At the midpoint of the year while studying phone and e-mail leads that YachtWorld visitors sent to member brokerages, we noticed a parallel between the number of boats reported sold by brokers in a given month (the subject of the article above) and the relative increase or decrease in the number of leads submitted that month.
Looking at 2013 through June, leads were lower, compared with 2012, in two of three months when boat sales were slower, especially February. And leads were up or level in all three months of improved sales. The exception was April, when sales were slightly behind 2012 despite a 2 percent increase in leads.
Obviously it’s a rough parallel, at best, but both measures reflect consumer confidence among potential buyers to some degree. And it’s interesting to note the correlation and look at the fundamental math: Every month in the United States brokers follow up on 35,000 to 45,000 leads, which help them generate sales of between 2,000 and 4,000 boats.
This article originally appeared in the August 2013 issue.