What this industry taught me
Autobody is a craft business pretending to be a service business. Every car that rolls out of the bay is a portfolio piece, and most shops are sitting on years of phone-camera before/after photos that nobody outside the family has ever seen. Working with my uncle's 30+ year race-car and collision shop, Precision MotorSports, taught me that the bottleneck isn't talent or quality, it's the gap between finishing the job and getting it in front of the next customer. Owners are mechanics first. They don't have time to be marketers, and they shouldn't have to be.
How I tackled it
I sat in the shop, watched how jobs actually moved from estimate to delivery, and built around the operator instead of around a marketing calendar. For Precision, that meant a custom admin portal the owner's son can run from his phone between jobs: upload the before-and-after photos, let AI pick the strongest pair, clean the background, write the caption in the shop's actual voice, and one-click a vertical reel scheduled to drop on Instagram and TikTok. I migrated 400+ legacy race-car and collision photos off a brittle Wix site into a structured library, wired up per-page SEO and branded link previews, and handed over a stack that needs three skills forever: take photos, upload, hit generate. No retainer, no agency, no developer on speed dial.
Why I love this work
Autobody shops are family businesses, often passed down, and the trust they've built with their community is generational. Getting to help that succession happen, watching a 30-year shop hand the keys to the next generation with a marketing system that actually works for them, is some of the most meaningful work I do. The craft is already there. I just make sure the rest of the world finally sees it.
The most underrated play
Interactive before/after sliders, on the shop's own site, are the single most underrated asset in autobody. Most shops post finished shots on social and call it a day. The minute a prospective customer can drag a slider across a wrecked quarter panel and see it restored, the sales call is basically already closed. Pair that with vertical reels auto-generated from every job and a permanent, searchable project library that lives on the shop's own domain, not rented from Instagram, and you compound years of work into a lead engine that runs itself.
Selected work
Capabilities for this industry
The Ask
Let's build the autobody story.
From positioning to production to reporting — done by one operator.