Aligning Iconic Brand Offerings

Colonial Airstream & RV General Manager Nick Lenzo’s family spent 20 years in the automotive dealer business before opening the New Jersey RV dealership in 2002.

New Jersey-based Colonial Airstream & RV is nationally recognized for specializing in two historic brands. General Manager Nick Lenzo credits the right product mix, a skilled team and savvy digital marketing skills for his company’s 20-year success.

By RV News Staff

Business leaders often promote diversification to balance risk and achieve incremental growth. One New Jersey RV dealership decided to buck the trend and proved streamlining inventory pays dividends.

As Colonial Airstream & RV celebrates its 20th anniversary, General Manager Nick Lenzo attributes the family RV dealership’s success to specialization. Colonial RV sells only two manufacturers’ units: Airstream and Winnebago.

Lenzo said the singular focus started with his grandfather, who decided to trade in specialty car and truck sales for selling the iconic silver Airstream caravans in 2002. The strategy proved solid, he added, as the manufacturer offered the Lenzo family what they say is a well–crafted, wide–ranging product line to satisfy an enthusiastic, fiercely loyal customer base. From compact camping trailers built for weekend adventurers to roomy, road trip–worthy fifth wheels and amenity–rich touring coaches, Airstream provided a complete menu to “hungry shoppers,” Lenzo said.

That’s what we envisioned when we built the new facility… host our own RV shows instead of attending smaller shows in the area.”

– Nick Lenzo

The Lenzos determined the brand name’s recognition and nostalgia evoked by the distinctive design increased the dealership’s gravitational pull.

“We’ve always loved the lifestyle and feel fortunate we took on Airstream when we did,” Lenzo said.

However, when Airstream stopped building Type A motorhomes in 2006, a gap emerged in Colonial RV’s product mix. To fill the void and expand offerings to its swelling, niche customer base, the dealership turned to another household name.

Lenzo said the Type A value–packed Winnebago Adventurer, family–friendly Forza and Sunstar, plus fully loaded Journey diesel pusher filled a need. The Winnebago Type B lineup—combined with the versatility of the Type C Navion, Spirit and Ekko models—rounded out the dealership’s offerings to attract equally spirited consumers.

As buyers shifted toward compact, easy–to–drive Type B camper vans, Lenzo said Colonial RV staff anticipated the demand by remaining well–stocked. The dealership created a strong web

Colonial Airstream & RV moved to its current Millstone Township, New Jersey, site in 2020.

Receptionist Tina Vielma greets consumers as they enter the dealership. The dealership’s 50,000-square-foot facility includes an indoor showroom with 10 to 12 RVs on display.

(R to L) Service advisor Paul Ansalone hands Watker a surge guard protector from the parts store to fulfill a sales request. Finance and Insurance Manager Heather Ott discusses insurance options and payment choices with a buyer.

presence to capitalize. Although millennials are credited with advancing the camper van movement, Lenzo said the consumer pool is wide open.

“Young, single, family, middle–aged…it is less about a demographic and more about people, in general, who want to travel or work remotely,” he said. “For us, we see a lot of folks nearing retirement who may not want to camp every single night when they arrive at their destination but appreciate an RV that will get them there in style and comfort.”

Located a short drive from both New York City and Philadelphia, Lenzo said Colonial RV’s B van demand is organic. He noted buyers are chasing a versatile RV that provides convenience and freedom, enabling them to parallel park in the city and navigate narrow roadways but hit the road at will.

Because modern consumers are both educated and digitally savvy, Lenzo said, most consumers visit the dealership with a make and model in mind. From the Airstream Interstate/X to the Winnebago Boldt, Revel, Travato and Solis, Colonial RV provides options for any preference, he said.

Though the dealership offers certified preowned units under various monikers, Lenzo said annual used sales amount to 25% of the company’s total. Instead, Colonial RV leverages its skilled product specialist team— armed with digital tools such as an engaging website, active social media and paid advertisements—to distinguish itself from the competition.

As a result, the company added several distinctions to its growing achievement list. Among them are Airstream’s Top Dealer and multiple Five Rivet Dealer awards, based on retail units sold and customer satisfaction. Winnebago has also presented Colonial RV with several Circle of Excellence awards, another customer service honor.

“Celebrating 20 years in the business is a testament to the hard work we put in and the great team we have,” Lenzo said. “Many of my colleagues have been here since the doors opened, and we have repeat customers who have purchased three, four or even five models from us over the years—that says something.”

Specialized Service Lenzo said transitioning from automotive to RV required a shift in perspective by embracing the difference between marketing a need versus a want.

“We are selling a lifestyle—a dream, really. Knowing this keeps us balanced and helps us interact appropriately with customers,” he said, emphasizing exclusive brands deserve exclusive service.

Colonial RV decided early to position its dealership staff as specialists, rather than as generalists. The company employs three sales associates certified in and dedicated to Airstream, as well as two solely focused on Winnebago. By prioritizing exemplary product knowledge and meticulous customer attention, Colonial RV offers a “destination–type feel,” Lenzo said. He believes the distinction is critical to the dealership’s reputation among the largest Airstream inventories in one location.

Customers cannot believe the amount of information they acquire from us—there is no question our sales team does not know.”

– Nick Lenzo

“Airstream and Winnebago sales reps are kind of like having a store within a store,” he said. “Customers cannot believe the amount of information they acquire from us—there is no question our sales team does not know. That is the kind of service customers receive from someone trained and devoted to a single product.”

Sales transaction transparency is also on the business strategy priority list. Lenzo said ensuring customers understand both the product and the contract is key to post–purchase satisfaction. He credits the staff’s precision in these areas to strong in–house education and thoughtful career advancement efforts.

“We (cross) train, align people with their strengths and give our employees an opportunity to grow from within as a reward for hard work,” Lenzo said, citing increased morale, retention and team comradery as a result.

The same holds within the service department, where technicians undergo brand model–specific training to maintain their certified expert standing. Though technicians possess the knowledge to perform all repairs, Lenzo said they are especially in tune with Airstream and Winnebago models.

Employing well–trained technicians expands Colonial RV’s specialty reputation, Lenzo said. The dealership has seasoned technicians on staff, some who have been with Colonial RV since the beginning, but Lenzo said he is less concerned about exclusively hiring specialized experience.

“We really feel strongly about hiring the right person. You cannot teach people to be good, so it is important to find a good person that means well and shows a good work ethic,” he said. “From there, we can train and factory certify them to do what needs to be done at the standards we expect.”

Over the years, Lenzo said, the dealership hired motorcycle mechanics and construction workers with vast electrical and plumbing knowledge. He said in all cases, promising employees always exhibited a strong technical foundation and the right attitude.

What started in 2002 with six staff members and 5,000 square feet on 5 acres multiplied to 10 times the square footage on 12 acres. Lenzo attributes his business growth to hiring the right people who service the right product mix.

New Stomping Grounds As Colonial RV expanded its product line and customer base, Lenzo said, the original Lakewood, New Jersey, location limited growth. The showroom was small and service bays felt cramped, he said. Plus, inadequate on–site storage required the dealership to rent multiple lots across town to house overflow, costing additional time and money.

In 2020, Colonial RV formally relocated its home base to nearby Millstone Township. The new 50,000–square–foot dealership features a

spacious indoor showroom modeling 10 to 12 RVs. With much more space, Colonial RV can focus 100% on elevating the customer experience, Lenzo said.

A modern customer–orientation center doubles as an educational hub to host seminars, tutorials and events. Consumers awaiting administrative processing or RV delivery can pour themselves a hot beverage, lounge by the fireplace or browse the retail parts store.

Colonial RV encourages buyers, upon purchase, to remain on–site and familiarize themselves with their new RVs features and practice hooking up the unit. Meanwhile, sales and service teams stand by to answer any questions or concerns. Some consumers choose to test their new purchase overnight on–site, a service Lenzo believes is especially appealing to out–of–town travelers.

He said the significantly larger facility consolidates and streamlines the company’s resources. The location offers a necessary cushion to accommodate future expansion.

With year–over–year sales at Colonial RV climbing, Lenzo emphasized the Millstone facility helps dealership personnel better serve customers. He cited the attached 20–bay, 18,000–square–foot service center; 18 certified technicians; and state–of–the–art equipment investments as examples.

Lenzo said Colonial RV’s technician team, combined with increased availability to service more units per week, shortens appointment lead times and contributes to a superior customer experience. As a result, he believes customers will be eager to return and explore the entire facility.

“While inventory is still strained industry wide, supply chains will eventually ease. In the interim, we continue to grow our sales team,” he said. “Recently, we brought on an additional sales manager, sales specialists and support staff. Making those investments now is a testament to our ongoing commitment to properly serve our customer base— industry challenges aside.”

Digital Savvy A decade ago, Lenzo recognized a rise in digital marketing strategies across comparative markets and urged Colonial RV leadership to invest in similar infrastructure and personnel. His desire to quickly react to market demands and remain independent led the company to establish an in–house marketing department.

Lenzo said RV manufacturers often stay hush regarding product development, updates or promotions, releasing important announcements on short notice. In his experience, third–party providers are challenged to turn around new or revised marketing collateral in a crunch. He believes an in–house marketing team is more proficient and productive, benefitting both the company and consumers.

“Regardless of how many employees you have, it is busy at any RV dealership right now. It is not reasonable to think that our technicians and sales team can find the time to sit in front of a camera and answer questions on the fly,” Lenzo said. “Our marketing team is familiar with the product lines we sell, and many times they go above and beyond to film late after hours because the day did not allow time to do so. It is such a testament to the team knowledge and dedication we have here.”

Having an entire marketing department at arm’s length provides more autonomy, he said. The dealership can update website content and produce materials on its own schedule, personalized to current inventory and regional trends. Marketing requests enjoy shorter turnarounds and go through fewer channels before completion. In short, Lenzo said, the setup ensures the sales team has what they need, when they need it.

“For us, it is a part of the customer experience,” he said. “We pride ourselves on making sure people receive the latest, greatest and most accurate information when landing on Colonial RV’s website, and we need a high–level marketing team on staff in order to do that.”

Marketing Manager Alex Rivera points to the company’s extensive video library as an example of exclusively generated in–house content affecting the bottom line.

“Since we do a lot of business sight unseen, attention to detail and transparency is really important,” he said. “We always take extensive inside, outside and close–up photos of every single corner of every single unit at Colonial RV.”

Product images are well–lit and not doctored, he said, with no attempt to hide blemishes. If a used Airstream has a small scratch, Rivera said, prospective customers can expect the flaw to be among the first photos displayed, to avoid any delivery surprises.

The dealership’s virtual walk–through strategy started years before 2020 made the practice more common within the industry. With physical foot traffic down and consumers expecting online resources to fill the void, Rivera saw many dealerships scramble to create or update their content. Colonial RV was better prepared, he said, and could instead focus on enhancing the digital experience.

“We already had all the proper materials, like an archive of product videos over the years, so we could point to differences in features or color options,” he said. “It really helped us get a leg up when inventory was nonexistent.”

By keeping customers informed, Rivera hopes to make them comfortable before, during and after a purchase. Potential new buyers benefit too, he said, as the content directly addresses rudimentary questions they may be hesitant to ask.

As new consumer demographics eye the RV lifestyle, Rivera said basic educational efforts are essential to creating new, long–term customers. He noted the dealership’s current video content efforts include high–level information on solar power upgrades, storage hacks and

This is a big jump from our abilities at the Lakewood location.”

– Nick Lenzo

(L to R) Finance assistant Amanda Lake gets a lesson from Orientation Specialist Kevin Amaro on how to demonstrate the RV’s operations to a prospective buyer. Service technician Felix Santana fixes a Winnebago Type A motorhome tire.

(L to R) Lake and Airstream sales rep Connor Pizzulo review paperwork before talking with a buyer. Airstream certified service tech Chris DeFelice installs a lithium battery upgrade on an Airstream RV.

Parts advisor Jennifer Watker looks up a replacement part for a service request. Service advisor Randy Scoras schedules a customer’s RV appointment over the phone.

Parts adviser Scott Kurzweil searches the stock room to find a part to fulfill a service request.

step–by–step instructions on operating the RV’s 4x4 drivetrain or plumbing drainage systems.

Colonial RV’s how–to videos rake in thousands of views. To keep content fresh, Rivera said the marketing department dives deep into various online forums to gain new video content inspiration. The team spends considerable time reviewing social media comment sections for interesting content leads.

High–quality video content dovetails into Colonial RV’s complex social media strategy, he said, which is central to the dealership’s ongoing success. He said the dealership showcases its Airstream and Winnebago content via separate company websites and social media accounts. The goal, Lenzo added, is to always present Colonial RV as a specialist and personalize the customer experience from start to finish. Though requiring double the work, Rivera said the effort is differentiating.

The dealership also customizes content to best suit each social media platform’s communication style and audience. To maintain a familiar presence on YouTube, Facebook, Instagram, TikTok and Pinterest, Rivera said the marketing department adheres to a detailed content calendar. The schedule encourages accountability and continuity across the different channels. He values diversified outreach, helping Colonial RV tap into new customers in their comfort zones; however, he singles out YouTube as the dealership’s biggest and most influential tool.

Colonial RV has nearly 69,000 subscribers across its two YouTube channels; Rivera is confident the company has cracked the code to success. While specific tactics like keyword optimization and cross–promotional efforts are kept confidential, he emphasized developing an appropriate content mix and prioritizing quality over quantity.

Viewers landing on Colonial RV’s YouTube page will not find shaky cell phone footage with scratchy audio. The dealership uses fluid, stable camera movements; various angled shots; and clear sound mixing. During editing, the marketing team incorporates cuts, transitions and visual effects to create a cohesive, visually engaging product.

Overall, he said, customer feedback drives new content.

“We review every online comment and always see if there is a way to turn the feedback into an educational asset to share with others online,” Rivera said.

A modern website, high–quality content and a strong social media presence fit hand–in–glove with the company’s marketing mix, from print advertisement to pay–per–click and beyond. To remain a leader in digital strategies, Rivera said, the company’s marketing department “will continue to do more of the same” by developing desirable content and building organic, lasting relationships with its online community.