Fast-changing shifts are disrupting the economy, and the recreational-boating business is feeling the effects. Consumer skepticism is contributing to a slump in sales across virtually all product segments.
That makes now a good time to think about specific marketing tactics that can be smart — especially in coordination with certain sales strategies — as uncertainty may continue to prevail.
Barrett Canfield, president of South Coast Yachts in San Diego, says his Beneteau dealership is experiencing a strong buyer’s market on the brokerage side, but a hard stop by cash buyers and new boaters who would normally finance. To address that problem, Beneteau covered half of the 10% European tariff, while Canfield absorbed the balance. He and his team then retrained as sales professionals, discussing all deals in regular meetings and holding one-on-one strategy sessions. Additionally, they launched a targeted sales promotion to help close deals in the pipeline.
“The most successful incentive we’ve experienced recently is the 2.99% and 3.99% buydown that Shore Premier Finance has offered our customers,” he says. “Boat buyers jump on those rates, and any other economic concerns fade away.”
South Coast also remains engaged with customers, focusing on the “why” of boating.
“I’ve been in this business for 35 years, and I’m always reminded that people are attracted to the boating lifestyle, and they will choose this recreation,” Canfield says. “The cost is far less than the great benefit. We’re offering great deals on any leftover boats and keeping our prices stable on tariff-effective models.”
The dealership is also focusing on annual boating events such as the Beneteau Rendezvous and Beneteau Cup Regatta. “It took a long time to gather people and build these events,” Canfield says, “but those are the secrets to our success.”
Jeff Husby, general manager and owner of Regal & Nautique of Orlando and WaterSports Central, also says that despite lagging sales, his company continues to market. It’s producing a monthly customer newsletter, promoting sales and events through targeted e-blasts, and gearing up for its annual River Run day of fun. The dealer also recently held a grand opening at its newest location in Clermont, Fla., with special event pricing. At its spring boat show, the company put on a full-court display.
“Our show sales were off by 40% to 50% for this show from a normal year, which was mostly attributed to a lack of consumer confidence,” Husby said. “Several of our wealthy customers had planned to buy a new boat but decided to hold off until things settle down.”
In response, Husby’s crew has become more aggressive in the selling process, with the goal of closing deals immediately, before a consumer changes his mind. They hold regular sales meetings and are focused on moving leftover inventory. Manufacturer incentives and margin adjustments have helped to close deals. His team has also worked to pre-sell customer trades to make numbers work.
Florida’s Nautical Ventures has been grappling with reduced sales since late 2024, so the dealer launched a catchy marketing campaign — “Don’t be Tarif-fied!” — to promote in-stock inventory, attractive pricing and immediate delivery. Chief marketing officer Frank Ferraro says the concept has moved the dial.
“Builder and dealer incentives have been created that result in attractive pricing,” Ferraro says. “A sense of urgency is conveyed by our e-blasts and social media campaigns, which motivate customers to come into our dealership to discover more.”
Nautical Ventures also doubled down on frequent sales and motivational meetings, coaching sessions and team-building initiatives including “lots of hugs, love and barbecues,” he says. The dealership pairs its sales staff into teams, creating what Ferraro says is a higher level of customer service.
“Lead inquiries are on par with last year, and that’s good news, but buyers are looking for fire sales, and that’s not good news,” he says. “The key is to provide customers with models and options that offer value, fit their lifestyle and give them joy and happiness to own that boat. You need to convince your prospects that your boat is special and will make their life better. The price becomes secondary when they fall in love with the boat.”
Joe Lewis, owner of Mount Dora Boating Center & Marina in Florida, and board chairman of the Marine Retailers Association of the Americas, says 85% of the new and pre-owned boats he sells are 22 feet and smaller. He describes the current retail climate as inconsistent, with some days and weeks generating zero sales, followed by a flurry of activity.
However, he adds, people who show up are qualified and ready to buy.
“We continue to sponsor and promote events to get people on the water at our facility,” Lewis says. “Knowing a downturn in new-boat sales was inevitable, we created and launched our own certified pre-owned purchase guarantee that has helped bolster sales in that area. Also, the promise of a place to store your boat with us and the guarantee of a slip has closed a few sales this year.”
These four veterans all agree on the ideas of moving leftover inventory at aggressive pricing; harnessing the horsepower of regular sales meetings and training with one-on-one coaching; hosting ongoing marketing events to engage customers; and promoting sales incentives via multiple communication channels.
Christopher P. Ramey, president of The Home Trust International, says his luxury niche is a static environment right now. Retailers aren’t hearing objections from clients, he says: “It’s more a disappearing act,” with sales reps being ghosted.
“Those who are marketers are not experiencing the decline that others see,” he says. “The first to fail are those who live off referrals instead of investing in their brand. Your brand remains sacred, and the affluent are still wealthy. They are also keenly aware of the [economic] environment. They’re not going to be surprised that prices have increased. The question is: How elastic is the desire for your brand? Brands that have built a reputation on integrity and brand desire, [that] trumps market volatility.”
To reach affluent consumers, Ramey endorses what he calls advanced digital marketing to target specific clients, as well as best prospects who are identified by thousands of filters.
“This is often coupled with direct mail to enhance the impact,” he says. “We’re seeing increased email, but the jury is still out on its effectiveness. Social media is diminishing in importance for multiple reasons. Lastly, they’re integrating AI into their marketing stack.”
My own two cents as a longtime marine-marketing professional is also to do more than just digital communications. It’s smart to pick up the phone and talk to customers directly. Offer a VIP invitation to preview the latest model, take advantage of a special experience, or cash in on a private loyalty incentive.
And, instead of massively discounting prices — which can harm a brand image — consider a guaranteed buyback program or value-added incentives such as extended warranties, complimentary storage or service packages. Maybe consider an exclusive luxury gift or a gift certificate with a purchase. Consider who you might partner with to create a winning synergy.
In addition, keep your brand in front of customers. Use high-value storytelling to focus on brand and product designs and distinctions. Spotlight happy customers, including recent purchasers. Host virtual tours of current inventory.
All of these tactics can help weather the current climate as the industry moves toward what Northpoint Commercial Finance senior vice president Russell Baqir says will eventually be a market recovery.
“There was a nice bump in sales coming off the election and early in the retail-boat-selling season,” he says. “It slowed down in late April and May, mostly due to dire warnings from news reporters and the fluctuating overall market because of the threat of tariffs or a recession. As an industry, we tend to fear the threat that there may be a recession striking the market on a macro level. We fail to recognize that marine and RV have been in a recession since late 2022.
“Marine sales remain on pace to be flat or slightly behind last year sales,” he adds. “We believe we will see a continued reduction in aged inventory from ’23 and ’24 model years as payoffs roll in. However, since dealers are delaying boat purchases, volume is down. The percent of age [of stock] is not decreasing, but dollars are. When the new volume ramps up for next model year, we expect the percent of age to decrease as well.”
As sales are trending flat to slightly less than 2024, he says, liquidity is improving. “We believe we will break even with last model year, and sales will continue trending positive over the upcoming market years. It may be slight, and it will take hard work to create that sense of urgency to close leads.”
Jack Ellis, managing partner of Info-Link, which tracks boat sales and statistics, says those who market now will be ahead once conditions improve.
“There’s almost never a time that it’s good to throttle back on one’s marketing efforts, but given the somewhat challenging environment, many boatbuilders and dealers probably will,” he says. “In my opinion, this spells opportunities for companies that embrace this challenge because they’ll be in a better place once we get over this temporary hump.”
