Boat Dealer DeskDealer Spike pricing (2026): packages, setup fee and what to ask
By Mason Bennett, boat dealership GM. Published Nov 3, 2026. Prices and terms checked Nov 3, 2026.
Disclosure: the author's dealership uses Lightspeed DMS and Boat Trader, which come up on this page. No payment or sponsorship from either, or from Dealer Spike.
Dealer Spike doesn't put a price on dealerspike.com. But it does print prices in its own sell sheets for OEM dealer website programs. Here's what those sheets say, what they leave out, what the lead guarantee says, and what I'd ask before signing. Everything below links to its source. Checked Nov 3, 2026.
Short answer
- Dealer Spike's marine page has no prices, and dealerspike.com/pricing/ returns a 404 (checked Nov 3, 2026). Source
- Dealer Spike's own sell sheets for the Harley-Davidson and Polaris dealer website programs list three website packages: Silver $549, Gold $849 and Platinum $1,149 per month, plus a one-time $1,000 setup fee. Extra locations, some integrations and add-ons cost more. Source
- Those sheets were made for OEM programs. Neither one says it applies to marine dealers. Use them as a starting point for your quote, not as your price.
What Dealer Spike is
Dealer Spike builds dealer websites and runs digital marketing for powersports, marine, RV and other dealers. Its marine page covers inventory merchandising, SEO and paid search, social, email, reputation, eCommerce, digital retailing and inventory syndication. It lists Lightspeed and Blackpurl among its DMS integrations and works with Sheffield Financial on payments. (Dealer Spike marine)
Dealer Spike says it serves "6,800+ dealers across North America" and partners with "over 200 OEMs." Those are the vendor's numbers. (Dealer Spike press release, July 22, 2026)
Where the prices come from
Dealer Spike doesn't publish prices on its site. Two OEM digital programs post Dealer Spike sell sheets that do. Both carry Dealer Spike's sales phone number and email, so these are Dealer Spike's own documents, not a review site's guess.
- Harley-Davidson dealer program sheet, file created Sept. 16, 2026. (Dealer Spike for Harley-Davidson dealers)
- Polaris dealer program sell sheet, file created June 6, 2025. (Dealer Spike for Polaris dealers)
Both list the same three package prices. Neither says the price is the same for marine dealers, for dealers outside the OEM program, or with co-op money applied. Ask.
The three website packages
From the Harley-Davidson sheet (Sept. 2026). All prices are per month.
| Package | Price per month | What the sheet lists |
|---|---|---|
| Silver | $549 | Proven theme or custom design, OEM and DMS integration, inventory manager and lead dashboard, AI Product Expert and Dealer Spike Mobile App, one outgoing feed, email, ADA, CRM connection, pick 1 add-on |
| Gold | $849 | Everything in Silver, plus five outgoing feeds, pop-up lead form and recently viewed inventory, 360-degree walkaround, pick 3 add-ons |
| Platinum | $1,149 | Everything in Gold, plus unlimited outgoing feeds, Automated Email Marketing (Silver level), Payment Genie, priority support, pick 3 add-ons |
The fine print: "Pricing per month; excludes a one-time $1,000 setup fee. Additional location fees apply. Some integrations and add-ons may incur additional fees." (Harley-Davidson sheet)
One difference between the sheets: the 2025 Polaris sheet gives Gold three outgoing feeds, and the 2026 Harley-Davidson sheet says five. (Polaris sheet) Feeds matter if you list on several marketplaces, so get the number on your order form.
Extra locations
The Harley-Davidson sheet says location fees apply but gives no number. The 2025 Polaris sheet does: "Silver - $199 per location," "Gold - $299 per location" and "Platinum - $399 per location." (Polaris sheet)
An older Polaris brochure on Dealer Spike's own file host lists the same package prices with lower location fees: $149, $199 and $299. (Older Dealer Spike Polaris brochure) So the per-location fee has gone up at least once. If you have more than one store, this line can add up fast. Get it in writing.
Add-on prices
The 2025 Polaris sheet is the only one with add-on prices. All per month unless noted. (Polaris sheet)
| Add-on | Price |
|---|---|
| eCommerce for garments and accessories | $179 |
| OEM replacement parts catalog | $179 |
| Used inventory pricing tool | $499 |
| Trade valuation tool | $179 |
| Payment Genie | $249 |
| Facebook posting tools | $179 |
| Craigslist posting | $89 |
| eBay posting | $89 |
| 360-degree walkaround | $179 |
| Premium directory management | $179 |
| Website review tool | $179 |
| Premium tech support | $329 |
| Premium text | $299 per location |
| Search engine optimization | Starting at $349 |
| Search engine marketing | Starting at $295 |
| Targeted digital advertising | $295 |
| Automated Email Marketing | $399 (Silver), $599 (Gold), $999 (Platinum) |
| Lead Hunter | $399, for Automated Email Marketing customers |
| Dynamic video ads | $299, for SEM customers. Sheet lists a $1,000 minimum ad spend and a $995 setup |
Some of these come free with a package, since each package lets you pick one or three add-ons. Ask which add-ons are on the pick list for your package. Ad spend for search and display is on top of the management fee.
The setup fee and co-op
Every sheet lists the $1,000 one-time setup fee. Dealer Spike's Briggs & Stratton program brochure says "Dealers may see up to $1,000 off their setup fees" in that program. (Dealer Spike, Briggs & Stratton program) If your boat or engine brand has a website program, ask whether it cuts the setup fee.
On co-op, Dealer Spike's marine page says: "Co-op pre-approval is always recommended. Dealer Spike does not guarantee that co-op claims will be approved." (Dealer Spike marine) Don't count co-op money in your budget until your OEM approves it.
The 30% lead guarantee
Dealer Spike's home page says "30% Lead Increase Guaranteed" and "We're confident enough to put it in writing." (Dealer Spike) Its July 22, 2026 release commits to "24-hour support resolution, 99.97% uptime, and a minimum 30% lead increase. Guaranteed." (Dealer Spike press release)
I didn't find published terms for the guarantee: the baseline, the time period, what counts as a lead, or what you get if it's missed. That's the part that matters. Ask for the guarantee terms as part of the contract, not in an email.
Price Box comes with the site
On Oct. 26, 2026, Dealer Spike launched Price Box, which shows one all-in price on every unit with freight, setup, doc fees and discounts listed underneath. Dealer Spike says it's included at no added cost. (PR Newswire, Oct. 26, 2026) I covered it in Issue #3.
Dealer Spike reviews
Here's the public complaint record I found.
- BBB: Dealer Spike (OR) LLC in Lake Oswego, Oregon is not BBB accredited and had an F rating when I checked on Nov 3, 2026. BBB lists the reasons as "14 complaint(s) filed" against the business and "Failure to respond to 5" of them. (BBB)
A BBB rating counts complaints and responses. It isn't a product review. The best review is another dealer. Ask Dealer Spike for two references in your segment and your size, then call them.
How Dealer Spike compares with other website and syndication vendors
2 of the 7 vendors listed under websites and inventory syndication in our directory publish a price on their own site. Some are listed here because websites or syndication is a secondary product. Prices are quoted exactly as published, with the date checked. Sources are on each vendor profile.
| Vendor | Status | Price as published | Checked |
|---|---|---|---|
| Boatyard | Published | Starter "Starting at $199/month" (3 users); Grow "Starting at $399/month" (5+ users); Enterprise custom proposal. Add-ons: Live Vendor Pricing $195/month, Custom Payment Gateways $199/month, Premium Customer Support $20 monthly per user, DMS Integration starting at $295/month | Nov 3, 2026 |
| HelmDMS | Published | "$499 /month per location" (first 25 dealers lock rate for life); "$200 refundable deposit"; vendor says next tier "will likely be $699 to $849/mo" | Oct 29, 2026 |
| BoaterOS | Not published | Not published (pricing link goes to a 'Book a walkthrough' page) | Nov 2, 2026 |
| BoatWizard (Boats Group) Disclosure: the author's dealership uses this. No payment or sponsorship. | Not published | Not published | Nov 3, 2026 |
| Dealer Spike | Not published | Not published on dealerspike.com (dealerspike.com/pricing/ returns 404). Dealer Spike's own sell sheets for OEM dealer website programs list Silver $549, Gold $849 and Platinum $1,149 per month, plus a one-time $1,000 setup fee and per-location fees | Nov 3, 2026 |
| DealerDock | Not published | Not published (homepage now says DealerDock is "Included with every Blackbear Marketing retainer", "No separate DealerDock bill and no per-seat fees"; retainer price not shown) | Nov 2, 2026 |
| Winboats | Not published | Not published | Oct 27, 2026 |
Questions to ask on a Dealer Spike quote
- My price. Do the $549, $849 and $1,149 packages apply to a marine dealer outside an OEM program? What's my monthly price, on the order form?
- Setup. Is the setup fee still $1,000? Does my OEM program or co-op cut it?
- Locations. What's the fee for each extra store?
- Feeds. How many outgoing feeds are in my package, and which marketplaces count?
- Add-ons. Which add-ons are included, and what does each extra one cost per month?
- Integrations. Which DMS and CRM integrations cost extra, and how much?
- Term. How long is the contract, does it auto-renew, and how much notice do I give to cancel?
- The guarantee. What's the baseline, the period, what counts as a lead, and what do I get if you miss 30%? Put it in the contract.
- Leaving. If I leave, do I keep my domain and my content?
My take
Dealer Spike prices are not a secret. They're in Dealer Spike's own sell sheets. Silver at $549 a month plus $1,000 setup is about $7,588 in the first year before add-ons, extra stores or ad spend (our math: $549 x 12 + $1,000). Use that as your baseline and make them beat it in writing.
The guarantee sounds good. Get the terms before you count on it.
If you're on Dealer Spike and will share what you actually pay, send it in. I'll publish it anonymously, labeled as one dealer's report.
Mason