Priority One Financial Services, an RV, marine and trailer dealer finance and insurance solutions company, recently partnered with DealerRock, a cloud-based dealer management system (DMS) supplier. The new system integration connects consumers with financing and facilitates information sharing between dealers and Priority One.
Operating primarily in the marine industry, DealerRock recently expanded to include DMS capabilities for RVs.
Dealers can send, with consumer permission, consumer and collateral information directly from DealerRock to Priority One. With a single click, a dealer can initiate a text to a consumer containing a pre-filled credit application with information already received by the dealer.
The streamlined process reduces data entry errors and condenses the application timeline to a matter of minutes, Priority One said.
“Today’s customer expects efficiency and ease,” said Nicole Armstrong, Priority One corporate initiatives VP. “The demands on a dealer’s time are higher than ever. Streamlining how we gather and share information is a win for all of us.”
DealerRock Managing Partner Jason Haines also owns and operates Current Watersports, a multi-location marine dealership based in Cincinnati. Armstrong said Priority One chose DealerRock because of Haines’ dealer ownership experience.
“Haines understands the nuances and demands of running a dealership, and the DealerRock system reflects that,” Armstrong said.
Haines said he realized marine dealer DMS options were limited and dated. Haines and a partner started developing and refining a DMS platform with two different marine dealerships four years ago and launched the business six months ago. RV and boating industry DMS system needs are similar, Haines said, and it was simple to make software modifications to accommodate RV dealers’ needs.
“From what I have heard, even on the RV side, a lot of DMS systems are very old. You know, 30-year-old systems that have Windows 95 screens… this is an alternative to some of these older systems that have not changed for 20 to 30 years,” Haines said.
Dealers already working with DealerRock will see the new features immediately. For a limited time, DealerRock will waive onboarding fees for Priority One dealers interested in signing up with the DMS.
For more information, click here or call (800) 419-1341.
“We saw an opportunity to make the financing process easier and more efficient,” Haines said. “We are excited to expand our partnership with Priority One and simplify processes for our dealers.”
