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 tools built around it) are looking for trust signals, the BBB can be one of the loudest ones in the room, and Mark shares exactly how they’ve leveraged the award on their website and marketing to lower people’s guard and get them in the door.

If you want more trust, better positioning, and a marketing angle that isn’t just “$XX off an oil change,” hit play and listen to this episode.

Show Notes with Timestamps

1. Introduction and Origin of the Episode (00:00:10) Brian introduces Mark Lowe, explains how the episode came from an AI class discussing BBB trust signals.
2. Winning the BBB Torch Award for Ethics (00:01:41) Mark shares about receiving the 2024 BBB Torch Award for Ethics in Omaha, Midwest region.
3. Torch Award Application Process and Criteria (00:01:59) Discussion of the rigorous application process, including community involvement, shop culture, and ethical practices.
4. Community Involvement and Veteran Programs (00:02:59) Mark describes their community giveback and veteran support programs as part of the award submission.
5. History with the BBB (00:03:23) Mark recounts how long they've been involved with the BBB and the value of active participation.
6. Impact of BBB Membership Before the Award (00:04:07) Mark discusses limited customer impact from BBB membership prior to winning the award.
7. Self-Reflection During Application (00:04:49) The application process prompted Mark to evaluate and improve business practices and staff support.
8. Changes Made After Application (00:05:30) Mark highlights increased focus on employee training and development as a result of the process.
9. Training and Team Building (00:06:16) Mark explains their approach to staff training, including attending Vision in Kansas City as a team.
10. Award Ceremony and Recognition (00:07:28) Mark describes the award ceremony, online recognition, and displaying the award in the shop.
11. Multiple Winners and Judging Process (00:08:31) Explanation of how multiple shops can win and the responsibility to judge future applicants.
12. Award Eligibility and Reapplication (00:09:24) Mark clarifies the waiting period before reapplying for the Torch Award.

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, Google Ads, CRM implementation, phone call analysis, video marketing, community networking through BNI and the Chamber, and even launching a local podcast.

This is a blueprint.

Not for surviving.

For building something that dominates.

If your shop isn’t doing consistent marketing, or you’re doing some of it but not seeing the traction you want, this episode will show you where to focus first and what to fix next.

Stop guessing. Start executing.

Hit play now and see what 90 days of focused marketing could really do for your shop.

Show Notes with Timestamps

1. Introduction and Episode Context (00:00:00) Brian introduces the episode, outlines the 90-day marketing takeover scenario, and thanks sponsors.
2. Assumptions and Approach (00:01:18) Explains assumptions: general repair shop, little/no marketing, and the step-by-step blueprint approach.
3. Start Local Services Ads (LSA) Process (00:02:15) Begins LSA setup due to approval time, discusses its importance and common misconceptions.
4. Shop Cleanup for First Impressions (00:04:20) Assigns cleaning and organizing the shop to improve first impressions for marketing visuals.
5. Comprehensive Marketing Audit (00:06:26) Performs a full audit: Google Business Profile, website (including ADA compliance), social media, email, and direct mail.
6. Join Community Groups (BNI & Chamber) (00:10:03) Joins BNI and Chamber of Commerce, brings a team member to train for ongoing networking.
7. Set Up AI Tools (ChatGPT & Claude) (00:11:05) Implements AI tools for marketing support, content creation, and brand training.
8. Create Content Bank (00:12:26) Builds a large repository of website and marketing content, ensuring quality and brand alignment.
9. Develop Team Bios, Memberships, and News Sections (00:14:42) Adds team bios, memberships/affiliations, and news/awards to the website for trust and authority.
10. Implement Guest X for Call Analysis (00:20:23) Uses Guest X to analyze phone calls, improve service advisor skills, and ensure marketing ROI.
11. Daily and Weekly Video Content (00:22:44) Begins daily short-form and weekly long-form video creation to engage and educate the audience.
12. Start a Local Community Podcast (00:23:42) Launches a podcast focused on local community...

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 actually gets you, and how to know if it’s right for your shop.

If you’ve ever asked, “Should my business be Meta Verified?”—this episode is your answer. Give it a listen, and decide if it’s time to level up your digital presence

Show Notes with Timestamps

Introduction and Sponsor Messages (00:00:00) Podcast and hosts introduced; sponsors Shop Boss and App Fueled are mentioned.

Background on Meta Verification (00:01:06) Hallie and Caroline discuss their initial skepticism and early research on Meta verification.

Meta Verification for Public Figures vs. Businesses (00:02:13) Explains how verification started for celebrities and public figures, and the shift to broader availability.

Real-World Example: Meta Verification Benefits (00:02:29) Hallie shares a story from Macon about another agency benefiting from Meta verification during a Facebook ads hack.

Updated Research and Agency Perspective (00:03:51) Caroline describes her new research and conversations with another agency about Meta verification.

Meta Verification vs. Business Certification (00:04:45) Distinguishes between verifying a business page and business portfolio certification.

Impersonation Protection and Security (00:05:17) Discusses impersonation protection, security, and limitations for agencies managing multiple pages.

Enhanced Support and Limitations (00:06:08) Explains the scope of enhanced support and its limitations for business portfolios and client pages.

Five Main Benefits of Meta Verification (00:07:21) Caroline outlines the five main benefits: enhanced support, improved security, impersonation protection, links/content, and search optimization.

Levels of Meta Verification (00:11:35) Describes the four levels of verification (Standard, Plus, Premium, Max) and their differences.

Sponsor Messages (00:13:06) Additional sponsor messages for Shop Boss and App Fueled.

The Meta Verification Process (00:15:09) Caroline explains the step-by-step process to get Meta verified and why it was quick for them.

Importance of Facebook Hygiene (00:17:12) Discusses the importance of good Facebook practices for successful verification.

Personal Profiles and Business Pages (00:17:55) Explains the relationship between personal profiles and business pages, and the impact of personal behavior.

Consequences of Poor Facebook Hygiene (00:19:05) Shares an example of how a business owner’s personal profile in “Facebook jail” affected their business page and ads.

Meta Verification vs. Business Certification for Multi-location Businesses (00:20:56) Clarifies when to use verification versus certification, especially for multi-location businesses.

SEO and Search Optimization Benefits (00:23:02) Explains how Meta verification helps with links in posts, SEO, and algorithm prioritization.

Algorithm Prioritization and Featured Profiles (00:25:11) Describes how verified pages are prioritized in Facebook’s algorithm and featured more...

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-earned security upgrades and practical steps to protect your MCC and your shop’s payment methods.

Show Notes with Timestamps

1. Podcast Introduction (00:00:00) Brief intro to the podcast, hosts, and episode topic.
2. The Google Ads Hack Begins (00:02:20) Timeline and discovery of the hack on December 16th, 2024, at around 2:30 AM.
3. Immediate Response and MCC Explanation (00:03:11) How the hack was discovered, initial response, and what a Google Ads MCC is.
4. How the Hack Happened (00:05:39) Discussion of phishing, weak Google 2FA, and how hackers gained access.
5. Scope of the Breach (00:06:47) Number of affected accounts, types of accounts, and initial impact.
6. Contacting Google and Early Damage (00:07:29) Brian contacts Google by 4:50 AM; minimal damage at this stage.
7. How Hackers Maintained Access (00:10:15) Hackers downgrade admin access to view-only, allowing continued monitoring.
8. Timeline to Regain Access (00:11:16) Hack occurred December 16th; access restored December 23rd after eight days.
9. Tracking the Hackers’ Actions (00:12:15) Team tracks every change made by hackers during the eight days.
10. Hackers’ Motives and Ad Spend (00:14:48) Hackers run fake medical device ads, spend about $15,000, and attempt large charges.
11. Massive Unauthorized Charges (00:17:16) Multiple $500,000 and $50,000 charges attempted; client reactions and reversals.
12. Client Communication and Stress (00:20:04) Notifying clients, handling overdrawn accounts, and emotional impact.
13. Controlling What They Could (00:22:02) Accepting limited control, focusing on communication and tracking.
14. Escalating to Authorities and Senators (00:22:48) Filing complaints with FBI, DHS, and contacting senators for help.
15. Disconnecting LSA Accounts (00:24:35) Quickly disconnecting Local Services Ads to limit further damage.
16. Impact on Client Businesses...

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 year.

If you’ve ever asked yourself “Why aren’t my tickets higher?” or “Do I really need another service advisor?” this is the episode for you. Plus, you’ll hear actionable advice on how to move the needle on closing ratios, the power of DVI, and why the right software may be the best investment you’ll ever make.

Hit play and discover why average estimate might be the missing metric in your shop's growth strategy.

Show Notes with Timestamps

1. Introduction and Sponsor Acknowledgements (00:00:09) Host introduces the podcast, guest Chris Cotton, and thanks sponsors.
2. Setting the Topic: The Most Important KPI You're Not Tracking (00:01:14) Discussion begins on the underutilized KPI: average estimate written by service advisors.
3. Why Average Estimate Matters (00:01:47) Chris explains why average estimate is overlooked and its importance in diagnosing low average repair orders.
4. How to Track Average Estimate (00:03:36) Discussion on how shop management systems track average estimate and the need to analyze by advisor and shop.
5. Chris Cotton’s Shop Background and Context (00:04:23) Chris shares his dual role as coach and shop owner, and sets context for the numbers discussed.
6. Differences Between Shop Types and KPIs (00:06:07) Explains how KPIs differ between general, specialty, and quick lube shops, and the impact on labor hours.
7. Shop Operations: Car Count, Bays, and Staffing (00:07:25) Chris details his shop’s car count, number of bays, technicians, and unique seven-day schedule.
8. Process Improvements and Estimate Presentation (00:09:29) Describes improvements in hours presented on estimates and the impact of digital vehicle inspections (DVIs).
9. Leveraging Technology for Deferred Work (00:10:26) How CRM tools and online scheduling help sell deferred work and improve customer engagement.
10. Transparency and Full Disclosure in Estimates (00:11:20) Chris’s philosophy on presenting all findings to customers for informed decision-making.
11. What is a Good Average Estimate? (00:13:19) Chris shares a rule of thumb for average estimate based on vehicle mileage and shop type.
12. Impact of Raising Average Estimate on Revenue (00:14:51) Chris details how increasing average estimate improved average repair order and overall...

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 business before hours and luncheons to sponsorships and ribbon cuttings, you’ll walk away with a game plan that puts you in the driver’s seat. And hey, it doesn’t have to be you showing up every time, there are smart ways to delegate this, too.

So if you’ve ever said “the chamber doesn’t work,” you might want to give this one a listen. You might just find the real problem isn’t the chamber, it’s how you’re (not) using it.

Tune in and learn how to work the chamber to work for you.

Show Notes with Timestamps

1. Introduction and Sponsor Acknowledgements(00:00:09) Hosts introduce the episode, topic, and thank sponsors Shop Boss and App Fueled.
2. Chamber of Commerce Misconceptions(00:01:04) Discuss the misconception that joining the Chamber automatically brings business; importance of active participation.
3. Evaluating Your Local Chamber(00:02:22) How to research and assess your local Chamber’s value via social media, website, and events.
4. Chamber Events and Opportunities(00:04:21) Overview of typical Chamber events, luncheons, fundraisers, and sponsorship opportunities.
5. Member Directory and Secret Shopping(00:06:25) Using the Chamber’s member directory for SEO and the value of attending events before joining.
6. Delegating Chamber Involvement(00:07:31) Encouragement to delegate Chamber activities to staff, such as service advisors, with possible incentives.
7. Sponsor Messages(00:08:43) Mid-episode sponsor messages for Shop Boss and App Fueled.
8. Getting Involved in Committees(00:10:43) Benefits of joining Chamber committees and finding one that aligns with your interests.
9. Chamber Involvement as Business Growth(00:12:05) Chamber and networking as cost-effective growth strategies, especially for new businesses.
10. Delegation and Networking Evolution(00:13:51) How Chamber involvement evolves as your business grows and the importance of building connections.
11. Community Initiatives and Chamber Support(00:14:10) Examples of leveraging the Chamber for community projects and the resulting benefits.
12. Hosting Events and Ribbon Cuttings(00:15:30) Using your shop to host Chamber events and the value of ribbon cuttings for publicity.
13. Sponsorship and Brand...

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 ready to make a killer first impression. Whether you’re a natural introvert like me or you’re already networking like crazy, there’s a group out there for you, and we’ll help you find it.

Don’t miss this one—especially if you're ready to grow your business through real relationships and legitimate referrals.

Show Notes with Timestamps

1. Introduction and Sponsors (00:00:00) Podcast introduction, hosts, and sponsor messages for Shop Boss and App Fueled.
2. What is BNI? (00:01:20) Explanation of BNI, its structure, exclusivity, and benefits for business networking.
3. Personal Experiences with BNI (00:02:31) Hosts share how BNI helped their businesses and personal growth, especially in public speaking.
4. BNI’s Structure and Meeting Format (00:03:44) Description of BNI’s structured meetings, weekly agenda, and the value of regular participation.
5. Tracking BNI’s Impact (00:06:39) How the hosts tracked BNI as a marketing source and the variety of chapters in different regions.
6. Finding and Choosing a BNI Group (00:08:29) Step-by-step advice on finding local BNI chapters and evaluating group membership.
7. Understanding Networking Spheres (00:09:56) Explanation of networking spheres and the importance of complementary businesses in BNI groups.
8. Starting a New Chapter (00:10:50) Advice on starting a new BNI chapter if your area is underserved.
9. Evaluating Group Culture and Fit (00:13:03) How to assess group meeting times, culture, and whether the group’s vibe matches your needs.
10. Visiting and Assessing Groups (00:14:27) Tips for visiting groups, gauging friendliness, and looking for active, growing chapters.
11. Referrals vs. Leads in BNI (00:15:40) Clarifying the difference between warm referrals and cold leads in BNI.
12. Attendance and Participation Expectations (00:16:17) Importance of consistent attendance, sending substitutes, and treating BNI as a sales meeting.
13. Preparing to Visit a BNI Group (00:17:40) Best practices for contacting the group, arriving early, and networking effectively.
14. Making a Good First Impression (00:19:13) Bring business cards,...