What’s the sound you hate most in the dealership?
It’s not a rattling engine or a squeaky belt. It’s silence.
The sound of an empty service bay on a Tuesday morning. The sound of a customer walking out without approving that extra work because they “had to think about it.”
We’re all fighting to keep our service drives profitable. We’re up against the quick-lube places, the independent shops, and customers who think “YouTube University” makes them a master tech.
So how do you win? How do you succeed in today’s economy?
You need a direct line. A tool that lets you upsell, retain, and fill your bays on demand.
That tool is text message marketing. Forget what you think it is. Let’s talk about what it actually does for your revenues.
Forget the fancy jargon.
Text marketing is a direct, permission-based marketing channel that goes straight to your customers’ pockets. When a customer texts you back or signs off on that RO, they’re giving you permission to sell to them.
It’s the modern-day equivalent of them handing you a key and saying:
“Let me know what else you’ve got.”
Let’s put that in perspective. Your last email blast probably got a 20% open rate, right? Texting gets a 98% open rate. It’s not even a fair fight. This is the most powerful sales tool you’re probably not using to its full potential.
Let’s skip the fluff. Here’s how texting directly impacts your revenue.
Your tech finds a dirty filter or worn brake pads. Instead of a game of phone tag, you text the customer a video or picture directly from the bay. They see it, they get it.
You follow up with, “We can take care of that for you today for an extra $XX. Reply YES to approve.”
The approval rate is insane. That’s pure profit added to an existing RO. It’s the simplest way to get a yes on previously declined services.
Every minute an advisor spends leaving a voicemail is a minute they’re not spending with the customer in front of them, building ROs, and selling work.
Texting handles the simple updates, freeing up your advisors to focus on high-value conversations that lead to bigger sales and helping you reduce your fixed ops staff's workload.
Got a slow Wednesday coming up?
Don’t just sit there and wait. At 10 AM on Tuesday, blast out a targeted offer:
“Tire Wednesday at {company.name}! Get a free tire rotation with any oil change this Wednesday only. Limited spots available. Reply TIRE to book now!”
You’ll fill those empty slots before lunch and see a real-time increase in your fixed ops revenue.
Why do customers leave? Price and convenience.
You can compete on both with texting. Send automated service reminders with a built-in coupon.
“Hey {customer.name}, records show your {customer.meta_vehicle_model} is due for an oil change. Book with us this week and get 15% off. [link]”
You’re building a better dealership customer experience making it easy and affordable for them to stay with you.
Text marketing isn’t just about random messages. It’s a strategy.
Here are some battle-tested templates designed to drive revenue.
The Video Upsell:
“
Hi {customer.name}, your tech found your engine air filter is clogged. Here’s a quick video: [link]. We can replace it for [price] while it’s here. Reply YES to approve the work.”
The Slow Day Bay-Filler:
“
Slow day, big savings at {company.name}! We have a few service spots open tomorrow. Book now and get 20% off any single service over $100. Reply DEAL to claim your spot!”
The “We Miss You” Win-Back:
“
Hey {customer.name}, it’s been a while! Come back to {company.name} and let us show you why we’re the best. Your next oil change is FREE, no strings attached. This month only. Reply COMEBACK to schedule.”
The Recall + Upsell:
“
Hi {customer.name}, a recall has been issued for your {customer.meta_vehicle_make}. Please reply RECALL to book your no-cost repair. P.S. While you’re here, we’ll take 15% off any additional service you need.”
Now, you know what to send and when. Now, let’s talk about the pro-level moves that really separate you from the competition and help you get every last dollar out of this strategy.
Timing Is Everything: A text is a guest in your customer’s personal space. Don’t be that guy who shows up uninvited every day. Respect their phone. A well-timed service reminder, a perfectly placed upsell video, or a single “Happy Birthday” text with a small offer does more than 10 random spam messages ever will.
Mix It Up: Texting is your MVP, but it doesn’t win the championship alone. Your text campaigns should work with your other marketing. Combine your SMS campaigns with email blasts, social media posts, and maybe even a good old-fashioned phone call now and then.
Measure What Actually Matters: Forget vanity metrics. The only numbers that count are response rates, conversion rates on your offers, and the dollar amount on your average repair order. If your ROs are going up and you’re selling more work, it’s working. That’s the real magic.
Look, the game has changed. You can keep playing phone tag and watching customers walk out the door, or you can get proactive and meet them where they live. On their phones.
Text message marketing is a revenue-generating machine for your service drive. Use it right, and you won’t have to worry about the sound of silence ever again. The only sound you’ll hear is the constant hum of a busy, profitable shop.
Absolutely. And the ROI isn’t just about coupon redemptions. The real money is in increasing your average repair order. Think about it: your tech sends a quick video of worn brake pads. The customer sees it and replies “YES” to approve a $400 job they would have otherwise put off. Do that just a few times a day, and the platform pays for itself almost instantly.
It works better than almost anything else. Your last email blast maybe got a 20% open rate. Texts get a 98% open rate. It’s the most direct, immediate line you have to your customer. In a world where everyone is drowning in emails and ignoring phone calls, a text message cuts through the noise and gets seen.
Yes, 100%-as long as you do it by the book. The golden rule is simple: you need their permission. Customers have to “opt-in” to receive marketing messages from you. This is non-negotiable and a core part of regulations like the TCPA in the US.
You’re probably already doing it. Your intake form, your online scheduler, the repair order itself-these are all perfect places to add a simple check box and a line of text that says, “Is it okay for us to text you with updates about your vehicle’s service? (Msg & data rates may apply).” Boom. You’ve got your opt-in. It’s that easy.
That’s the wrong way to look at it. This saves them time. Think of all the time they waste playing phone tag, leaving voicemails, and waiting for callbacks. An automated platform handles the appointment reminders and status updates on its own. Sending a video MPI takes 30 seconds. Getting an approval back takes even less. This system takes the low-value communication tasks off their plate so they can focus on what they do best: building rapport and selling service.
Don’t do it. Ever. It’s a disaster waiting to happen. First, it’s a huge liability for the dealership with zero oversight. Second, it’s completely unprofessional. And third, when that advisor leaves, they take all those customer relationships-and their text history-with them. A real SMS platform gives you a central, trackable, and professional business line that protects you, your employees, and your customers.