7 Strategies for Marketing a Collision Repair Shop 

Getting more customers for your collision repair shop doesn’t have to be complicated or expensive. With the right marketing strategies, you can increase visibility, build trust, and turn more local searches into genuine bookings. Whether it’s leveraging Google, optimising social media, or building partnerships with insurance agents, small tweaks can make a huge impact.

Let’s break down seven proven strategies that can help attract more customers and keep them coming back.

1. Be the First Shop People See Online

Most customers start their search on Google by typing things like “best auto body shop near me.” You’re losing business if you’re not showing up at the top. That’s why Google Business Profile (GBP) and Local SEO are non-negotiable.

Here’s what you need to do:

1. Claim and optimise your Google Business Profile—Fill in your address, contact details, and hours of operation. Add photos of your shop and past repairs.
2. Encourage more Google Reviews – Ask happy customers to leave a review before they leave. A quick reminder makes all the difference.
3. Improve your website’s SEO – Use local keywords like “collision repair in [your city]” and ensure your site loads fast.

A slow, outdated website will drive potential customers away. Since most people search on their phones, ensure your site is mobile-friendly and easy to navigate.

2. Use Social Media to Actually Get Bookings

Posting random car photos isn’t enough—you need content that makes people trust you. Social media should be a lead-generating tool, not just an online scrapbook.

Before-and-after photos work wonders because they showcase real results. Instead of long captions, keep it short and clear. A simple “From wrecked to brand new in 48 hours!” impacts more significantly than a long-winded explanation.

Use quick videos to answer common questions like repair time, insurance coverage, and post-accident steps, positioning your shop as the expert.

Facebook Ads can be a powerful tool, but only if done right. Don’t waste money on broad targeting. Instead, focus on local residents who recently searched for repairs or were involved in accidents. 

And one golden rule: Respond fast to messages! Most people requesting quotes will book if they get a quick reply. Slow responses mean lost business.

3. Get Steady Referrals from Insurance Agents & Dealerships

Referrals are one of the fastest ways to fill up your shop without relying on constant marketing. Insurance agents and dealerships regularly send customers to repair shops they trust.

Here’s how to build strong partnerships:

• Connect with insurance agents. Offer them a smooth claims process and fast turnaround times. Make their jobs easier, and they’ll send more customers your way.
• Partner with local dealerships – Many need a go-to body shop for post-warranty repairs. Offer a small discount in exchange for consistent referrals.
• Work with rental car companies. They often need quick cosmetic fixes for their fleets. Become their preferred repair shop.

Once you build these connections, you’ll have a steady stream of customers without constantly chasing new leads.

4. Offer Promotions That Bring Customers Without Hurting Profits

Discounts are great, but slashing prices too much kills profits. Instead, use innovative promotions that add value without draining your revenue.

A great strategy is to offer free estimates. Most customers want to know the cost before committing to a repair, and providing a free quote is a great way to get them in the door. Another effective promotion is a loyalty program, where repeat customers get discounts on future visits or free minor touch-ups.

Small perks also go a long way in building customer loyalty. Consider offering free minor dent fixes, a complimentary car wash after major repairs, or even a simple coffee while they wait. These small efforts create a positive experience that makes customers want to return and refer others.

Instead of trying to be the cheapest option, position your shop as the best value. When customers see they’re getting more than just a repair, they’ll be happy to choose your shop over competitors.

5. Turn Customer Reviews Into Sales Tools

Positive reviews aren’t just there for decoration—they convince new customers to book with you. The more 5-star reviews you have, the easier it is to attract business.

• Ask for reviews while the customer is still at your shop – A simple reminder gets better results than hoping they’ll do it later.
• Feature top reviews on your website – When new visitors land, they’ll see real customer experiences upfront.
• Repost great reviews on social media – This reassures potential clients who are still deciding.

Bad reviews happen—but how you handle them matters. Reply professionally, offer to resolve the issue, and show potential customers that you care.

6. Run Ads That Convert

Ads can skyrocket your bookings—but only if you target the right people.

Google Ads

• Focus on high-intent searches like “best auto body shop near me”.
• Avoid generic terms like “car repair”, which attract unqualified clicks.

Facebook Ads

• Target people who were recently in accidents or searched for collision repair services.
• Use before-and-after photos to make your ads stand out.

Track your ad performance weekly. Adjust targeting and budgets based on which ads get actual calls and bookings.

7. Educate Customers with Helpful Content

People don’t always book a repair the first time they visit your site. But if they see you as a trusted expert, they’ll come back when they need you.

What to Share

Blog posts answering common questions – Examples:

• How do I choose a good auto body shop?
• What happens if my insurance won’t cover repairs?
  Behind-the-scenes videos – Show real repairs to build trust.
  Live Q&A sessions on Facebook or Instagram – Answer local customer concerns about repair costs, insurance, and timelines.

Being helpful builds credibility and keeps your shop top-of-mind when customers need repairs.

Take Action Today!

Marketing your collision repair shop doesn’t have to be overwhelming. Start small, take action, and stay consistent.

Pick two strategies from this list and start this week. Even minor tweaks—like updating your Google Business Profile or responding to messages faster—can make a huge difference.

Your competitors are marketing themselves. Make sure your shop stands out!