While sales bring in the big numbers upfront, it’s the fixed ops department that keeps customers coming back. Buthere’s the problem: many dealerships still use outdated marketing strategies that just don’t cut it anymore.

If your fixed ops department still relies on outdated marketing strategies, basic websites, or thinks coupons are still enough, you’re leaving serious money on the table. Between changes in tech and in customer preferences, dealers need to adapt if they want their dealerships to keep up.

But how can dealerships evolve, whether that means transforming their service department or building customer relationships more effectively?

In a recent episode of Retention Roadmap we hosted guests Charity Dunning (Chief Marketing Officer) and Russell Hill (Managing Partner and Co-Founder) of FixedOPS Marketing, to discuss how dealerships can optimize their marketing.

We covered common pitfalls, the need for a paradigm shift, as well as the importance of customer experience from the moment a guest arrives. We also look at the  underwhelming or nonexistent digital marketing strategies that many dealerships have in place.

Let’s dig into some of those insights.

1. Tailor your communication strategies to meet customer preferences

Today’s customers want quick, easy, and digital communication from their service providers, and that’s especially true for dealerships. Text messaging has quickly become the go-to for many, especially younger drivers, because it’s fast and direct.

But it’s not one-size-fits-all—some people still prefer emails, calls, or even WhatsApp. The key is to offer options.

By meeting customers on their preferred platforms, dealerships can keep them engaged and informed about service reminders, specials, or even just updates on their vehicle’s repair. Offering flexible communication options is a simple way to make the service experience smoother, which ultimately keeps customers coming back.

2. Learn to leverage your internal data sources

To run successful fixed ops marketing, dealerships need to rely on accurate data, not just what third-party companies provide. Dunning emphasizes that many dealerships get stuck using data from outside sources, which can be misleading.

Instead, dealerships should focus on direct data from their own systems to track customer activity and see which promotions are actually working. This gives a clear picture of what’s driving results and helps identify areas that need improvement.

With better insights, dealerships can spend their marketing budget more wisely and offer services that truly matter to their customers.

In short, having solid, in-house data means you can make smarter decisions that increase both customer retention and revenue.

3. Prioritize the customer experience

When it comes to keeping customers loyal, the experience you provide is everything. It’s not just about fixing cars; it’s about how you make your customers feel when they visit. Something as simple as a warm greeting, remembering a customer’s name, or taking a little extra time to talk through their service needs can go a long way.

One bad experience can quickly lose you a customer. Dealerships that focus on building real relationships with their customers will see the payoff in repeat business. Trust is key, and it starts with transparency—whether it’s being upfront about pricing or walking a customer through their service options.

When customers feel respected and valued, they’re much more likely to stick around for the long haul.

4. Speak up about your tire services

Tire sales are a big opportunity for dealerships, but too many are missing out because customers don’t even know they sell tires. Hill points out that many customers go to tire shops or big-box stores simply because they aren’t aware their dealership offers the same service.

“The single largest purchase they’re going to make during the warranty period are tires, and they better be buying them from you,” he says. “If they buy tires from you…. 67 percent of those people continue to service, and buy a new or pre-owned vehicle.”

The solution? Make your tire offerings clear and easy to find. Put tire deals in your service reminders and highlight them on your website. By promoting tire sales, dealerships can keep customers coming back for all their service needs—not just tires.

5. Offer prepaid maintenance packages, especially from the service lane

Prepaid maintenance (PPM) packages are a simple, yet powerful way to keep customers coming back. With an 80% retention rate, PPM customers are much more likely to stick with your dealership.

They’ve typically been sold in the finance office, but Russell and Charity believe they can be just as effective when sold directly in the service lane. These packages are easy to understand and give customers an extra reason to return regularly for maintenance.

Plus, offering prepaid plans with value-added benefits—like discounted services or protection for unexpected repairs—helps dealerships build stronger relationships with their customers and keeps them coming back, boosting long-term loyalty and revenue.

Retooling your fixed ops marketing

To stay ahead, dealerships need to modernize how they market fixed ops. To start with, embrace digital tools, improve communication with customers (especially using text), and make sure you’re promoting often-overlooked services like tires and prepaid maintenance. These small shifts can make a big impact on revenue and retention.

For a deeper dive into what really drives customer loyalty, check out the 2023 Dealership Service Retention Report. It covers the importance of tire sales, prepaid maintenance, and how customer preferences have shifted since the pandemic—giving you clear insights to boost your dealership’s success. 

What keeps customers coming back to your dealership?

Download the 2023 Dealership Service Retention Report to see what dealership service customers have to say.

Join us for a free online event on July 28th!Battling 5 Dealership Service Defection Points with DriveSure