6 ways to generate auto glass leads (without cold calling)

Key takeaways

• Ensure your business website is professional, easy to use, and features plenty of opportunities for potential customers to contact you
• Partner with non-competing local businesses that can send auto glass leads your way and create a customer-referral program
• Use social media to connect with your target audience, and respond to all customer reviews on online platforms to showcase your level of service 

With more than 91% of U.S. households having access to at least one vehicle—and owners keeping their cars for an average of eight years—there’s a good chance they’ll need window repair or a windshield replacement at some point. But while you’re probably an expert on glass replacement and windshield repair, you might be less comfortable with auto glass marketing. To make a profit and grow your business, you need to tap into the huge potential market by attracting the kind of positive attention that makes you stand out from the competition and capture sales leads. 

Learn how to set your marketing goals and which auto glass lead generation strategies to focus on so you can get the quality leads you’re looking for. With these elements in place, you can begin driving more business to your auto glass repair services.

Get clear on your marketing goals

Every business owner in the auto glass industry has at least two jobs: to ensure the company provides high-quality auto glass services and to generate auto glass leads. For your marketing strategy to succeed, focus on achieving these two goals:

• Maintain good relationships with existing customers so they come back to use your services again and refer others to you
• Attract new customers in your service area so you always have a flow of new auto glass leads 

With an auto glass market size of $224 million and growing, there are plenty of customers out there. The question is, how can you get them to choose you rather than your auto glass shop competitors?

Home in on your target market

Before you can put your auto glass marketing campaign in place, you need to specify the target market you want to attract. Compile buyer personas and identify demographics such as gender, age range, likely income level, and the type of vehicle they drive—perhaps it’s a budget sedan, a high-performance sports car, or a family SUV. 

Once you’ve identified your target audience, try to pinpoint what those customers care about most when it comes to auto glass services. Perhaps they want the lowest price or they’re looking for an extended warranty. Maybe money isn’t a concern but they value exceptional customer service or want someone who will provide real-time auto glass services in an emergency. Or perhaps they’re homeowners who prioritize supporting local businesses. 

When you’re clear on what your customers are looking for, you can align your marketing messages and strategies accordingly. Here are six low-cost but proven ways to generate high-quality leads to choose from.

6 strategies to generate more auto glass leads

1. Establish a credible online presence with your business website

Your auto glass website should not only look professional and attractive but it should also be optimized for mobile phones, as 85% of U.S. customers own a smartphone. Include information about your company as well as your contact information so potential customers can easily get in touch with you.

Personalize your site by highlighting that your auto glass business is locally owned and share profiles of your team, including your techs. Whether it’s convenience, attention to detail, cost, or something else, tell your audience what you care about most because they’re more likely to buy from you if your business reflects their personal values. 

Detail the services you provide, such as windshield replacement and window repair. Then refer back to your audience profiles and what they’re looking for. Tell your potential customers exactly what they’ll be getting when they choose you—for example, the lowest price or longest warranty, or a convenient no-contact drop-and-go service.

Consider setting up pop-up windows that give your site visitors the option to enter the make and model of their car, along with their email address and phone number. You can then reach out to them via an email or phone call to provide an auto glass quote. Your website service provider should be able to help with setting up the pop-ups.

Also, make sure you’ve implemented local search engine optimization (SEO) across your site so that you appear high up in the search results when people type in keywords for your service areas—for instance, “windshield replacement Milwaukee” or “Jacksonville car window repair.”

2. Create visibility and build trust on online business platforms

Many people begin searching for local businesses online before they decide which one to use. Make sure your company is in the running by adding or claiming your Yelp Business Page. Use it to share information about your business, your contact details, opening hours, and the services you provide. You can also upload high-quality images that further build credibility, such as photos of your team at work on a car, and before-and-after photos of a windshield repair. 

Yelp also provides a space for auto glass customers to leave reviews of your business, which can attract potential customers. It’s worth noting that 88% of customers are likely to buy from a business that responds to all its reviews, so be sure to respond to positive reviews as well as critical ones. Multiple glowing reviews create credibility and trust, but even if they’re critical, responding constructively can go a long way toward maintaining your online reputation.  

3. Launch a pay-per-click (PPC) campaign

A pay-per-click (PPC) ad campaign—also known as cost-per-click (CPC)—can be a low-cost digital marketing tactic to get new auto glass leads. PPC ads show above the search results on search engines, so they’re the first things people see.

Similar to SEO, a PPC campaign is based on keywords. You can use one of the many free keyword tools to identify the right keywords for your business and use those to create your PPC ads. You’ll also set a budget for your ads, and you only get charged when a potential customer clicks on your ads and is directed to your landing page. 

When you invest in Yelp Ads, your business listing shows up in a number of key places on the site and app, including above relevant search results and on your competitors’ pages. You can target customers based on your local service area and with boosted keywords. This means you’ll reach even more high-intent users who are looking for the types of auto glass services you provide. 

4. Partner with related businesses and participate in local events

Think about which related businesses might be able to send work your way. For example, auto body shops, mechanics, and car detailing businesses all have customers who may need your services.

Make a point to connect with those business owners and staff at trade shows or your local chamber of commerce events. You could also simply visit the business premises and introduce yourself—and perhaps offer them a discounted deal for their personal vehicle to demonstrate the quality of your auto glass work.

Reward them for referrals with a commission on the sale or another token of appreciation, like a gift card to the local coffee shop. Or set up a long-term contract with a vehicle insurance company, car dealership, or the owners of a commercial fleet, offering them a discounted rate for sending their auto glass business your way.

Another way to generate auto glass leads in your community is to take part in local events like town or county fairs. You could help to sponsor the event or offer a raffle prize of a window replacement or repair. You could set up a booth to offer drive-up, on-the-spot repairs; or do a talk on a topic—such as how to check for cracks or care for your car windows—and offer a small discount to audience members who subsequently use your services.

Whenever you’re networking, invite potential partners and customers to give you their email addresses so you can follow up. Also, make sure you have plenty of business cards on hand to distribute.

5. Start a referral program for existing customers

Word-of-mouth marketing is one of the most powerful ways to build your business reputation. Make the most of this by setting up a referral program that rewards existing customers for sending their family, friends, and colleagues to your auto glass business. If they’re happy with your work, tell them about your referral program. 

For example, for every person they refer who subsequently uses your services, you could give a $10 voucher to a local auto accessories store. (You could also make a deal with that store to sell you the vouchers for $8).

6. Use social media to create engagement with new and existing customers

Social media marketing can help your brand build a better connection with your auto glass audience. Aim to engage them by sharing helpful content as well as what’s happening at your company.

For instance, you can introduce new staff members, show before-and-after photos of a window repair, and advertise any specials—perhaps you offer 15% off windshield replacement for local retirees on Thursdays. Share success stories and testimonials from other happy customers that highlight your excellent customer service or the great deal they got on repairing their cracked car window.

Educate your audience whenever possible. For example, you might talk about the dangers of driving a car with a cracked windshield or share some tips for how to tell if your auto glass needs replacing. You could also use this helpful information as a lead magnet, which is something you offer in exchange for contact details. For example, share two tips directly on social media and invite your audience to head to your website and submit their contact details to receive the full checklist. 

Always encourage people to visit your website, subscribe to your social channels, and share useful posts with their friends—and make it easy for them with convenient links. When someone becomes a subscriber, it gives you ongoing access to that person’s attention. Every time you pop up in their feed, you remind them you exist. So the next time they need a car window repaired, they’ll come to you first.

A multi-pronged marketing strategy to attract more auto glass leads 

Your auto glass repair business needs a regular flow of customers—both new and existing—to succeed. Claim your share of the auto glass market by setting up a targeted auto glass lead generation strategy.

Start by making sure you have a clear picture of your ideal customer and what they want, and update your website so it addresses their needs and builds credibility and trust.

Respond promptly to customer reviews; this reflects well on your brand and can lead to more auto glass leads. Consider creating a pay-per-click (PPC) marketing campaign as a low-cost digital strategy.

Use social media to connect with current and potential customers, and leverage the power of your community by creating partnerships with complementary businesses and setting up a customer referral program. 

When you have your auto glass lead generation strategy working for you, learn how to manage your leads so you can close the deal.