In the fast-paced world many shop owners find themselves in, marketing and branding oftentimes come as an afterthought as other business needs take priority. Many shops usually won’t even have a dedicated marketing or social media manager on staff, instead passing off the responsibility as an extra assignment to someone else already on staff. 

While this strategy may seem to work well enough, 3P Marketing founder Megan Fulkerson says it’s most likely hurting shops’ long-term prospects. As more customers turn to AI chatbots and search engine reviews to decide where to bring their car after an accident, if your shop doesn’t have a strong digital brand, you’ve lost a customer before they’ve even had a chance to walk through your door. 

“Marketing usually falls by the wayside,” she says. “Not because owners don’t care, but because they’re wearing every hat in the building.” 

Fulkerson has spent her career marketing collision repair businesses, and through her experience, she’s developed a fairly simple strategy to jump start any shop’s marketing and branding reach, regardless of size or location. 

The Problem  

The most common issue Fulkerson encounters isn’t a lack of effort; it’s a lack of strategy. 

“There are still a surprising number of shops that don’t even have a real website,” she says. “They might have a Facebook page that gets updated twice a year, or a website that’s been untouched for a decade.” 

That gap matters. Today, a shop’s website, search presence, social media and online listings are the front counter for many customers.  

“When someone searches ‘Body shop near me,’ that’s their first impression of your business,” Fulkerson says, “before they ever call you, before they ever drive by your building.” 

Your digital storefront is the most important asset your shop has as a marketing tool. Outdated websites that load slowly, aren’t mobilefriendly or fail to guide customers toward scheduling an appointment often create friction instead of trust. In competitive markets, that friction can cost shops work. 

“If someone clicks on an ad and your site takes too long to load, they’re gone,” she says. “They’re not waiting.” 

The Solution  

If a shop owner isn’t sure where to start, Fulkerson’s advice is simple: the website comes first. 

“The website is the employee that’s working 24/7, 365 days a year,” she says. “Even when the shop is closed, it’s doing work for you.” 

That matters more than ever as more customers file claims, submit photos or request estimates after hours through tools such as CCC or similar platforms. 

“People are reaching out when the shop isn’t open,” Fulkerson says. “A good website can capture those leads and route them correctly before anyone comes in the next morning.” 

A properly built site has to be more than just a good-looking webpage. It needs to be fast, mobile‑friendly, search engine‑ and AI-optimized, and designed around conversion. All of those factors should play into a very clear call to action for a customer. 

“You want people to do something when they get there,” she says. “Make a call, book an appointment, submit photos — whatever your process is.” 

Beyond the website itself, modern marketing and branding is increasingly about being present before a customer ever needs repair work. 

Fulkerson’s team focuses heavily on proactive, hyper‑targeted advertising, especially for certified shops or those serving specific vehicle populations. 

“If a shop is certified in Toyota and they’re in a Toyota‑heavy market, we can actually target owners who drive those vehicles,” she says. “We send intentional ads to their households and devices.” 

The goal, Fulkerson says, is familiarity. 

“We’re planting that seed before they’re in a wreck,” Fulkerson says, “so when something does happen, your shop already feels familiar and trusted.” 

That approach only works if every piece connects. Ads, branding and website experience need to be in sync, or the effort falls flat. 

“All of it works hand‑in‑hand,” she says. “Great ads don’t help if the website doesn’t hold up.” 

And to get the most out of your platforms, Fulkerson says shops need to be optimizing for generative AI. 

“Now when you do a Google search, you’re seeing an AI summary at the top,” she says. “That’s only going to become more prominent.” 

To prepare, 3P recently introduced a tool that pushes accurate shop data such as name, location, website, services and other information directly to AI search engines and platforms. 

“We want shops to be ready,” she says. “If AI is shaping search results, your information needs to be clean and correct.” 

The Aftermath  

When shops invest in foundational upgrades, especially a new website paired with intentional advertising, Fulkerson says results tend to follow. 

“If the website is built correctly, shops start capturing more than they were before,” Fulkerson says. “The traffic was already there; they just weren’t converting it.” 

Pairing a new website with ongoing advertising is key. 

“You can have the best website in the world, but you won’t get traffic unless you’re driving people to it,” she says. 

That traffic looks different depending on geography. Rural shops often draw customers from farther away, while metro shops may have a smaller radius and will need to compete on additional offerings such as concierge services, free towing, or pickup and delivery. 

“Every market is different,” Fulkerson says. “That’s why strategy matters.” 

For almost every shop, regardless of market size, cost is often the biggest hurdle for shop owners evaluating marketing help. Fulkerson acknowledges that concern and says that’s why 3P built flexibility into its model to try and help meet shops where they’re at. 

And as someone who has been in the industry for her entire career and understands the day-to-day pressures shop owners face, Fulkerson says that an investment in strong marketing can bring back an even bigger return: time. 

“We’re not trying to add more to their plate,” Fulkerson says. “We’re trying to take this off their plate.” 

The Takeaway  

Marketing today touches everything from a shop’s physical space to its online presence to how easily customers can find and contact them. Done well, it builds familiarity and trust long before a repair is needed. 

In an industry where claim counts fluctuate and competition is tightening, the shops that stand out will be the ones customers already recognize when it matters most. 

And increasingly, that recognition starts with a screen — not a fender.