A Picture is Worth 1,000 Words... And So Is A Description

Wanderlust, adventure, spontaneity all fuel the dreams of potential RV buyers. That’s why they are looking to purchase an RV, right? They want to get out on the road, spend more time with family and friends - and less time tied to a desk or computer. They have grand ideas of the trips they’ll take when they aren’t weighed down by mortgage payments, plane schedules, or defined plans.

They dream big - and you want to encourage that. These buyers know what they want to do with their unit - but they may not have a particular manufacturer in mind. And if they are first-time RVers - or even if they have owned before, but are looking to move into a new class of unit - they need your help deciphering what’s going to fit into their lifestyle and budget.

So when they come to RV Trader to search for that dream unit - are the pictures and descriptions you’re providing them helping to paint the picture of this great dream they’ve imagined? Most of the time - the answer is no.

While descriptions can be tedious to write - they are so important, particularly for the first time buyer. These buyers have no idea what they’re looking for when it comes to the more technical aspects of their next unit - so providing a detailed description, that explains this information in an easy to understand way is crucial. If you dive right into detailed information on the chassis, engine details, and on exactly how the warranty works - some buyers may immediately become overwhelmed and move on.

While you should absolutely include that type of information - ease buyers into it. Help them understand what this unit can do for them and their family. Point out perks of the unit that would differentiate it as compared to another unit that might look similar. Why should they buy your RV - this RV? You have to answer this question because they truly might not be able to tell the difference between your Class A and the next one. This is your time to help them understand what this unit will bring to their life. If they’ve never owned an RV before - or are moving into a new class - this will really help them decide. And as a reward for your efforts, this will help them build trust with your dealership because of the guidance and advice you’re offering them, even before they’ve come to see you.

As for pictures - buyers want to see them - and lots of them. Oh - and stock imagery isn’t going to cut it. They want to know exactly what the unit looks like - and if there is any damage they should expect. The reality is that most buyers really don’t mind a few imperfections here and there - they just want to be told about them up front. There’s no quicker way to lose trust with a buyer than to withhold pictures and information about any possible damage until they’re in your dealership. I know it might seem like you can explain it away in the moment - but just go ahead and be honest with them from the start.

These pictures and descriptions give them the first glimpse into how this unit could be right for them. They can start to imagine themselves in it and that’s what draws them in. They help to fuel their excitement - but in the end, you have to put the effort in and provide them with something to be excited about.