January 22, 2025

Catching Up with the Collision Repair Industry: How Technology Drives Growth

Real Internet Sales

Real Internet Sales is a digital marketing agency located in Columbia, South Carolina. We specialize in website design and development, SEO, social media management, online advertising, AI integration, and workflow automation. Our services also include affiliate marketing and digital strategy.

Real Internet Sales also offer specialized programming for real estate firms, using IDX and RETS feeds to automatically populate MLS properties on their websites for improved property listings and sales. We also work with clients in the restaurant, tourism, and e-commerce industries to enhance their digital presence and streamline operations.

News Summary

The collision repair industry is undergoing a significant transformation spurred by technology. Paul Donahue, CEO of ADMS, emphasized three main strategies for collision repair shops to enhance their marketing effectiveness during a recent webinar hosted by the ASA. The conversation included the growing importance of automation, local service ads, and leveraging customer databases.

Catching Up with the Collision Repair Industry: How Technology Drives Growth

On January 15, 2025, a fascinating webinar hosted by the Automotive Service Association (ASA) brought together leaders from the collision repair industry to discuss a pressing topic: the transformative role of technology in driving business growth. The spotlight was on Paul Donahue, CEO of Advanced Digital Media Services (ADMS), who shared remarkable insights gathered from over 15 years of engaging with more than 250 collision repair shop owners. If you’re curious about how technology is reshaping this industry, you won’t want to miss this!

Three Cornerstones of Tech-Driven Marketing

During the session, Donahue focused on three pivotal strategies that collision repair shops should consider for a thriving marketing approach. These are:

Optimizing sales results
Maximizing lead conversion
Driving sales leads

Building on these cornerstones, the webinar highlighted the rapid technological changes sweeping across the collision repair space. Donahue pointed out how automation platforms now help manage online reviews effectively while also employing artificial intelligence for accurate damage estimates and subrogation claim verifications. It’s evident that being tech-savvy is no longer optional but essential for competitive advantage!

Automation: The New Face of Marketing

Perhaps the most exciting takeaway was the revelation that automation is emerging as the largest driver of marketing-related repair sales in 2025. This transformation is not just about improving efficiency; it’s also about delivering valuable results.

Local service ads (LSAs) have also entered the scene as a hot topic. With their rollout limited to California and Florida so far, the early responses suggest they could provide a fantastic return on investment (ROI). Collision repair shops are encouraged to closely analyze their ROI by comparing their financial investments to the revenue generated from booked jobs.

Turning Visits into Sales

However, the statistics reveal a significant challenge. Currently, between 20% and 60% of website traffic isn’t converting to sales. To remedy this situation, shops are highly encouraged to respond quickly to online ratings and reviews on popular platforms like Google, CARFAX, and Yelp. These prompt actions can significantly enhance shops’ reputations, resulting in improved conversion rates.

Moreover, utilizing customer databases for remarketing is another key strategy. Despite initial customer disinterest, maintaining engagement through monthly offers can pave the way for future business.

Expansions Reflecting Growth

Amidst this tech talk, we also learned of exciting physical expansions in the industry. For instance, the Northwest Collision Center in St. Petersburg, FL, has expanded from 17,000 to a whopping 39,000 square feet! This sizable increase is in response to the growing demand for Tesla-certified repairs. The newly equipped facility is designed to provide efficient and precise repairs, especially for electric vehicles (EVs) like the Tesla, all while ensuring excellent service for various vehicle makes and models.

Similarly, Classic Collision has made headlines by acquiring Bo’s Collision in Ocala, FL, enhancing its presence in the Sunshine State. The establishment boasts over 50 years of valuable service experience — a great addition to Classic Collision’s portfolio!

In another exciting move, Puget Collision has expanded its reach in northeast Portland by acquiring Bob Thomas Auto Body, increasing its total number of locations to 54 across multiple states. It appears that collaborations and acquisitions are thriving in the collision repair industry, leading to broader service networks.

Addressing Safety Concerns

As the industry evolves, it’s crucial to keep safety concerns at the forefront. Recently, a lawsuit was filed against several firms regarding alleged negligence linked to the tragic death of a woman. The claims revolve around defective airbag components installed in her vehicle. This reminder of the industry’s responsibility underscores the need for constant vigilance and quality assurance in repair services.

The collision repair industry is in the midst of a remarkable transformation driven by technology, strategic marketing, and responsive customer service. As businesses prepare to embrace these changes, it’s an exciting time for shop owners and customers alike. After all, a tech-savvy approach not only enhances business performance but also elevates customer satisfaction!