Google Endorsed: Leveraging Local Service Ads (LSAs) to Differentiate Your Shop [THA 457]

This episode takes a deep dive into the evolution of digital marketing in the automotive repair industry, with a strong focus on Google’s Local Service Ads (LSAs), website performance, and empathetic customer engagement.

Connor Tracy and Jeff Jackson unpack how LSAs are transforming how shops attract and convert customers. They explain Google’s rigorous verification process and how LSAs differ from traditional pay-per-click models by emphasizing verified leads, call monitoring, and actual revenue generation over vanity metrics like clicks.

Beyond advertising, the discussion touches on ways to stand out, like adding live scheduling, using empathetic CRM communication instead of constant sales pitches, and avoiding wasted ad spend that doesn’t deliver results..

The takeaway: combine technology, transparency, and authentic communication to create trust, efficiency, and loyalty—building a digital presence that drives real business growth.
remarkableresults.biz/a457

Feelings Don’t Fix Cars: Action Over Emotion in Shop Leadership [RR 1063]

Tonnika Haynes, owner of Brown’s Automotive in Chapel Hill, North Carolina—a family business founded by her father, William Brown, in 1980—joins us for a conversation recorded live at the ASTA Conference in Raleigh, NC. Together, we explore the powerful and defining mentorship that shaped both her leadership and her legacy.

Tonnika shares that she never worked for her “dad,” she worked for William Brown, the business leader. That separation became clear when, early in her ownership, she faced her first major crisis: losing a key employee.

When she called her father for guidance, it wasn’t “Dad” who picked up; it was William Brown. His advice was blunt but transformative. Instead of sympathy, he challenged her: “What would you do if they got hit by a bus?  You can’t sit in it, move forward.”

It was a defining moment that taught her the importance of separating emotion from action. As William often reminded her:

“We don’t have time for feelings right now. We have time for fact and action.”
“Feelings don’t fix cars. Facts and movement fix cars.”

This heartfelt episode highlights the power of tough love, mentorship, and maintaining emotional discipline in business. Tonnika’s story is a testament to how strong roots and even stronger lessons can prepare the next generation to lead with both heart and backbone.

remarkableresults.biz/e1063

Walking the Talk: Why Auto Coaches Are Buying Shops Again [THA 456]

Three industry coaches, Chris Cotton, Brian Gillis, and Clint White, are redefining leadership by returning to shop ownership. They chose to re-engage, believing that staying in the trenches keeps their coaching grounded and relevant in a rapidly changing industry. They view ownership as a “learning lab,” testing strategies in marketing, staffing, and technology firsthand, then bringing real-world insights back to their clients. As they plan for the future, each is focused on sustainable growth, exploring private equity opportunities, and developing strong succession plans, all while keeping culture and quality at the core of their mission.
remarkableresults.biz/a456

A Professional Face Lift: Why the Automotive Generalist Model is Broken [RR 1062]

Joe Marconi, former shop owner, Elite Worldwide coach, is defining the challenge in today’s automotive aftermarket: the need for specialization.

The End of the Generalist Era
– Modern vehicles are too complex for the “all makes, all models, all repairs” approach. Marconi shared that when he tried doing everything—from transmission rebuilds to diagnostics—profitability disappeared. The time, training, and tooling required simply didn’t make sense.

Specialization: The Smarter Path Forward
– Like medicine’s cardiologists and neurologists, automotive professionals must focus their expertise. Specialization boosts productivity, profit, and performance while creating better outcomes for customers.

Redefining Professionalism and Language
– Replace “mechanic” or “tech” with “technologist” or “specialist.”

– Use precise titles like “calibration specialist” to build client confidence.

– Adopt “Essential Skilled Occupation (ESO)” to better reflect the professionalism of today’s technicians.

Building Career Paths and Attracting Talent
– Specialization creates clear career pathways and helps combat the technician shortage, offering young people a profitable, purpose-driven alternative to a four-year degree.

Listeners can explore Carm’s evolving document, The Rise of the Specialist—now in its 23rd version—online. https://remarkableresults.biz/rise

remarkableresults.biz/e1062

From Alignment Dilemma to ADAS Center: Say Yes When Everyone Else Says No [THA 455]

How much should you invest in your shop? Forget the spreadsheets! We’re challenging the conventional wisdom of ROI with three industry titans who discuss building resilience, culture, and high-tech expertise in any market. We sat down at ASTA 2025 in Raleigh with Matt Fanslow, Tommy Markham, and Zeb Beard to dive deep:

– The Constableville Paradox: Hear from Tommy Markham about investing in full ADAS calibration equipment for a town that “has exploded to 300 people” and has no stoplights. His motivation? Simply “doing the job right” and ensuring local body shops don’t have to flatbed cars 35 miles away. Tommy also stands firm on pricing, refusing the “$99 alignment dilemma.”

– The Zeb Beard Investment Strategy: Zeb Beard reveals why traditional ROI calculations are sometimes useless: you can “talk yourself out of buying anything”. His massive 62,000 square foot shop (which once had clouds inside and includes nine bedrooms) is itself a “worldwide marketing tool.” When in doubt, Zeb’s famous advice is always: “Pull the trigger!”

– Navigating Volatility: Since COVID, Zeb notes that business graphs now fluctuate wildly between record high months and record low months. The solution? Being resilient and focusing on “doing the right thing.”

The conversation also explores the balance between working in and on the business, the importance of continuous learning, and how authenticity and integrity keep shops resilient through economic swings.
remarkableresults.biz/a455

Do We Need A License To Calibrate Vehicles: The Professionalism Gap [RR 1061]

Scott Brown shares his insights on key challenges in the automotive aftermarket, including ADAS, EV maintenance, and industry adoption.

ADAS Calibration and Liability
Scott emphasizes the importance of proper ADAS calibration, required by manufacturers after certain repairs. Skipping it exposes shops to liability, and he advises refusing jobs if required calibration is declined. Despite its necessity, the industry adoption is low.

EV Tooling and Safety
While basic shop tools suffice for many EV services, high-voltage work demands safety training and PPE. 

Looking Forward
Using his aviator metaphor of “runway,” Scott stresses that shops must evolve, specializing in ADAS and EV maintenance to stay competitive as EVs become the future of mobility.

Scott’s insights make one thing clear: the automotive industry is changing fast, and shops that embrace ADAS and EV expertise now will be the ones leading the market tomorrow. Staying informed, trained, and prepared isn’t just smart—it’s essential for long-term success.

remarkableresults.biz/e1061

Auto Repair Business SWOT: Strengths, Weaknesses, Opportunities, and Threats [THA 454]

This episode focuses on a SWOT analysis, examining the Strengths, Weaknesses, Opportunities, and Threats that will shape the automotive industry over the next three to five years. Panelists highlight key strengths, such as the industry’s resilience and the aging vehicle fleet, alongside critical weaknesses like the shortage of experienced staff and trainers. Opportunities explored include EV and hybrid servicing, as well as the growing demand for technical educators, while threats encompass supply chain challenges, OEM influence, and internal industry conflicts. The conversation also underscores the importance of framing automotive work as a skilled career rather than a trade, along with the need for succession planning and mentorship within shops.
remarkableresults.biz/a454

Building an Essential Skilled Automotive Career [RR 1060]

This episode explores how the automotive industry can attract and retain skilled professionals by transforming both its language and its workplace culture. The words we use shape public perception, influence recruiting, and build long-term respect for the profession.

Beyond language, the discussion dives into the physical and cultural environment of repair shops. Topics include maintaining clean, professional spaces that foster pride, offering work-life balance to prevent burnout, and ensuring fair pay progression with clear career paths. 

To build a sustainable future, the automotive industry must evolve in how it speaks, works, and cares for its people.
Professional language, modern environments, fair pay, education, and a sense of pride in quality will redefine automotive careers as essential, respected, and rewarding.

remarkableresults.biz/e1060

The Karen Cooper Foundation: Bringing Christmas to Shelter Dogs [THA 453]

The Karen Cooper Foundation, founded by Bob Cooper and his daughter Michele, honors the legacy of Bob’s late wife, Karen, by bringing Christmas joy to shelter dogs through toys and treats. What began as a family tradition in San Diego has grown into a nationwide nonprofit, gifting thousands of dogs each year while raising awareness for adoption and responsible pet ownership. As a 501(c)(3) charity, every donation goes directly to the animals, providing enrichment, comfort, and hope until they find their forever homes.

The foundation’s roots trace back to an annual tradition Karen and Bob started years ago. Inspired by Karen’s question, “What happens with all these dogs on Christmas morning?” she suggested, “Why don’t we bring Christmas to them?”—sparking a mission that continues today.

In 2023, after life-changing events including Bob’s sale of Elite Worldwide and the heartbreaking loss of Karen in a Memorial Day weekend car accident, Bob and Michele formalized the foundation to honor and celebrate Karen’s legacy.

The Karen Cooper Foundation operates with three key goals:

Bring Christmas joy to shelter dogs, ensuring they experience the magic of the holiday.

Raise awareness about adoption, helping dogs and puppies find their forever homes.

Honor Karen’s legacy, keeping her spirit alive through every act of giving.

Through every gift and act of kindness, the Karen Cooper Foundation ensures Karen’s spirit lives on, bringing hope, joy, and a brighter future to dogs in need.
remarkableresults.biz/a453