Where to find the most boat buyers
Online data reveals the best time and place for generating boat sale leads.
When is the best time of year for generating boat sale leads? And which post code region generates more leads that any other?
The answers can be found in data released by the online classifieds site, carsales.com Ltd, gleaned from its boating counterpart, boatsales.com.au.
The site records the number of people who enquire about a boat sale through a dealer or a private seller and is then able to identify where and when people are most actively looking to buy a boat.
Not surprisingly, the busiest time of year for generating leads is during the summer months, and conversely the quietest time is in June. On average across all states, leads from boatsales.com.au increased by 53% in January 2017 compared to the previous six months.
“It’s obvious why there is a spike in boat and caravan leads during January,” said Petra Sprekos, carsales’ general manager of lifestyle, leisure and industry, who looks after the growth and development of the boatsales and caravancampingsales websites. “People are out and about enjoying the sunshine whether it’s at the beach, down by the river or camping in the high country.
"The spike in January is testament to the power of word-of-mouth (and sight) advertising as well as the influence of paid advertising and marketing campaigns, which are highly visible during the summer months.”
But while January is clearly the time when most consumers start investigating a boat purchase, the actual purchase transaction may be much later, says Sprekos.
“It’s important to know that if you start looking for your dream boat or caravan in January, the purchasing process doesn’t happen overnight. By the time you do your research, find the right vehicle for you, contact the seller, conduct an inspection, secure finance, make the purchase and take delivery – a month or two could pass and summer might be long gone, especially if you live in Victoria or Tasmania!
“If you start the process in September or October, you will have a better chance of enjoying your new purchase at the time you want to use it most,” she said.
Boatsales also collects data on which regions are most active in terms of generating leads. Between November 2016 and January 2017, consumers from New South Wales made up 37% of all leads, followed by Queensland with 26% and Victoria with 24%.
However, the biggest spike in leads is in Victoria where there was an increase of 80.3% in January 2017 compared to the previous six months, suggesting Victorians aren’t as interested in getting out on the water in the colder months. By comparison, boat leads in Queensland rose only 25.3% in January, which suggests consumers there are more likely to buy boats all year round.
And while NSW generates the most leads overall, the post code areas with the highest number of leads were 4216 and 4217 centred on the Gold Coast while the Victorian postcode of 3170, the suburb of Mulgrave, perhaps surprisingly had the third highest number of leads despite not being on the coast.
Overall, boatsales has recorded a year-on-year growth in the number of boat enquiries with an increase in the number of leads of 14% in January 2017 compared to the previous year.