Keeping customers coming back these days is about more than just getting them in for another service or sale. It’s about building relationships that last. Of course It’s easy to pay lip service to advice like this, and a different thing entirely to commit to getting it right.
In a recent episode of Retention Roadmap, we brought on Jerry Romano of Windward Auto Group.
Jerry Romano’s path from technician to owner of Windward Auto Group highlights his hands-on expertise and practical approach. Starting in the service bay, he worked his way up, using his deep knowledge of cars and people to excel at every level.
Romano’s understanding of how a dealership runs, combined with his knack for building strong customer relationships, has been key to his success. Now running three thriving dealerships, his career shows the power of blending technical know-how with a focus on people.
Having worked his way up from a technician to owning multiple dealerships, Romano knows this deeply. He’s all about turning everyday interactions into lasting connections that make customers think of his dealership first—whether they need an oil change or a new car.
4 lessons on being a brand that inspires loyalty
Romano’s “dealer for the people” branding was born out of a need to connect with customers on a personal level, especially in the wake of the 2008 financial crisis. He and his team knew they needed to connect with customers in a way that mattered. So, they focused on a simple message: the dealership is here to serve people, not just sell cars.
This wasn’t just about making it through tough times; it was about building a brand that stood out and connected with customers on a deeper level.
At a time when many businesses struggled to maintain customer loyalty, Romano’s approach was refreshingly different: He didn’t just sell cars — he sold an experience rooted in trust, honesty, and a genuine concern for the well-being of his customers.
This people-first philosophy resonated deeply with the community, helping the dealership not only survive but thrive.
What keeps customers coming back to your dealership?
Insights from Nearly 1,500 Dealership Customers
1. Be consistent with your message
What makes Romano’s branding so effective is its consistency and authenticity. Every customer touchpoint, whether it’s a television ad, a radio spot, or an in-dealership interaction, reinforces the same core message: this is a dealership that cares about its customers.
Furthermore, Romano and his team weren’t just saying they cared about customers—they were living it. This genuine approach hit home with people, especially during difficult economic times. The campaign didn’t just keep existing customers; it brought in new ones who appreciated the dealership’s straightforward and honest attitude.
This authenticity has been crucial for retaining customers, who see Romano not just as a business owner, but as a trusted advisor in their automotive journey.
2. Build a brand based on trust
Today, the “For the People” brand is a key part of Romano’s dealerships. It’s more than a slogan; it’s a commitment that’s felt in every customer interaction. From service visits to community involvement, Romano’s dealerships consistently put people first.
This focus on customer care hasn’t just helped the business survive—it’s helped it thrive by creating a loyal customer base that sees the dealership as a trusted partner.
For dealers, the takeaway is simple: put people first. By building real relationships and making customer care a core part of your brand, you’ll create loyalty that goes beyond a single sale or service. Make your customers feel like they’re more than just another transaction—they’re part of a community that your dealership is proud to serve with honesty and care.
3. Leverage tire sales for better retention
Tires are a big deal when it comes to keeping customers loyal to Romano’s dealerships. He’s made sure tire checks are part of every routine service and even started a “Tires for Life” program to keep people coming back. But here’s the catch—many customers still don’t think of dealerships first when they need new tires. That’s a missed opportunity.
Only 33% of customers bought their last set of tires from a dealership, and almost 29% didn’t even know their dealership sold tires when asked for DriveSure’s last Dealership Service Retention Report. This shows dealerships need to do a better job of getting the word out.
Romano’s approach proves that by highlighting tire services more clearly in their marketing, dealerships can boost both sales and customer loyalty. Tires can be a key part of the bigger picture—keeping customers coming back for everything their car needs.
4. Be willing to outgrow what worked well in the past
To boost efficiency and keep customers happy, Romano set up an express lane for quick services at his dealerships. This move quickly paid off, increasing daily oil changes from just eight to fifty. Customers loved the fast, convenient service, which helped the dealership stand out.
But as the express lane got more popular, it also ran into some issues—mainly because the dealership couldn’t expand it due to space limitations. To keep things running smoothly, Romano had to switch from a walk-in model to one where customers needed appointments. This helped manage the flow better without sacrificing service quality.
Even with these changes, the express lane is still a vital part of how the dealership operates. It lets them handle routine maintenance fast, while the main shop focuses on more complicated jobs. This flexible approach has been key to keeping customers coming back and staying competitive.
If you make customers feel genuinely valued and supported, they’ll stay loyal. It’s not about the quick sale; it’s about creating trust and loyalty and providing consistently good experiences. This approach is what sets his dealerships apart and keeps his customers returning time and again.
What keeps customers coming back to your dealership?
Download the 2023 Dealership Service Retention Report to see what dealership service customers have to say.
