An RV is a major purchase in anyone’s life, similar to buying a car or even a house. Customers want to feel that the company they purchase their RV from is trustworthy, helpful, and giving them the best deal and most information possible. For any company that sells RVs, it is imperative that they not only bring in new customers, but maintain a strong repeat customer base.
Know Your Customer Base
In order to successfully create a repeat customer, any RV company must know who they are marketing to. As reported in RV Trader’s 2024 Trend Report, 80% of consumers are experienced RVers. This creates a built-in repeat customer base, but it’s critical to engage with them, which goes a long way in retaining them.
Support Their Research Process
Along the path to purchase, buyers consult multiple resources before purchase and rely on listings as one of their most valuable research tools. Quality, rather than brand or place of purchase, will be a key selling point for repeat buyers. Training employees to be knowledgeable of multiple brands of RVs, types of cars, and features of the RV is an important tool when wanting to attract repeat buyers. Doing so helps to build trust and credibility, maintaining long-term connections.
Timing and Buying Trends
Our data shows that 54% of RV buyers, new and repeat, research six months to a year before purchasing. While RVs are most active on the road during the summer, RV Trader has found that later summer and early fall is when they see the highest search volume, indicating that this is the time consumers are most actively researching for their next RV.
Additionally, searches on RV Trader are 10% higher on weekends than on weekdays. Utilizing this information is important for dealership marketing strategies. Campaigns beginning in August could yield great results. For example, weekends during the late summer/early fall may be ideal for advertising special deals and discounts on inventory. Data and information is imperative when it comes to good marketing strategies and creating an increase in sales.
Demographics Drive Loyalty
Demographic data is extremely important for RV dealers to leverage, as knowing your consumers helps build rapport and loyalty. Today’s RV buyers have a growing female demographic. Women who have bought RVs have grown 10.6% since 2021. The way you would market to a male buyer can be very different than you would a female buyer. A perfect example of this is the recent success of Stanley cups.
A Lesson from Stanley
The brand had previously focused their marketing on blue-collar male workers. However, after a TikTok video blew up, the company reported that Millennial women became their highest demographic of purchasers. Stanley refocused their marketing strategies to follow suit, making colors and designs that appealed to women and showcasing the cup’s benefit when going to the gym, running errands, and ease of use. RV companies can benefit from finding what aspects of RVs and RV trips would best appeal to women!
The Market Is Changing
Beyond a growing female demographic, the majority of RV owners are part of an older demographic. However, older Millennials are quickly growing in the number of people applying for an RV registration. This shows that the market is changing. Millennials, and eventually Gen Z, are entering the market! It’s imperative that RV companies jump on this opportunity to gain new Millennial and Gen Z buyers and repeat buyers from the same group all in one swoop.
The Power of Storytelling
The story that the marketing tells is just as important as highlighting the nuts and bolts of the vehicle. Millennials want to find purpose in life and they are more likely to support brands that can help them achieve that. Millennials are also the “tell-all generation.” You are much more likely to see this group telling their friends and family about their experience, good or bad.
They also value advertising that is authentic and non-biased, especially on social media. This makes it all the more important that you and your employees are more conscientious about creating a positive marketing and selling experience for this demographic, as this experience will create the ripple effect that can bring in new and repeat customers, versus traditional marketing efforts.
Sell the Lifestyle, Not Just the RV
Our data shows that road trips and vacations are the top reasons people purchase RVs. As Millennials and Gen Z get older, grow their communities, and start families, they will become more committed to the RV lifestyle and feel a strong sense of community among other RV owners. It’s important that along with the physical RV, you also sell them on the RV lifestyle itself.
Include benefits like working remote or travelling. Tell them about the people they’ll meet along the way and show them how they can live and travel sustainably. By aligning your brand with Millennial and Gen Z values and vision, you can not only attract them but keep them on as repeat customers. With social media and online marketing combined with traditional marketing tactics, your business can be the first point of contact for this next generation of RV customers.
Get the data that drives smarter marketing. Explore the RV Trader Trend Report now.