For any dealership to be successful, it has to form a connection with its community in order to create the sales that keep the doors open. A crucial first step to building meaningful relationships is learning how to connect to different types of buyers. But what do we mean by different types? Aren’t all buyers just… buyers? That’s certainly not the case. To offer more insight, Boatmart is breaking down key factors to consider when segmenting your audience and tips to help you tailor your marketing accordingly.
GENDER
Leveraging demographic data is one of the best ways to identify your dealership’s most frequent buyer types. Many demographics, such as the buyer’s gender, are readily apparent. While it may seem presumptive, you’re actually looking at different ways you can best reach and connect to them.
The best way to connect to your male buyers will likely be different than connecting to female buyers. Boats are, of course, purchased by both male and female buyers; however, women may gravitate toward models that offer more accessible features, versatility, or specific amenities. Knowing this data and having this awareness as a boat dealer, you can think ahead and already have specific materials and sales pitches ready to go when both men and women come in.
AGE AND GENERATION
Age is also an important factor when it comes to buyer profiles, including Millennial, Gen X or Z, and Boomers. While all buyers share a common interest in being out on the water, different generations have different values, outlooks, and resources. The pitch for a 30-year-old buyer may not work on the 70-year-old buyer.
Focusing the bulk messaging on more experienced buyers can yield success, however, the best dealers also keep their eyes to the future. If your particular dealership has a noticeable number of young people coming in, stay aware of that and tailor outreach accordingly.
ECONOMIC GROUPS
Another important demographic factor to consider when tailoring your message to different buyers is economic status. They may be middle class families looking for weekend fun, individuals investing in their first boat, or experienced boaters upgrading to something larger or more powerful.
This information is important as it can help your dealership when it comes to branding your boats (great for fishing, water sports, or leisure cruising), highlighting the benefits (family time, relaxation, lifestyle value), and giving you a baseline for pricing your inventory in a way that is most effective. Understanding the environment your buyers live and play in is crucial when forming a relationship with them.
REGION
The location the boat will be docked or used in can impact how you market to potential customers. Many boat owners spend time near lakes, rivers, or coastal areas, which influences the type of boat they’re interested in. This could be attributed to water accessibility, boating culture in the region, or weather patterns that support seasonal or year-round use.
LIFESTYLE
Another important factor when building profiles of your buyers is considering their lifestyle. Everyone has a full, diverse life and the details of that life highly impact their purchasing decisions, including:
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Families who might want a spacious pontoon or deck boat for weekends on the water
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Retirees who may be looking to enjoy peaceful days cruising or fishing
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Active adults who enjoy watersports like wakeboarding or tubing
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Enthusiasts who spend time upgrading, customizing, or trailering their boat to new destinations
Discovering your buyers’ lifestyle requires more research and more questioning from your dealership team than just looking at their demographic, but it is a great way to discover new ways to connect. For instance, a watersports buyer may be more interested in engine performance and tower features. Personalizing the experience is imperative in making sure you learn the full lifestyle of your customers and know which boat and amenities to pitch them.
HOW AUDIENCE DATA HELPS TO IDENTIFY BUYER INTENT
Once you’ve categorized your potential buyers and gotten to know which boat would best suit their lifestyle, the final way to seal the deal is by learning their motivation for wanting a boat in the first place. People purchase boats for more than just getting out on the water—they’re investing in a lifestyle, a hobby, or a way to connect with others.
For example, family-oriented buyers may be interested in weekend recreation or summer getaways. Small steps to connect with this group—such as offering local marina guides, water safety tips, or even featuring customer photos on your social platforms—can help build rapport.
The desire for outdoor recreation, quality time with family, new hobbies, and freedom on the water are all motivating factors in why people may choose to purchase a boat from your dealership.
A successful strategy requires staying up to date on this information as you build and refine consumer profiles. Once you gain deeper insight into your buyers—who they are, their background, and what motivates them—you’ll have a greater opportunity to increase your reach and turn potential buyers into repeat customers. The final step is to train your sales team to recommend the most suitable models and features based on these criteria, and observe your business close more deals.
