Few businesses are more seasonal than an RV dealership. There are several things RV dealerships can do during the off season to grow their business. From marketing and advertising to preparing your F&I solution for an unexpected surge in business, the off season is anything but a time to take a break.
Off-Season RV Dealer Marketing
Your RV marketing strategy off season should be built during the busy season. When vehicles are rolling off your lot in the peak RV season, you should do everything you can to maintain engagement with those customers. Peak RV season can be exciting, and getting customers to write reviews or engage on social media will make it easier to maintain top-of-mind awareness during the slower months.
Buyers will think back to their experience when talking to friends about buying an RV, and those friends will be inclined to come next year. If you’ve done a good job of instilling a sense of possibility for future potential buyers and you’ve encouraged enough customers to write reviews, customers will think only of you during the off season (and know where to return when it’s time).
RV Marketing Ideas
If you’ve created a positive experience during the initial sales process, even if the sale didn’t close, you can use your advertising and email marketing during the off season.
Be careful that you do not foster a sense of resentment. You don’t want your advertising and email marketing campaigns to come across as tone deaf, maybe by only depicting people in group settings enjoying a dream vacation. In other words, you should sound aspirational and optimistic, building fantasies in people’s minds about what waits for them on their RV adventure.
Maintaining RV Business Year-Round
Besides selling new RVs, the peak season should be about bulking up your email lists and socials. This time can actually be used to boost engagement instead of slowing down. Include many calls to action on your website, reply to every review placed on Google, and keep up with email communications and social media posts.
When crafting emails, try not to simply place advertisements or promotions in your customers’ inboxes for months on end. Instead, craft your emails such that people actually want to reply. Not every contact on your list is going to have a conversation about RVs, but something to pique curiosity and cater to that “adventure is coming” sense is a good way to boost traffic when customers return.
Besides selling new RVs, the peak season should be about bulking up your email lists and socials. This time can actually be used to boost engagement instead of slowing down. Include many calls to action on your website, reply to every review placed on Google, and keep up with email communications and social media posts.
When crafting emails, try not to simply place advertisements or promotions in your customers’ inboxes for months on end. Instead, craft your emails such that people actually want to reply. Not every contact on your list is going to have a conversation about RVs, but something to pique curiosity and cater to that “adventure is coming” sense is a good way to boost traffic when customers return.
Scalable F&I Services
The other side of the off season is the behind-the-scenes work that must be done. Ask yourself: Would my dealership be ready if a major surge happened tomorrow?
Of course, no one is expecting customers to start streaming through your showroom doors right now. However, if that did happen, would you be ready? Often, a dealership’s financing and insurance structure is inflexible. During the peak season, your team may not be equipped to handle the load of customers. If you staff up, it’s unlikely that enough business is coming through the door to justify a larger department.
Additional Action Items Outside of RV Season
While the peak RV season may be characterized by road trips, camping adventures, and outdoor exploration, savvy RV dealerships know there are ample opportunities to thrive outside this busy time.
- Promote Off-Season Benefits: Educating potential buyers about the advantages of purchasing an RV during the off season can be a game-changer. Highlighting reduced demand and lower competition can encourage buyers to explore the market when prices may be more negotiable. Additionally, emphasize the convenience of off-season shopping, with dealerships likely to have more time and resources to provide personalized attention to customers.
- Create Special Financing Deals: To entice buyers during the off season, RV dealerships can craft attractive financing packages. Offering low interest rates, flexible payment plans, or extended warranty options can sweeten the deal and motivate potential buyers to make a purchase. Collaborate with financial institutions to design exclusive off-season financing promotions and set your dealership apart from competitors.
- Focus on Indoor Showcases: Weather conditions during the off season may not be conducive to outdoor RV expos, but that doesn’t mean the showcase has to end. Set up indoor displays or virtual showcases to keep potential buyers engaged. This allows customers to explore RV models comfortably, while dealerships can maintain a steady flow of interest.
- Offer Off-Season Discounts: Off-season discounts are a tried-and-true method for stimulating sales. Consider markdowns on selected RV models or accessories to create a sense of urgency among buyers. Limited-time promotions instill a sense of excitement and encourage customers to take advantage of the cost savings.
- Build Customer Relationships: Use the off season as an opportunity to strengthen relationships with current customers. Implement loyalty programs, offer service packages, and provide incentives for referrals. A satisfied customer base can contribute to word-of-mouth marketing, bringing in new business even during slower periods.
Finance Solution: Your Source for RV Dealership Financing
One of our specialties at Finance Solution is scaling our level of service depending on demand. The slow season is perfect for setting up your F&I properly for the peak season. Reach out to our experts to start the process and be ready when it’s time for peak RV season.
