A few weeks ago, I had the opportunity to speak at the Brown & Brown Dealer Services Recreation F&I School, held just before the RVDA Convention/Expo in Las Vegas. The room was filled with finance managers from across the country who were focused on strengthening their processes and improving profitability in a changing market.
Before I began, I asked a simple question. I asked how many of their dealerships saw a noticeable slowdown in RV unit sales over the past year.
Nearly every hand went up.
That visual said more than any statistic could. After years of accelerated growth, the industry has clearly entered a different phase.
After the session, a finance manager shared with me that the only reason his dealership stayed profitable during the recent slowdown was because they had committed early to building a disciplined F&I strategy. When sales dipped, it was their F&I department that kept the store stable, predictable and profitable.
The group understood immediately because this is a challenge many dealerships are facing. According to RVIA, wholesale shipments dropped nearly 46 percent in 2023 compared with the previous year. The decline was among the sharpest our industry has seen in more than a decade. Dealers who depended on high RV volume felt the impact quickly. Dealers who had invested in stronger F&I processes were able to preserve margin and navigate changing conditions with more confidence.
That room in Las Vegas reminded me of a truth I have seen throughout my career. The most resilient dealerships are not always the ones with the highest RV unit sales. They are the ones that maximize every opportunity, build consistent processes and rely on a strong F&I strategy to protect profitability in any kind of economy.
F&I Stabilizes Profit
Consumer confidence, interest rates, fuel prices and broader economic shifts influence the RV industry. A strong F&I operation helps smooth that volatility so dealers are not solely dependent on sales volume.
Front-end margin compression has become a universal challenge. As inventories normalize and buyers negotiate more aggressively, there is less breathing room on the front end of a deal. Industry benchmarks often show F&I contributing 25% to 40% of total sales per vehicle registered (PVR). In some dealerships, the percentage is even higher.
F&I performance becomes critical when sales slow. Several managers at the Brown & Brown F&I School shared that, although their dealership’s sales volume was down double digits this year, their F&I gross remained steady. Improved presentations, stronger training and better processes helped them maintain profitability, even as traffic softened.
F&I Provides Consistency When Sales Pace Slows
Dealerships that rely heavily on RV sales volume feel market shift impacts immediately. F&I provides balance. Stores with strong penetration rates and consistent product presentations can maintain profitability, even when showroom traffic slows.
One manager told me during the Brown & Brown event that when sales softened, he focused on refining his presentation. He saw fewer customers, but his acceptance rates increased. His discipline helped steady the dealership during a challenging period.
Protection Products
RVs combine automotive systems with residential components, which creates a wide range of repair costs. Slide-out repairs can exceed $1,000. A refrigerator replacement can cost $3,000 or more. Generator repairs often fall between $500 and $2,000. Electrical system issues can vary widely depending on the component and the wiring’s complexity.
When customers understand these costs, protection products become meaningful. Coverage helps them protect their investment and avoid financial surprises on the road. These products also create natural touchpoints that strengthen the customer’s relationship with the dealership. When customers return for covered service, they reinforce loyalty and increase the likelihood of future purchases.
Helping Buyers Make Confident Choices
Modern buyers have access to more research than ever, but they still rely on the dealership to guide them through complex decisions about ownership costs and long-term protection.
Many buyers spend months comparing floorplans and features. Fewer buyers understand the long-term cost of maintaining an RV. RVIA has noted that aging RVs, larger models and more sophisticated components all contributed to rising repair expenses.
When we walk customers through real-world repair scenarios, they gain clarity. The goal is not to create fear. The goal is to help buyers understand what it takes to protect their investment. Transparency builds comfort, and comfort leads to higher satisfaction and better retention.
Flexible Financing
Affordability continues to influence customer decision-making, especially in a climate where interest rates have risen.
Dealers providing flexible payment structures help customers stay within a comfortable monthly payment. Finance managers at the Brown & Brown F&I School said that having multiple financing options available saved deals that otherwise would not have been approved.
The ability to structure financing thoughtfully does more than close deals. It builds trust.
Trust plays a major role in large purchase decisions. Customers reward dealerships that provide clear explanations and consistent presentations.
A well-designed menu presentation and a consultative approach help buyers feel informed and respected.
Finance managers who focus on transparency consistently see higher customer satisfaction and stronger product acceptance. When customers trust the process, they stay connected to the dealership.
Strong F&I Strategies
Dealers who commit to strong training, better processes and modern technology consistently outperform those who rely solely on sales volume.
The strongest F&I departments are the ones that prioritize training.
Processes, products and customer expectations evolve. Training ensures managers stay confident, consistent and compliant.
At the Brown & Brown F&I School, the most engaged managers were the ones asking questions, sharing experiences and seeking new strategies. The engaged finance managers’ mindsets directly correlate with stronger performance back home.
Modernizing Processes
Technology is helping the RV industry move toward faster and more efficient transactions. E-rating and eContracting reduce errors and funding delays.
Digital menus create cleaner, more consistent presentations. Online credit applications enable customers to begin the process before arriving at the dealership.
These tools improve accuracy, shorten transaction time and elevate the overall customer experience.
Strengthening Lender Partnerships
Dealers who maintain strong relationships with their lending partners gain access to creative financing solutions, flexible terms and faster funding.
Many managers at the event mentioned that consistent communication with their lenders directly contributed to their strongest months.
Partnership creates opportunity.
Tracking Performance and Coaching
Consistent measurement leads to consistent improvement.
Monitoring penetration rates, PVR, funding speed and product mix enables managers to identify opportunities and refine their strategy.
Stores that regularly review data tend to outperform stores that do not.
Strong F&I Creates Stability
The past few years have shown that the RV market can shift quickly, but the fundamentals of building a healthy dealership remain the same. Profitability comes from discipline, consistency and a commitment to helping customers protect their investment.
Dealers who build strong F&I processes create stability. They generate predictable income, maintain customer loyalty and strengthen their position in any economic climate.
My time at the Brown & Brown Dealer Services Recreation F&I School reinforced why I am passionate about this industry and the finance managers who support it.
Markets will rise and fall. Consumer behavior will shift. A strong F&I strategy gives every dealership the ability to weather change and remain profitable, no matter what comes next.
Brenda Cline-Kereakes is the chief operating officer at Line\5, bringing extensive leadership experience across the RV and other industries. A recognized F&I training and development expert, she has coached countless dealership teams on best practices for profitability, compliance and customer satisfaction.
