Q&A: Breaking Down the Florida Boating Market with Rob Hammerling, a Leading Boat Salesman in the Sunshine State

September 20, 20235 min read

Rob Hammerling

Rob Hammerling, an immensely experienced boat salesman for Sundance Marine, one of South Florida’s premier boating companies, has generated millions in boat sales. He has successfully sold exceptional watercraft to clientele throughout South Florida. Earlier this year, we published a Q&A with Rob about the surge in buyers seeking watercraft in the state. During our discussion, we gained insight into Rob’s career on Wall Street and his transition to boat sales.

Recently, we had the chance to reconnect with Rob. We delved into the current performance of the Florida boating market, discussed upcoming major boat shows, and much more. Below, you can catch our latest conversation with Rob Hammerling on everything related to Florida boating.

HAVEN: Hi Rob, thanks for sitting down with us for a follow-up chat. We last spoke in February, right before the Miami International Boat Show, and we asked a few pointed questions I’d like to revisit.

Rob: Good to be back, happy to revisit!

Rob’s customers

HAVEN: We asked your opinion on the fact that boat availability and interest rates had increased and satisfaction with the economy had decreased. Could you review your opinion on these topics at the time, and tell us if or how your opinion has changed?

Rob: And here I thought we were going to do a “puff piece!” Okay, fair questions, and I’m very comfortable with the answers I gave. The unprecedented increase in interest rates has certainly impacted certain elements of the market. The buyer who finances their purchase is looking at roughly double the monthly payment of 18 months ago. So, they either double their budget, reduce the price of the boat they buy, or don’t buy a boat. Pretty much identical to what’s going on with houses but, as with houses, just because they’re more expensive doesn’t make them less desirable or less able to be bought, they’re just more expensive. Our larger boat buyers frequently pay cash, so the higher rates don’t impact them at all.

The economy, especially our South Florida economy, continues to boom with a seemingly never-ending supply of smart, wealthy people moving here from high-tax states and abroad. They want beautiful homes with beautiful cars in the driveway and beautiful boats on their docks, and we in the boat sales business, along with my good friends in real estate sales and car sales, are happy to oblige.

Regarding the availability of boats, yes, post-COVID the supply continues to increase, which I think we can all agree is a good thing.

HAVEN: That’s great! Let’s touch on some new areas. What is happening in the used boat market? Has there been a “rubber band” effect with many new boaters looking to sell their boats, causing a flood in the market?

Rob: Just as with new boats, there is more used inventory than in the last few years. Interestingly enough, the vast majority of first-time buyers here in South Florida are not only sticking with boating; it’s becoming a fundamental part of their lifestyle. I have dozens of “first-timers” who have already traded their impulse-buy first boat for their second, more appropriate one.

Rob’s customers

HAVEN: What are your expectations for this year’s Big 3 Shows: the Fort Lauderdale International Boat Show in October, the Miami International Boat Show in February, and the Palm Beach International Boat Show in March?

Rob: Boat shows continue to be great experiences for all who attend. What’s not to love about being able to see tens of billions of dollars’ worth of boats in the space of a day or two? My parent company, One Water Marine, will have more than a dozen of their dealerships representing brands ranging from Chris-Craft, Everglades, and Regal to Absolute and Sunseeker present at each of the shows. As an industry, these shows are the Super Bowl, World Series, and US Open rolled into one, and we are all as excited as ever to participate.

HAVEN: On a final note, can you tell us a little more about your parent company, One Water Marine, and also about your wife, who I recall is also involved in the business?

Rob: Good memory regarding my wife! Yes, my now-wife, Erin Waters, came into the business with me pre-marriage, and we worked together for two years before branching off. Erin is with another South Florida dealership, InterMarine, and is also a very active broker. We have been very successful working together, referring customers to each other, and even occasionally sharing listings. It’s a really great thing to have a partner who understands the time issues that come with a job like this.

Regarding One Water Marine, it’s been a perfect fit for me. It’s a publicly traded company that currently has roughly 100 dealerships operating more like small private companies. Each dealership retains its personality and its brand and operates the way it did before being acquired. Dealerships gain back-office operations, economies of scale, “best business practices,” and buying power. This business model differs from the more traditional large dealership companies that brand all their stores under the same banner and sell the same brands of boats.