Customer Story - Red Rock Harley-Davidson: Driving More Sales with Fewer Leads

When conversion rates lag and lead volume dips, most dealerships see sales drop too. But Red Rock Harley-Davidson isn’t most dealerships. Known for their high-performance culture and trend-setting mindset, they turned to Covideo to maximize every opportunity—delivering personalized, high-impact video experiences that kept customers engaged and conversions climbing. The result? Higher appointment rates, more closed deals, and proof that quality connections can outperform quantity.

Get a downloadable case study you can print and share at the link below.

Case study highlights

• Store: Red Rock Harley-Davidson

• Location: Las Vegas, NV

• Observation Period: November 2024 - March 2025

Challenge

• Low appointment and sold rates: Traditional outreach methods weren’t driving enough engagement or converting leads effectively.

• Lead volume dropped 39%: With fewer opportunities coming in, every lead mattered more—but the team lacked a strategy to make each one count.

• Inconsistent follow-up process: Without a standardized, scalable system in place, follow-ups varied by rep and often lacked the personal touch buyers expect.

Solution

• Personalized video in initial outreach: Introduced Covideo as part of the first contact to capture attention, build trust, and drive immediate engagement.

• Video used throughout the sales cycle: Added short, impactful videos at key touchpoints to maintain momentum and enhance the buyer experience.

• Teamwide rollout and training: Expanded Covideo use across BDC, Sales, Service, and Assistant Sales Managers, supported by strategy and onboarding to ensure consistency.

Results

• 48% lift in lead-to-appointment set rate after adding personalized video to their initial outreach—tightening up their lead response game.

• 44% increase in lead-to-sold rate by integrating video at key points throughout the buyer’s journey—creating a more connected, high-end experience.

• Sales stayed strong—even growing at points—despite the drop in lead volume, proving video helped the Red Rock team do more with less.

About Red Rock Harley-Davidson

Red Rock Harley-Davidson is no stranger to success. Ranked the #3 Harley-Davidson dealership in the nation and home to the #1 service department for volume and customer satisfaction, their team is known for hustle, heart, and delivering exceptional customer experiences to riders across the globe. 

As one of the top-performing Harley-Davidson dealerships in the country, Red Rock is always looking for ways to raise the bar. Located in vibrant Las Vegas, they’re not just selling motorcycles—they’re delivering a luxury experience aligned with the prestige of the Harley-Davidson brand. And as a trend-setting store with a reputation to uphold, their team is constantly seeking out tools that can sharpen their edge.

Overcoming challenges in sales and demand

In late summer and early fall of 2024, Red Rock Harley-Davidson was bringing in a solid volume of internet leads—but conversion rates told a different story. Appointment set rates hovered in the low-to-mid 30% range, and lead-to-sold rates were stuck around 5–7%. Too many opportunities were slipping through the cracks.

By November, a new concern emerged: lead volume began to decline—and continued dropping in the following months. Combined with the usual seasonal slowdown, economic uncertainty, and the presidential election, the pressure was on and it became clear:

Red Rock would need to do more with less.

Jayme wanted to ensure that every single lead received a premium, personalized experience that reflected the value of the bikes they were selling. That’s where Covideo came in—helping Red Rock turn every touchpoint into a high-impact, relationship-building moment.

Video as a powersport sales solution

Red Rock’s Business Development Center (BDC) and Sales teams implemented Covideo in November 2024, adding video to pivotal moments in the buyer journey. By March 2025, they expanded to include their Service Department and Assistant Sales Managers.

The success of these video touchpoints centered around one key idea: custom walkaround videos tailored to each customer’s interests, concerns, and journey.

Here’s where the Red Rock team leveraged Covideo.

1. Initial Lead Outreach

Engaging leads quickly with personalized bike walkarounds helps Red Rock stand out fast, build credibility, and move buyers closer to saying yes.

“Many of my customers appreciate the videos and being able to see the bike they are interested in. It’s also helped me address some of the objections that we face or that are anticipated by the customer and/or their partner who has a say in the decision making process.” — Remington Steele, Motorcycle Fit Specialist

2. Appointment Confirmations

Sending videos ahead of scheduled appointments helps Red Rock’s Fit Specialists build trust and excitement ahead of buyers’ visits.

“Covideo’s another tool in my belt to help progress the sale. It makes it easy to share or show family and friends and keep their interest up. I’ve had videos that have been viewed as many as 20 times!” — Alex Lidey, Customer Service Representative

3. Post-Appointment Follow-Ups

Even when customers leave the store undecided, follow-up videos give them something to revisit and share as they talk things over with other decision-makers.

“A customer came into the store interested in a Street Glide, but wasn’t sure about the new one and had to speak with his wife. I sent him a follow-up video of the bike after he left to show his wife. She loved the bike and gave him the ‘okay’ to spoil himself. These videos keep customers excited about the bikes they come to see, and they love sharing them with family and friends.” — Brysen Arbuckle, Motorcycle Fit Specialist

4. Post-Sale Communication

Continuing to provide a human touch even after the sale delivers a next-level experience that keeps customers coming back—and telling others why.

“We’re always asking ourselves, ‘Why buy from Red Rock Harley?’ We’re constantly pushing to be better, to do more, and to stand out above the crowd. We want every buyer to recognize who we are and what makes us different.” — Jayme Gunderson, BDC Manager and Trainer

Undeniable results

Since implementing Covideo in November 2024, Red Rock Harley-Davidson has seen a dramatic and consistent shift in performance—especially where it matters most: conversions. These gains came despite fluctuations in lead volume, underscoring the effectiveness of Covideo in driving higher-quality conversations and closing more deals with fewer leads.

Seasonality and economic uncertainty resulted in a drop in demand and lead volume. There was a 39% decrease in lead volume when comparing pre- and post-Covideo periods.*

When every lead counts, Covideo delivers

Red Rock Harley-Davidson increased both appointment set and sold rates, showing the power of meaningful, video-driven connections.

During the three months prior to implementing Covideo, Red Rock’s average lead-to-appointment set rate was 33%. In the months following implementation, that number rose to 49%, representing a 48% increase. Lead-to-sold rates followed a similar trajectory, climbing from a 6.1% average before Covideo to 8.8% after—a 44% improvement.

Conclusion: Red Rock's sales transformation

With Covideo in their toolkit, the Red Rock Harley-Davidson team transformed the way they connect with leads—turning standard follow-ups into standout moments. Even as market conditions grew tougher, they elevated engagement, improved conversion rates, and built stronger relationships at every stage of the sales process.

“We’re always pushing our team to be better, and Covideo has been a key tool in helping us do that,” said Jayme Gunderson, BDC Manager and Trainer. “It’s helped us raise the bar—and we’ve even referred other stores to Covideo because we’ve seen firsthand the difference it makes.”

By leaning into innovation, Red Rock didn’t just maintain performance in a down market—they outpaced it. Covideo became more than just a video tool; it became a lifeline during a challenging time.

See how Covideo can improve sales at your powersport dealership. Request a demo today!

*All performance metrics presented in this case study reflect internal data provided by Red Rock Harley-Davidson. KPI changes are based on average performance from three months prior to Covideo implementation (Aug–Oct 2024) vs. five months post-implementation (Nov 2024–Mar 2025).