Meeting the Needs of Full-Time RVers
A full-time RVing couple offers a manufacturer’s guide to winning the market — and what dealers need to know, too.
As RV living continues to rise in popularity, manufacturers are competing to capture the attention of this growing customer base. Full-time RVers have unique needs compared to weekend and vacation travelers, as their RVs serve as a primary residence and must withstand the rigors of daily use. In this article, we will explore how RV manufacturers can better meet the needs of this customer demographic to win their business.
Full-Time RVers’ Requirements vs. Vacation Travelers
Our family recently began our 10th year of full-time traveling. During this time, we have purchased two new RVs from different manufacturers, and we are currently in the market for our third full-time RV. Despite the increasing popularity of RV living, manufacturers have been slow to catch up with customer demand. Many full-time travelers are looking for similar RV features/services, but they can be challenging to find. Here are some considerations to help your brand stand out — or from the dealership perspective, how to know what to stock — for attracting RV living customers.
Manufacturer Warranty To Include Mobile Repair
One of the most significant pain points for full-time RVers is RV repairs. When your RV is your home, you can’t afford to drop it off at an authorized dealer and hope for a quick resolution. Full-time RVers are often left without a place to stay during repairs, and dealership service departments are frequently overburdened. Inadequate service departments lead to long wait times and customer dissatisfaction.
We have experienced hotel stays as long as two weeks while waiting for our RV to be repaired. Covering mobile repair services within the RV manufacturer warranty allows RVers to stay in their home while most repairs are handled. In our experience, mobile repair is fast, efficient and minimizes trip disruptions. Allowing the coverage of mobile repair service within the manufacturer warranty increases customer satisfaction while helping reduce the repair burden on dealership partners’ service departments.
Rated for Full-Time RV Living Designation
An RV designed for daily use needs more than just living-friendly features. It also must be built for longevity. Given the wear and tear RVs experience on the road, manufacturers should consider adding features that enhance durability before labeling an RV as rated for full-time use. Examples include an upgraded suspension, quality tires, a shock-reducing pin box and a lifetime roof. Features that reduce wear and tear will keep residential units rolling smoothly down the road.
Increase Factory Add-On Features
RVers want to hit the road and start enjoying their adventures without the hassle of figuring out who to hire for RV upgrades. Many common RV upgrades sought by full-time RVers could be offered as factory-installed packages. Coveted features for RV living include full solar power systems, lifetime roofs, disc brakes, washing machines and dishwashers.
Full-body paint increases the longevity of an RV’s appearance and is another highly requested add-on by full-time RVers. Light and bright interior designs, such as white and gray cabinetry and walls, are also popular, as many buyers end up remodeling RVs to eliminate dark cabinets and an abundance of brown and beige. By offering these coveted RV features from the factory, your brand will be positioned as a top choice among RV living buyers.
Cargo Carrying Capacity
When an RV serves as a house on wheels, full-time RVers will have more belongings on board than casual RV travelers. We have noticed a popular trend in towable RV floorplans with increased storage space but not increased cargo-carrying capacity. While larger storage areas are exciting, they’re not beneficial for buyers if using them creates an overweight RV.
Compact Models For Full-Time Living
A common misconception within the RV industry is that full-time RVers only seek big rigs. While the majority are looking for maximum living space, there is a growing trend toward downsizing to make more camping locations accessible. An exciting industry opportunity exists for new compact units rated for full-time use.
Off-Road Capabilities
RV living offers travelers the ultimate freedom to go wherever they like, limited only by their RV’s capabilities. As campground availability and higher prices remain problematic for all RVers, full-timers often seek new camping locations and options, including boondocking and off-road camping. It’s surprising how few four-wheel drive motorhomes exist in the RV market. Nexus makes a 4×4 Super C model with quality features suitable for RV living, including a bunk model. The Jayco Seneca XT and the similar Entegra Accolade XT are great 4×4 off-road capable options, but neither offers a bunk model yet for families living on the road.
There is a significant opportunity for manufacturers to offer go-anywhere, family-friendly 4×4 models with RV living features within this class. Even models that aren’t four-wheel drive can improve their off-road capabilities by upgrading the suspension with helper springs products like Timbren, increasing ground clearance and adding off-road tires.
Consult RVers for Design Ideas
No one knows RVs and what RVers want better than full-time RV travelers. They have the road experience you’re looking for and can be a driving force for creating something special that distinguishes your brand from competitors. Customer feedback is invaluable.
An example of a manufacturer taking notice of RVer feedback is Brinkley RV, which is becoming known for implementing changes quickly, rather than waiting for the next model year. We toured the launch of Brinkley’s new toy hauler, the Model G 3950, which featured a unique modular U-shaped couch. The immediate feedback from customers was that an L-shaped couch is preferred. Brinkley responded within months by making the modular couch shape a buyer option.
In addition to regularly gathering and implementing customer feedback, consider partnering with a full-time RV influencer to help design and promote a special edition RV. Content creators with large RV audiences already hold the market customer base that manufacturers seek. This approach generates an attention-grabbing marketing buzz while attracting new customers to your brand.
Final Thoughts on Attracting Full-Time RVers
RV manufacturers have the opportunity to position their brand as a standout among full-time RVers, and dealerships have the opportunity to capture buyers’ attention by taking into consideration what full-timers are in market for. By addressing the specific needs and concerns of this growing customer base, manufacturers and dealers can create or offer RVs that are not only comfortable and functional for daily living but also built to withstand the rigors of full-time travel. By implementing the considerations discussed in this article, RV manufacturers and dealers can attract and retain loyal customers within the full-time RVing community, leading to increased sales and brand recognition in this competitive market.
