In a world where consumers try before they buy—from software to SUVs—it should be no surprise that rentals are becoming a gateway to RV ownership.
For RV manufacturers, this isn’t a passing trend. It’s a strategic opportunity. Every rental is a live demo, a brand commercial, and a sales funnel in disguise. The right rental program doesn’t just put heads in beds—it plants seeds that grow into sales.
In this post, we’ll explore how rental programs—especially when powered by professional platforms like RVM—are quietly fueling the next generation of RV buyers.
Table of Contents
- Why Rentals Work as a Purchase Funnel
- The “Try Before You Buy” Generation
- Building Confidence: Eliminating Buyer Fear
- From Renters to Repeat Owners: The Upsell Path
- Partnering with Dealers for Post-Rental Conversions
- How Brands Can Design Rentals for Ownership
- Real-Life Examples: Brands Winning the Buyer Pipeline
- The Data Behind the Trend
- What Manufacturers Can Do Today
- Conclusion: Rentals Are the New Showroom
1. Why Rentals Work as a Purchase Funnel
The traditional RV buyer journey was linear: dream, research, shop, buy. Today’s path is messier—and more experiential.
Rentals have become the first step for many. They offer low-risk exploration, instant feedback, and emotional connection. It’s one thing to see a floorplan in a brochure—it’s another to cook breakfast in it on a foggy morning in Big Sur.
For manufacturers, every rental is an audition. And when done right, it leads directly to a sale.
2. The “Try Before You Buy” Generation
Millennials and Gen Z are driving the growth of RV interest. But they’re also the most cautious buyers.
They don’t commit without firsthand experience. They read reviews, follow RV influencers, and—most importantly—test the lifestyle before investing $70K+ in a rig.
Rental programs meet them where they are. Whether through peer-to-peer platforms or professionally managed fleets, these consumers use rentals as part of their decision-making process.
🟦 Example: A couple in their early 30s rented a Winnebago Solis for a 10-day trip through Colorado. They documented the journey on Instagram, tagged the brand, and two months later purchased the same model from a dealer near Austin. The sales rep called the rental “the reason they walked through the door.”
3. Building Confidence: Eliminating Buyer Fear
One of the biggest barriers to RV ownership isn’t price—it’s fear.
- Will I know how to operate it?
- Is towing hard?
- What if I hate emptying the tanks?
- Will I actually use it enough?
Rentals eliminate the unknowns. They allow people to live the lifestyle first, making the leap to ownership less intimidating.
🟦 Example: RVM worked with Forest River to include simple renter tutorials and “first-trip” prep kits in their units. Not only did renters feel more confident, but post-rental surveys showed that 78% of guests said they were “more likely to buy” after having rented.
4. From Renters to Repeat Owners: The Upsell Path
According to RVM data, 18–25% of renters go on to buy an RV within 12–18 months. But here’s the key: it’s not random.
The likelihood of conversion increases when:
- The unit is clean, reliable, and well-stocked
- The guest has an easy check-in/out process
- There’s post-trip follow-up with ownership info
🟦 Example: Airstream partnered with RVM to send “thank you + ownership” emails to renters within two weeks of their trip. These included:
- A $1,500 voucher toward purchase
- A dealer locator tool
- Owner testimonial videos
Over 50 units were sold through this program in a single quarter.
5. Partnering with Dealers for Post-Rental Conversions
Rental programs don’t have to compete with dealers—they can feed them qualified leads.
Smart manufacturers are creating co-marketing programs between rental operators and dealerships. When a renter expresses interest in buying, they’re connected directly to a local dealer carrying that exact model.
🟦 Example: Jayco launched a regional program where every Jayco rental came with a card offering an exclusive discount at nearby dealers. Dealers reported that rental referrals had a 2x higher close rate than walk-ins.
6. How Brands Can Design Rentals for Ownership
Manufacturers who want more buyers should start designing rentals as owner experiences.
That means:
- Including brand guides and QR-linked walkthroughs
- Adding small luxury touches (linens, smart lighting, branded mugs)
- Providing post-rental “welcome to the brand” emails
🟦 Example: Ember RV included a renter “Owner Preview Booklet” in each unit—a visual catalog showing features of similar upgrade models. Renters flipped through it around the campfire. One family said, “That booklet had us dreaming bigger—and now we’re buying.”
7. Real-Life Examples: Brands Winning the Buyer Pipeline
- Thor Motor Coach ran a rental pilot with RVM for its Class C units in Phoenix. After a 6-month trial, 1 in 5 renters ended up on a dealership lot.
- Coachmen RV provided “Rent-to-Own” contact forms in every rental. Several dealerships reported increased inquiries for those specific models.
- Winnebago tied their rental program into their national events calendar. Renters were invited to local owner meetups—sparking conversions and community.
8. The Data Behind the Trend
Here’s what the numbers say:
- 23% of RV buyers in 2023 rented before purchasing (RVIA, 2024)
- Units placed in rental fleets see 3–5x more exposure than dealer units alone
- Brands that implement post-rental follow-up campaigns see up to 2.8x higher buyer conversion
Rentals aren’t just experiential—they’re trackable, predictable, and repeatable sales channels.
9. What Manufacturers Can Do Today
Want to tap into this buying funnel? Here’s what to do:
- Partner with a rental management firm like RVM that understands your brand and target market
- Place demo units in strategic, high-traffic rental hubs
- Include onboarding + follow-up materials that feel like extensions of your brand
- Collaborate with local dealers to build a referral loop
- Track results. Refine. Repeat.
10. Conclusion: Rentals Are the New Showroom
Walkthrough videos and glossy brochures are helpful—but they’re no match for waking up to a mountain sunrise in your future RV.
The path to ownership isn’t paved with marketing claims—it’s forged through lived experience.
Rental programs don’t just attract more buyers—they create better ones. Buyers who’ve tested your product, connected with your brand, and imagined a future that starts with a single trip.
RVM is helping manufacturers harness this funnel today. The opportunity is real. The results are measurable.
Let’s turn your next renter into your next loyal customer.
— RVM Team
