July '20

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RV D E A L E R S The military veteran-led Boise dealership keeps a low-profile but has still achieved success, winning a U.S. Small Business Administration award. A prime freeway location, a fancy showroom and a fully shaded sales lot might be on the wish list of many a dealer – yet those items can demand plenty of capital and oper- ating expenses. In today's digital world, such niceties aren't necessary for success, according to John DeHoff of Leisureland RV Center in Boise, Idaho – and the retired U.S. Air Force senior master sergeant has the num- bers to prove it. In 2019, DeHoff, his wife and busi- ness partner Carina, and his staff of 18 retailed 261 units – most of them used – from a nondescript, 2.5-acre site. Gross profits just from the sales of those units? Try $7.5 million. That's good business – especially considering Leisureland's loca- tion in a southeast Boise industrial park. "If you look at us from an internet presence standpoint, and from our P&Ls and balance sheets," he says, "and then you drive on our lot and see a dirt lot with a portable office, you're thinking, 'This can't be the same place. Am I in the right place?' But I make a joke of it." The joke goes something like this: The reason DeHoff 's customers might pay $10,000 less on a travel trailer than they would elsewhere is because he's not charging them "for that 100-foot flag in the air, a 50-foot LED sign and the $50,000-a-month electricity bill." There's truth behind the jest, as DeHoff sees greater value in renovating and fresh- 74 • RV PRO • July 2020 rv-pro.com RVs Are Serious Business For RVs Are Serious Business For Leisureland RV Leisureland RV By Mike Harbour

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