Help already-established boating enthusiasts become buyers

As a boat dealer, if you could determine how to create urgency to buy in your boat renters, it could unlock new sales and profit opportunities now and for the foreseeable future.

When it comes to boat sales leads, the average renter falls into the warm category. You know they enjoy being on the boat and love time on the water. You know they fit the boating lifestyle but have not made the commitment to become boat owners.

If you knew a little more about them, you could further segment the group, allowing you to understand which of your renters — from vacationers to your “regulars” — are the hottest sales leads. That would allow you to better nurture them, both as rental customers and boat sales leads, until you convert them into boat owners.

Your Job — Understand WHY They Wait to Buy & Reassure Them

Let’s start with an obvious reason to wait. Renting is simpler than ownership. They love being able to show up with a plan to get on the water, go boating and then head home. No transport, storage or maintenance needs to consider. In some cases — because the boat is waiting for them at the dock — renting eliminates the chance for embarrassment during loading and unloading at the boat ramp.

However, with the right maintenance plan, marina slip or dry stack storage facility, they can do the same exact same thing as an owner, yet have the freedom to stay out longer and bring the family dog. Ownership means no pet fees! Of course, both renters and owners have responsibilities. It’s just that renting seems less demanding of their time, budget and lifestyle (think happenings like family sports and weekends away).

Renter concerns about ownership include:

• Overall affordability: They see the sticker price, but also understand that insurance, storage, maintenance, accessories and fuel add to the cost of ownership.
• Riding the market’s waves: They view a boat purchase as an investment. They want to feel secure in their decision and hope the unit retains its value should they sell it.
• Usage: They often ponder, “Will we use it enough to justify paying that total cost?”
• Weather: It’s unpredictable, from heavy rains to strong storms, so how do they manage poor weather and keep their investment safe?

Address these concerns honestly as you help them determine which boat fits their needs the best. Listen with empathy and understanding, making it about them. You get to build trust by becoming a trusted advisor and source of reassurance. You and your team can help them break down the true cost of boat ownership, keeping in mind their budget.

Realize It’s OK for Them to Rent, Share Ownership or Join a Club

Future boaters are different from their predecessors and from traditional boat buyers. It’s important to understand that fact and walk alongside renters and other boating enthusiasts who are members in a club or a shared ownership program. You and your team still need to be their guide and boating partner and stay ready for when they make a decision to own a boat. According to AlixPartners, boat club locations have quadrupled in the past 15 years. An estimated 10% of boat club members end up buying their own boat.

Again, the fact that they are already renting, attending events or partaking in a boat club verifies they have interest in boating and the awareness of the boating lifestyle. Yet, they may not be ready to make the personal decision to own a boat. But that’s where your knowledge of them and their needs and your position as both an expert and ownership conduit comes in.

If your dealership doesn’t do rentals, it may be a new avenue to explore and to let future customers get a foot in the door. It’s vital to supporting their journey without hard selling and being able to identify which customers are further down the funnel and closer to making a decision about ownership. You need to gain their trust and be ready, so your dealership is the first point of contact when they’re ready to convert from renting to owning!

Matching Buyer to Boat

In your role as guide and advisor, you must discover HOW renters dream of using a boat. Without the limitations of renting, how might they envision spending their time on the water? 

To learn how to nurture correctly, you must ask questions like:

• Do you enjoy Friday-night fishing for walleyes or early morning fishing outings?
• Do you want weekend cruises with friends and family?
• Are slow romantic trips around the lake most desirable?
• Do you feel best behind the wheel of a high-performance boat?
• Are you super into technology?
• Do you seek to entertain with music, fun and recreation?

You’re not only selling a boat, but also selling an experience, one that should fit their wants and tug at their emotions.

You seek to match the boating lifestyle dreams they’ve shared with you (or experienced at your dealership) with the boat ownership options you offer. Presenting your inventory in this manner helps them envision themselves in the product. When they can see their options, this helps make the transition to buyer feel real and possible!

These customer interviews are critical to effectively turning a lead into a sale. Need more guidance for improving your interviewing skills?

Try these educational items:

• BLOG on Game-Changing Customer Interviews (Source: MRAA Education Champion EasyCare)
• MRAA EDUCATION course on Improving Sales Productivity (Source: MRAA Lead Certification Consultant Bob McCann)

Bob McCann, MRAA Lead Certification Consultant, has identified common buyer types and how to tailor boat demonstrations to them. Your advantage? You already know their rental history. For example: “Family A” rented a pontoon 11 times over the last 16 months.

Let’s look at those buyer types identified by Bob:

• Tully the Hull Thumper: Structural integrity fascinates him, so show him manufacturing videos, construction details and focus on the boat’s durability. You know that cutaway video you took at the dealer show — show it to him!
• Billy & Betty Buyer: This couple wants convenience and comfort. Address their needs by showcasing drink holders, storage spaces and overall ease of use. Highlight the boat’s convenient and comfortable seating arrangements and relaxation features.
• Steve & Sally Safety: They enjoy boating but have strict safety requirements and needs. Share with them every known safety feature, from ladders to emergency equipment, including the one they will admire most.
• Trevor the Terror: Is connected to power and performance, which are BIG happiness inducers. Call out the horsepower and highlight the engine specs. Share the innovative hull design for carving and speed runs. Consider a walk-through where you look under the “hood.” 

Add Experience & Value to Buying Process

If you want to truly convert renters into boat buyers, consider the following:

1. New vs. pre-owned: Your conversation and customer interview will reveal information and help you understand if renters seek to move into a new boat or a pre-owned unit. Your team can weigh both options, too, and offer them alternatives and viable solutions for ownership.
2. Demo/sea trials: Chances are they’ve spent time on the rental boats, but not the one they’re looking to purchase. It’s your job to make that happen, whether it’s at a demo event or VIP sea trial.
3. Boat show invite: Boat show invites add a VIP experience layer to their shopping. The event allows them to see all the products in person and have meaningful conversations with your team. Consider the promise of an exclusive offer or “see it before you buy it” opportunities, especially with new boats.
4. Detail simplification: Your complete transparent guidance on financing options, insurance offerings and service and storage provides clarity. Spelling out these estimated costs and solutions for each — whether in-house or with a trusted partner — reduces anxiety over unexpected costs later. Bundling these services or recommending trusted partners reduces indecision.
5. Celebrate THEIR win: Buying a boat is as much a milestone as it is a commitment. Therefore, make it meaningful by creating a delivery experience they won’t forget. Celebrate them (not the product or transaction), this epic lifestyle choice and the community they now belong to as an owner. Remember to keep them there by inviting them to owner adventures, customer-appreciation events and other VIP days.

How to Transition from Boat Renter to First-Time Buyer

Chances are you have a few renters who may be prime candidates for boat ownership. They may only need help envisioning themselves at the helm of their very own boat. Discover Boating has articles offering guidance to renters so they understand boat ownership more clearly, from boat sharing tips to a guide on boat renting to transitioning from renting to owning and even the dealer connection. Your role is sharing these stories with your renters as a warm-up prior to meeting with them for a more meaningful conversation and interview.

Conversions Matter to Your Dealership

Converting renters into owners is big for your dealership. Sure, some are more ready to own than others, but even the newest renter could be an owner somewhere down the road. You already know they enjoy boating, so helping them take the next logical step — at their pace and with authentic guidance and complete transparency — can build trust. That, in turn, may lead to a long-term customer relationship and loyalty.

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Want to improve as a sales leader? Explore the MRAA Sales Leadership Certification program

Why Pre-Owned? Explore Dealer Week 2025 session “Revitalize a Key Revenue Stream: Pre-Owned Boat Sales.”