“It's terribly hard to drive a customer into the door” — Corey Mitrovic | GGP #82

Launching a new auto repair shop isn’t just about fixing cars—it’s about earning trust before customers even walk through the door. In this Origin & Impact episode, Corey Mitrovic and Joey Kenville share how perception, reviews, and communication shaped the growth of their Colorado-based shop.Corey came from a sales and business background, while Joey spent decades turning wrenches. When they opened Elite Imports Auto Repair in December 2020, they started with zero customers, zero reputation, and a blank slate. Early on, they discovered that skill alone doesn’t drive traffic—customers first need confidence that your shop is credible and visible in the market.The real challenge wasn’t technical work—it was perception. Early marketing efforts failed, mailers barely generated leads, and attracting customers proved far harder than expected. They quickly realized the real bottleneck was visibility and trust: getting drivers to believe in a brand they had never heard of.Their turning point came when they shifted focus toward reputation signals—Google reviews, better communication with customers, and positioning themselves as a trusted European repair specialist. By emphasizing transparency, follow-up communication, and consistent messaging, the shop built credibility faster than many long-established competitors.For independent shop owners, the lesson is simple: reputation compounds faster than advertising. Clear communication, customer reviews, and consistent positioning can transform a brand-new shop into a trusted destination faster than traditional marketing tactics alone.Guests:Corey Mitrovic — Elite Imports Auto Repair (Colorado)Joey Kenville — Elite Imports Auto Repair (Colorado)What you’ll learn:How reputation builds before customers ever visitWhy niche positioning increases shop visibilityHow Google reviews accelerate local trustWhy communication drives repeat customersHow follow-up systems improve retentionWhy perception matters more than early advertisingHow specialty positioning attracts higher-value customersWhy customer experience compounds reputationTimestamps00:00 – Opening and Origin story02:00 – Starting a shop from scratch04:12 – Corey’s business background06:05 – Joey’s technician journey08:12 – Why they chose a Euro niche10:20 – Training and team development13:02 – Early cash-flow challenges16:04 – Hiring and technician culture18:40 – Pay structure and incentives21:15 – Aligning team around customers23:58 – Coaching and leadership growth26:32 – Plans for multi-location growth28:04 – Why early marketing failed30:02 – Google reviews and visibility32:50 – CRM follow-ups and retention35:02 – Customer relationship strategy38:14 – Hiring the right service advisor41:03 – Recruiting and culture fit44:30 – Red flags when hiring47:12 – Using AI inside the shopCall-to-ActionsGot questions? Comment or post in the FB group—guests will chime in.Subscribe for more Origin & Impact shop owner stories.Want to be a guest? Share your story in the group.LinksStart Here: https://addi.me/2026Next Step Guide: https://www.aashopmarketing.com/aashopmktg/public/next-steps.aspxGrid Request: https://www.aashopmarketing.com/aashopmktg/public/grid-request.aspxRequest a Call: https://www.aashopmarketing.com/aashopmktg/public/request-a-call.aspxJoin the Podcast Panel: https://www.aashopmarketing.com/aashopmktg/public/join-panel.aspxPartnership Info: https://www.aashopmarketing.com/aashopmktg/public/partnership.aspxGarage Grit Facebook Group: https://www.facebook.com/groups/forautorepairshopownersYouTube: https://www.youtube.com/@aashopmarketingPodcast: https://creators.spotify.com/pod/profile/garagegritEpisode MetadataEpisode: GGP #82Guest: Corey Mitrovic; Joey KenvilleShop: Elite Imports Auto RepairLocation: Colorado