Three options. Only one actually works for your business.
Caravan buyers research for 18 months. Most dealer websites assume they've already decided.
The average caravan buyer (predominantly grey nomad, retiree, or family camper) researches for 12 to 18 months before they walk on the lot. They read RVMAP reviews, they watch Trade RV walkaround videos, they download spec sheets, they cross-check the ATM against their Prado's towing capacity, they price the Plenti vs Pepper Money finance, they go to one or two Caravan + Camping + Touring Supershows, they ask the Facebook owners' groups, and then they buy. Most dealer websites assume the buyer is already in the buying-decision week and skip the entire research-and-trust phase. The result: when the buyer finally walks in, they walk into the dealership that's been showing up in their research the whole time (the one with the per-model spec pages, the tow-vehicle compatibility chart, the lithium-upgrade comparison, the Supershow stand they remember). Three structural levers compound this: the brand-specialty mismatch (a Jayco-only dealer ranking on a generic 'caravan' page loses to the dealer with a 'Jayco Silverline 22.65-2 [city]' page), the aftermarket revenue line (12V lithium, 250W+ solar, diesel heater, air-con, ATM upgrade) which adds $8k-$25k per van to the deal and almost no dealer features it on the model page, and the Supershow calendar (Sydney, Melbourne, Brisbane, Adelaide, Perth) which is when grey nomads actually transact and most dealers don't run the show-prep campaign that doubles stand traffic.
Good caravan dealer marketing is three things, in this order: a per-model landing page library for every brand you carry (Jayco, Avida, New Age, Lotus, Bushtracker, Trakmaster, Track Trailer, Crusader, Coromal, Windsor) with the right specs (ATM, GTM, tare, payload, length, layout, sleeps), the recommended tow-vehicles ('suits Prado / 200-series LandCruiser / Ranger / Hilux 4x4', not just an ATM number), the lithium and solar upgrade comparison priced and visible, and the Plenti + Pepper Money + Caravan Finance repayment under the price; a Supershow calendar campaign that runs an 8-week run-up to each of the five state Supershows (Sydney April, Melbourne May, Brisbane June, Adelaide August, Perth October) with a 'meet us at stand X' offer that captures grey-nomad attendees who weren't already planning to visit; and a content engine that owns the research phase, the comparison guides (Jayco Silverline vs Avida Birdsville, on-road vs semi-off-road vs off-road, pop-top vs full-on-road vs camper trailer), the 'will my Prado tow this' calculator, the 'is RVMAP compliance worth paying for' explainer, the lithium-upgrade walkthrough. Get this right and the grey nomad who's been researching for 14 months walks into your dealership at Sydney Supershow already knowing they want the Silverline.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Builds your annual plan around the Supershow circuit (Sydney April, Melbourne May, Brisbane June, Adelaide August, Perth October), the brand mix you actually want to sell more of (full-on-road family vs off-road grey nomad vs pop-top weekender vs 5th-wheeler retiree), and the aftermarket-upgrade revenue line (lithium, solar, diesel heater, air-con, ATM upgrade) that adds $8k-$25k per deal. Briefs the other agents so the model pages, the ads, the socials and the show calendar all push the same priority work.
Imports your existing site so you stop paying for hosting plus a tired CMS, and ships a per-model landing page for every brand and floorplan you carry. Each with the ATM / GTM / tare / payload spec table, the recommended tow-vehicle list, the lithium-and-solar upgrade comparison, the finance repayment calculator, the RVMAP compliance badge, and Product schema with vehicle-specific properties so Google understands what's on the lot.
Goes through your live site for what actually moves caravan-dealer rankings: '[brand] [model] [state]' optimisation on every per-model page, RV-dealer schema, AutoDealer + Product schema combinations, internal links from the 'will my Prado tow this' calculator to the matching ATM-band models, and a Google Business Profile with every brand specialty and aftermarket service ticked. Auto-applies the low-risk fixes.
Launches Google Ads on the long-tail brand + model + state queries Trade RV and Caravan Camping Sales don't bid on at the per-model level. Runs the 8-week Supershow run-up campaign before each of the five state shows. Switches Meta on for the grey-nomad Facebook groups (the Aussie Caravanners, the Off-Road Caravan Club, the Big Lap forum). Pauses the broad 'caravan [city]' spend that bleeds budget against Trade RV's $40k auction budget.
Turns every van that lands on the lot into a walkthrough-video post in your real accounts plus a long-form cut on YouTube: the new Silverline, the Bushtracker that came back on trade-in, the Lotus Trooper, the Trakmaster Pilbara off-road, the Coromal pop-top, the Windsor Genesis. Plus the seasonal posts (pre-Supershow stand teaser, post-show wins, mid-winter lithium-upgrade promo). You upload the photo, the agent drafts the caption in your voice, you approve.
Drafts the long-form pieces buyers research for 18 months before they buy: 'Jayco Silverline vs Avida Birdsville', 'will my Prado tow a 22-foot caravan', 'on-road vs semi-off-road vs full off-road: which one do you actually need', 'is RVMAP compliance worth paying for', 'lithium battery upgrade for a caravan: what it actually costs'. Two drafts a month, in your voice, that pull the researching grey nomad into your funnel a year before the Supershow.
Your first 30 days.
- Per-model landing pages live for every brand on the lot with spec table and tow-vehicle list
- Tow-vehicle compatibility chart published with recommended vehicles per ATM band
- Lithium and solar upgrade comparison priced and visible on every model page
- Plenti + Pepper Money + Caravan Finance + Money3 repayment calculator embedded under every price
- Supershow 8-week run-up campaign scheduled for Sydney, Melbourne, Brisbane, Adelaide and Perth
- RVMAP compliance + MTAA membership trust strip on every model page
- Google Business Profile rebuilt with brand-specialty list and aftermarket services ticked
- First fortnight of walkthrough-video captions queued from photos you sent Sam
A caravan dealer that markets like the buyer is in the buying-decision week loses every customer who spent the previous 14 months researching. A dealer that owns the research phase (the per-model spec pages, the tow-vehicle compatibility chart, the lithium upgrade comparison, the Supershow run-up campaign, the Facebook grey-nomad-group presence) wins the customer in the buying-decision week without having to bid against Trade RV. The only thing standing between you and that buyer is whether your Silverline page shows up the first time they Google it.
Agencies are too dear to actually run the per-model library, the Supershow calendar and the lithium-upgrade content for $3.5k a month. Tools are cheap but the spec tables never get filled in and the ATM chart stays a PDF nobody reads. In-House is the third option: for $299 a month the agents ship the pages, run the Supershow run-up, post the walkthroughs, and keep the Google Business profile fighting Trade RV on completeness. You stay in the driver's seat, two taps to approve, minutes a day. Stop losing the 18-month researcher to the dealer with the better tow-compatibility chart.