How We Launched Rec Van Nationwide, Opened 12 Locations, and Built Full-Funnel Attribution Inside an Old-School Dealer Stack
La Mesa RV wanted to scale a new brand category — Sprinter-style “Rec Van” inventory — across the country. I owned the launch playbook end-to-end: on-site dealership enablement, omnichannel performance marketing, tracking modernization, and sales + lead operations — all while working inside legacy dealership systems like DealerSocket and Reynolds & Reynolds.
12 Locations
New Rec Van footprint launched
$1M/mo
Nationwide media budget governed
Attribution Rebuilt
First-click → last-click + marketing CRM
$1.3M Sales
Month 1 from “RV Universe” lead source
The Situation
Rec Van required more than “turning on ads.” We had to launch a new product category across multiple dealerships,
align Internet Sales Managers at each location, and create a repeatable content + lead-gen engine that corporate could scale.
The operational blocker was the dealership tech stack. DealerSocket + Reynolds & Reynolds are built around industry-standard
files and rigid record structures — meaning custom lead objects, clean UTM capture, offline conversion loops, and clean attribution
were not native capabilities.
On top of that, traditional stadium shows had little-to-no tracking infrastructure (no registration loop, no dedicated landing flows,
and limited ability to connect offline interest to downstream sales outcomes).
Transformation: Launch + Measurement + Sales Alignment
The breakthrough wasn’t just “more leads” — it was finally being able to answer: Which channels actually create sold units? We corrected the attribution philosophy, built a parallel marketing CRM for measurement and segmentation, and created a data bridge out of DealerSocket so paid + organic performance could be tied to prospect and sales outcomes.
Before
Blind Spend
First-click bias • Weak offline tracking • Stadium shows unmeasured • Limited CRM customization
After
Measured Growth
Last-click alignment • Parallel marketing CRM • DealerSocket export bridge • Channel scaling with truth
What We Built
This was a full launch system: performance marketing, enablement, content pipelines, and measurement infrastructure — designed to scale across locations while reducing the dependence on “tribal knowledge” inside each dealership.
- Traveled to locations + ISM enablement trained Internet Sales Managers on process + handoff
- Sales team social capture training how to record clips, submit to corporate, and feed always-on content
- Stand-alone location support on-site visit near Sacramento to harden the launch playbook
- Google Ads buildout brand + nonbrand + inventory-intent structures
- Meta (FB/IG) demand capture lead forms + landing flows + retargeting
- Programmatic via Simplifi regional awareness + conquest + event amplification
- Email + nurture dealer-specific follow-up that matched funnel intent
- Corrected attribution model moved measurement away from misleading first-click bias
- Parallel marketing CRM ran alongside DealerSocket to capture clean campaign truth
- DealerSocket export bridge worked with DealerSocket to pass leads out for matching
- Offline + stadium show tracking added trackable flows to connect events to downstream results
Measured Outcomes
- ✓12-location brand rolloutRepeatable launch playbook executed across dealership network
- ✓$1M/month media governanceChannel mix built for intent capture + scaled reach
- ✓Attribution accuracy restoredLast-click alignment improved channel truth and budget decisions
- ✓RV Universe introduced$1.3M in sales in month one, then expanded nationally
- ✓Content pipeline installedSales-driven UGC system feeding corporate social
Why It Worked
- ✓Enablement at the dealership levelBuilt consistency in how leads were handled and followed up
- ✓Budget with disciplineScaled winners and stopped “feel-based” channel decisions
- ✓Measurement modernizationParallel CRM made campaign truth usable and actionable
- ✓Offline-to-online connectionAdded trackable flows for shows and traditional demand
- ✓New supply of demandRV Universe expanded high-intent lead flow fast
The biggest unlock was fixing attribution and building a parallel measurement system that could actually integrate with legacy dealer software. Once we could see what really produced sold units, scaling became obvious — and repeatable.
Want a multi-location growth system that actually tracks sales?
If your CRM can’t capture clean marketing truth, you’ll never know what’s working. We build performance programs and measurement infrastructure that scale across locations — and tie to real outcomes.