Some of you have asked us to comment on the recent letter from Matt Gruhn and the Marine Retailers Association of the Americas (MRAA) Board of Directors, which shared dealers’ concerns around pricing on Boats Group platforms. As both a member and Strategic Partner of MRAA, we value their role in supporting the industry. We collaborate regularly—with contributions to articles, event sponsorships like Dealer Week, and training initiatives—and consider Matt and the Board respected partners. In short, we are big supporters of MRAA, so any views we express here should be considered with that full disclosure.
We appreciate the MRAA bringing attention to important industry dynamics. Today’s buyers are online, and to reach them, you need an online marketing strategy. Simply said, if you aren’t embracing a digital-first marketing approach, on your own or through an online marketplace like Boats Group, you will be left behind. The majority of buyers – repeat and first-time buyers – start online, so we’re encouraged that MRAA will be hosting trainings to help the industry better understand this reality. Market conditions may remain challenging, so now is the time to educate your teams and make the proper marketing allocations.
Some sellers say they spend hundreds of thousands at boat shows yet complain about the cost of online alternatives, which are considerably less. That brings us to the topic of cost that the MRAA raised on behalf of its members.
Is It the Cost of Online Platforms, or Are Outdated Marketing Allocations Holding Businesses Back?
In the letter to MRAA members, Matt explained that they had explored launching a competing online marketplace but decided against it, recognizing the cost and complexity involved. We know this firsthand, as our costs have increased substantially in the last five years, just like everyone else’s. In a world of AI, online costs will continue to increase as demand for IT infrastructure, tools, and talent increases.
As we shared in past discussions with Matt and Jeff Strong of the MRAA Board of Directors, we introduced simplified packages to bring more transparency and value to our pricing model. We recognize that pricing hasn’t always been clear, but generally speaking, pricing aligns with boat value – higher-priced boats cost more to list, and lower-priced boats cost less to list.
Our product has also come a long way. We don’t just generate leads anymore. Boats Group is a full-scale digital engine built for one purpose: to help you sell more boats.
Your Membership Includes:
- Exposure to millions of serious, in-market buyers
- SEO and search marketing power that would cost thousands each month to achieve on your own
- AI-driven listing performance tools
- Inventory management and syndication
- Listing pages that outperform dealer websites
- Lead tracking, analytics, and buyer behavior insights
- Dedicated dealer support and account teams
- National and local visibility across our platforms
- Trust and brand recognition that’s taken 30+ years to build
We are always happy to talk with serious customers about multi-year agreements to help you plan confidently and maximize value.
The MRAA suggested that dealers should attempt to do all that on their own to free themselves of any dependence on platforms like ours. That’s where we respectively disagree. Want to try doing it on your own? Here’s a sample of what it would take vs a membership with us.
| Marketing Element | DIY Monthly Cost | Boats Group Delivers |
|---|---|---|
| Google Ads | $2,000+ | Built-in Buyer Traffic |
| SEO Developer | $20,000 | Top-ranked Domains |
| Social Media Expert | $1,000+ | National & Regional Exposure |
| Website Dev. & Maintenance | $10,000 | Professionally Optimized Listings |
| Analytics & CRM Tools | $2,000+ | Dashboard + Real-time Performance |
| In-House Marketing Staff | $10,000-$20,000 | Not Needed — We Handle It |
There’s a substantial investment to make before you even set aside an amount to spend on Google. Even “doing it on your own” requires a dependency on those platforms because all the buyers are online. Whether you hire in-house marketing staff or a consultant, you will need to have an online marketing budget. Or, you can let us do all that for you as part of your membership.
We believe our platform remains the most cost-effective option available. Many leading MRAA members agree and have renewed their Boats Group subscription for 2025 and beyond. Bob Denison of Denison Yachting said it best: “Boats Group is the gold standard of online marketplaces.” We are proud of that compliment and are committed to delivering unmatched value, improving our platforms, and helping your business succeed.
Again, a huge thank you to Matt and the MRAA Board of Directors for addressing the uncomfortable topics in our industry. That honesty is what we expect of our partners and the standard we hold ourselves to every day.