ASA Shop Is New York’s Loss,
|Everado Fonseca (back to camera) discusses job with a longtime employee, Joaquin Alcazar.|
And now they have 15 employees.
The Fonsecas have two daughters and a son. Their daughters aren’t active in the business, but their son – Jose – is. Jose’s daughter, Lissette Hadley, also works in the shop. “We don’t have titles,” says Lissette, “we just do what’s necessary. My father helps my grandfather manage outside activities, and I assist my grandmother in the office. She and I do all the bookkeeping and office work.”
Everardo thinks being a family-owned-and-operatedbusiness is definitely an asset. “Our customers love it when they find out we are all related. I think that is one of the reasons they keep coming back.”
He also thinks another thing that makes them stand out is that they are extremely honest with their customers. “They know they can trust us,” says Everardo.
“Our business philosophy is one of total customer satisfaction,” he says. “Almost 70 percent of our business comes from repeat customers and referrals from satisfied clients. We understand that in south Florida you need your vehicle to get around, therefore we focus on giving our customers a quality repair in a timely manner.”
The best part of his job, says Everardo, “is when the customer picks up his or her vehicle and their eyes light up because they cannot believe how great it has turned out.”
As a young man and student at Roberts Technical School, Everardo learned the importance of education. And he stresses continuing education in his business. “We continue employee education through ASE [certification] and I-CAR,” he says. “We currently have I-CAR Platinum individuals employed at our shop and we are working on a return to I-CAR Gold Class status.”
Obviously, Brilliant of Hollywood has grown and done well in Florida, but it hasn’t always been easy. Everardo says insurance companies are his biggest challenge. “I feel they definitely try to steer customers when it comes time to fix their vehicles. It’s a real problem, but we try to combat this by telling customers in person and on our website that they can select the auto body repair shop of their choice. An insurance company cannot require that the repairs be done at a specific shop. By law you get to choose.”
To ensure continued success and expansion, Brilliant of Hollywood is looking to update some of its equipment and to purchase a property across the street.
Also part of its plans, of course, is the continuance of its business philosophy and its dedication to honesty and trustworthiness. But dedication to those traits is no problem; it’s just part of being in the family.
Name of Shop: Brilliant of Hollywood Inc.
Location: Hollywood, Fla.
Square Footage of Shop: 15,000 square feet
Number of Employees: 15
Numbers of Repairs Weekly: 30
Projected Annual Sales: $1 million
Website Address: BrilliantofHollywood.com
Why They Are a Member of ASA: “I joined ASA because of its networking opportunities. I use its website for updates on what’s going on in the industry and if I have a question or concern, there’s always someone there to get me the answer or guide me in the right direction. I value TakingTheHill.com and all of ASA’s legislative efforts, and I look forward to seeing the changes that will be made because of ASA.” – Everardo Fonseca.