By: Dustin Hunt
The Landscape Has Shifted
It’s 2025, and across RV, powersports, and marine, we’re seeing the impact of a long-anticipated generational handoff.
Millennials are now squarely in their peak earning years. Gen Z is entering the stage of discretionary income. And both are looking for more than houses and IRAs – they want experiences. That means boats on the weekend, ATVs for the trails, and towable RVs for hitting the road without giving up comfort.
But while demand is stabilizing after the post-COVID correction, the rules of the game have changed. These aren’t the same buyers who walked into dealerships ten years ago. They’re digital-first, value-savvy, and allergic to old-school sales tactics. That shift brings a clear challenge and opportunity for the entire industry.
Most Dealers Still Treat Leads Like It’s 2015
Let’s be honest: a large portion of recreational dealers still operate with a “wait and see” approach to leads.
- A form comes in.
- Someone gets to it a few hours or days later.
- Maybe they send a template response.
- Maybe they don’t follow up again.
That system might have worked when foot traffic was booming and inventory was flying off the lot. But in today’s environment, it’s a fast track to irrelevance.
Meet Your Buyer: Digital-First, Decision-Ready
Younger buyers, especially those born after 1980, are conditioned by Amazon, Uber, and TikTok. They expect fast, frictionless experiences with hyper-relevant information. If your first touchpoint doesn’t feel personal, responsive, or valuable, they move on. Instantly.
What they expect:
- Same-day communication (preferably within a few hours)
- Text or email follow-ups that reflect what they actually asked about
- Inventory that aligns with their preferences and budget
- A reason to stay engaged—whether it’s pricing updates, financing offers, or service perks
In short, they expect you to nurture them, not chase them.
Lead Nurturing Is Not Just for “Unready” Buyers
A common misconception is that nurturing is something you do after the lead has gone cold.
The truth is: nurturing begins the moment interest is shown—and continues well beyond the sale.
Consider this:
- A shopper may inquire on a Monday but not purchase until the following month.
- They may go cold due to travel or work, only to re-engage when they receive a bonus or find a free weekend.
- A great nurture sequence keeps you in their inbox, not their spam folder—and keeps you top of mind, not your competitors.
Real Nurture = Real Results
Dealers and OEMs who invest in intelligent nurturing are seeing measurable improvements:
- Higher lead-to-sale conversion rates (especially when follow-up happens within 24 hours)
- Better retention rates from post-sale engagement
- More qualified buyers returning organically after initially “ghosting”
- Lower marketing spend per sale due to increased lead velocity
Nurturing isn’t just about staying in touch. It’s about building a pipeline that works even when foot traffic slows.
Without Nurturing, You’re Leaving Money on the Table
You paid for the ad. You earned the lead. You didn’t follow up like they expected—and that’s where the deal slipped.
In 2025, the dealership that wins isn’t always the one with the best price or location. It’s the one with the best timing, messaging, and buyer experience.
The tools and technology exist to make this seamless—but the mindset has to shift first. Dealers need to stop thinking of nurture as a “nice to have” and start treating it as core infrastructure.
What Comes Next
The next generation of buyers is here. They’re active, curious, and ready to spend, but they’re selective in who they buy from. Properly implemented lead nurture is the bridge between first contact and final sale.
And if your dealership isn’t building that bridge, someone else is. Learn more at Rollick.
