Hollywood, Calif., has always been the place where dreams come true and fantasy becomes reality. How appropriate then that it's the home of returning Top Shop finalist Network Auto Body. With two locations – one in Hollywood and another in North Hollywood, along with two office locations in Universal City and Van Nuys – and more than 25 years of service, Network has seen a parade of celebrity-owned vehicles pass through its doors.
The business even markets itself as "Body Shop to the Stars." But don't let the bright lights, glitz and glitter fool you. Even with its high-profile clientele, Network actually caters to a wide audience of vehicle owners. Where it separates itself from most shops, Network's targeted audience runs coast to coast.
In 2010, Network attracted one customer from halfway around the world, specifically, in Iraq. A soldier who was also a native Californian needed work done on his vehicle in the states. Since he was far from home serving his country, he needed one he could trust. The soldier went online and searched for area repairers. Network was the first to pop up. After spending some time on the site, he felt comfortable enough to do business with them.
This was no matter of happenstance. In 2010, Network owner Rocky Fasone talked with entertainment industry veteran and Web guru Bob Schott about building his Internet presence.
Schott doesn't take such chores lightly. Neither does he approach them in a traditional manner. Growing Network's site meant building it exponentially. Though he had spent some significant time on studio sets, Schott was convinced television and cable ads were dead ends. The site he planned to build would be like no other. Schott's goal was to create a Web "empire."
Schott built Network's site to entertain and educate. For the former, he stocked networkautobody.com with public domain films such as Gene Autry westerns, Flash Gordon serials, classic commercials and horror/comedy classics like Bela Legosi's "The Gorilla." He also created a number of his own videos starring shop employees and customers discussing specific repairs, industry issues and service experiences.
He also added links for industry and repair information including a motorist's rights, news and service tips.
The strategy has paid off handsomely. Schott says 80 percent of the people who view the site each month add it to their Web browser favorites list so they can find it again – compared to 27 percent for other shops. More importantly, a large portion of the site's visitors spend at least 30 minutes poring over its content while some spend nearly three hours in one visit.
Schott says time spent on a site is for more important and indicative of its effectiveness than number of visits.
Fasone notes, "It gets customers comfortable with us. When they're thinking about doing business with us, it's something we can point them to," he says.
"If I want someone to know about my business, it's very helpful and convenient to say 'Go to our website,'" he adds.
Fasone says the site produces significant results, attracting at least $100,000 in revenue each month.
Some of this business comes from far outside Southern California.
Recently, the Texas owner of a 2010 BMW was searching for a shop with specific unibody frame measuring equipment to use on his damaged vehicle. He found the Network site and then had his vehicle loaded on a flatbed and delivered 1,500 miles away to the shop for repairs.
Schott doesn't expect to attract steady work from so far outside the Hollywood area, but he does make this point: "People who view the site might eventually live here, visit or know someone in this area who needs work. Marketing to people globally does pay off."
Network is finding that by keeping its site's content fresh, it has a much better opportunity to draw global interest. This past summer Schott added a video of customer Jody Zucker, who serves as chief legal council for Warner Brothers Studio. Soon after the video was posted, Zucker and Warner Bothers became embroiled in a well-publicized battle with former "Two and a Half Men" star, actor Charlie Sheen.
Web surfers searching for news on the dust up ended up being directed to the video on Network's site. Many of these viewers contacted Zucker, not with questions about Sheen, but to compliment him on the video and inquire about his experience with Network.
It may take a while for some of these folks to show up at the shop's doors soon wanting repairs, but Fasone can afford to wait. His shop is doing just fine. In the past year, with just two locations and a combined 31,000 sq. ft. in work space, Network generated over $9 million in revenue. Its workload continues to grow.
In 2011, Los Angeles-based Universal Nissan came onboard as the seventh dealer to send work exclusively to Network (Fasone built his business on dealer work). Network continues to lead the nation in repairs on the popular Toyota Prius.
Fasone's business remains so busy, in fact, that he still does no DRP work and has little interest in the programs, saying he prefers to work without insurer dictates.
While Network may eschew courting insurers, they certainly don't feel the same about repairing vehicles owned by insurance company spokespeople.
In 2011, Network performed repairs for perhaps its most "unexpected" celebrity customer – Stephanie Courtney, an actress best known for her portrayal of "Flo," the insurance salesperson in Progressive commercials. Courtney also is a real-life Progressive customer. When she needed work on her 2010 Mini Cooper, she took it to Network, at Progressive's suggestion.
Now that's the kind of story Hollywood usually creates. Appropriately, a Hollywood shop made it come true. Network is eyeing more such stories, wherever they may be happening across the globe.
