It’s impossible to operate a repair shop (mechanical or collision) without vehicles to work on, and that means convincing drivers that your shop is the best choice for their needs through a marketing strategy tailored not only to your business but also to the customers you’re hoping to attract. Because that strategy needs to extend beyond that initial interaction to keep them coming back, a digital presence is imperative to remain relevant in today’s market. 

With society relying more and more on technology in every activity, the way that consumers select a repair shop has changed over the years…yet it’s not that different in some ways. 

“Word of mouth has always been one of the best ways for shops to attract new customers, but these days, no one is asking their neighbor for recommendations,” observes Joanna Knox (Tekmetric). “Now, they’re talking to the entire online community, so it’s imperative that shops are maintaining their digital presence. A professional website is key, and even more importantly, shops should be asking for reviews since that’s the modern ‘word of mouth.’” 

According to Micki Woods (Micki Woods Marketing), the biggest drivers for attracting new customers are Google Ads, a Google Business Profile and SEO (search engine optimization). “Go where your customers are…and that is Google! According to multiple studies and our real world experience, this is where our guests are going to find a shop or investigate a shop.” 

Max Gamm (Optimize Digital Marketing) believes that shops must have “an SEO and user-friendly website which makes it easier to be found online within search engines, gives the shop a more professional look and provides users with the information they are seeking. Don’t forget to update your website too! The digital world changes every day, and if there are no updates going on the website, search engines will see that the website is never updated and start dropping you in the organic rankings.” 

“Using real photos instead of generic photos on your website tells the shop’s story and lets customers know what to expect,” Gregg Rainville (Steer CRM) adds. He also stresses the value of being just as meticulous with other places the business is listed. “Optimize your Google Business Profile to stand out. Ask for reviews, respond to reviews and add a scheduling button to make it easier for customers to do business with you.” 

“Having a good scheduling tool that can be linked to all your platforms makes it easier for your customers to schedule a time that works for them without calling you,” Gamm agrees. He suggests claiming your shop’s Yelp page as well. “Yelp is a very important tool every auto shop should be utilizing. Their data not only drives more than 50 percent of car dashboard systems but also drives searches on iPhones.” He also stresses the importance of “answering all reviews on all platforms. Incorporating key words into the review responses will help enhance SEO and build trust with future clients before they step into the door.” 

However, shops should be careful to avoid getting too personal when answering negative reviews, Gamm cautions. “When putting something out on the internet, it stays there forever. We want to make sure to answer reviews politely while getting the point across, so future customers reading these reviews don’t get pushed away.” 

Social media is a part of daily life for many, so establishing a presence on various platforms can also drive new business. Gamm recommends, “being active on Facebook and posting several times per week. Organic reach is less than two percent of their current following, so the reality of someone seeing every post is very slim, so if you only post once every other week, you will not reach your whole audience.” 

Although shops need to maintain a digital presence, they should still be taking a more traditional approach as well since automotive repair is such a localized service; a resident of Grand Rapids is unlikely to drive to Minneapolis for an oil change! 

“Get involved in your community by sponsoring local teams and visiting high school career days,” Knox recommends, suggesting that co-marketing with another business also offers a “really cost-effective way to build your brand and attract new customers.” 

“Postcards still work for shops in some markets,” Rainville acknowledges. “It’s worth trying to see if your customers respond, and it’s easy to track since customers often bring the postcard to their appointment.” 

Acquiring new customers is actually the most expensive part of any marketing strategy, so it’s vital that shops also establish methods for retaining those customers. Fortunately, technology works to shops’ benefit in this circumstance, due to the availability of good customer retention management (CRM) programs that will automate many processes. 

However, Woods warns shops to “be careful about inserting automated tools into the entire communications process. People are looking for safety and comfort and want to speak to a real person. Those real people need to be thoughtful and empathetic for the customer and then use a scheduler that will prompt texts of their upcoming appointments and reminders as customers are more than 50 percent more likely to show up if given reminders for their appointments.” 

“A CRM program sends email and text reminders that coincide with your social media posts and advertising,” Gamm explains. “It can also request more reviews from customers and provide valuable data about your marketing efforts by tracking where incoming calls are generated from, which allows shops to track calls from ads and determine more accurate ROI on their ad spend, plus it enables shops to track their marketing funds throughout the planning, executive, feedback and analytics stages of each campaign.” 

“Knowing the cost of acquisition is important for businesses,” Knox weighs in. “If it costs $10,000 to run an ad for a year, how many customers need to schedule services to see a return on that investment?” 

For the CRM to work effectively, shops first need to make sure they are collecting their customers’ data, something shops forget to do entirely too often, according to Rainville. “Ask for their email and cell number, so you can curate the customer journey – check in after the visit, ask for reviews, send reminders and share specials. Most CRMs can automate that journey, but you have to input the data for it to do the job.” 

He warns that data hygiene is also extremely important. “Make sure you’re typing the customer’s name correctly; no one wants to receive a text that clearly demonstrates you couldn’t even take the time to spell their name right!” 

Instead of assuming customers want to do business the way you do business, asking about their preferences is another great way to build loyalty and make the customer journey much more palatable. “Send an email if that’s the customer’s preference. Or maybe they would rather all reminders come only through text,” Rainville points out. “Being open-minded and meeting their needs and desires establishes trust and makes it much more likely that they’ll continue seeking services with your shop.” 

“Always think about how your processes are making your customer FEEL,” Woods contributes. 

Streamlining communications makes it easier to market to customers as it relates specifically to their vehicle, but opening up that “dialogue” also enhances the opportunity to tackle a different type of promotion that has become increasingly relevant with the escalating complexity of vehicles: education. Today’s consumers don’t want to be simply told what to do; they want to know why it’s necessary. 

“Instead of simply telling a customer that a sprocket needs to be replaced, having the technician point out the leak creates buy-in,” Knox insists, recommending that mechanical shops provide customers with a “report card” that clearly shows the work performed, declined services and upcoming maintenance work. “The goal is to have more high-margin work coming in because you’re taking care of your customers’ cars for the long term.” 

This is a little different for collision shops, Knox acknowledges. “Collision is a rare beast because, hopefully, your customers aren’t visiting all that frequently, so marketing efforts should focus on establishing trust and expertise that will convince consumers to tell insurers where they’re taking their car after an accident, instead of relying on the insurance carrier to suggest a shop.” 

She suggests creating that reputation by participating in local networking events to “explain the difference between high-quality repairs and the alternative, including how that affects the vehicle’s safety.” 

“Stop and take the time to discuss what makes your shop different, if you have any certifications – what does that really mean – and also what the repair process will look like without sounding like you are just complaining about the insurance company,” Woods advises. “Be a partner to your guests, and let them feel like you have their best interest in mind!” 

Utilizing social media is another effective way to educate consumers. “Pin a post to your Facebook page regarding insurance policies to help customers know what to expect,” Gamm offers. “You can also add this information to a page on your website for customers to access.” 

Distributing a monthly e-newsletter that targets a specific type of maintenance or repair is another way to create an educational touchpoint with customers, according to Rainville, whose company has also designed a way to personalize education by creating vehicle profile pages that provide customers with a maintenance schedule along with videos that explain the importance of those services.

Although many customers prefer a more automated scheduling process, it’s still imperative to remain a “personal touch.”

“Go where your customers are,” Woods says. “Don’t assume you know what their journey looks like. Look at your marketing through the lens of your customer and what they want to feel from you in that moment.”

“Meet customers where they are,” Knox advises. “No matter what you’re selling, the goal is to make the buying decision easier. Every individual has different needs, and you must be prepared to fulfill those needs; some may want to ask questions of a live person over the phone, while another simply wants to book online without contending with hold times, and those needs may vary based on their current situation – a driver broken down on the side of the road will have a different sense of urgency than the customer scheduling general maintenance. Failing to offer various options can be detrimental to a business because the average consumer wants to do things the way they’re most comfortable, and if you don’t provide a way for them to do that, they’ll forget to schedule the appointment. Imagine if frequency was cut in half with just 10 percent of your client base…that’s a lot of lost revenue!”

“Stronger, personalized communication creates a more engaged customer, so while shops should be automating a lot of this communication, they should set it up to include the customer’s name and vehicle information, ensuring it goes out at the appropriate time for the services needed,” Rainville says, cautioning multi-shop operators to be sure their CRM clearly communicates with all locations to avoid sending multiple communications from different locations or having one location remind a customer that a service is needed after they just performed that maintenance at one of the company’s other sites. “No one wants to be spammed with marketing.”

With technological advancements constantly bombarding us, it may seem overwhelming to shift advertising gears, but it doesn’t have to be that difficult. Start by establishing your goals. “Do you want to increase car count, hire new techs, be more involved in the community or something else?” Gamm asks. “Figure out your goals, and then post information to help achieve those goals. If a shop is not consistently posting or being active on these platforms, it will be hard for new customers to find them and current customers to keep them at top of mind. People like to try different shops to see what the best deal is, and if you are not keeping them informed about you, they could try another place.”

How a shop presents itself is also important. “Make sure your marketing is targeted and in your voice,” Knox emphasizes. “Your brand should be presented in a tone that attracts the customers you want to work with. Not everyone is going to be your best customer, but you’ll see more profitability and enjoy life more if you’re attracting the customers who resonate with your brand’s promises.

“Whether you promote yourself as the cheapest, the cleanest or the highest quality shop around, follow through on what you promise to maintain and build your reputation,” she continues. “Do what you do really well and consistently. Find your brand, stick with it and have fun!”

“Marketing is not for your ego; it’s to help your guest through a tragic event,” Woods reminds shops. “Most people forget the ‘why,’ and then nothing else falls into place. If we remember WHY we are doing what we are doing, we can start to shift our heart posture in all that we do. Customers will feel that when they read an ad, call your shop or come in – if we are coming from the right place – which is to be a help to them and be an advocate for them.”

Want more? Check out the August 2025 issue of AASP-MN News!