Over the past year, I’ve heard from many members of the Marine Retailers Association of the Americas — both dealers and manufacturers — across the industry about the challenges being faced in the current marketplace. While the boating industry at large struggles to rise up in the face of macroeconomic challenges, such as higher interest rates, the threat of tariffs and waning consumer demand, many of our members have also shared their personal challenges emanating from the disruption inside our industry, specifically in the online inventory-listing marketplace.
Pricing for marketing through popular Boats Group platforms has increased rapidly and, according to several members, without warning. In many instances, our members report using these platforms exclusively, or nearly exclusively, leaving their businesses vulnerable to the impact of these price increases. As president of the MRAA, I assure you that your dealer association hears you loud and clear.
For more than a year now, I and the MRAA board of directors — which is made up of 17 dealership owners and operators, many of whom have been directly impacted by these same issues — have worked behind the scenes to advocate for your business. We have held several conversations with Boats Group, including directly with the organization’s CEO and now-former chief revenue officer. During these conversations, the MRAA expressed its members’ experiences, frustrations and outright anger in response to the increased costs. Boats Group acknowledged they had heard the frustrations themselves, but they were firm that they believed their pricing to be fair and appropriate.
The MRAA will continue advocating for fair and equitable pricing by Boats Group, as we would with any other vendor serving our industry. At the end of the day, however, we have to recognize that as a private entity operating in a capitalistic economy, only Boats Group can decide its business model and pricing structure.
That reality does nothing, I understand, for dealers who have told me they feel trapped by a single marketing avenue and don’t know where else to turn. But on the flip side, as a private entity operating in a capitalistic economy, only you can decide your dealership’s business model, the companies that you do business with and the cost structure that is acceptable.
So, as some dealerships choose to leave their once-preferred platform, as some choose to move to a different platform, and as some choose to remain aligned with this lead-generator, the question becomes: What will you decide?
The MRAA continues to represent the voice of the dealer on this issue, but our support for retailers does not end with those conversations. As one example, the MRAA board deployed a Boat Marketplace Listing Committee, and the work of that committee is just now coming to life. The work began with a comprehensive survey of dealerships across the industry, which garnered more than 200 responses and provided the MRAA with significant insight into the marketing approaches and performance of those dealerships.
Of note, while nearly 20% of dealerships still do not track the number of incoming leads they receive, nearly 40% also do not track whether they converted a lead to a sale. The MRAA’s ongoing research also notes that dealers regularly do not respond to 35%-plus of the leads they receive. And noting that more than 30% of dealerships have no marketing team members on staff, this market disruption, which has served as a wake-up call for so many dealers, mandates that dealers take full control of marketing efforts.
That is exactly where the MRAA comes in. Over the coming weeks, the MRAA will produce one of its most comprehensive educational programs ever, specifically related to online marketing. Designed to empower business owners to make the best marketing-related decisions for their dealerships, this spotlight on online marketing will help dealers achieve success, no matter what business model, partners or cost structure are chosen. Our desire in rolling out these new programs is to help all dealers strengthen their online presence, leverage social media, improve lead generation, and explore alternative marketing and sales strategies that put the power back in dealers’ hands.
Throughout the MRAA’s May 2025 Spotlight and webinar series on online marketing, expect to find the following components:
Industry analytics and intelligence: Gain an inside look at how others are finding success through their online marketing efforts.
Focus on high-impact digital strategies: Not all marketing efforts yield equal returns. Prioritize channels where your audience actively engages, whether through targeted social media campaigns, search engine optimization or email newsletters. Allocate budgets to tactics proven to drive boat buyers to your doorstep, and don’t shy away from experimenting with cost-effective options like localized influencer partnerships or video content showcasing the boating lifestyle.
Measure, learn, adapt: Data is a compass. Use analytics tools to track website traffic, lead generation and conversion rates. Regularly review what’s working and what isn’t, then refine your approach. For example, if Facebook ads outperform Google ads, reallocate resources accordingly. Knowledge empowers agility.
Build a content engine: Consistency is king. Develop a library of fresh, relevant content. Think boat maintenance tips, customer success stories or virtual tours of new inventory. Leverage user-generated content, such as customer photos or testimonials, to foster authenticity. A well-maintained blog, YouTube channel or Instagram feed can keep a brand top-of-mind and reduce dependency on external platforms.
Invest in your marketing team: Strong marketing requires the right talent. Whether hiring internally or partnering with agencies, ensure that your team has the skills to execute campaigns seamlessly. Equally critical is streamlining lead handoffs between marketing and sales. Train staff to nurture inquiries promptly, turning clicks into customers.
The past two decades have tested our industry’s resilience time and time again. The Great Recession. The Covid-19 pandemic. The post-Covid slowdown. Every single time, dealers have risen to the challenge and overcome the obstacles. And every single time, the MRAA has been there to provide the insight, strategies and best practices that guide success.
This time is no different. The evolution of online marketing signifies a pivotal moment for our industry and for any business. At the MRAA, we are fully committed to helping dealers navigate this dynamic landscape. Over the coming months, we’ll continue to expand our educational resources, including upcoming training sessions, expert insights and hands-on guidance.
But it’s up to dealers to make the decision. What will you decide? We hope you’ll decide to invest in your own marketing capabilities today so that you can secure success for tomorrow — no matter how the tides turn.
Matt Gruhn is president of the Marine Retailers Association of the Americas.
