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Selly Automotive API

Selly Automotive is an AI-powered CRM and text-marketing platform built for independent and BHPH car dealers to capture leads, automate follow-ups, and close deals from one inbox. An unofficial API lets you programmatically pull leads, customers, deals, communication history, and appointments—and push updates like new leads, text campaigns, tasks, and status changes back into Selly.

By Alex Klarfeld•May 30, 2026
Selly Automotive API

What is Selly Automotive?

Selly Automotive is an AI-powered CRM and text-marketing platform built from the ground up for independent and Buy-Here-Pay-Here (BHPH) car dealers. Dealers use Selly to capture every lead, centralize calls, texts, and emails in one inbox, automate follow-up sequences, run SMS text-blast campaigns, build branded payment proposals, and sync customer, sales, and inventory data with their DMS—all from web and mobile apps.

Core product areas include:

  • CRM & Lead Management (unified lead capture across channels, smart call routing, pipeline organization)
  • AI Lead Nurturing (automatic engagement, customizable follow-up sequences, intelligent agent alerts, appointment creation)
  • Text & SMS Marketing (text-blast campaigns by vehicle interest, new-arrival and price-drop alerts, pre-built templates with tracking)
  • Communication Platform (integrated calling, texting, and email plus a mobile app with driver's license and VIN scanning)
  • Desking & Proposals (branded payment proposals, customizable down-payment defaults, payment-matrix and fee editor)
  • Integrations (100+ integrations including inventory/XML ADF feeds and DMS sales-data sync with Frazer, Wayne Reaves, AutoManager, and more)

Common data entities:

  • Leads, Internet Lead Management (ILM) records, ADF/XML lead feeds
  • Customers, Contacts, Communication History (calls, texts, emails)
  • Deals, Payment Proposals, Down-Payment and Fee Configurations
  • Appointments, Tasks, Follow-up Sequences
  • Inventory and Vehicle records synced from the DMS, Text-Blast Campaigns

The Selly Automotive Integration Challenge

Independent dealers run daily sales operations on Selly, but turning its app- and integration-driven workflows into clean API-driven automation is non-trivial:

  • No public developer API: Selly publishes no documented endpoints or developer portal, so programmatic access has to be reverse-engineered from the authenticated web and mobile apps
  • Mobile-first data: Features like license and VIN scanning and on-the-go lead capture live in the native app, where data isn't exposed through any open web interface
  • Partner-gated integrations: DMS, inventory, and lead-provider connections flow through Selly's 100+ partner network, each requiring a separate arrangement rather than a uniform API
  • Mixed data formats: Inventory and lead data arrive as XML/ADF feeds while sales and CRM data live in the app, leaving no single normalized object model
  • Session and authentication handling: Web and mobile sessions, login flows, and rate limits must be managed carefully for reliable headless automation
  • Messaging compliance: Text-blast and automated SMS workflows carry opt-out and carrier-compliance requirements that any integration must respect

How Supergood Creates Selly Automotive APIs

Supergood reverse-engineers Selly's authenticated web and mobile app flows to deliver a resilient, normalized API layer for your dealership account—so you can read and write leads, customers, deals, and communications without a public API.

  • Handles username/password login and MFA securely in a managed session
  • Maintains session continuity with automated refresh and change detection across web and mobile surfaces
  • Normalizes leads, customers, deals, appointments, and message history into consistent JSON objects so you integrate once
  • Respects messaging opt-outs and DMS sync semantics so writes stay compliant and conflict-free

Use Selly Automotive with AI agents: Selly Automotive MCP Server →

Getting Started

  • Schedule Integration Assessment

Book a 30-minute session to confirm your Selly modules, DMS integrations, and authentication model.

  • Supergood Generates and Validates Your API

We deliver a production-ready Selly Automotive adapter tailored to your dealership account and data.

  • Deploy with Monitoring

Go live with continuous monitoring and automatic adjustments as Selly evolves.

selly

API Endpoints

Authentication

POST/authenticate

Authenticate to a Selly Automotive dealership account using username/password, or MFA, and obtain a session token for downstream calls.

Leads

GET/leads

List leads and ILM records with filters for source, status, salesperson, and date range, including ADF/XML-sourced leads.

Leads

POST/create_lead

Create a new lead in Selly with contact details, vehicle interest, and source so it enters the follow-up pipeline.

Customers

GET/customers

Retrieve customer and contact records with their unified communication history across calls, texts, and emails.

Messaging

POST/send_text

Send an SMS or trigger a text-blast campaign to targeted customers, respecting opt-out and compliance rules.

Appointments

GET/appointments

Pull scheduled appointments and follow-up tasks generated by AI nurturing and manual workflows.

Use Cases

Sync leads and customers into your data warehouse

- Pull leads, ILM records, and ADF/XML feed entries from Selly into a single warehouse - Stream customer and communication history to downstream BI and reporting tools - Reconcile contacts across Selly and your DMS for a unified customer view

Automate lead capture and follow-up

- Push new web, marketplace, and walk-in leads into Selly's follow-up pipeline - Trigger AI nurturing sequences and create appointments without manual entry - Route high-value leads and agent alerts to the right salesperson automatically

Orchestrate text and SMS campaigns

- Launch targeted text-blast campaigns by vehicle interest or activity from external systems - Send new-arrival and price-drop alerts programmatically with template tracking - Capture replies and opt-outs back into customer records for compliant messaging

Keep deals and inventory in sync with the DMS

- Sync sales, deal, and payment-proposal data between Selly and your DMS in real time - Pull inventory and vehicle records to power lead matching and campaigns - Surface delinquent or stalled deals to retention and BHPH collection workflows

Technical Specifications

Authentication

Username/password and MFA handled in a managed session across web and mobile surfaces

Connectivity

Authenticated web and mobile app flows plus ADF/XML feed and DMS partner integrations where exposed

Response format

Normalized JSON across Leads, Customers, Deals, Appointments, and Messaging objects

Rate limits

Adaptive throttling tuned to your dealership account to avoid Selly-side limits

Session management

Automatic session refresh, MFA replay handling, and credential rotation

Data freshness

Near real-time pulls for leads, customers, and messages with optional scheduled batch syncs

Security

Encrypted credential vault, scoped access tokens, SOC 2-aligned controls, and audit logging

Webhooks

Event-style callbacks for new leads, inbound messages, appointment changes, and deal updates

Latency

Sub-second reads on cached entities; multi-second writes when posting messages and deal updates

Throughput

Horizontally scaled workers sized to dealership lead and messaging volume

Reliability

Retry, backoff, and idempotency keys for lead creation, messaging, and deal writes

Adaptation

Continuous monitoring of Selly web/mobile releases and partner integration changes with automatic adjustments

Frequently asked questions

Selly does not publish a documented public developer API or portal. Supergood delivers a resilient API by reverse-engineering its authenticated web and mobile app flows, so you get programmatic read and write access without one.

Yes. Supergood normalizes leads, ILM records, customers, and their full communication history into consistent objects, and supports creating new leads and updating records back in Selly.

Yes. You can trigger SMS sends and targeted text-blast campaigns programmatically, with opt-out and carrier-compliance handling, and capture replies back into customer records.

Supergood respects Selly's DMS and ADF/XML integrations—such as Frazer, Wayne Reaves, and AutoManager—so deal, sales, and inventory data stays in sync rather than forcing a generic schema.

Yes. Data captured through the Selly mobile app, including license and VIN scanning, is surfaced through the same normalized API as the web app.

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