One of the key elements in running a successful business is having access to real , clear information that can help shape your operations . However , simply having this information as a GILLIAN LUCE reference is just the start . You can boost success when you apply it at every stage of the funnel . To offer more guidance , we ’ ve analyzed the 2022− 2024 site analytics of Cycle Trader , turning this information into actionable insights and practical tips for you to use .

CONSUMER PREFERENCES AND BEHAVIOR BASED ON INTERNAL SITE DATA

The top five brands that consumers most frequently search for on Cycle Trader ’ s marketplace have consistently remained the same year after year : Harley-Davidson , Honda , Yamaha , Kawasaki , and BMW . This trend highlights the strong brand loyalty among our users . A similar pattern is observed with specific models like the YZF , Gold Wing , Road Glide , Ninja , and Street Glide . We noticed a decline in searches for Ninja models from 2022 to 2023 , with these models slipping out of the top five by 2024 .

Despite the decline in the Ninja lineup ’ s ranking in the top five model searches , a closer look at the data shows that this drop may be partially due to a reduction in Ninja listings on the site from 2022 to 2023 . However , buyer interest in these models remains strong . Inventory levels for several Ninja models fluctuated throughout 2023−2024 , and vehicle detail page views for these models have increased significantly . For example , inventory for the Ninja 1000 rose by 54 %, the Ninja 650 by 38 %, the Ninja H2 by 90 %, and the Ninja ZX−6R by 31 %. This suggests that while overall availability may impact search rankings , demand for specific models can remain robust .

LEVERAGING CONSUMER FEEDBACK TO BETTER GENERATE LEADS

Our findings indicate that digital tools are becoming increasingly crucial in the buying journey and can impact lead generation . For example , among buyers who sought used units , 27 % preferred purchasing from private sellers over dealers , citing direct communication as a primary reason . The 19 % of buyers who prefer purchasing used units from dealers cited accountability , financing , price , quality , trade-ins , and trustworthiness as their key reasons . These preferences can be effectively addressed with digital tools like detailed online listings , which enhance credibility and provide the information buyers seek . Our survey also revealed that , apart from dealership websites ,

the most frequently used resources by buyers are review platforms and websites offering specifications , as these are deemed reliable sources . In fact , about 45 % of shoppers indicated that reading or watching reviews was their next step before making a final purchase decision . This indicates that while these review and specification sites are not direct sales channels , they provide valuable opportunities to target and engage potential leads .

CREATING A MORE TARGETED STRATEGY

While the online space is extremely crucial for reaching buyers , understanding which specific markets have the most active buyers is also essential for attracting the most qualified

leads . To this end , we examined the top cities based on email leads to Cycle Trader dealers and identified the following states as standouts from 2022−20241 : � New York ( New York , United States )

� Chicago ( Illinois , United States ) � Atlanta ( Georgia , United States ) � Los Angeles ( California , United States ) Given the growing appeal of motorcycles for easier travel in metropolitan areas , targeted advertising in these cities will be advantageous . Selling within these markets can be even more effective when leveraging the resources and platforms consumers most frequently use , such as review sites and online marketplaces . For dealers not located in top

See Cycle Trader , Page 13

As 2024 winds down , I wanted to recap a few conversations I ’ ve had with dealers about how they will finish off the year . Whether it be driving sales or combatting obstacles , here MELISSA COFFEY are a few of the more common topics I uncovered .

Most powersports dealers are implementing several strategic initiatives to ensure a successful close to the year . With shifts in consumer behavior , economic pressures , and technological advancements impacting the market , dealers are focusing on key areas that address both immediate sales goals and long-term profitability . These strategies revolve around maximizing back-end revenue , community engagement , digital marketing enhancements , and service department optimization .

BACK-END REVENUE FOCUS With tighter margins and increasing financial pressure on front-end sales , many powersports dealers are intensifying their efforts on back-end revenue through finance and insurance ( F & I ) products . By offering add-ons such as extended warranties , gap insurance , and debt protection , dealers can generate more profit per transaction . This approach is crucial in a year marked by fluctuating consumer confidence and economic uncertainty .

To make these products more appealing , dealers are conducting extensive training for F & I managers and sales teams . Proper

training ensures staff can educate consumers about the benefits of financing options and add-ons , turning what might have been a cash sale into a financed deal , which can boost overall profitability . This strategy has proven essential in helping dealers offset the financial pressures on front-end sales , where margins have tightened .

ENGAGING WITH THE COMMUNITY In a push to build customer loyalty and increase foot traffic , many dealers are deepening their community engagement efforts . Hosting local events , sponsoring charity rides , or partnering with local organizations have become popular tactics . These activities foster strong relationships with customers and potential buyers by positioning the dealership as an integral part of the local community .

For instance , some dealerships are organizing holiday-themed events or promotions , which not only attract existing customers but also draw in new potential buyers . Local outreach events also present an excellent opportunity to promote merchandise and accessories , increasing the dealership ’ s visibility and building long-term brand loyalty . Dealers are realizing that cultivating a community around their brand is as crucial as selling individual units .

DIGITAL MARKETING AND PERSONALIZATION

As competition continues to grow , powersports dealers are turning to digital marketing to differentiate themselves and drive sales in the final quarter . One key strategy is optimizing local SEO to capture nearby customers who may be searching for products or services

online . Ensuring the dealership ’ s information is accurate and easily accessible through search engines can significantly boost foot traffic and online inquiries .

Dealers are also investing in more targeted digital marketing strategies such as dynamic email marketing and programmatic advertising . Ken Cook , Southeast regional sales manager at Denago Powersports has noticed this first hand with his dealers :

“ Dealers are really focusing on how and where they ’ re using their marketing dollars and adopting a mindset of trial and error until they find that magic combination that increases foot traffic and drives sales . Other than that , specifically in my region I ’ ve seen a lot of movement towards Facebook Marketplace as a digital tool which has proven to help a lot of my dealers drive revenue this year .”

Additionally , programmatic advertising allows dealers to serve ads to specific audience segments based on online behaviors , ensuring that marketing dollars are spent efficiently and that the right customers are reached at the right time . As the year ends , these tailored marketing approaches help dealers maximize their advertising ROI .

SERVICE DEPARTMENT OPTIMIZATION

With many customers holding off on large purchases due to economic uncertainty , service departments have become a critical area of focus for dealers . Powersports dealers are capitalizing on service revenue by offering maintenance packages , warranties , and other service-related products . This not only helps capture additional revenue but

also ensures that customers remain engaged with the dealership beyond their initial purchase . Dealers are also working to improve the efficiency of their service departments , ensuring that customers have a smooth and positive experience .

By focusing on service excellence , dealers can foster long-term customer relationships , encouraging repeat business and customer loyalty . The demand for parts and service often remains stable even when unit sales slow , making this a key revenue stream for many dealerships .

CONCLUSION As 2024 draws to a close , powersports dealers are pulling out all the stops to finish the year strong . By focusing on back-end revenue , community engagement , digital marketing , and service optimization , they are positioning themselves for both immediate success and long-term growth . These strategies , coupled with a keen eye on technological advancements , are helping dealers navigate the challenges of a competitive market while maintaining profitability and building stronger customer relationships .

Till next time , shiny side up and checkered flags !

Melissa Coffey is a Powersports industry veteran with over 25 years of experience in sales and marketing leadership . She has excelled at building brands , developing teams and impacting sales and marketing at the highest levels . She currently oversees CATCH , her consulting firm which provides fractional sales and marketing support to companies in the powersports , motorsports , marine , bicycle and EV industries .