visually appealing or streamlined. What stands out in user feedback is how this aesthetic preference doesn’t usually hinder functionality, though it’s a consistent observation.

These issues are generally minor and unlikely to be deal-breakers for most users.

Overall, Frazer reviews indicate a highly regarded solution with strong support, despite minor interface critiques.

Best Frazer Alternatives

Overwhelmed by your DMS choices?

The best Frazer alternatives include several strong options, each better suited for different dealership sizes, budget considerations, and specific operational requirements.

1. Dealertrack DMS

Do you manage a larger, growing dealership?

Dealertrack DMS is a more scalable, comprehensive cloud solution ideal for mid-market and larger dealerships needing extensive OEM integrations and advanced analytics. From my competitive analysis, Dealertrack offers robust features for complex operations, making it a powerful Frazer alternative if your needs extend beyond independent used car sales.

Choose Dealertrack DMS if your dealership requires extensive integrations and deep analytical capabilities for growth.

2. CDK Global

Is enterprise-level functionality a priority?

CDK Global offers a cloud-first platform designed for a broader range of larger dealerships, focusing on integrated digital and modern retail experiences. What I found comparing options is that CDK provides comprehensive administrative capabilities for extensive dealership functions, though it’s typically a more expensive, enterprise-grade alternative.

Consider this alternative for larger dealerships prioritizing modern retail experiences and robust, integrated administrative tools.

3. DealerCenter

Are you an independent dealer prioritizing intuitive setup?

DealerCenter is a popular DMS for independent dealers, known for its comprehensive inventory and BHPH management, plus an integrated CRM. Alternative-wise, DealerCenter shines with its ease of setup, making it a strong Frazer alternative for those valuing quick administration.

Choose DealerCenter if you prioritize highly intuitive setup and robust integrated CRM for your independent dealership.

The best Frazer alternatives depend on your dealership’s scale and specific operational needs rather than just features alone.

Frazer Setup

Worried about complicated software setup and training?

This Frazer review provides a realistic look at deployment, outlining what it takes to get up and running successfully. You’ll want to set clear expectations for the implementation process.

1. Setup Complexity & Timeline

Getting started is generally straightforward.

Frazer setup is considered easy to understand and navigate, with an intuitive interface. From my implementation analysis, the ease of setup simplifies the initial rollout, especially for independent dealerships, allowing for quicker adoption than more complex systems.

You can anticipate a relatively smooth initial setup, focusing on configuring the system for your specific dealership operations.

2. Technical Requirements & Integration

Your existing network is key here.

Frazer installs on a main computer acting as a server, with workstations accessing it via your existing network. What I found about deployment is that Hosted Frazer offers cloud-based flexibility, eliminating local server requirements for those needing remote access from any PC desktop.

Plan for standard computer specifications and ensure your network infrastructure can support the Frazer installation across your workstations.

3. Training & Change Management

User adoption is supported by many resources.

Training options include in-person, live online, webinars, documentation, and videos, helping your team get up to speed quickly. From my analysis, the multi-faceted training approach reduces the learning curve and helps users adapt to the software’s comprehensive functionality effectively.

Invest time in utilizing these training resources to ensure your staff fully grasps the software’s capabilities and integrated features.

4. Support & Success Factors

Exceptional vendor support is a major asset.

Frazer offers free, unlimited toll-free phone support, consistently praised for its responsiveness and helpfulness. From my implementation analysis, their dedicated support team is a critical success factor, providing ongoing assistance for both setup and daily operations.

Leverage Frazer’s highly-rated customer support to address any questions or challenges that arise during your implementation and beyond.

Overall, Frazer setup is remarkably user-friendly, offering straightforward deployment with strong support for independent used car dealerships.

Bottom Line

Is Frazer the right fit for your dealership?

This Frazer review provides a final assessment of who benefits most from its comprehensive features and robust support, helping you make an informed decision.

1. Who This Works Best For

Independent used car dealerships.

Frazer is ideal for small to mid-sized independent used car dealerships needing an all-in-one dealer management system. What I found about target users is that dealerships valuing strong customer support and straightforward operations will find this software particularly effective.

You’ll see significant improvements in efficiency if you are managing BHPH accounts.

2. Overall Strengths

Exceptional customer support is a standout.

The software excels with its comprehensive feature set, covering everything from inventory and sales to financing and accounting, all within an easy-to-use interface. From my comprehensive analysis, the unlimited, free customer support is unmatched, consistently receiving high praise from current users.

These strengths mean your dealership will benefit from streamlined operations, compliance assistance, and reliable help whenever you need it.

3. Key Limitations

The interface feels somewhat dated.

While powerful, Frazer’s primary drawback is its somewhat antiquated interface, which may not appeal to users accustomed to more modern software designs. Based on this review, the visual aesthetics could be improved for a more contemporary user experience, especially for those prioritizing a sleek UI.

I’d say these limitations are manageable trade-offs for its powerful functionality and affordability, rather than significant barriers for its target users.

4. Final Recommendation

Frazer earns a strong recommendation.

You should choose Frazer if you’re an independent used car dealer seeking a comprehensive, affordable, and exceptionally well-supported dealer management system. From my analysis, this solution reliably gets the job done for its specific target market without unnecessary complexity or high enterprise costs.

My confidence in recommending Frazer is high for businesses prioritizing functionality and support over cutting-edge aesthetics.

This Frazer review demonstrates strong value for independent used car dealerships, offering robust functionality and excellent support at an affordable price.