The Auto Repair Marketing Podcast

Thanks to our Partner, AppFueled

Most shop owners know they have a people problem when someone is clearly toxic, can’t do the job, or just isn’t a good fit. But what if your biggest people problem is the person you never have to worry about?

You know the one. They show up, do their job, live your core values, get results, and rarely need your attention. They’re your “Steady Eddie.” And because they’re doing so well, you may be giving them less attention than everyone else on your team.

That can be...

Thanks to our Partner, AppFueled

What if the best recruiting tool for your auto repair shop is one you’re already paying attention to but only using to attract customers?

Your marketing does more than explain why people should trust your shop with their vehicles. It also gives potential team members a glimpse into your culture, your work environment, your benefits, and what it might be like to spend their days working with you.

In this episode of the Auto Repair Marketing Podcast, Kim Walker and Hannah Cribbs break down how your website, so...

Thanks to our Partner, AppFueled

A new auto repair shop opens down the street. Your first reaction might be panic, frustration, or maybe a little bit of, “Seriously? Another one?” But what if competition isn't something to fear? What if it's actually the thing that wakes you up and helps you see your shop with a fresh set of eyes?

In this episode of the Auto Repair Marketing Podcast, Kim Walker talks about what happens when a new shop enters your market and why competition can be a powerful motivator instead of an obsession. From dirt...

Thanks to our Partner, AppFueled

What if the problem with your marketing isn’t your marketing?

What if the phones are actually ringing, but your service advisors are letting the opportunities walk right back out the door?

That’s one of the big ideas we dig into with Husein Grabic, who is doing some pretty unconventional things at his three auto repair shops. Hussein is listening to new-customer phone calls, identifying the objections that are costing his shops business, training his service advisors with mock “ring ring” calls, and pushing his teams well outside...

Thanks to our Partner, AppFueled

The world is churning. Business is changing. Car counts are down for a lot of shops, customers are feeling the squeeze, and it seems like everybody is getting kicked while they’re down.

But here’s the thing: none of that is an excuse.

In this episode of the Auto Repair Marketing Podcast, Brian Walker and Chris Cotton talk about what it really means to operate your shop when things get slow. They talk about planning for predictable slow periods, making the most of every car that comes thro...

Thanks to our Partner, AppFueled

Trust is becoming the currency of search, and auto repair shops that are willing to educate their customers are going to have a serious advantage.

Brian Walker sits down with Shop Marketing Pros CMO Caroline Estess to dig into Marcus Sheridan’s Endless Customers methodology and what it looks like when applied to an auto repair shop. They get into some of the things that make shop owners uncomfortable like talking about pricing, diagnostic fees, competitors, and the questions customers are already asking before they ever pick up the phone.

Thanks to our Partner, AppFueled

SEO can easily turn into a game of watching rankings, reporting what happened, and waiting to see what happens next. But what if there was a better way to know exactly when it’s time to stop focusing on one keyword and start going after the next opportunity?

Brian Walker sits down with Shop Marketing Pros Director of SEO Michelle Travis to break down the new SMP Proactive Keyword Lifecycle System and how it changes SEO from reactive to proactive. They dig into how keywords are discovered, qualified, accelerated, validated, an...

Thanks to our Partner, AppFueled

SEO can easily turn into a game of watching rankings, reporting what happened, and waiting to see what happens next. But what if there was a better way to know exactly when it’s time to stop focusing on one keyword and start going after the next opportunity?

Brian Walker sits down with Shop Marketing Pros Director of SEO Michelle Travis to break down the new SMP Proactive Keyword Lifecycle System and how it changes SEO from reactive to proactive. They dig into how keywords are discovered, qualified, accelerated, validated, an...

Thanks to our Partner, AppFueled

Alaska may be known for its breathtaking scenery and extreme conditions, but running a successful auto repair shop there comes with challenges that most shop owners in the Lower 48 never have to consider. In this conversation, Brian and Kim sit down with Robert Wright of 1023 Diesel & Fleet in Palmer, Alaska, to explore what it's really like to own and grow a shop in one of the most unique automotive markets in the country. From marketing in remote communities and building a strong shop culture to navigating harsh winters, seasonal demand, staffing, and...

Thanks to our Partner, AppFueled

Too many shop owners start their businesses because they're great at fixing cars, not because they're accountants, tax experts, or financial strategists. Unfortunately, that's where a lot of costly mistakes begin.

Brian sits down with Eric Joern of Kaizen CPAs for an honest conversation about the financial side of running an auto repair shop. From common bookkeeping mistakes and tax planning myths to the real difference between a bookkeeper, CPA, and fractional CFO, this episode is packed with practical advice that can help you build a stronger, more profitable business...

Thanks to our Partners, Shop Boss and AppFueled

Joe Marconi believes one of the biggest mistakes auto repair shop owners make is assuming that more advertising will solve declining car count. In reality, marketing can make the phone ring, but what happens after a customer walks through the door determines whether they'll ever come back. Brian Walker and Joe dive into the critical difference between customer acquisition and retention, why hospitality should be at the center of every auto repair shop, and how internal processes, culture, leadership, and customer experience ultimately drive long-term growth. If you've ever...

Thanks to our Partners, Shop Boss and AppFueled

Every day, auto repair shops leave valuable marketing opportunities on the table without even realizing it. From missing website essentials and weak SEO to underperforming Google Ads, Local Service Ads, and inconsistent social media, Kim Walker and Shop Marketing Pros' Market Service Advisor Michael Doherty break down the most common issues uncovered during digital marketing inspections. They explain why these overlooked details matter, how they impact your visibility and growth, and the practical steps you can take to fix them. If you want more qualified customers finding and choosing...

Thanks to our Partners, Shop Boss and AppFueled

Winning the Vision Hi-Tech Training & Expo Best Place to Work Award isn't something that happens by accident. It’s the result of years of intentionally building a culture where people want to come to work, grow, and succeed.

In this conversation, Brian and Kim sit down with Matt Mevert of Mevert Automotive & Tire Center to unpack what it really takes to create an award-winning workplace. Matt shares the emotional story behind receiving the recognition, explains why culture has to be designed, not left to chance, and discusses th...

Thanks to our Partners, Shop Boss and AppFueled

Have you ever looked at a customer who spent thousands with you, loved your shop, left great reviews... and then just disappeared? You know- that head-scratching moment. We’re going to unpack it for you today!

Kim Walker explores the real reasons loyal customers disappear after what seemed like a great visit and shares seven practical insights to help auto repair shop owners create memorable experiences that keep clients coming back. From strengthening follow-up systems and building genuine relationships to creating emotional connections that extend beyond the re...

Thanks to our Partners, Shop Boss and AppFueled

This week, Caroline Legrand and Hallie Wasinger take over the mic to break down one of Meta's biggest changes for businesses in years: Meta One. They explain what this new subscription service is, how it differs from Meta Verified, and what it could mean for auto repair shop owners who rely on Facebook and Instagram for marketing. From enhanced account protection and advanced analytics to increased visibility and AI-powered features, they discuss which shops may benefit, which features are worth watching, and why being an early adopter could provide...

Thanks to our Partners, Shop Boss and AppFueled

Today, we're tackling a challenge that almost every shop owner faces. You know social media is important. You know your marketing performs better when it's authentic and showcases your people, your culture, and the incredible work happening inside your shop every day. But somewhere between the excitement of getting started and the reality of running a busy shop, the photos stop coming, the videos stop coming, and suddenly your marketing team is chasing you for content.

The good news? Creating great content doesn't have to be complicated...

Thanks to our Partners, Shop Boss and AppFueled

AI is moving fast, but most shop owners are still trying to figure out where it actually fits into their business. Joe Schindler has gone far beyond experimenting with ChatGPT and is putting AI to work in ways that save time, improve processes, and create better experiences for both customers and employees.

In this conversation, Joe joins Brian Walker to share how he's using AI-powered tools inside his shop, from predictive maintenance scheduling and call analysis to custom-built AI agents that act as digital assistants. They also...

Thanks to our Partners, Shop Boss and AppFueled

Some shops sponsor a Little League team and call it community involvement. Others build their entire business around serving people.

Patrick Weidman and Jean Bradley have spent decades creating a culture where giving back is simply part of how they do business. From Ladies’ Night educational events and teen driver workshops to supporting local food pantries, cancer research, and holiday giving programs, their commitment to the community has become one of the biggest drivers of trust, loyalty, and long-term growth.

What started with lessons learned fr...

Thanks to our Partners, Shop Boss and AppFueled

Let’s be real. Your team probably needs a break more than they need another meeting.

Brian and Kim Walker talk about their fifth annual team retreat, why they intentionally do almost no work during it, and how getting away together has helped their remote team reconnect, rest, laugh, and build real culture. Whether you take your shop team to the beach, the mountains, a conference Airbnb, or just your backyard for a barbecue, this episode will get you thinking about what it looks like to truly re...

Thanks to our Partners, Shop Boss and AppFueled

AI isn’t just changing SEO. It’s changing the way people choose an auto repair shop.

Brian Walker sits down with Michelle Travis to talk through what shop owners need to understand about AI-first SEO, zero-click search, brand trust, reviews, content depth, and why website traffic may go down while lead quality goes up. They also dig into why the old SEO foundations still matter, why AI cares about your brand across the web, and why chasing every shiny new AI tactic is a mistake.

Li...

Thanks to our Partners, Shop Boss and AppFueled

AI is no longer something that’s “coming.” It’s already changing the way auto repair shops get discovered, build trust, and attract high-value clients. In this conversation, Brian Walker sits down with Doug DeLucca and Chris Luoma to talk about what happens when an auto repair shop embraces an AI-first SEO strategy and starts creating the kind of content AI platforms actually want to recommend.

From ChatGPT and Claude to Grok and Gemini, both shop owners share real stories of customers finding their businesses through AI searches...

Thanks to our Partners, Shop Boss and AppFueled

Let’s be real, nothing feels better than when your marketing is firing on all cylinders. Phones ringing, bays full, your team moving fast. And then… it just stops.

No warning. No clear reason. Same budget, same ads, same strategy but the results? Gone.

In this episode, Kim Walker breaks down exactly why that happens and, more importantly, what to do about it. She walks through the real lifecycle of marketing, from the early wins of launch, to the momentum of growth, to the frustrating plat...

Thanks to our Partners, Shop Boss and AppFueled

Most shop owners are out here making big decisions based on gut feelings, a few loud customer opinions, or whatever seems like a good idea in the moment.

And sometimes that works… but a lot of times, it doesn’t.

What if you had a way to pressure test your ideas before rolling them out?

What if you could hear directly from the people you actually want more of… your best clients… and even the ones who are not afraid to tell you the trut...

Thanks to our Partners, Shop Boss and AppFueled

Leadership isn’t always about learning how to manage other people. Sometimes it’s about getting uncomfortable enough to finally lead yourself.

In this episode, Brian talks with J.R. Portman about his experience at Bold Advanced Leadership, a training that pushed him physically, mentally, and emotionally. They talk about enthusiasm, honesty, trust, getting over the fear of looking foolish, and how those lessons apply just as much at home as they do inside the business.

If you own an auto repair shop and you’re try...

Thanks to our Partners, Shop Boss and AppFueled

You got the customer. You did the work. You got paid…and then they disappear.

That’s not normal, and it’s costing you way more than you think.

Kim Walker digs into the loyalty gap that keeps auto repair shops stuck in a transactional cycle and shows why customer loyalty is built in the space between visits, not just at the counter. From follow-up and personal connection to surprise-and-delight moments, rewards programs, and consistent communication, this episode is a reminder that customers come back when t...

Thanks to our Partners, Shop Boss and AppFueled

Two hundred episodes in, and a lot has changed. In this milestone conversation, Brian and Kim, look back at the biggest shifts in auto repair marketing since episode one, from the rise of AI and Local Service Ads to the growing importance of your Google Business Profile, reviews, trust signals, automation, influencers, and short-form video. It’s a real-world look at what’s working now, what has changed for shop owners, and where marketing seems to be headed next. Give it a listen and see how your shop can stay...

Thanks to our Partners, Shop Boss and AppFueled

From learning automotive repair beside his father in the Republic of Congo to building a successful shop and YouTube channel in Maryland, Deo Kitoko’s story is a powerful reminder of what hard work, humility, and persistence can build. In this conversation, he shares how he taught himself advanced diagnostics through books and YouTube, why he started creating videos, and how education, honesty, and consistency helped him grow both his audience and his business. Give this episode a listen to hear how Deo turned skill, service, and storytelling into re...

Thanks to our Partners, Shop Boss and AppFueled

If your shop looks and sounds like every other shop in town, you’re just another option in the sea of sameness. In this episode, Brian Walker sits down with Rick White of 180BIZ to talk about what it really takes to differentiate your shop, attract the right clients, and stop competing on price alone. They dig into market, message, and medium, and explain how knowing exactly who you serve makes your marketing easier, sharper, and a whole lot more effective. If you want more of the right clients an...

Thanks to our Partners, Shop Boss and AppFueled

Big goals require big standards, and that is exactly what Brian Walker and Parker Branch dig into in this conversation from VISION. Parker shares why he refuses to accept playing small, how coaching helped shape his growth, and what it looks like to push yourself, your team, and your vendors without burning relationships. They also get into financial fear, extreme ownership, truthful leadership, and the kind of mindset shift it takes to build something truly exceptional. If you are serious about growing your shop, raising your standards, and refusing...

Thanks to our Partners, Shop Boss and AppFueled

Training is expensive, and too many shop owners treat conferences like a reward instead of a real investment in the future of their business. In this conversation with Matt Wagg at VISION 2026, we get into how smart shop owners can build a true talent pipeline by aligning training with business goals, creating development plans for their team, and making sure they always have a solid bench of players ready to step up. If you want your training dollars to actually produce a return, this is one you need to...

Thanks to our Partners, Shop Boss and AppFueled

Sometimes the problem isn’t the conference. It’s the mindset you brought with you.

Brian Walker takes on the chatter that came out of the VISION Conference and makes the case that seasoned shop owners may be expecting the wrong thing. When you’re new, every class feels like a breakthrough. But as you grow, your role has to shift from taker to giver, from student to mentor, from chasing epiphanies to building legacy.

He also calls out vendors who turn classes into sales pitche...

Thanks to our Partners, Shop Boss and AppFueled

Brand building doesn’t always come from ads, funnels, or traditional marketing; it often comes from bold decisions, authenticity, and doing things differently. Zeb Beard of Stroker’s Diesel and Automotive shares how sponsoring a professional fisherman, building a massive and unforgettable shop, and leaning into unconventional branding strategies have fueled explosive brand awareness and loyalty. From turning everyday moments into viral content to embracing his true personality online, Zeb reveals how exposure, storytelling, and consistency can outperform paid advertising. If you want to rethink how brand building really work...

Thanks to our Partners, Shop Boss and AppFueled

Most shops say they “do the right thing.” Mark Lowe from Yeck's Auto Repair went out and proved it by earning the BBB Torch Award for Ethics. In this conversation, we dig into what the award actually measures (hint: it’s way more than reviews), what the application process revealed about their business, and how the recognition boosted team pride and customer confidence once that trophy hit the front counter.

We also connect the dots to something shop owners can’t ignore anymore: AI-driven recommendations. If ChatGPT (and the...

Thanks to our Partners, Shop Boss and AppFueled

What would happen if someone walked into your shop tomorrow and took over your marketing for the next 90 days?

No theory.

No fluff.

No “someday” ideas.

Just a step-by-step execution plan designed to fill bays, tighten up your processes, and position your shop as the obvious choice in your market.

In this episode, Brian lays out exactly what he would do, starting with Local Service Ads and a full marketing audit, all the way through AI optimization, content strategy, Goog...

Thanks to our Partners, Shop Boss and AppFueled

Meta Verified isn’t just for celebrities anymore, and no, it’s not just about that little blue checkmark either. In this episode, Hallie Wasinger and Caroline LeGrand from Shop Marketing Pros dig into five solid reasons why your auto repair shop might want to seriously consider Meta Verification. We’re talking real-world protection from impersonators, better access to Meta support when something goes sideways (because it will), and even perks that can boost your SEO and visibility in the algorithm. Caroline breaks down the entire process, what it actual...

Thanks to our Partners, Shop Boss and AppFueled

December 16th, Shop Marketing Pros’ Google Ads MCC was hacked — and what should’ve been a quick fix turned into an eight-day nightmare of lost access, fraudulent campaigns, and even attempted $500,000 account “preload” charges. Brian Walker and Hallie Wasinger lay out the full timeline (warts and all): what the hackers changed, why leaving them “view-only” mattered, how Google support handled it, and what it took to restore and stabilize dozens of client accounts. If you run Google Ads (or hire someone who does), listen all the way through for the hard-earne...

Thanks to our Partners, Shop Boss and AppFueled

You might be tracking average repair order, car count, even gross profit, but are you looking at your average estimate? In this episode, Brian Walker sits down with coach and shop owner Chris Cotton to dig into what may be the most underutilized KPI in the auto repair industry. Chris lays out real numbers, explains why average estimate is a crystal ball into your sales process, and even shares the exact changes his shop made to 4x estimates and drive gross profit through the roof, all in just one...

Thanks to our Partners, Shop Boss and AppFueled

You joined the Chamber of Commerce - great move. But now what? This episode pulls back the curtain on why just paying your dues and slapping a sticker on your window doesn’t cut it. The chamber isn’t a vending machine where you drop in money and business pops out, it’s a networking powerhouse if you actually use it.

We dig into how to evaluate your local chamber, the right way to get involved, and how to turn those meet-and-greets into actual business growth. From busine...

Thanks to our Partners, Shop Boss and AppFueled

Let’s be honest: BNI isn’t new to you. If you’ve been around this podcast, you’ve heard us talk about Business Networking International before. But this time, we’re taking a deeper dive into something super practical: how to actually choose the right BNI group for your shop. Because let’s be real, not all chapters are created equal. In this episode, Kim and I walk you through the exact steps we’ve taken to find the best-fit groups, what red flags to look for, and how to show up...

Thanks to our Partners, Shop Boss and AppFueled

Want a shortcut to the best episodes from 2025 that’ll breathe new life into your mindset, your marketing, and your mission as a shop owner? This one’s a must-listen. Kim and Brian sat down, actually face-to-face for once, to unpack the ten episodes from last year that left a lasting impact. Whether it’s building superfans, preparing your shop for anything life throws your way, or rekindling that fire that got you into this industry in the first place, we’ve got you covered. Grab a notebook and dive int...