How to Drive Boat Use and Keep Boaters for Life

By Valerie Ziebron, President of VRZ Consulting and Dealer Week 2025 Educator

The more customers use their boat, the more likely they are to stay in boating. Those of us in the industry who love and live for boating can consider it a given that once a boater, always a boater. Unfortunately, statistics tell a different story with a steady stream of boaters using their boats less and even getting out of boating entirely. The good news is your dealership team plays a big role in the industry’s need to drive boat use!

Many of the best practices don’t require more time or resources — just an increased awareness in what you’re doing in your daily tasks and how it can make a difference. Let’s take a look at some of the key opportunities to drive boat use.

Getting to Know You

Do you have the gift of gab with your customers? Not only is this important for building rapport but when we ask questions like:

“How are you enjoying your boat? Would you buy this model again?” 

The responses can give a pulse on boat usage and can open the conversation up to hearing about things they don’t like.  This is key to understanding where they are and how we might be able to help them.

  • Do they understand all the features? Sometimes the things they don’t like about the boat are things they simply are not using or are not using properly.
  • Life changes? Getting married, having kids, becoming empty nesters, health issues and even getting a dog are all things that can impact boat use.

In the above examples, knowing WHAT is impacting the customers boating gives us powerful information. Is your team making the effort to connect with your customers? Doing so provides the opportunity to suggest ways the customer might not have considered to get more enjoyment from boating.

Even customers who have owned many boats might need to be guided on new features, options for accessories or even different ways to adapt their style of boating to their new life situations.

What We Do Matters

Many of our daily tasks have a very tangible impact on our customers’ boat usage. Repair Event Cycle Time (RECT) is showing that many customers would love to be out on the water but unfortunately their boats are in the shop for far too long. Every department in the dealership plays a role in reducing RECT.

Sales

  • Are you educating the customers on the best ways to service their boat?
    • The importance of proactive maintenance and care.
    • The best times to get work done to maximize time on the water.
    • How to schedule maintenance and what service will need to fix the boat (good information, picture/video, etc.).
    • Do you communicate with service advisors about customers who might benefit from looking at a different boat?

Service

  • Are you thinking about what the boat will need next and when the best time to do it would be every time you interact with a customer?
    • Are you keeping a tangible and visual schedule that the entire team can see?
    • Are you actively scheduling and marketing work for the slower months?
    • Are boats being prioritized and triaged within 48 hours of intake?
    • Are you closing out tickets and getting boats picked up quickly?

Parts

  • Are you making sure we have the right parts at the right time?
    • Does service know as soon as all parts are in for a job?
    • Are you tracking lost sales due to parts not being available?
    • Do you let the team know about backorders that could impact customers?

Lot/Marina

  • Are you improving efficiency and quality control?
    • Do you help keep the lot organized based on what boats will be needed next?
    • Are you looking every boat over as you pass it and alerting on any issues?

Show You Care

Understanding our customers and making sure they best understand how to enjoy boating is a mix of soft skills and hard skills. Empathy is key not only with our customers but also with our internal team and our interdepartmental relationships. The more we support each other, the better it is for everyone.

5 Steps to Take to Drive Boat Use that Leads to Customer Retention

  1. Clarify how to best do business with the other departments.
  2. Share helpful information with other team members as soon as it comes up.
  3. Talk through issues. Don’t talk about team members negatively. Work together when something comes up to fix issues and make processes and relationships stronger.
  4. Educate customers — either individually or by offering clinics to get them more comfortable with their boat and with boating.
  5. Make suggestions “Have you tried … ?” Chances are, you have some excellent insights to overcome barriers or to get your customers on the water more. Don’t wait for them to ask you. The more you educate them and share helpful tips that meet them where they currently are, the more you show that you really do care — not only about their business but about them.

Make an Impact — Drive Boat Use

By making intentional changes you can overcome some of the barriers to boating. Every time you connect with a customer, you have a chance to guide them toward greater confidence, joy and long-term engagement with recreational boating. Your genuine level of care has the potential to make a lasting impact, supporting not only their boating journey but also on the marine industry as a whole

About the Author

Drive Boat Use Valerie Ziebron
Valerie Ziebron, President of VRZ Consulting

Valerie Ziebron, President of VRZ Consulting, is a leading industry expert and top-rated speaker best known for her service acumen. Since starting VRZ Consulting in 1989 she has delivered thousands of presentations for dealers and OEMs to help marine professionals ‘flip the switch’ from reactive to proactive business practices. Her goal is to grow your profitability and customer loyalty while decreasing your stress. She is an educator and host for the Dealer Week 2025 Service & Parts Pathway held Dec. 7-10 in Tampa, Fla.

The Untapped Potential of F&I

• Why Structured Product Programs Are Essential for Modern Marine Dealerships

By JD Baker, Vice President of Specialty Sales, Protective Asset Protection, an MRAA Platinum Partner

For marine dealers navigating today’s shifting market, the pursuit of healthy, sustainable growth is more challenging than ever. While the excitement of new boat sales still drives much of the business, the real opportunity for long-term profitability and customer loyalty lies beyond the showroom floor. Customer acquisition costs are rising and consumer expectations are higher than ever, which means that the most forward-thinking marine dealers are now turning their attention to product programs to understand the untapped potential of F&I (finance and insurance).

A Unique Challenge: F&I in the Marine Industry

Unlike their automotive or even RV counterparts, some dealerships have not traditionally prioritized F&I as a core part of their business model. Many are smaller operations, where salespeople juggle multiple roles selling boats, accessories and sometimes even handling basic F&I offerings. This “do it all” approach, while understandable given staffing realities, often leaves significant revenue on the table and, more importantly, can lead to missed opportunities in customer care and retention.

The marine industry’s F&I landscape is still in its early stages of maturity. According to industry experts and recent dealer feedback, many dealerships rely heavily on front-end sales margins, with little emphasis on the structured sale of protection products, extended service contracts or insurance solutions. Yet, as the market shifts and new boat owners enter the fold, especially following the COVID-19-driven spike in recreational boating, dealers are finding that a structured F&I program is a “must have” for business growth.

Driving Revenue Growth: The Business Case for F&I

The financial upside of a solid F&I program is clear. Recent data from the National Marine Manufacturers Association (NMMA) and industry analysts indicates that dealerships with structured F&I processes consistently report higher per-unit profitability. According to the 2024 Boating Industry Dealer Benchmarking Report, marine dealers who actively sell F&I products see, on average, a 15-20% increase in gross profit per unit compared to those who do not. In some cases, F&I income can represent up to 30% of total dealership profits — a figure that rivals or exceeds those seen in the automotive sector.

But the revenue opportunity goes beyond just the initial sale. F&I products-such as extended service contracts, GAP coverage and ancillary protection plans-create ongoing touchpoints with customers, driving repeat business and referrals. When a customer has a positive experience with a claims process or receives value from a protection product, they are far more likely to return for service, upgrades or their next vessel purchase.

Elevating Customer Service: Protecting the Boating Lifestyle

While the financial benefits are substantial, the most compelling reason to invest in a structured F&I program is the impact on customer satisfaction and retention. Boating is not just a transaction, it’s a lifestyle investment. For many customers, their boat is one of their most significant discretionary purchases and the experience they have with ownership will determine whether they remain engaged with the boating lifestyle for years to come.

Unexpected repair bills or uncovered losses can quickly sour that experience. A single major engine or hull repair can cost thousands of dollars, leading some owners to question whether boating is worth the hassle. By proactively offering protection products and explaining their value, dealers can help customers safeguard their investment and enjoy true peace of mind on the water.

This isn’t just theoretical. Dealerships that emphasize F&I education and product offerings report higher customer satisfaction scores and increased repeat business. Customers who purchase protection plans are more likely to stay engaged with their dealer for routine maintenance, upgrades and future purchases, creating a virtuous cycle of loyalty and advocacy.

Bridging the Gap: Overcoming Barriers to F&I Adoption

Despite these clear benefits, many marine dealers remain hesitant to fully embrace F&I — to discover the untapped potential. Common objections include perceived complexity, lack of dedicated staff and uncertainty about customer receptivity. However, these barriers are increasingly surmountable with the right approach and partnership.

First, today’s leading F&I providers offer comprehensive training and support tailored specifically for marine dealerships, even those without a dedicated F&I department. Sales teams can be equipped with the tools and knowledge to present protection products confidently and transparently, making F&I a natural extension of the sales process rather than an afterthought.

Second, customer attitudes are evolving. As consumers become more accustomed to protection products in other industries-such as automotive, electronics and even travel-they are increasingly receptive to similar offerings in marine. The key is education: helping customers understand not just what the products are, but how they directly enhance their ownership experience.

The Full Potential — Customer-Centric F&I

By helping customers protect their investment, dealers are investing in their own future-creating satisfied boaters who return year after year, recommend the dealership to friends and family and contribute to a vibrant, growing boating community.

The Untapped Potential of F&I
JD Baker, VP of Specialty Sales, Protective Asset Protection

About The Author

JD Baker has spent more than 12 years with Protective Asset Protection, moving from a regional manager to the company’s Vice President of Specialty Sales. JD has over 25 years of experience in finance and sales with an emphasis in retail. He currently leads sales and client relations activity for Protective’s RV, Powersports and Marine customers and the agents that serve them.

Connect with him here: JD.Baker@protective.com; 844.735.5433, Option 2.

Surface Protectant: Protect Customers’ Boats

Sharing the Benefits of Surface Protectant for Gel-coated/Clear-coated Boats

By Larry Wenger, Vice President of National Sales, Ultimar, an MRAA Platinum Partner

As a dealer, when you take in a boat on trade, it’s pleasing to see the boat has been well cared for and in top condition. But too often, customers don’t know how to keep their boat looking pristine. That’s where you come in. You can help them protect their boat (and investment) by understanding the benefits of surface protectant.

You have skin the game because this same now-educated customer could return in a few years to trade in their used boat that is in pristine shape. Not only does this help your pre-owned fleet, but also it helps you appeal to other customers who want to by a quality pre-owned unit. That’s why it’s important for you to educate all your customers about normal wear and tear and how some choices they make with you can protect that boat for years to come.

Most boat owners want their boat to look good and intend to protect their investment — but many don’t understand how quickly the marine environment can take a toll. Not every customer understands what constant exposure to saltwater, UV rays, algae and pollutants can do — and how it can take a toll on a boat’s appearance and performance. By offering a high-quality gel-coated surface protectant as part of the purchase or service process, you not only unlock additional revenue for your store, but position your dealership as a long-term partner in care.

What is a Gelcoated/Clearcoated Surface Protectant?

A gel-coated surface protectant is a high-quality, marine-grade coating designed to protect a boat’s fiberglass hull and other surfaces. Unlike traditional waxes or polishes, gelcoat protectants create a tough, long-lasting shield that repels contaminants, resists oxidation and enhances the boat’s overall durability. This layer bonds with the gelcoat, providing a smooth and glossy finish that extends the life of the boat while reducing maintenance needs.

A protective product like this also helps your sales team go beyond the basic delivery and boat purchase. It allows you a chance to teach them and provide an easy, proven way to protect their brand-new boat.

5 Benefits of a Genuine Gel-coated/Clear-coated Surface Protectant

To help your customers feel more confident in their purchase and add peace of mind, you should focus on the added value of gelcoated protectant. Help them view it as an added value, not just an add-on (read: another expense),

1. Superior UV Protection

Prolonged exposure to the sun is one the biggest threats to a boat’s exterior. Ultraviolet (UV) rays cause oxidation, fading and chalking of the gelcoat over time. A high-quality gelcoat protectant contains UV inhibitors that prevent sun damage, keeping the boat’s surface looking vibrant and new for longer. This is especially crucial for boats that spend extended periods on the water or in storage under direct sunlight.

You have an opportunity, as an industry expert, to serve as an advisor (not only a seller) to new buyers by helping them understand the long-term impact of UV exposure.

2. Resistance to Saltwater Corrosion & Metals

Saltwater is highly corrosive, leading to premature deterioration of a boat’s finish. Without proper protection, salt deposits can eat away at the gelcoat, causing dullness, pitting and structural damage. A genuine gel-coated surface protectant forms a hydrophobic barrier that repels saltwater, reducing the risk of corrosion and making it easier to rinse away salt residue after each voyage. Also, a protectant that is specifically created and tested for the protection of metals from corrosion caused by environmental impacts such as salt will provide long term protection.

Help your new customers understand this protection helps guard their boat against avoidable harm. When you offer that protection at point-of-sale, it strengthens your reputation for service beyond the sale.

3. Prevents Oxidation and Fading

Oxidation is a common issue with fiberglass boats, resulting in a dull and chalky appearance over time. Gelcoat protectants help prevent oxidation by sealing the surface, reducing exposure to air and water that contribute to degradation. This maintains the boat’s color depth and shine, eliminating the need for frequent buffing and polishing.

You have a chance to give your customer peace of mind by offering this kind of long-term care. It also presents your team with a natural reason to follow up with customers and invite them back for a check-in.

4. Easier Cleaning and Reduced Maintenance

A well-applied gelcoat protectant makes boat maintenance significantly easier. Its slick, non-stick properties prevent dirt, grime, algae and marine growth from adhering to the surface. This means less scrubbing, fewer harsh chemicals and more time enjoying the water instead of constantly cleaning the boat. Additionally, it helps reduce staining from fish blood, bird droppings and other contaminants that would otherwise be difficult to remove.

You want your customers to use their boats and have fun in them. That means kids will spill, fish will flop and dirt will settle. This one really is about helping them boat more and clean less, which creates happier boaters who return to your dealership and refer family and friends.

5. Long-lasting Gloss and Enhanced Appearance

Boaters take pride in the appearance of their vessels and a genuine gel-coated protectant enhances the boat’s aesthetic by providing a deep, mirror-like shine. Unlike waxes that wear off after a few weeks a high-quality gelcoat (with routine preventative maintenance) can last for months or even years, depending on the formulation and maintenance routine.

Boat owners are not unlike classic car owners. They want their “ride” to sparkle and shine when it’s on display. The majority of boat owners take pride in a beautiful finish, so when it’s time to trade in or upgrade, their satisfaction with your recommendation will translate to continued business.

Protect Your Customers’ Boats, Protect Their Time

For dealerships, offering a gel-coated surface protectant isn’t just an upsell — it’s an opportunity to add value, build trust and demonstrate your commitment to the boat’s long-term care. When customers see you’re looking out for their investment and helping them enjoy more time on the water and less time cleaning, they’ll keep coming back for the same level of thoughtful service.

With benefits like UV resistance, saltwater protection, oxidation prevention and reduced maintenance, protection like this provides long-term defense against the harsh marine environment. From casual boaters or a seasoned mariners, protecting their boat and keeping it in peak condition for years to come makes complete sense.

About the Author
Gelcoat Surface protectant
Larry Wenger, VP of National Sales, Ultimar

Larry Wenger comes to Ultimar with over two decades’ experience in the surface protection program business space. Prior to joining The Granitize Family of Products, Larry successfully operated a general master agency, specializing in surface protection and product warranty space. Larry directed this agency in the highly competitive Northeast, Mid-Atlantic, Southwest, Southeast, Midwest and Great Lakes. His business experience includes three decades in the luxury merchandise industries from buying, management, sales and client services, both nationally and internationally.

He says, “My belief is if you want to be a bona fide leader, you must possess an unwavering conviction to be an exceptional communicator and insist on exemplary customer relations and services.”

How to Encourage the Cautious Shoppers

• Overcome Customer Objections and Empower Hesitant but Interested Buyers to Take Action


By Tyler Kelly,  Recreational Dealer Field Sales Manager, Motility Software Solutions, an MRAA Platinum Partner


After a trip out on the water enjoying the warm sun and fresh air, how could anyone not fall in love with boating? The 85 million Americans who boat each year would be shocked! However, many people are, in fact, hesitant to fully embrace the boat-owning lifestyle. So, as a marine dealer, how can you get these people off solid ground, and fast? Here are some ways to encourage cautious shoppers to test the waters:

Recognize Potential Obstacles

Before you start engaging these cautious customers, you must be aware of their potential reservations. By acknowledging common hesitations, you can meet your customers where they are and resolve their concerns. Some causes of conflict during the buyer’s journey include:

Purchase price and other expenses

  • The price of a boat can be daunting, especially for new prospective owners. Then, add on potential costs for maintenance, repair, insurance, storage, fuel, accessories and toys for activities. This is what’s running through your customers’ minds.   

Complicated dealership processes

  • The more complex the sales process is, the more opportunities customers have to fall off the path to purchase. From the moment a prospect contacts your dealership to when they become official boaters, the experience should be as smooth as possible.

Disappointing customer service

  • Shoppers who aren’t totally sold on the product itself are even less likely to complete a deal after experiencing a negative encounter with your staff. For example, a hesitant customer won’t appreciate feeling pressured into a sale. They need the right resources and support to feel comfortable moving forward with a purchase — especially for a commitment like boat ownership.

Knowledge requirements

  • Boat ownership comes with additional responsibilities such as navigating bodies of water correctly, docking successfully and obtaining the necessary licensing to operate a vessel. Customers may feel overwhelmed by the amount of skill and information they need to become qualified boat owners.

Storage and towing needs

  • Another logistical concern for potential owners is where they’re going to keep their boat and how they’re going to transport it to their desired destinations. Maybe they don’t have a garage or it’s not large enough for their vessel. However, keeping it in the driveway leaves the unit vulnerable to environmental damage and outsourcing storage space can be costly and unreliable. On top of all that, they need to have a vehicle with enough tow capacity to transport the boat to and from different locations.

So what should you do about these obstacles? How can you minimize the effects or remove some friction points altogether?

Present Boat Options

If your customers are intimidated by the large price tag and additional costs associated with boat ownership, make sure you present your slightly less expensive options, such as older models, used units, or rental options if you offer them. Additionally, if the overall cost seems to be too steep for the potential buyer, present monthly payment options to shift their mindset away from the discouraging number. By offering financing flexibility, your customers will be able to picture a more manageable cost structure.

Streamline Your Processes

Efficient dealership processes produce faster customer experiences and minimize the amount of time available for shoppers to overthink their decision. To simplify every step of the sale and connect every department with real-time information and consistent records, consider adopting digital tools, like a complete dealer management system (DMS) that automates several tasks and maintains a single record of customer data. For example, if you offer rental services, some DMSs can automate digital contracts and billing, streamlining the booking and reservation process.

Provide Periodic Employee Training

Employee training is essential to ensure your team knows how your dealership’s processes work, how to handle various customer scenarios, and how to showcase your units in the best way possible. Schedule occasional workshops and training sessions to remind or update your staff of new business practices and protocols.

Highlight the Perks of a Boating Lifestyle

There’s a reason so many people dream of owning a boat at some point in their life. When customers are intrigued, but not convinced, remind them of the positives of boat ownership, like:

Socialization

  • Having quality time with friends and family
  • Becoming a member of an active and fun boating community

Adventure

  • Spending time outside in fresh air
  • Engaging in various activities (water sports, fishing, swimming, etc.)

Freedom

  • Being able to go where you want, when you want to
  • Setting the pace and scene of your boating excursion

Although many Americans already own a vessel and engage in boating activities regularly, engaging the interested but hesitant shoppers can increase boat purchases and customer retention. The smoother the purchase experience, the faster you’ll get these customers in and out of your dealership — with their new boat.

How to Encourage the Cautious Shoppers
Tyler Kelly, Manager of Recreational Dealer Field Sales, Motility Software Solutions

About the Author
Tyler Kelly, Manager of Recreational Dealer Field Sales at Motility Software Solutions, brings more than 15 years of experience in the recreational vehicle industry. He has held key roles in dealer sales and corporate account management. In his current position, Tyler leads sales teams dedicated to helping recreational dealers drive efficiency and growth.

Charting a Course Through Tariff Uncertainty

Matt Ginsburg, Managing Director, Huntington Distribution Finance†, an MRAA Education Champion

The marine industry has long relied on a global supply chain to source key components and materials. That international reach brings efficiency, but it also means that shifts in trade policy, such as tariffs, can introduce cost variability and operational uncertainty.

Recent tariffs on materials such as aluminum and steel have added new cost considerations for many marine businesses. But it’s not just the tariffs themselves that are prompting caution. The uncertainty surrounding when, where and how they’ll be applied can slow purchasing, delay hiring and complicate long-term planning.

While no one can predict exactly how tariff policy will evolve, businesses have options. By focusing on financial flexibility, cost control and inventory management, leaders can put themselves in a stronger position regardless of how policy unfolds.

A Brief Primer on Tariffs

Tariffs are essentially import taxes that raise the cost of bringing certain goods into the U.S. They may target specific materials, such as steel or aluminum, or apply to components from specific countries. While imposed on importers, the added cost often flows downstream to customers.

For U.S. policymakers, tariffs can serve as tools to influence trade partners or shield domestic industries. The goals of tariffs — protection, leverage and revenue — can have wide-ranging effects on businesses that rely on global supply chains.

How Could Tariffs Impact the Marine Industry?

Tariffs can create cost uncertainty for marine manufacturers and dealers. Key components such as engines, electronics and aluminum are frequently sourced overseas. When tariffs drive up input costs, production becomes more expensive. That pressure often pushes prices higher at retail, which can soften demand in a market already contending with inflation and higher interest rates.

Recent data reflects this pressure. The National Marine Manufacturer’s Association (NMMA)’s latest industry data shows new powerboat retail unit sales declined by 9.1% in 2024, and early 2025 data suggest continued softness. Consumer confidence has also weakened, with February marking the steepest monthly drop since 2021.

While the long-term impact of tariffs remains uncertain, the near-term implications are clearer. Businesses that prepare now could be better positioned to manage cost fluctuations and maintain stability in a shifting environment.

Proactive Moves to Help Manage Tariff Uncertainty & Unknowns

Here are a few practical steps businesses can consider to help absorb financial shocks and stay agile amid policy ambiguity:

Secure Access to Capital

  • Liquidity remains a key buffer against cost swings tied to imported parts and materials. Whether through internal reserves or established credit lines, having capital available allows businesses to absorb price changes without disrupting operations. This flexibility is especially valuable when managing high-value inventory, such as navigation electronics or inboard engines that may sit in storage longer before being installed or sold.

Reassess Cost Structures

  • Revisit supplier agreements and review the margin of slower-moving product lines. In some cases, outsourcing non-core functions may offer efficiency gains. A tighter, more focused cost structure can help mitigate external pressures without compromising delivery or quality.

Streamline Inventory

  • Carrying fewer slow-turning SKUs can free up cash and reduce storage costs. A leaner inventory model also allows teams to respond more quickly if supplier lead times shift or input pricing becomes less predictable.

Model Tariff Scenarios

  • Even without knowing what changes may come, scenario planning can help identify where your business is most exposed. Understanding how different tariff structures might affect costs, cash flow or pricing can support more confident decisions on sourcing and sales strategy.

Build Operational Resilience

  • Tariffs are just one of many external forces shaping the marine supply chain. Consider using this opportunity to improve planning discipline, shore up financial flexibility and check the efficiency of core operations. These steps can help strengthen resilience whether you’re facing policy shifts, pricing swings or demand slowdowns.  

Staying Ready in an Uncertain Market

Uncertainty isn’t new for the marine industry. What sets stronger operations apart is how they prepare. Keeping capital accessible, tracking inventory performance and managing overhead with intention can help make the difference between reacting to pressure and navigating it with control.

At Huntington Distribution Finance®, we believe that preparation and patience go hand in hand. Dealers and manufacturers who take proactive measures now will likely be better positioned for what’s next.

About The Author

Matt Ginsburg serves as the Marine Vertical Sales Leader at Huntington Distribution Finance, where he leads a national sales team focused exclusively on the marine industry. Based in Nashville, Tenn., Matt brings nearly 20 years of experience in inventory finance and relationship management to his role.

Charting a Course Through Tariff Uncertainty
Matt Ginsburg, Managing Director, Huntington Distribution Finance

Since joining Huntington in October 2024, Matt has been dedicated to delivering customized financial solutions that drive growth and success for marine dealers and OEMs nationwide. While his experience spans multiple sectors, the majority of his career has been concentrated in the marine space, where he has developed deep expertise in floorplan lending and solution-based sales.

Matt has held key positions in business development, portfolio management, and sales strategy, giving him a comprehensive understanding of OEM and dealer financing needs as well as evolving market dynamics. He is known for his commitment to building strong partnerships, fostering innovation and supporting sustainable growth within the marine finance ecosystem.

Outside of work, Matt enjoys fishing, golfing and spending quality time with his wife and two young children.

Disclosures

†Huntington Distribution Finance means either Huntington Distribution Finance, Inc. in the United States or Huntington Commercial Finance Canada, Inc. in Canada, as applicable. Huntington Distribution Finance, Inc. Is a separate legal entity which operates as a subsidiary of Huntington National Bank (HNB).

The information provided in this document is intended solely for general informational purposes and is provided with the understanding that neither Huntington, its affiliates nor any other party is engaging in rendering tax, financial, legal, technical or other professional advice or services or endorsing any third-party product or service. Any use of this information should be done only in consultation with a qualified and licensed professional who can take into account all relevant factors and desired outcomes in the context of the facts surrounding your particular circumstances. The information in this document was developed with reasonable care and attention. However, it is possible that some of the information is incomplete, incorrect, or inapplicable to particular circumstances or conditions.

NEITHER HUNTINGTON NOR ITS AFFILIATES SHALL BE LIABLE FOR ANY DAMAGES, LOSSES, COSTS OR EXPENSES (DIRECT, CONSEQUENTIAL, SPECIAL, INDIRECT OR OTHERWISE) RESULTING FROM USING, RELYING ON OR ACTING UPON INFORMATION IN THIS DOCUMENT OR THIRD-PARTY RESOURCES IDENTIFIED IN THIS DOCUMENT EVEN IF HUNTINGTON AND/OR ITS AFFILIATES HAVE BEEN ADVISED OF OR FORESEEN THE POSSIBILITY OF SUCH DAMAGES, LOSSES, COSTS OR EXPENSES.

Lending and leasing products and services, as well as certain other banking products and services, may require credit application approval.

Third-party product, service and business names are trademarks/service marks of their respective owners.

What’s Working Now: 12 Proven Retail Tactics from Boat Dealers Like You

• Real-World Dealer Insights from May 2025 Pulse Report

You know the market is tightening. While it’s good to focus on your business outcomes, it’s also imperative to explore retail tactics that boost your customer relationship, earn repeat business and trust and enhance your dealership’s reputation.  

It’s also important to understand what some of your dealership peers are doing out there in the real world. Many of them are facing the same struggles and have developed marine retails strategies to improve their outcomes in challenging conditions. Being proactive in their approach, from retention efforts to digital presence to becoming leaner.

We pulled a few key insights shared within the May 2025 Pulse Report. Here are a dozen dealer-tested retail tactics within three core areas.

Boat dealership retail tactics

Retail Tactics — Customer Connection & Retention

Strengthening personal connections with your customers is essential for your success. Here are three critical drivers of long-term success, with dealer feedback.

1. Personalized Follow-Up

Your team should treat every lead like it matters. Dealers who say they are winning have recognized that lead follow-up requires 110%!

Dealer insights:

  • “I am going after each lead and follow-up aggressively! The goal is to close the deal!”
  • “Personal follow-up is about the best thing we have going right now.”

2. Fast, Reliable Service

We’ve said it before and we’ll say it again, repair event cycle time (RECT) is arguably THE top metric and key driver of customer experience. It also plays a role in your reputation, referrals and loyalty.

Dealer insights:

  • “Keeping service times low has kept regular customers happy and new customers coming in.”
  • “We’ve reduced our service rate in hopes that a previous year’s increase will have caused increases at surrounding repair centers, making us the better financial choice when boaters are comparing servicing costs.”

3. Education-Focused Selling

It’s huge in today’s marketplace to engage customers through education instead of only sales and commitments. Many buyers want guidance and for your team of experts to share their boating tips and ownership insights. Dealers who are focusing on education, not just the close, help gain customer trust and heighten boater experiences.


Dealer insights:

  • “Communicate well and often with your clients.”
  • “Our salesperson takes the route of providing information and education on products rather than being pushy to ensure boat buyers are getting what’s right for them, rather than what’s right for us – even though we’re nearing a ‘desperate measures’ situation.”

Retail Tactics — Sales & Marketing

Meet your buyers where they are at. That’s a phrase you’ve heard hundreds of times since 2020. We know they are online and fancy the digital lifestyle. They enjoy doing their own research in numerous places before setting foot in your brick-and-mortar store. That’s why it’s vital to get seen, be everywhere you possibly can and create a sense of urgency in your digital marketing efforts.

4. Demo Rides & On-Water Events

There’s nothing wrong with offering the best digital experience in the world for your customers. Your efforts may include 3-D programs, virtual boat shows, walk-around videos and more, but nothing (yet) can replace putting the buyer at the helm of a boat ON THE WATER!

Dealer insights:

  • “We began on-water shows at the rate of two per month … we’ll keep them up through July.”
  • “Demo Days and ride-and-drives are working.”

5. Stock What Customers Want

Part of understanding your market and your customers’ needs is to study the data and inputs you receive. It’s time to commit to learning what your customers really want. To do this strategy better, you need to determine if making a shift toward practical, value-driven inventory will work for your dealership.

Dealer insight:

  • “We have seen a definite improvement in activity for new boats, with many new customers coming into the showroom. With the summer season almost here, we are focusing on promoting family-friendly boating and affordable fishing models.”

6. Digital Advertising & Online Presence

Even if overall demand and purchasing is slower or lower, it’s critical to stay active in your approach to advertising and growing your online presence. Investing in slow times can keep you top-of-mind, capture more exposure for your products and brand. You can stay ahead of the pack who choose to cut back on their marketing efforts. Being aggressive can gain you more leads and increase online and in-store foot traffic.

Dealer insights:

  • “Lots of digital advertising to keep our product in front of customers.”
  • “Activity, shoppers, calls, web activity and foot traffic have all picked up, with more people coming into the showroom, many of them buying. We are starting to see the results of a more robust marketing plan, targeting family and fishing models. Our pleasure models are still much slower than expected.”

7. Focus on Used & Brokerage Sales

The MRAA Pulse Report continues to show a more balanced market for pre-owned boats compared to new boats, both for inventory levels and retail figures. It’s clear that used boats are turning faster and have solid appeal because they can fit within the buyers’ budgets.

Dealer insights:

  • “Used and Brokerage sales have been steady.”
  • “Used boats are out-selling new right now and we are stepping up on trades to make the deals happen. Putting a little more into the trade to make the new boat sale and knowing that used is strong has been our early-season strategy.”

8. Weekly or Targeted Deals

“An urgency story is something that registers in a customer’s brain as a compelling reason to purchase right now,” says Dom Zappia of EasyCare, an MRAA Education Champion.

Whether you use timely world events or build limited-time offers, creating buyer urgency is a valid strategy and something your team can rally around. This is especially true in a time where the customer’s lack of urgency — and increased caution to buy discretionary items — is a clear pain point.

Dealer insights:

  • “Deal of the Week is working for us.”
  • “Everyone is looking for a deal or using their existing boats.”

9. Facebook Marketplace

Many dealers use Facebook Marketplace as an effective strategy for creating awareness, retargeting and moving used inventory. When paired with a solid follow-up plan and quick response effort, you can maximize your results.

Dealer insight:

  • “Marketing on Facebook Marketplace has been a great hit for used inventory.”

10. OEM Financing & Promotions

Baird has tracked how Original Equipment Manufacturers’ promotions impact demand since 2014. Through July of 2020, the data clearly favored “helped retail demand.” However, since the early spring of 2021 that has shifted into the red (or hurt retail demand) and remained. In fact, May 2025 showed an all-time low point.

Dealer input varies about manufacturer-backed offers. Some praise certain OEMs. Others complain there is not enough action. Still others say these promos (financing and others) only work when dealers fully promote and explain them clearly.

Dealer insights:

  • “Highlighting service quality, nationally advertised rebates, some OEM financing (like Yamaha 1.99%).”
  • “We’ve been really pushing manufacturer promotions to close deals.
  • “Derive sales with promotions marketing.”

Retail Tactics — Operational & External Factors

Strategies that allow you to maintain an aggressive approach are your best course of action to overcome marketplace challenges. The following couple of examples were mentioned by dealers as recent strategies to help them keep afloat in this time of uncertainty.

11. Lean, Efficient Operations

This strategy of going lean works for some dealers while it could create other pain points in the future. You have to put this one on the scales to determine if you’re right sizing in your time of need or standing on a slippery slope that could create workplace pain points like burnout. Certain dealers have found success by trimming overhead, reducing staff and focusing on retaining key functions, while others aren’t sure how to face their workforce conundrum.

Dealer insights:

  • “We’ve cut back to a skeleton crew …  it’s widened margins, but everyone is taking on more.”
  • “Having reduced staff is putting more and more weight on the owners to take on bigger work demands. The single technician we’re down to is having to move their own boats around the yard, where previously he had a porter, a second technician and an apprentice to spread the work around to. The fear of burnout is real.”

12. Weather as a Multiplier

Even the weather guy at your local TV station knows you can’t control the weather or the layers of haze created by wildfires. Focus your energy on the things you CAN control. Dealers who have learned to plan around it or take advantage of sunny days and weekends have displayed flexibility and patience to meet their customer’s needs. Success here means using weather as a tactical amplifier, pairing it with your follow-up, digital marketing and model-specific events. For example: Join our pontoon parade — the sun is out and boats are ready to enjoy.

Dealer insights:

  • “Good weather is working. The excitement for boating is there. When we get a sunny day the traffic noticeably picks up!”
  • “We generally begin to see good weather in late April early May. It’s been wetter and cooler than normal and it has resulted in a pretty slow start to the season. But I still believe the business is in front of us, and we’ve got three months to prove it.”
  • “The second we see sun, the phones start ringing.”

Molding Your Clay; Reshaping Your Approach

Remember this: A block of clay will always be a block of clay until you pick it up, bend it and shape it into something you need it to be. Your dealership requires the same sort of “hands-on” approach if you want to be more successful. In a challenging market filled with uncertainty, these 12 focus areas aren’t just dealership “hope-to-dos.” No, they’re working, right now, for real dealers who are putting in the work to make their dealerships better.

Use these retail tactics as a checklist, playbook or team training tool to help you stay focused, connected and competitive.

MDS Brand Announces Transformative New Lead Generation Tools for Marine Businesses

• New Powerful Suite of Services Helps Boat Builders, Dealers and Chandleries Identify Concrete Leads and Compete in a Crowded Marketplace

Partner Press Release

Santa Monica, Calif. – MDS Brand, industry-leader in boat builder and dealer technology solutions, announced today the next revolution in lead generation tools with the release of its Visitor Reveal Suite. Comprised of the three breakthrough offerings – Visitor Reveal™, Footprint ID™ and DataFuel™ – the MDS Brand Visitor Reveal Suite helps businesses identify, enrich and activate audiences in ways never seen before – in any industry.

Statistics show that 98% of website traffic refuses to fill out contact forms. Visitor Reveal unmasks anonymous visitors with incredible detail unlocking contact data and other key demographic insights. This allows businesses to precisely target high-intent customers, promoting engagement with shopping leads directly, before they have the chance to research competition. Visitor Reveal data can be used to automate follow-ups so that sales teams can be proactive in contacting and qualifying leads.

MDS Brand lead generation tool, Visitor Reveal™ Suite
MDS Brand, an MRAA Partner Member, announced today the release of Visitor Reveal Suite, a new lead generation tool for marine businesses. (Photo provided by MDS Brand)

With application that extends from the website to the real word, Footprint ID delivers unparallelled insights and contact data for foot traffic in physical locations. Whether in dealerships, brick and mortar shops or boat show booths, the foot traffic intelligence provided by Footprint ID lets users track and identify people that visit a specified location and compare it to other locations. Turning insight into opportunity, sales teams can now more effectively engage buyers who visit their businesses as well as identify those that are visiting the competition. The powerful solution can also be configured with geo-targeted alerts for when potential leads are on site and allows precisely targeted online ads based on physical behavior.

Significantly enhancing the data collected by Visitor Reveal and Footprint ID, DataFuel processes contact information to clean and enrich leads that are captured, removing duplicates, fixing formatting issues and validating contact information. It fills in email addresses, phone numbers, demographics and behavioral signals and allows users to maintain a high-quality database for better targeting and personalization, ensuring sales outreach is accurate, timely and relevant.

“Advertisers, marketers and sales staff are constantly trying to identify and qualify leads for more effective and targeted outreach,” said Amir Danaei, President and Co-founder, MDS Brand. “We have unlocked the secret to identifying this information without the need for form-based data collection for people that visit your website or walk onto your lot. This technology is a complete game changer that can easily be integrated into existing systems, letting your business get ahead of the competition and in front of your customers for service and attention that is second to none.”

The Visitor Reveal Suite is available as a complete solution or as individual components with a traffic-based pricing model which translates to some of the most highly competitive costs-per-lead in the industry. The suite is compliant with the latest data privacy and regulations and is approved for use throughout the United States.

To learn more about the Visitor Reveal Suite, or more information on MDS Brand or the complete line of MDS technology solutions, please visit mdsbrand.com.

About MDS Brand

MDS Brand leads the digital marketing space for Boat Dealers and OEMs, offering a suite of services designed to enhance online engagement and sales. Our Boat Configurator stands at the forefront, delivering a unique and customizable shopping experience. We enhance this with tailored website design, efficient CRM systems, and robust SEO and PPC strategies to maximize visibility. Our Virtual BDC and targeted call campaigns further bolster sales and customer interaction. Through these cohesive services, we aim to revolutionize digital marketing in the boating industry, driving innovation and results for our clients.

Make Your Boating Event Better

• For dealership events, it’s all in the specifics, so aim for the bull’s-eye!

In recent A Bit of Optimism podcast with Simon Sinek, guest Phil Rosenthal, the star of “Somebody Feed Phil” and executive producer of “Everybody Loves Raymond”, shared a great line about how the hook is the specific. For example, how can you make your bacon cheeseburger more specific and more desirable? How could you make your boating event better by making it more specific? By giving it an official name, a mascot, including a swag bag and securing partners to help make it special not bland.

Make Your Boating Event Better
Here is the event logo for the 2025 Running of the Toons from Erwin Marine Sales (Provided by EMS)

One MRAA Bronze Member has done just that with its Running of the Toons event, which plays off the famous Running of the Bulls in Spain. The second-annual boating event, which I originally covered in the MRAA’s 50 Dealership Event Ideas blog (No. 48), intertwines a scavenger hunt with a fun run. But beyond that, the Erwin Marine Sales team built the event to drive boat use, promote boating and connect with customers, while also helping to aid the mission of a local animal care facility. Think: Having fun, and for good reason!

Make Your Boating Events Special

I hear you now, “Yeah, we do boat parades, too.” Yeah, but this is different and has become a special event for Erwin Marine Sales and its customers. I recently spoke with Kylina (Caylor) Sherrill, Marketing Director, to learn a bit more about the event, which happens at the end of June.

“As for last year’s event, it went great! We raised over $2,000 for the McKamey Animal Center, which was a wonderful outcome for everyone involved,” said Kylina. “For 2025, we’ve made sign-up free and the donation optional, hoping to encourage even more participation. So far, we’re expecting 10 to 15 boats to join us this year.”

I know what you’re thinking, is an event with a dozen boats worth the effort and time? The answer is yes.

It is because you’re providing a custom experience for the participants, many of whom many vary in their ownership journey. Kylina added, “We did see a mix of participants — mostly customers, but we also welcomed prospects, leads and a few first-time boaters. We love making the event accessible and inviting for anyone interested in boating.” And there it is … an event that is accessible and inviting to anyone interested in boating. That’s critical for driving boat use and for the future of boating.

Boating Event Details

Marketing consisted of including the Running of the Toons on social feeds, the website and a specific newsletter to encourage participation. Kylina explained Erwin Marine Sales made the Running of the Toons registration free (They use jotform.com for registrations). The idea was to encourage more participation, but also transform those would-be costs into donations for the animal care facility.

Make Your Boating Event Better
2025 Running of the Toons stops on Chickamauga Lake. (Provided by EMS)

This boating event — open to all boat types — begins and ends at Erwin Marine Sales’ Chickamauga Marina on Chickamauga Lake in Chattanooga, Tenn. The tour takes boaters to five additional local on-the-water-destinations in: Booker T. Washington State Park, Wolftever Creek Boat Ramp, Chester Frost Park, The Cliffs and Gold Point. This is important as it also shows boaters local landmarks and routes they can revisit and take with their friends and family.

Event attendees won’t leave empty handed, hungry or without a smile. Registration and participation includes:

  • Event bag (on the day of the event)
  • Detailed map of the course
  • Wristband (for access to event perks)
  • Free T-shirts
  • Additional goodies
  • Poker run: All participants will be playing cards, since the Running of the Toons is also a poker run. At each of the stops – there are five, guests are awarded a random playing card. After collecting all five cards, they have built their hand. The boater with the best hand wins a fantastic prize.
  • Boat decorating: Additionally, boating participants are encouraged to decorate their pontoons. Why? Because that’s what you do for Fourth of July boat parades, right?! Of course, but it’s also important at this event because the winning boat can win a prize.
  • Food & Community: After the ride concludes, Chick-fil-A sandwiches will be given out, and guests are encouraged to stay for more games, camaraderie and soaking up the boating lifestyle.

Meet the Teams, Make New Friends!

Beyond the fun, food and competition, Erwin Marine Sales added another layer of customization by inviting the teams from Harris Pontoon Boats and McKamey Animal Center — along with the EMS sales crew. They did this to help participants meet industry experts (to answer questions on site), fellow boating enthusiasts and animal lovers. For some, it’s the first step in building a community of like-minded boaters and boating fans.

Weather … Your Shows Must Go On
Of course, anytime there is an outdoor event on the docket, weather will play a role, as we’ve learned from another MRAA dealership boating event story.

Kylina explained that weather had already impacted several of their events in 2025. “One of our biggest challenges this year has been the weather … but we’ve still managed to have good participation,” she said. “The unpredictable weather seems to have pushed some customers to delay their boat purchases a bit later than usual.” Remember, customers purchasing boats is a good thing, even if it’s delayed due to stretches of inclement weather!

Erwin Marine Sales calls its 5-hour Running of the Toons a fantastic opportunity for its customers to connect with fellow boating enthusiasts, personalize their ownership and make lasting memories. I couldn’t agree more, maybe it’s why I’m so bullish on the event and am a fan of the “beefy” captain in the event logo!

To learn more about EMS’s The Running of the Toons boating event, visit:
https://www.erwinmarinesales.com/event/running-of-the-toons-2/


More Boating Events?

What boating event at your dealership have you given the specifics treatment to? Let me know at jerrod@mraa.com.

EasyCare Upgrades to MRAA Education Champion

MINNEAPOLIS, June 23 –The Marine Retailers Association of the Americas (MRAA) announces that EasyCare, an APCO Holdings brand and a leading provider of F&I solutions, training and dealership development, has leveled up its partnership. The MRAA Education Champions collaboration aims to deliver top-tier finance and insurance products, service training and business development support to marine dealerships nationwide.

“EasyCare is proud to continue our partnership with MRAA and support the marine industry. We are passionate about partnering with dealers to help them get to the next level of F&I success,” said Dom Zappia, Area Director, RV and Marine.”

EasyCare Expertise

For over 40 years, EasyCare has supported automotive, RV and powersports retailers in driving long-term profitability through tailored F&I strategies, customer-focused programs and expert training. Additionally, as an MRAA Education Champion, it’s expanding into the marine industry to equip dealers with innovative F&I solutions, performance coaching and dealership development resources. This helps to empower marine retailers to grow revenue, enhance the customer experience and succeed in a rapidly evolving market

MRAA Education Champions logo

“We’re incredibly grateful to welcome EasyCare aboard as an MRAA Education Champion Partner,” said Freya Olsen, Senior Director of Engagement at MRAA. “Their commitment to dealership growth, paired with decades of expertise in F&I solutions, training and development, makes EasyCare an invaluable ally to our dealer members.”

EasyCare brings extensive experience and insight from working with hundreds of dealerships nationwide. Its strategies have helped increase dealership net income while setting benchmarks in F&I compliance, customer satisfaction and employee retention. It goes beyond products — offering training, development and wealth management to support long-term success throughout the entire dealership.

“Having a trusted industry leader like EasyCare invest in the education and success of the marine retail community sends a powerful message,” added Olsen, “one that reinforces the strength of partnership and the shared goal of fueling dealership success.”

MRAA Education Champions

EasyCare joins a family of dedicated Education Champions, including:

MRAA Education Champions play a significant role in strengthening the MRAA and the dealer body. Learn more about partnering with the MRAA.

About EasyCare
Since 1984, EasyCare has been helping some of the most successful dealerships in the nation drive results in their stores with a full suite of F&I products, forward-thinking training, dealership development, consultative participation programs, and a best-in-class claims experience. EasyCare has the only F&I products named a “MotorTrend Recommended Best Buy” for franchised dealers and has an A+ rating from the Better Business Bureau. EasyCare is part of the APCO Holdings, LLC, family of brands, which has protected over 24 million customers and paid over $3.7 billion in claims. For more information about EasyCare, please visit easycare.com.  

About the Marine Retailers Association of the Americas
At the Marine Retailers Association of the Americas, we believe that for the marine industry to thrive, the retail organizations that interact with the boaters in their community must thrive. With that in mind, MRAA works to create a strong and healthy boating industry by uniting those retailers, providing them with opportunities for improvement and growth, and representing them with a powerful voice. For more information, visit MRAA.com or contact us at 763-315-8043.