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.

Industry Spotlight: Winnebago Releases Newest Class C Coach

Only a few years ago, no one would have dreamed of paying hundreds of dollars for a cooler. Then along came Yeti. Light, strong, and exceptionally good at its primary function -- insulation -- Yeti coolers, along with a host of subsequent imitators, revolutionized the category.

Now, borrowing a page from that technology, Winnebago has developed what it calls the SuperShell Sleeper Deck, and is introducing it on its newest Class C coach, the Vita.

"We use a two-part mold filled with expandable foam to build the SuperShell," said Russ Garfin, Product Manager for Class C motorhomes. "The result is a shell that's stronger, lighter and much quieter than a typical shell, both on the road and in the campground. This also reduced the number of parts and processes necessary to build the cab-over, improving quality and durability for our owners."

But Winnebago didn't stop there. Built on the Mercedes-Benz Sprinter chassis, the Vita also incorporates numerous other advances and innovations, including:

Manifold-Based Plumbing and LP systems
Instead of the more common system of multiple joints and connections, the Vita uses separate, manifold style routings for its plumbing and LP systems. According to Product Manager Garfin, this "not only reduces the number of connections in the coach, it improves manufacturing quality and serviceability."

200-Watt Solar Panels (expandable to 475 watts)

Together with the two standard 105 AH AGM Batteries and 1,000-watt pure sine wave DC/AC inverter, the Vita's solar energy system boosts its boondocking capability and reduces demand for the 3,600-watt generator.

Roof wiring access port

Because so many RVers are adding Wi-Fi and cellular boosters to their coaches, Winnebago has included a roof access port that allows customers to add the system of their choice, without the hassle or risk of drilling into the motorhome roof.

Other advances

In addition to the innovations listed above, the Vita boasts a 7.3 cu. ft refrigerator, the largest Winnebago has ever put in a Sprinter-based motorhome. Careful use of space has also enabled the Vita to offer the largest galley and largest bed in its class.

Somewhat surprisingly, even with all of these innovations, the Vita is expected to retail for thousands less than other Sprinter-based Class C coaches. And that may be the biggest innovation of all.

Did You Know You Have Two Dealerships?

It’s true. As you can guess - there’s your physical location - but you also have an online dealership. While you’ve spent countless hours nurturing your physical dealership - pouring your efforts into building and maintaining it - the reality is that your online presence, and the way you present your dealership in that space, requires just as much time and attention. When you stop to think about how consumers are searching - realizing that they are relying more on the Internet now than ever before - it’s clear why you should be putting just as much time into your online dealership.

Potential buyers are checking out your inventory online as they research - weighing their options for this big purchase. They are spending time online looking at your units long before they step through the doors of your dealership - meaning they know all about you, your brand, and your offerings before you even know they exist.

Really think about how that could impact your business.
If you don’t put the effort into really building out your listings, making an effort to help the buyer imagine themselves in that unit, it will show. And then - sadly - no matter how good your customer experience is at your physical dealership, buyers may never choose to experience it, because they might never walk through your front doors.

Shoppers are becoming more and more savvy and their expectations for your online presence is increasing with their online researching skills. They are turning to places such as your website, your presence on social, or your online listings to judge what their experience might be like when they come to your shop - and maybe that feels unfair, but it’s true. This means you should be putting just as much effort, if not more, into your online presence - making sure you’re putting forward an experience that’s just as good as they one they’ll get in store. That way - when they do come to do business with you - they’ll have already seen a glimmer of the experience they can expect.

There are a lot of ways to make sure your online presence is up to snuff - but let’s just start with the basics. You should always:

1. Include a price (when you can)
Everyone has a budget - and RVs are a big purchase - so I’m positive your potential buyers have a price range in mind when they start searching. Sometimes it can be hard to guess what a particular RV might cost - and it’s a frustrating experience to find what seems like the perfect unit and then find out it’s much more than they can afford.

We understand that manufacturers have rules about how to price new models - but it’s important to always include something - even if it’s MSRP. As for used inventory - there’s no reason not to include a price. I understand the thought that by not having a price - a consumer may call to get that information - but that’s not really a qualified lead. If you go ahead and tell them the price - when they do call, not only will the have an innate trust for you and your dealership - but they are calling because they are actually ready to buy.

2. Put up real pictures
People are visual - and they have been dreaming about the perfect RV for their adventures for a while. They like to see what they are going to be getting for their money - including the best things about a unit and the worst. If an RV has some issues - whether it’s cosmetic or functional - go ahead and tell the buyer that in the listing. Even though it might not seem like it - by being honest up front with a buyer about any issues they might notice on a unit - you’ll go a long way in gaining their trust. If you aren’t upfront with them - you’re setting yourself up for a bad experience when they come on the lot to see the unit and are frustrated by your lack of transparency.

Now, we understand that this can be easier said than done - because, let’s be honest, getting detailed pictures takes manpower. So while we don’t encourage stock photos, we would say that they are better than none at all.

3. Remember that descriptions are actually important
Again, these buyers are dreaming about this RV and where it will take them. They want to make the RV lifestyle their passion - if it isn’t already. So encourage their dreams. As you write your descriptions - provide them with a nice mix of practical and lifestyle. If this RVer is a first-timer, technical descriptions might overwhelming - so it’s best to stay away from the canned manufacturer descriptions. Of course, including some of those practical details is important - but remember, you can explain those nitty-gritty details to them in person when they are truly ready to buy. For now, spend some time telling them why this RV is the one to take them on their dream adventure and why they can’t miss out on it. The goal of your description should be to make it impossible for the buyer to not come see this unit for themselves.

We realize that by following this advice is no easy task. You will have more work to do as you build out your listings and online presence - but we promise you it will be worth it. Your consumers will know before they step on your lot what type of experience to expect and already have a basic level of trust for your dealership - and that is worth all the time and effort you’ll put in.

If you want something to guide you as you go - download our Listing Success Checklist for quick reference on how to build strong and attractive listings.

Seasonality: How to Guard Yourself in the Winter Months

While in some ways we’re lucky in the RV industry because there are plenty of people who choose to RV all year long, you can’t deny there are less people heading outdoors in the dead of winter than there are in the warmer months. And since we all can’t head south for the winter, these tips will help you capitalize on these colder - and often slower - months of the year so you’re better prepared for the busy selling season that’s just around the corner (thank goodness).

Don’t stop your advertising campaigns

Just because the weather turns cold doesn’t mean that RVers stop dreaming about their next great adventure. If they can’t get outside - they are definitely thinking about when and where they’re headed next - and what unit is going to take them there. They are spending the long, cold months inside trying to decide what unit will best fit their lifestyle and budget come spring.

And here’s the cold hard truth - if you stop advertising during the winter months, you risk not being seen by them at all. Dealerships that choose to advertise all year long have continuous momentum - they continue to have their inventory online, continue to be found in searches, continue to connect with buyers, and continue to nurture sales. And it may seem as easy as turning your inventory back on to get back in the game - but in the interim, these buyers may have decided to work with another dealership, simply because you weren’t present during their online search.

Engage your current community

The off-season is a great time to build brand awareness and engagement within your current community. You know they won’t be distracted by an amazing trip they just can’t wait to take - so help build their passion for the industry and your dealership while you know you can capture their full attention.

Think about hosting an event with helpful tips and tricks any RVer could do on the road or have first time buyers come by the dealership for some advice on getting started in the RV community. This is a really powerful community for you to engage because they chose to buy from you - instead of someone else - making them more likely to become true brand advocates for your dealership. Spend the winter months showing them how much you appreciate their business and how you will continue to serve them post-purchase.

Plan for busier months

Once warmer months roll back around - your dealership will be busy and it gets harder and harder to continue with your engagement and marketing plans because you are focusing on sales. We get it - that’s what keeps your dealership afloat. Take advantage of the quieter season to build out as many plans as you can - so when the busy season rolls around, you can just “pop them open”, so to speak, and they’re ready to go.

Think about creating evergreen content that you can easily use when the time is right. You could write a number of generic unit descriptions for popular makes and models you carry so that they can be adjusted slightly for a specific piece of inventory - taking some of the work out of putting up listings during the busy season. Or work on developing a content repository for your social media efforts so you have some of your posts already scheduled.

You can also take this time to evaluate the pictures you’re using on your inventory. If most of your imagery is stock photography - take the time to update those with actual pictures of your units. Then as you receive new inventory you can photograph those on the fly. By doing this work ahead of time - it will alleviate some of the stress come high season - so you can focus on implementation and selling.

By viewing seasonality as a time to build and refine - you’ll see that these quieter months can actually be some of the most beneficial for your dealership. It’s your time to distinguish your dealership against the competition and get ready for the inevitably busy season to come. If you back off during the colder months you’ll lose momentum - and it can create a gap between your and your competitors who chose to capitalize on seasonality. And as we all know, it’s hard to catch up once you’re behind - so, don’t risk it.

Featured Resource: RV Owner's Guide

We're incredibly proud to bring you our revamped RV Owner's Guide.

Check out these expert tips and tricks to share with both new and old RV owners that visit your dealership, including top destinations, fun travel games, ways to go green, and how to travel like a local. Plus, discover your smartphone and tablet app essentials, and find out how you can make your next RV-cation the best ever!

Click HERE to get your FREE copy of this exclusive owner's guide, and share the info you learn with your customers today!

The Importance of Employee Appreciation

With Thanksgiving right around the corner, it’s a great time to reflect on what you’re thankful for this season. Friends, family, health are top of the list for most - and rightfully so - but we think your hardworking employees should also be included on this list as well. Your employees are the life of your business, big or small, and it’s important to make sure they feel valued. Employee appreciation is crucial in the workplace, and while we think it’s an amazing idea to honor your employees during the upcoming holiday season, it’s also important to keep that momentum going year-round. So, we’ll give you insights into why employee appreciation is so important and few ideas on how to show your team your gratitude. 

First off, why is employee appreciation so important?

Employee appreciation is important for a multitude of reasons, but one simple point stands out to us - happy people translate into happy employees. It may sound obvious, but when you facilitate a positive and productive working environment employees feel valued, safe, and motivated. According to a survey by Recruiter Box, the number one reason most Americans leave their jobs is that they don’t feel appreciated. The same survey said, organizations with effective recognition programs have 31% lower voluntary turnover than organizations with ineffective programs. Does your team have a program in place? If not, you could start small and build upon your ideas. Below, we’ll show you a few easy ways to recognize employees year-round.

Public Praise - Everyone loves a deserved pat on the back, and praising your employees publicly provides a motivational boost to the entire dealership. This could be as simple as sending a company-wide email saying job well done or you can highlight the employee’s efforts at a staff meeting. A modern take on this idea is shouting out your team on your dealership’s social media page or website thanking them for their hard work.

Provide Fun Benefits - If employees are doing exceptional work, they should be rewarded. Providing bonus benefits to employees has the power to keep up morale and will ideally motivate your team to work harder in the long run. Hosting a team lunch or happy hour, providing a paid day off, or giving gift cards are just a few ideas on how to show employees your appreciation. Feel free to get creative with your ideas, after all, you know your employees best.

Get the Whole Team Involved - Letting team members recognize each other is a great way to increase employee appreciation in the workplace. Try asking employees to nominate their peers for employee of the month, or set up a board somewhere in the dealership where fellow coworkers can recognize other team members. It’s always great to hear from the boss, but getting peers to come together allows greater involvement in your recognition program.

Make Small Dealership Updates - If financially possible, making a few simple upgrades to your dealership can go a long way for employees. There’s no need for a full remodel, but adding a new state of the art coffee maker, or updating your break room can be a real motivational boost for your employees. Creating a dedicated space for your employees to gather and relax shows your team that you care about their well being and enjoyment at work.

These are just a few ideas to get you started, and if you haven’t started an employee appreciation program at your dealership, we encourage you to start small and see what works for best for your employees. Once you figure out what helps to motivate your team, you can build on that as time goes on.

Winnebago Debuts New Products at Open House

It's getting to be a habit. Last year, Winnebago used the industry Open House in Elkhart to launch the sleek new Horizon and the ground-breaking 4WD Revel adventure van, as well as the Class A Intent and Minnie Plus fifth-wheel.

This year, Winnebago repeated the feat, revealing five more new products at the dealer-only event.

The motorhome side saw the launch of the all-new Class C Vita and Porto, as well as the return of a storied nameplate, the Class A gas Adventurer. At the same time, Winnebago Towables debuted the Micro Minnie fifth wheel and the Spyder toy hauler.

Vita

Porto

The Vita and Porto are compact Class C diesels built on Mercedes-Benz Sprinter chassis. Each of the two floorplans features best-in-class galley, storage, solar power, and holding tank capacity. Also notable: the new SuperShell Sleeper Deck, which is quieter, lighter and stronger than typical cab-over sleepers.

Interior highlights include the panoramic galley window, expansive counter space, double-bowled sink, and user-configurable storage.

“At under 25 feet, the Vita and Porto allow you the freedom to explore everything from a major metropolitan area to a remote forest,” said Russ Garfin, product manager. “Throughout the coaches, we have implemented features for customers who are looking for a high-quality, easy to drive, durable and efficient base camp to support mobile and active lifestyles.”

Vita

After an absence of several years, the Adventurer is returning with new styling and five floorplans designed to meet a variety of tastes and needs. Built with Winnebago’s renowned SuperStructure construction, the Adventurer comes fully equipped with premium features normally reserved for diesel pushers, including Corian countertops, a Versa driver seat and Primera furniture coverings. Standard exterior features include an entertainment center, pet leash tie down, and full-body paint with chrome mirrors.

Adventurer

“The Adventurer is packed with user-friendly features, and more value than ever before,” noted product manager Niles Whitehouse. “Family-friendly floorplans offer spacious living, and ample storage space to provide all the comforts of home.”

With the launch of the new Spyder line, Winnebago has reentered the toy hauler segment. The Spyder lineup comprises four travel trailer and two fifth-wheel floorplans. “The end user was our main focus. We included several functional features that will be appreciated long after the thrill of the purchase,” commented Ron Brown, engineering manager. Large windows provide increased ventilation, while the innovative ceiling-ducted air conditioning system provides a comfortable retreat when the thermometer spikes.

Spyder

Capitalizing on the success and growth of the 7-foot wide Micro Minnie travel trailer, Winnebago Towables has extended the concept into the fifth-wheel category with the launch of the Micro Minnie fifth-wheel. “While the industry promotes 7,000, 8,000, and even 9,000 pound fifth-wheels as half-ton towable, the new Micro Minnie fifth-wheel, which weighs in the 5,000-pound category, will not only be best in class, but will also pair well with the rapidly growing midsize truck category,” said Adam Christoffersen, product manager.

Microfifth

The new fifth-wheel is equipped with upgraded features more typically found only in premium-level towables, including the flush-mount cooktop with glass cover, and stainless-steel sink. Outside, the true gel-coat fiberglass sidewalls and large windows will amplify the appeal of the compact Micro Minnie fifth-wheel.