By Brenda Cline-Kereakes, CEO of Line\5, an MRAA Platinum Partner

The marine retail industry is evolving. Buyers are more informed, more connected and expect seamless experiences at every stage of their journey — from researching a boat online to finalizing their purchase and financing options. As marine dealers work to keep up with these expectations, many are turning to a once-overlooked opportunity for profitability and long-term customer retention: Finance & Insurance (F&I).
While the concept of F&I isn’t new, how it’s delivered — and marketed — has changed dramatically. Today, the most successful dealerships aren’t just selling boats; they’re building ecosystems of protection, service and digital convenience that extend far beyond the showroom. And digital marketing is the bridge making it all possible.
Here’s how marine retailers can use digital marketing and technology to elevate their F&I performance and create lasting value for both their business and their customers.

Bridging the Gap: Digital Marketing and the F&I Opportunity

Let’s face it, F&I is often seen as an afterthought in the marine space. According to recent MRAA data, 39% of dealers report having no dedicated F&I department or manager. That means many dealerships are missing out on a critical opportunity to improve profitability, customer trust and retention.
The disconnect isn’t always due to lack of interest; more often, it’s due to a lack of knowledge or infrastructure. That’s where digital marketing can be a game changer.
By promoting F&I products before, during and after the sale through digital channels like your website, email and social media, you can:

• Educate customers on the value of protection plans
• Increase product awareness without pressure
• Reinforce your dealership’s credibility and service-first mindset

Even simple actions — like adding educational FAQs about service contracts to your website or including warranty coverage reminders in email follow-ups — can drive major results.

E-Rating and E-Contracting: Speed, Simplicity and Trust

One of the most important advancements in marine F&I is the adoption of e-rating and e-contracting tools. These platforms allow dealers to instantly quote, customize and finalize protection products digitally — eliminating the paper shuffle that often leads to delays, errors, or lost sales.
From a marketing standpoint, these tools can be integrated directly into the sales process, providing:

• Real-time transparency: Customers can compare coverage levels and pricing on-screen, which builds trust and reduces resistance.
• Faster closing times: No need to fax paperwork or chase signatures — contracts can be completed within minutes.
• A better overall experience: Smooth processes increase the likelihood of positive reviews, referrals and repeat business.
• And here’s where digital marketing supports it all — by letting customers know that this fast, tech-enabled experience is available at your dealership before they even walk in the door.

Sales Follow-Up: Turning One-Time Buyers into Lifelong Customers

The power of F&I doesn’t end after the ink dries. A well-executed sales follow-up strategy is one of the most effective ways to reintroduce protection products and stay top of mind.
For example, a customer may decline a service contract at the time of purchase but reconsider after their first maintenance bill — or when preparing their boat for the next season. With personalized email campaigns, dealers can:

• Offer service contract reminders at key milestones (e.g., 3 months post-purchase)
• Promote accessory coverage during peak usage periods
• Provide education on the benefits of financing add-ons with low monthly payments

This level of follow-up not only improves contract penetration but also demonstrates care and attention to the customer’s ownership journey — strengthening loyalty and lifetime value.

Unlocking the Service Drive: A Hidden F&I Goldmine

In the automotive world, the service lane is a well-established hub for selling extended coverage and additional products. In the marine space, however, it remains a largely untapped opportunity.
Here’s how marine dealers can change that:

• Train service staff to recognize when a customer is a good candidate for extended protection
• Offer easy financing options for service contracts or repairs, reducing the upfront burden
• Integrate F&I messaging into service appointment reminders, receipts, or follow-ups
• When supported by digital tools, these strategies make it easier to upsell and cross-sell without friction. Customers already trust your service team — so why not empower them to offer additional value?

Digital Content That Sells Without ‘Selling’

The beauty of digital marketing in F&I is that it doesn’t have to feel like selling. Content can be educational, supportive and timed to the customer’s lifecycle.
Some examples of content that marine dealers can deploy:

• Short videos or graphics explaining the benefits of service contracts
• Customer testimonials sharing how a protection plan saved them money
• Checklists and how-to guides for seasonal boat prep, with subtle F&I product tie-ins

This kind of content doesn’t just inform — it positions your dealership as a trusted advisor, building the kind of brand equity that drives repeat business and referrals.

You Don’t Need a Huge Team to Get Started

One of the biggest misconceptions about F&I success is that it requires a full department or high-tech infrastructure. In reality, many tools available today are built for scalability — designed to work for both large operations and single-store dealerships.
Third-party providers can help streamline the process by offering:

• Dedicated training and support
• Technology that integrates with your current systems
• Flexible, customer-friendly financing options for protection products
• With the right partner and a proactive digital marketing strategy, even dealers without a formal F&I department can implement a system that supports revenue growth and customer satisfaction.

Digital Marketing and Technology Are Driving Profit and Customer Loyalty

The marine industry is about more than just selling boats — it’s about delivering freedom, adventure and peace of mind. A smart, digitally powered F&I strategy helps you deliver on that promise long after the sale.
By using digital marketing to educate, engage and follow up with your customers and by leveraging tools like e-rating, e-contracting and service drive integration, marine dealers can unlock new streams of revenue and build stronger customer relationships.
F&I isn’t just about products. It’s about protecting the lifestyle your customers are investing in — and positioning your dealership as a key part of that journey.

About the Author
Brenda Cline-Kereakes is the Chief Operating Officer of Line\5, a leading provider of financing solutions for F&I products in the marine, automotive, RV and powersports industries. With decades of experience in financial services and dealership operations, Brenda is passionate about helping dealers maximize profitability and enhance the customer experience. Connect with Brenda or learn more at www.line5.com.