FTR 053: Judi Haglin – Do You Know The Exact Source of Your Marketing Efforts?

Judi Haglin and husband Dana own Haglin Automotive Inc., a full-service auto repair shop in Boulder, CO, and they’ve been leaders in the Boulder auto repair industry since 1981.

Judi and Dana have a super working relationship and they pay attention to details, share a core value; ‘Everyone Speaks’ that is part of their strong business culture.

They received Motor Age’s Top Shop honor in 2015. Key to their success is they know their roles and together make a strong business owner. They say, “Fixing cars is secondary, we are primarily solving our customer’s problems”. Look for Judi’s previous episodes HERE.

Key Talking Points:

  • Power over data is important to help move your business forward
  • Knowledge is great but implementation is most important
  • You must track your marketing source to evaluate your marketing ROI
    • How did the customer find us? Just ask. Enter in your POS system
    • Track number of visits from the original source.
    • Are your customers that you get from sources coming back for a second or third time. This is a critical part of understanding your investment
    • Judi believes if they come back by the 3rd time, they are a ‘customer’
    • Your data will build up either acquisition or retention
  • Judi is making good decisions
    • Her online presence is where she should spend her money
  • There are no marketing silver bullets
    • Based on your demographics
    • Try many different things
  • Know your data to verify that your money invested will bring you a return. Best way is to ask your customer where they found us.
  • Know your one-time visitor percentage and the source of it. That will help you understand if you should keep investing in that source.
  • Frequency is very important
  • New customer percentage
    • Are you gaining 20% new customers a year.
    • Stat you lose 10% every year


  • A special thanks to Judi Haglin for sharing her passion – For The Record.
  • Books mentioned in the content library HERE
  • Leave me an honest review on iTunes. Your ratings and reviews really help and I read each one of them.
  • Email Carm HERE.



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About the author, Carm Capriotto, AAP

Carm is the founder and host of the Remarkable Results Radio Podcast and the pioneer of automotive aftermarket podcasts. Carm calls on his years of experience in the aftermarket to bring engaging stories from his guests.

Listen to raw, unfiltered, honest, and sincere stories that include insights, trends, best practices, and expertise. Each interview brings an opportunity to learn one new thing through the stories of personal achievement. Many podcast guests tell their story of transformation from working in their business to working on it.

As host of over 1,000 episodes, Carm uses his enthusiasm and passion for the aftermarket especially the service sector to take his listeners on a journey showcasing successful service professionals’ paths to Remarkable Results. He also enjoys interviews with aftermarket industry thought leaders who bring their industry perspectives to his listener.

Follow the podcast on your favorite podcast listening app and always listen to learn just one thing!