Thursday, February 8, 2018

How & What Consumers Are Searching For



Once a buyer walks through the front door - everything gets easier. At that point - you know who they are and can ask them directly about their search habits, what they are looking for, etc. It’s trying to figure out what they are up to before they come into your dealership that can feel impossible.

The reality is that the majority of RV buyers don’t know exactly what they want when they start the research process. So when they come to RV Trader - what is driving their search? No surprise - a big part of it is price - with 28% of buyers saying it’s the most important in their purchase decision - but what are they searching for if they choosing to narrow their search? Well, in 2017, the top most searched manufacturers were:

Forest River - 9.8%
Keystone - 4.8%
Winnebago - 4.7%
Jayco - 4.2% 
Fleetwood - 3.5% 

Another important thing to note is that just over 19% of buyers chose not to use a manufacturer in their search at all - which isn’t a huge surprise because 84% first and second-time buyers told us that they aren’t brand loyal to a manufacturer. Instead, they depend on other search criteria - or maybe just searching generally by location. And as they move around RV Trader - the majority visit:

Search Results pages
Ad Detail pages
RV Trader Homepage
Private Party - Sell Your RV 
Dealer Gallery pages

Many RV buyers are more focused on amenities and budget - searching to find the unit that will fit best into their lifestyle and budget. For those who did choose to include a keyword - the top ones were: 

Bunk and/or bunkhouse
Diesel 
Toy Hauler
Used
New
King Bed
4x4 

These buyers need guidance. We’ve said it before and we’ll say it again, they are price conscious and aren’t brand loyal - so make sure you are catering your listings to be sensitive to these search habits. We’ve put together some tips in our Listing Success Checklist to help you build out your listings, if you want to check that out - or if you want to learn more about why it’s important to include a price, photos, and a description - you can check out these two recent articles:









Trader Online Web Developer

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