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How to Target Active RV Shoppers

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Marketing Tips
Marketing to RV buyers requires more than a one-size-fits-all methodology. That’s because every shopper approaches and progresses through the buying journey a little differently. Knowing how to find and identify active shoppers (and tailor your marketing strategies to meet their individual and immediate needs) is essential for success.

What Defines an Active RV Shopper?

Active shoppers are ready to make a purchase in the near future. They are most often in the mid-to-final stages of their decision-making process. And while they might not yet know the exact make or model they want to buy, they have done considerable research and are motivated to buy soon. When it comes to targeting active shoppers, serving up inventory and offers that align with what they’re searching for right now can be an extremely effective marketing strategy. Consider the following characteristics of active shoppers:
  • Narrowed down (or have begun to narrow down) preferences for a specific type, brand, or model (e.g., a lightweight travel trailer or Class B motorhome).
  • Defined or have started considering their budget and financing options.
  • Conducted extensive online research, comparing dealerships, features, and prices.
  • Established a goal-oriented mindset in dealership interactions.

What Motivates Active RV Shoppers?

Active shoppers are motivated by their immediate needs and interests. Whereas other shoppers may be motivated by your efforts to build brand awareness, active shoppers want to finalize the big and small details of their RV purchase decision. Consider the following motivating factors for active shoppers:
  • Price and Value: Active shoppers want the best possible deal within their budget. Communicating transparent pricing and special offers can capture their attention.
  • Inventory Availability: Active shoppers are often ready to act because they’ve already identified what they want. If your dealership carries their desired models and communicates inventory availability to them, you will have an advantage.
  • Convenience: Whether it’s instant online communication, clear details on features, or financing options, active shoppers want a simple, seamless experience that doesn’t waste their time.
  • Trust and Reputation: Active shoppers look for dealerships that demonstrate expertise and reliability, with strong online reviews or testimonials to back them up.

Digital Marketing Strategies to Target Active RV Shoppers

The right digital marketing strategies can help you find and identify active shoppers and give them the information and motivation they need to choose your RV dealership.

Optimize Your Online Inventory

Active shoppers are ready to buy now. That means they’re looking at your inventory (and your competitor’s inventory) and trying to make a final decision. By optimizing your inventory and keeping listings and all inventory-related information up to date, you give active shoppers everything they need to decide on your dealership. In addition to displaying real-time inventory updates, optimizing your inventory means including high-quality photos of the exterior and interior of every RV on your lot. Be sure to include detailed descriptions of key features, benefits, and specifications that RV buyers want. You should also be fully transparent with your pricing to avoid driving shoppers away and eliminating unnecessary back-and-forth.

Leverage Google Ads

Paid search ads are one of the most effective tools to connect directly with active shoppers. As active shoppers search online, search engines will direct them to find the dealers and inventory they’re looking for. Those dealers that rank highly in search results always have the upper hand. As you implement your paid search strategy, focus your ad copy to highlight inventory availability (e.g., “Shop 50+ Travel Trailers Today”), competitive offers (e.g., “0% Financing for 12 Months”), and urgency (e.g., “Limited Stock – Act Fast!”). These three elements can not only help your paid ads rank higher, but catch the attention of active shoppers that are ready to buy now.

Use Targeted Digital Ads

Active shoppers are actively browsing your website and other RV dealer websites to view inventory, read articles, and research their impending purchase. Targeted ads take notice of these shopping trends and serve active shoppers digital ads based on their browsing behavior and interests. As you implement a strategy to re-target website visitors, think about the following active shoppers who have:
  • Viewed a specific RV model
  • Added a vehicle to their wish list, but haven’t otherwise completed their inquiry
  • Spent time on your financing or specials pages.
You may consider serving up highly personalized ads to all these shoppers such as, “Still Thinking About That Forest River Trailer? Get It Before It’s Gone!”

Leverage Social Media Targeting

Platforms like Facebook and Instagram allow you to run ads directly targeting active shoppers. When implementing a social media marketing strategy, use custom audience tools to retarget users who recently visited your website or have otherwise interacted with your posts. Consider pairing social media ads with clear and effective calls to action like, “Test Drive Your Dream RV Today,” “Reserve Your RV for Just $99 Down,” and “Exclusive Deal – Only 5 Units Left.” By leveling up your social media marketing game, your dealership will be top of mind for active shoppers when it comes time to make a purchase.

Fine-Tune Your Messaging for Active Shoppers

As you implement the above digital marketing strategies, be sure to highlight customer-centric messaging in all your communications. Focusing on the customer first—what your dealership and your offerings can do for your shoppers—can help your communications to stand out and solve problems that active shoppers run into, even as they approach a purchase decision. Because active shoppers are motivated by value and trust, highlighting customer-centric benefits and solving shopper challenges can help you become a preferred RV dealership for active shoppers. You can do this by communicating flexible financing options, warranty and service guarantees, and a “stress-Free” buying process through your digital marketing. You can also emphasize the importance of reading (and eventually sharing) customer reviews for unbiased, recently-active shopper opinions.

Conclusion

Marketing to RV buyers is not a perfect science. Even active shoppers, who are ready to buy now, can be motivated by different dealer features and benefits. But with the right mix of digital marketing strategies, especially those that highlight customer-centric, problem solving benefits, you can target more active shoppers and tailor your marketing to bring in more buyers and close more deals.