What is a dealer to do if you have never seen a market like this before? Do you feel uncomfortable or out of sync?
You can frame it however you like, but you need some direction, and I am here to provide 35 years of RV experience to help.
Over the years, the names may change, but the marketing evolution has not. The strategy to address these conditions is the same, but today’s tools are much stronger and more effective than 25 years ago. Of course, the competition is stronger, too.
Here are the top five things you should consider when navigating the marketplace:
Customer Retention Vs. Acquisition
The old question remains: Should I think small, or is now the time to think big?
You will have to decide yourself, as every dealer situation is unique, but here are some things to consider.
The 100% no-brainer strategy is retention. Develop a plan and hit it hard. Hit the plan harder than you have ever tried. RV buyers are not just purchasing a vehicle. They are buying into a lifestyle.
Your customers are already vested in the lifestyle. Either you continue being their partner or someone else will. People will question who they want to do business with during uncertain times. Frequency is your key. Do not be afraid to do too much. Most dealers never come close to the threshold of too much, so be aggressive!
Use customer relationship management (CRM) software to track purchase history and tailor outreach. If someone bought a travel trailer three years ago, discuss upgrades or trade-ins. Offer loyalty perks such as discounted accessories, exclusive owner events or priority service scheduling. RVers love community, so host seminars, how-to clinics or customer campout weekends to create an experience beyond the sale.
Do not forget about the service department. Many RV owners retain RVs longer during economic slowdowns. Upsell service packages, roof inspections, appliance tune-ups and seasonal checks. The services open the door for future purchases.
Now, let’s discuss acquisition and grabbing market share.
This strategy is not for everyone, but the strong will survive. I am already seeing dealers pull back and, generally, that is not a good idea. The market might be unpredictable or uncertain, but the market is not bad. I recommend you look strongly at paid search and emails to RVers who are not your customers. You will not get customers’ business if you do not tell people you are in business.
Paid search ads are the best way to begin conversations with people looking to buy. Consider adding to the pay-per-click (PPC) budget.
Clear Value Proposition
In an RV dealership, value proposition speaks to the lifestyle and security a brand offers, especially when customers are feeling uncertain. While RVs are discretionary purchases, many buyers justify them as long-term investments in family time, affordable travel or full-time living.
Your messaging should highlight these emotional and practical benefits.
Does your dealership offer a strong warranty program, on-site service or educational onboarding for new owners? Showcase that. Give first-time buyers walkthroughs, towing tutorials or free storage for the first year. Stress affordability without compromising experience. Offer flexible financing, bundled accessories or extended warranties to ease hesitations.
Be transparent about what sets your dealership apart. Do you have mobile service vans? Do you offer trade-in appraisals online? Maybe you specialize in hard-to-find models.
Position strengths as solutions to buyers’ concerns. Value does not always mean the lowest price; value means greater benefit per dollar.
Refine messaging to align with how people feel, whether they want to escape, travel safely or simplify their lives. Whether the message is “family adventure without the airport hassle” or “your home on wheels in uncertain times,” lead with a value statement that resonates with today’s buyer psychology.
Depending on how tariffs go, you must start considering how tariffs affect your next value proposition. Do you raise concerns? Do you create urgency to take advantage of the inventory currently in stock? You may have to react to how your competition addresses this issue.
Here are my observations. Some big players may hit this hard and twist their message to suggest you have higher prices. Be prepared to address this. Once we hit fall, everyone will again be at somewhat of an even playing field as lot inventory turns. Remember, whatever path you take, you may have to pivot and adjust your messaging. Be thinking about it today.
Agile and Data-Driven Marketing
RV dealers must stay flexible, especially when fuel prices, interest rates and seasonal trends impact demand. A data-driven approach helps you market smarter.
Monitor which platforms generate actual sales leads, not just likes or clicks. Use tools such as Facebook Pixel, Google Analytics and your CRM to track which campaigns lead to showroom visits or phone calls.
Be ready to test your offers. Run campaign tests with different angles: “Low monthly payments” vs. “Get away for less.” You might find that emotional appeals—like freedom, escape or quality time—perform better than financial incentives alone.
Let the results shape your messaging and your spending on ads. Begin to test tariff messages. You can make this positive without the fear of going negative.
Pay attention to inventory and search trends. If Type B campervans are hot, push them hard. If used travel trailers are not selling, craft a focused campaign targeting budget-conscious buyers or seasonal retirees. The market conditions may put some on the sidelines for a short period, but I believe this will be somewhat short-lived and interest rates will begin to drop. Good days are ahead, I think.
Do not get stuck running the same generic ads on autopilot for now. Reallocate budgets monthly based on performance. If email is working well, hit it hard. Double down on email messaging as needed. Economic uncertainty rewards marketers who test, learn and adapt fast. Frequency always wins.
Use customer behavior and lead history to segment your audience. There are many ways to capture and segment this key data. After you segment the audience, you can send specific email messages to each group. Data is king, enabling you to sharpen your targeting and messaging.
Content That Builds Trust
In the RV world, trust sells products. Buyers are investing in more than a vehicle. They trust your dealership with their lifestyle dreams.
Use content marketing to reduce uncertainty and demonstrate that you are a guide, not just a seller. Share content that answers real concerns:
“Can I tow this with my truck?”
“What’s the best RV for full-time living?”
“How do I finance an RV without draining savings?”
“Why are family-owned dealerships the best choice?”
Offer video walkarounds, setup tutorials, service tips and RV lifestyle guides. Educate consumers and position your brand as an expert resource. Go beyond website banners to show real use cases, customer stories or campground experiences.
Feature real customer testimonials prominently, especially testimonials from buyers who leaped into RVing during uncertain times. Highlight how your team guided them through the buying process, helped them find the right fit or handled service issues with care.
Transparency is key. Be honest about pricing, wait times and availability. A polished but truthful tone builds trust faster than overpromising and underdelivering.
Great content does not sell the product. Great content builds the relationship between you and the consumer. In a lifestyle-driven purchase such as an RV, the relationship often seals the deal. In uncertain times, the relationship certainly pays off.
Optimize Digital Presence
A website is a showroom, so take a hard look at the process flow. People will be more impatient than ever, especially when buyers are browsing from their couch, campground or phone.
Ensure the website is fast, mobile-friendly and focused on conversions. Highlight key actions such as “Schedule a walk-through,” “Check tow compatibility,” “Apply for financing” or “View current inventory.” All key actions should be accessible within a click or two. I think most dealerships are in pretty good shape here, but do your due diligence. Making a couple of extra deals a month is at stake.
Use rich content such as virtual tours, 360-degree RV views and comparison charts so buyers can research before visiting. Include transparent pricing and clearly marked “In Stock” labels. If an RV is on backorder, have consumers join a waitlist or schedule a consultation.
If needed, you might add some tariff discounts on these sites.
Local SEO is huge, too. Ensure your Google Business profile is current with hours, services, reviews and photos. When someone searches “used motorhomes near me,” be the first result, with five stars and recent updates.
Social platforms are storytelling channels. Do not just post inventory. Share delivery day celebrations, service tech tips, dealership updates and behind-the-scenes content. Let people see your staff, values and happy customers. Enable prospective customers to see other people who are buying.
This is a time to pay close attention to vehicle detail page views. This is the leading purchase activity indicator for all dealerships.
Pay attention to budgets and products. By being diligent, you may need to adjust pricing, media allocations and product focus.
This is a time to be on your toes. Do not be caught flat-footed because now is the time to play big.
Ron Wheeler is founder and principal at Wheeler Advertising. Ron has been a speaker at RVDA for more than 30 years and at NADA for more than 18 years.
