3 locations · ~800 units · April 2026
193 to 528 form fills: a three-location RV dealer’s first month
A large inventory relative to the number of rooftops, which is the shape where inventory findability matters most. Fixing how shoppers search a 800-unit catalogue was most of the story.
unique form fills per month
The situation
Three stores carrying roughly 800 units between them — an unusually deep catalogue for the footprint. That shape creates a specific problem: a shopper who knows roughly what they want has to work to find it, and most of them will not.
Their previous site handled this the way most dealer platforms do, with a filter sidebar. Filters work when a shopper already thinks in the platform’s categories. They fail when someone is thinking "something we can tow with the truck we already own that sleeps the four of us".
What changed
Plain-English search turned that sentence into a query the site could answer, returning real units from live inventory rather than a filtered page the shopper had to assemble themselves.
Underneath it, the spec library filled in floorplan data that had arrived thin from the DMS — sleeps counts, lengths, dry weights — so the units were actually searchable on the attributes shoppers care about. A catalogue is only as findable as its worst-populated record.
The result
528 unique form fills in the first full month against 193 before — 2.7×, from unchanged traffic.
The pattern in the data was concentration: the lift was disproportionately on units that had previously been buried. Inventory that was technically listed but practically invisible started producing leads.
Unique leads in the first full month on the new site, measured against that dealer’s own pre-launch baseline. Figures are supplied by the dealer’s analytics and CRM, not modelled. The dealership is not named because we do not publish a client’s numbers under their name without written clearance.
Detail
Questions about this result
What is the spec library and why did it matter here?+
Scout maintains its own RV specification data — floorplans, sleeps, lengths, weights — and matches it to units arriving from your DMS. Dealer feeds are frequently thin on exactly the fields shoppers filter and search on, and an unpopulated field makes a unit unfindable no matter how good the search is.
Did they have to clean up their inventory data first?+
No. The enrichment runs against what the DMS already sends. That was deliberate — asking a dealer to clean 800 records by hand before launch is how a migration stalls for six months.
Why measure form fills rather than leads here?+
It is the metric this dealer already tracked before the switch, so it is the only one that gives an honest before-and-after. Changing the definition at the same time as the platform would make the comparison meaningless.