Scaling Your Marketing As You Scale Your Shop [E169] - The Auto Repair Marketing Podcast

About this episode

Thanks to our Partners, Shop Boss and AppFueledRyan Grace and David Gibson, former techs turned shop owners, join host Brian Walker to share how they built Pleasant Automotive in Wake Forest, NC. They started with a website before they even had a location. With no deep pockets or big investors, they focused on smart, strategic marketing moves that helped them grow fast without wasting money.Brian dives into their decision-making process, from ditching direct mail to doubling down on Google LSAs, and how strong phone skills turned casual calls into loyal customers. They talk openly about what worked, what flopped, and how they’ve created a brand that feels more like a high-end speakeasy than a typical auto shop.This episode is packed with takeaways for shop owners who want to scale without the fluff. It’s about being intentional, building relationships, and letting marketing fuel real growth.Introduction and Sponsor Acknowledgment (00:00:01) Host introduces the podcast, guests, and thanks sponsors.Background and Shop Ownership Journey (00:01:03) Ryan and David share their transition from technicians to shop owners and their first year in business.Tesla Specialty and Local Market Opportunity (00:01:59) Discussion of their focus on Tesla repairs due to poor local dealership service.Early Marketing Strategy: Website and SEO (00:03:46) Started with a website and SEO before opening, aiming for Google visibility from day one.Financial Preparations and Entrepreneurial Mindset (00:06:06) Talk about financial risks, faith, and foundational steps like securing a domain name.Scaling Services and Adding Marketing Channels (00:07:52) Gradual addition of services and marketing channels, including Google Ads.Seeking Industry Guidance and Community Involvement (00:08:59) Leaning on industry experts, SCORE, and engaging in community programs like Adopt a Highway.Evaluating Community Marketing ROI (00:09:52) Discusses the intangible benefits of community involvement and local visibility.Initial Marketing Company Experience (00:11:21) Tried a budget marketing company for website/SEO; found it ineffective and disappointing.Value of Investing in Quality Marketing (00:13:03) Realization that higher-quality, more expensive marketing services yield better results.Balancing Aggressive Growth with Financial Prudence (00:16:24) How they scaled marketing aggressively but sustainably, reallocating budget from ineffective channels.Best Performing Marketing: Google Local Service Ads (00:17:31) Google Local Service Ads identified as the most effective marketing channel.Optimizing and Adapting LSA Campaigns (00:18:29) Describes the learning curve and adjustments needed to maximize LSA effectiveness.Importance of Phone Skills and Customer Service (00:20:02) Emphasizes the role of strong phone skills and customer care in converting leads.Advice for New Shop Owners on Marketing (00:21:47) Recommends launching a website early and investing in top-tier marketing services.AI, Online Presence, and Future Trends (00:22:04) Mentions being found on Reddit, the rise of AI, and its impact on business visibility.Future Plans for Pleasant Automotive (00:23:24) Plans to expand with more small, relationship-focused locations, maintaining a "speakeasy" feel.Closing Remarks and Anecdotes (00:24:52) Host and guests share personal stories, thank listeners, and wrap up the episode.Lagniappe (Books, Links, Other Podcasts, etc)Pleasant Automotive Google Local Services AdsAuto Shop Owners Group (ASOG)SCORE MentorshipHow To Get In TouchJoin The Auto Repair Marketing Mastermind Group on FacebookMeet The ProsFollow SMP on FacebookFollow SMP on InstagramGet The Ultimate Guide to Auto Repair Shop Marketing Book Email Us Podcast Questions or Topics Thanks to our Partners, Shop Boss and AppFueledThis episode is sponsored by Shop Boss. You know, other shop management software makes you work, but Shop Boss works for you.  AppFueled at appfueled.com. “Are you ready to convert clients to members? AppFueled™ specializes in creating custom apps tailored specifically for auto repair businesses. Build your first app like a pro.”Aftermarket Radio NetworkRemarkable Results Radio Podcast with Carm Capriotto: Advancing the Aftermarket by Facilitating Wisdom Through Story Telling and Open DiscussionDiagnosing the Aftermarket A to Z with Matt Fanslow: From Diagnostics to Metallica and Mental Health, Matt Fanslow is Lifting the Hood on Life.The Weekly Blitz with Chris Cotton: Weekly Inspiration with Business Coach Chris Cotton from AutoFix - Auto Shop Coaching.Speak Up! Effective Communication with Craig O'Neill: Develop Interpersonal and Professional Communication Skills when Speaking to Audiences of Any Size.Business by the Numbers with Hunt Demarest: Understand the Numbers of Your Business with CPA Hunt Demarest.The Auto Repair Marketing Podcast with Kim and Brian Walker: Marketing Experts Brian & Kim Walker Work with Shop Owners to Take it to the Next Level.