The healthiest MSPs aren't the ones chasing the most new logos — they're the ones growing recurring revenue inside the accounts they already have. Monthly recurring revenue (MRR) is predictable, it compounds, and it's what buyers actually pay a premium for when an MSP changes hands. The challenge is finding new recurring lines that don't drag your team into a pile of new tickets.
If your book includes auto dealerships running Dealertrack DMS, there's a recurring line sitting in plain sight: paperless document delivery.
Why the dealership vertical rewards recurring services
Dealerships are a specialist's market. They run mission-critical DMS platforms — Dealertrack, Reynolds & Reynolds, CDK — where downtime immediately costs sales, service, and finance. They carry sensitive customer data under the FTC Safeguards Rule. And they value a provider who understands their workflow over a generalist who treats them like any other office.
That specialization is exactly what makes recurring services stick here. Once you're the trusted provider, adding a service the dealer genuinely values deepens the relationship rather than straining it — and the more of a dealership's workflow you touch, the harder your contract is to displace.
The paperless opportunity
Dealertrack dealerships print a startling volume of paper — Repair Orders, Purchase Orders, Statements, warranty packets — much of it printed only to be scanned and emailed somewhere. It's slow for staff, expensive in paper and toner, and it scatters sensitive documents across printer trays and personal inboxes.
A virtual printer solves it: print jobs are captured off the Dealertrack print stream and delivered as branded PDFs into a shared portal to view, email, or download — same Print button, no retraining. For the dealer it's thousands saved a month and a cleaner workflow. For the MSP reselling it, it's a flat monthly service with a healthy margin.
Why it works as recurring revenue
- It's billed monthly, not once.A flat rate per Dealertrack company means clean, forecastable MRR — you set your retail price and keep the spread every month.
- It's sticky. It replaces a workflow staff use all day. Once a dealership is paperless, going back to the printer-scanner-email cycle is unthinkable, so churn stays low.
- It's light to operate.The vendor runs the capture, conversion, delivery, and security. There are no print drivers to babysit or servers to patch, so the margin doesn't come with a support burden.
- It scales across your book. Every Dealertrack rooftop you manage is another recurring line, provisioned and monitored from one dashboard.
How the economics work for an MSP
The model that fits an MSP is wholesale-to-retail: you buy the service at a flat wholesale rate, set your own price to the dealership, and keep the difference — plus any managed-service wrap you add on top. Margins in this kind of arrangement commonly land around 50%, and because it's a flat rate per company rather than a metered fee, your margin is predictable no matter how much a given rooftop prints.
Crucially, you own the relationship. You bill the dealer, you set the price, and the vendor stays behind the scenes. That's the difference between reselling a product and simply referring one away.
Getting started
PrintSent is built for exactly this — a virtual printer for Dealertrack that MSPs resell as a recurring, paperless offering. Learn more about the recurring-revenue opportunity for dealership MSPs or see how the partner program works for Dealertrack providers.