For any dealership to be successful, it has to form a connection with its community in order to create the sales that keep the doors open. A crucial first step to building meaningful relationships is learning how to connect to different types of buyers. But what do we mean by different types? Aren’t all buyers just… buyers? That’s certainly not the case. To offer more insight, RV Trader is breaking down key factors to consider when segmenting your audience and tips to help you tailor your marketing accordingly.
Gender
Leveraging demographic data is one of the best ways to identify your dealership’s most frequent buyer types. Many demographics, such as the buyer’s gender, are readily apparent. While it may seem presumptive, you’re actually looking at different ways you can best reach and connect to them.
The best way to connect to your male buyers will likely be different than connecting to female buyers. RVs are of course purchased by both male and female buyers however, women tend to buy smaller RVs. Knowing this data and having this awareness as an RV dealer, you can think ahead and already have specific materials and sales pitches ready to go when both men and women come in.
Age and Generation
Age is also an important factor when it comes to buyer profiles, including Millennial, Gen X or Z, and Boomers. While all buyers share a common interest in the RV lifestyle, different generations have different values, outlooks, and resources. The pitch for a 30-year-old buyer may not work on the 70-year-old buyer. As stated in the RV Trader Trend Report, the majority of RV owners are part of an older demographic. However, older Millennials in their mid-30s to early-40s see registration numbers comparable to that of GenX and Boomer generations.
Focusing the bulk messaging on older buyers can yield success, however, the best dealers also keep their eyes to the future. If your particular dealership has a noticeable number of young people coming in, stay aware of that and tailor outreach accordingly.
Lifestyle
Another important factor when building profiles of your buyers is considering their lifestyle. Everyone has a full, diverse life and the details of that life highly impact their purchasing decisions, including:
- Young families who might want to purchase an RV that has more space.
- Retirees who may be looking to travel around the country with amenities not possible with other transportation methods, such as aid for physical limitations like wheelchair lifts and wider doorways.
- Active adults who enjoy outdoor activities such as biking, hiking, fishing, and kayaking.
- Full timers who bring their life and work on the road with them.
Discovering your buyers’ lifestyle requires more research and more questioning from your dealership team than just looking at their demographic but it is a great way to discover new ways to connect. For instance, a full-timer may prioritize comfort and sleep accommodations when browsing.
Personalizing the experience is imperative in making sure you learn the full lifestyle of your customers and know which RV and amenities to pitch them.
How Audience Data Helps to Identify Buyer Intent
Once you’ve categorized your potential buyers and gotten to know which RV would best suit their lifestyle, the final way to seal the deal is by learning their motivation for wanting an RV in the first place. People purchase RVs for more than just transportation. They could have taken a car, train, or plane – yet they choose to make a years-long investment into an RV.
Buyer intent has been fairly consistent over the years, but several new ways to connect has emerged with the evolving market. For example, family-oriented buyers may have an interest in traveling and seeing the sights. Little steps to connect with this group can go a long way in building rapport, such featuring your customers’ travel content on your social platforms.
The affordability of the RV, sustainable RV living, incorporating technology with things like smart home features and solar panels, and flexibility in living and working as more people work remotely are all motivating factors in why people may choose to purchase an RV from your dealership.
A successful strategy requires staying up to date on this information as you build and refine consumer profiles. Once you gain deeper insight into your buyers, who they are, their background, and what motivates them is important, you’ll have a greater opportunity to increase your reach and turn potential buyers into repeat customers. The final step is to train your sales team to recommend the most suitable models and features based on these criteria, and observe your business close more deals.
