By Kim Whitaker, Marine Division Account Manager, Searchshop, an MRAA Platinum Partner

Lead generation has gotten more complex and so have today’s buyers. They’re not just looking for a boat, they’re looking for confidence, clarity and a smooth experience from start to finish. In a market that saw a 9% dip in new boat sales in 2024, every opportunity matters. And that includes every inquiry, every phone call and every digital touchpoint. So how do we make sure each one of those moments counts? How do we go from lead to loyalty, so we’re designing a stronger customer journey in marine retail?

From Lead to Loyalty — Start with the Right Leads

Not all leads are created equal. Some are just browsing. Others are ready to buy. The gold lies in recognizing the difference early on. That’s why it’s so important to prioritize bottom-of-the-funnel leads — those who’ve done the research, know what they’re looking for and are ready to act. That’s not to say the top-of-the-funnel folks aren’t important, but when the boat is in stock and the buyer is ready, it’s our systems that either makes the deal happen — or lets it slip away.

Own Your Digital Marketing Strategy

The days of “if we post it, they will come” are over. Today, owning your digital presence means being intentional about how your inventory is showcased, where it appears and how it’s connected to the buyer’s search habits.

Exposing your inventory across the right digital channels helps to:

• Increase visibility
• Drive more traffic
• Create a steady stream of organic and qualified leads.

The stream flows when those listings are supported by strong SEO, lead forms and clear calls to action. By being proactive, dealers can stop relying solely on third-party marketplaces and take control of their customer journey from the very first click.

Systemize the Experience

Here’s where many dealerships get stretched: someone calls in, a form is submitted, a review pops up — everyone’s jumping in, but there’s no centralized flow. This is where a simple, streamlined system makes a world of difference.

Here are four helpful best practices:

• Make sure every lead is routed properly and gets a prompt, personalized response
• Track every touchpoint—call, chat, review, and follow-up—in one place
• Assign follow-up tasks and visibility for peer accountability (everyone knows who has what and when)
• Ensure reviews are acknowledged quickly, especially the critical ones

Embrace Complaints as a Gift

It’s never easy to hear that something didn’t go perfectly. But here’s the truth: only one in 26 customers actually complain when something goes wrong. The rest? They just leave. So when a customer does take the time to leave a review or call in a concern, they’re giving you a gift — a chance to fix it, connect and improve.

Did you know that 71% of customers say a fast response can dramatically improve their experience? And in an industry driven by trust and referrals, that follow-up may be the most valuable marketing you’ll ever do.

From Lead to Loyalty — Make It Holistic

A successful customer journey isn’t just about making the sale — it’s about making it easy, warm and memorable. From that first inquiry to delivery day (and well after), everything should feel thoughtful and connected. When your team has clear systems, visibility into performance and an intentional plan for follow-up, customers feel it. And when customers feel cared for, they become fans.

As the marine industry evolves, it’s more important than ever to combine a strong digital presence with thoughtful customer engagement. With the right tools and mindset, dealerships can build more than transactions — they can build loyalty, reputation and long-term growth.

About the Author
With over two decades in outdoor recreation and a passion for helping dealers grow, Kim Whitaker, Searchshop’s dedicated Marine Division Account Manager will directly support MRAA members. She adds, ” I see incredible opportunities ahead for the boating industry, and I’m excited to be part of it.”

Kim, a graduate of North Carolina State University, enjoys volunteering in here free time, contributing to a local fun run and an annual Fourth of July parade. Connect with Kim at kwhitaker@searchshop.com.