Swift follow-up is the key to getting the highest return on Go RVing leads, according to a sales match analysis by global data and marketing solutions firm IHS Automotive, which incorporated Polk into its business last year.
According to a press release, the analysis shows 36% of total RV sales made by Go RVing prospects are made within 90 days of the lead entering the system. A total of 53% are made within 180 days.
“This study confirms that acting quickly is critical to getting the most from Go RVing leads,” said Recreation Vehicle Dealers Association (RVDA) President Phil Ingrassia. “Dealers can sort the leads by buying timeframe, so this allows sales people to contact prospects before they said they are most likely to purchase an RV.”
Go RVing provided 208,000 leads gathered from July 2011 through December 2012 and IHS matched those names through a registration database of new and used RV registrations through June of 2013. This provided an adequate buying time for the analysis.
The study also found that out of the total universe of U.S. households, the national new RV purchase rate for that period was .36%. The Go RVing lead rate of purchase for a new RV was .84% – more than double the U.S. household rate. Purchase rates for used RVs were even higher among Go RVing leads, at 1.5%. When combined, the total purchase rate for Go RVing leads was 2.34%, which is impressive when compared to the 1% to 2% rate the Direct Marketing Association considers good for lead conversions.
Go RVing Leads Plus is just one component of the optional Go RVing Dealer Tie-In program that, in addition to leads, provides access to professional Go RVing video downloads and a high-resolution image library that dealers can use and customize for promotional materials suitable for television, print, and web advertising. A high quality Go RVing banner is also included. The dealer tie-In Program for 2014 is available to dealers now for $225.
Dealers can set their Go RVing account to email leads to the dealership at a desired timeframe by simply by logging into the “Industry Only” side of the site and choosing how often they would like to receive them.