Editor’s Note: Following are excerpts from a story in the current RVDA of Canada eBulletin.
The Go RVing Canada website generates warm leads – that is, consumers looking to buy an RV who have expressed a willingness to be contacted by dealers.
A recent letter from Go RVing Canada to Tie-in Dealers noted the following:
Go RVing Canada reviews its lead generation program annually to ensure that the program is operating as successfully as it can. Here are some interesting statistics from the recent Go RVing Canada lead conversion study:
- 15% of those contacted own an RV – up from the all-time low of 12% in 2008.
- 2/3 of those who own an RV bought it from a dealer.
- 28% of those surveyed indicated they were somewhat or very likely to buy an RV in 2010.
- 53% indicated they visited an RV dealership in the 2009.
- Go RVing Canada generated 4,991 high quality leads from our website last year.
- Only 11% of survey respondents said they were contacted by an RV dealer!
- A whopping 82% reported they were not contacted by anyone (and 7% couldn’t remember).
Two things are apparent from this information:
- Things in the RV industry may not be as bad as many feared.
- Dealers are allowing high quality leads go uncontacted, losing potential sales.
Extrapolating the 82% to the total number of leads sent to dealers in 2009 (69,069), 56,637 consumers were waiting for your call.
With 1 to 2 out of 10 website visitors buying an RV, that’s a lot of lost cash.
For those already signed up as Tie-in program dealers and receiving weekly leads that are again complimentary in 2010:
The Go RVing Canada letter goes on to state:
Lead generation is one of the key services Tie-in dealers receive from Go RVing Canada. Potential customers visit our website and ask to be sent more information. We send them a DVD outlining the benefits and pleasures of RV ownership, and we provide their names and contact information to you. When you ignore the leads, you’re telling these potential customers you don’t need their business – You’ll agree that this is not the impression we, as an industry, are trying to create.
I strongly urge you to begin following up on the leads you receive. Put your best foot forward. It benefits you, the manufacturers you represent, and the industry as a whole.
Check with your sales staff to ensure they are receiving leads and monitor their handling of leads. Your complimentary copy of Leads Management 101 should assist you.
If you would like to know how many leads were sent to your dealership last year, contact the national office at [email protected]
For dealers not yet participating in the Go RVing Canada Dealer Tie-in Program:
Sign up for free weekly “warm” leads now.
The program is again complimentary for 2010.
If you have an enhanced listing at the Go RVing Canada website (www.gorving.ca), which includes being situated in the upper list, you are already in the Dealer Tie-in Program.
Dealers who would like to join the program and receive “warm” leads and promotional aids need to sign a contract, available by contacting the national office at (604) 718.6325 or [email protected], or by downloading from the “Member Services /Go RVing Tie-in” link on the member side of www.rvda.ca. Contact the national office at [email protected] should you need a reminder of your ID and password.