By Courtney Chalmers, Chief Brand & Communications Officer at Boats Group, an MRAA Strategic Partner
For many marine dealers, used boats have traditionally been treated as opportunistic inventory – boats that arrive through trade-ins or brokerage agreements and are sold alongside new inventory.
But today’s market is changing that equation.
Economic conditions, shifting buyer behavior, and the growing availability of late-model boats entering the resale market are reshaping the role of pre-owned inventory. For many dealerships, used boats are becoming one of the most strategic opportunities to attract buyers, maintain sales momentum, and build long-term customer relationships.
Across major boating marketplaces, 67% of boat purchases are now pre-owned, highlighting just how central the used segment has become in the buyer journey.
At the same time, buyers now have more visibility into inventory and pricing than ever before. They compare listings across regions, track price changes, and research extensively before ever contacting a dealer.
For marine retailers, the opportunity is clear—but capturing it requires more than simply having used boats on the lot. Dealers who move the most inventory are increasingly those who approach used boats with a deliberate strategy built on market data, pricing discipline, and strong digital merchandising.
Start With Demand — Not Just Trade-Ins
Many dealerships acquire used inventory reactively: a trade-in comes in, or a brokerage opportunity appears, and the boat is added to the listing pipeline.
The most successful dealers and brokers take a more proactive approach by starting with market demand.
Data from online marketplaces and industry reporting shows that buyer interest remains strong, but shoppers are taking more time to research and compare listings before making decisions. At the same time, many boats purchased during the pandemic-era surge in boating are now entering the resale market, creating a growing supply of late-model inventory.
This combination of active demand and expanding supply creates opportunity – but only if dealers know which boats buyers are actively searching for.
Market data can reveal:
- Which boat categories are attracting the most buyer interest
- Where inventory shortages exist geographically
- Which models are selling quickly
- How prices vary by region and boat type
Using these insights, dealers can start targeting the boats most likely to sell quickly rather than relying solely on whatever trade-ins arrive at the dealership.
Price Strategically From Day One
Pricing has always been one of the most challenging aspects of selling used boats. But in a market where buyers can compare dozens of listings in minutes, pricing accuracy has become even more important.
Dealer performance data from the Marine Retailers Association of America illustrates the current environment. Used boat sales through dealerships increased from 4,769 units in the first half of 2024 to 5,560 units in the first half of 2025, a 16.6% increase in sales volume.
At the same time, dealers report that margins on used boats have tightened slightly as buyers become more price-aware and competition increases.
The takeaway for dealers is simple: pricing too high can dramatically increase time on market.
Market intelligence tools that provide sold-boat data, listing price trends, and time-on-market insights help dealers price inventory competitively while protecting margins. Dealers who consistently turn inventory tend to:
- Price within the realistic market range rather than testing the top of the market
- Monitor competing listings regularly
- Adjust pricing based on demand signals
The goal isn’t simply to maximize asking price – it’s to optimize inventory turn while maintaining profitability.
Treat Listings Like Digital Showrooms
The boat-buying journey has changed dramatically in recent years. Instead of visiting multiple dealerships first, many buyers begin their search online.
Info-Link research linking digital marketplace activity to boat registrations shows that 315,000 new and used boats were purchased by buyers who first engaged through online boat marketplaces, and 57% of those buyers were first-time boat owners.
In many cases, this means the online listing becomes the first interaction between a buyer and a dealership.
Listings that generate the most inquiries typically share several characteristics:
- Extensive photo coverage
Buyers expect to see helm details, seating areas, electronics, engines, storage compartments, and overall condition. - Complete specifications
Engine hours, upgrades, equipment packages, and trailer information help buyers evaluate the boat quickly. - Clear descriptions
Beyond specifications, buyers want to understand how a boat performs and what makes it appealing. - Transparent pricing
Pricing aligned with current market conditions encourages buyer engagement.
In a marketplace where buyers may compare dozens of listings before contacting a dealer, listings that provide transparency and detail consistently outperform those that do not.
Expand Your Market Beyond Local Buyers
Another major shift in today’s market is geography.
Online marketplaces allow buyers to shop far beyond their local market. A buyer in the Midwest may purchase a center console located in Florida, while a Great Lakes buyer may find the right cruiser along the Gulf Coast.
This means dealers are no longer limited to local demand, but they are also competing with inventory from across the country.
Understanding regional supply and demand patterns can help dealers identify where certain boat types are undersupplied and where pricing strength exists. Dealers who recognize these patterns can:
- Market boats in regions where demand is strongest
- Price inventory more strategically
- Reach buyers who might never visit the dealership in person
In a national marketplace, data-driven visibility into demand can significantly expand a dealer’s potential buyer pool.
Use Data to Guide the Entire Strategy
The common thread across all of these strategies is information.
Modern marine marketplaces generate enormous amounts of data about buyer behavior, pricing trends, and inventory performance. For dealers, access to that information can provide a significant competitive advantage.
Many dealers already have access to these types of insights through the platforms where they list their boats. Boats Group, for example, provides its marketplace members with market intelligence tools that show supply and demand trends, pricing benchmarks, and buyer engagement signals.
When used effectively, this type of data can help dealers:
- Identify high-demand boats to acquire
- Price inventory more accurately
- Understand where buyer interest is strongest
- Improve listing performance
In other words, the right data can help dealers implement the very playbook that drives faster inventory turns.
Turning Used Boats Into a Strategic Advantage
The marine retail landscape is evolving. Buyers are researching more extensively, comparing listings across regions, and placing greater emphasis on value and transparency.
At the same time, the used market is becoming one of the most important entry points into boating.
For dealers, the opportunity is significant – but success increasingly depends on strategy.
Dealers who approach used inventory with a data-driven mindset – sourcing the right boats, pricing them competitively, presenting them effectively online, and marketing them to the right buyers – will be best positioned to move more boats and build long-term customer relationships.
In today’s marketplace, the advantage belongs to dealers who combine the right inventory with the right information.
About the Author
Courtney Chalmers is the Chief Brand & Communications Officer at Boats Group, overseeing brand strategy, lifecycle and product marketing, and OEM partnerships for its online marketplaces. With over 20 years in digital and marine industry marketing, Courtney is recognized for her expertise in customer lifecycle strategies and digital transformation. Her strategic insights have helped Boats Group become a leading digital partner in recreational boating. Outside of work, Courtney is an avid equestrian, and enjoys boating, tennis and taking in the Miami sunshine.
