We were lucky to catch up with Diane Caplan recently and have shared our conversation below.

Diane, looking forward to hearing all of your stories today. We’d love to hear about the things you feel your parents did right and how those things have impacted your career and life.

My parents instilled in me a strong work ethic from an early age. Though I was indeed spoiled as an only child, I was never entitled. Both of my parents worked hard and taught me the value of perseverance and completing what I started. They always emphasized that with determination and focus, I could achieve anything I set my mind to.

They also encouraged me to be self-reliant—whether it was fixing something around the house, building a project, or acquiring a new business skill, they believed in learning and doing things myself rather than depending on others.

This unwavering work ethic has been a constant in all my endeavors, whether I’m starting my own company or working within a corporation.

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?

I currently serve as the Head of Marketing and Brand Management for Fertitta Automotive and Post Oak Motor Cars. Our portfolio includes prestigious brands like Bentley, Bugatti, Rolls-Royce, Lotus, Hispano Suiza, Vintage Broncos, Karma, Zenvo, and recently, Fertitta Chevrolet. With over 24 years in the automotive industry, I began my career as an Internet Sales Advisor at a Mercedes-Benz dealership.

My passion for cars started early. I spent my childhood helping my dad with his old Mustangs and eagerly anticipated the day I could own my first car, which turned out to be a Chevrolet Camaro from the 80s. I never imagined that this passion would become my lifelong career.

My journey into car sales was unconventional. Initially, I was a computer geek and network administrator for a large bond brokerage firm. A friendship with a Mercedes specialist and the launch of eBay Motors led to an unexpected opportunity. At a time when many car salespeople didn’t even have computers at their desks, I was approached with a unique proposition: “You’re the only person we know who can operate a computer and loves cars.” Once I started, I was hooked and never looked back.

I always tell people two things: 1) Take risks, as you never know where an opportunity might lead, and 2) The automotive industry is one of the best-kept secrets in business. It offers a pathway to earning six figures without formal education.

My path hasn’t been easy, especially as a woman in the auto industry, but I’ve never let anyone tell me I couldn’t achieve something. I fell in love with the business, the cars, and the thrill of competition each month. I leveraged my computer skills and natural marketing talent, combined with my newfound sales experience, to carve out a unique niche in automotive marketing.

What I’m most proud of is my willingness to take chances and avoid the regret of “what if.” Every step I’ve taken has led to something bigger and better. I continuously seek knowledge through podcasts, books, online classes, and seminars to stay current with automotive marketing technology and personal growth. Improving my leadership skills, learning to delegate effectively, and sharing my knowledge to build a stronger team are my current focuses. These efforts help me work on larger projects and contribute to the continued growth of our group.

How did you build your audience on social media?

We are all our own brand, so make sure you’re known for it! I recall being one of the first dealerships to launch a Facebook page. Even then, I knew that when I entered a room, I didn’t care if people remembered the specific cars I sold; I just wanted them to remember CARS! That’s been the core of my branding on social media ever since. Over the years, I’ve blended aspects of my personal life into my online presence, but I’ve discovered that focusing on a specific niche works best.

So, whether you’re building your personal brand, running a business, or representing a company, narrow down your social media focus. Decide what you want the world to associate you with and stick to that. Keep personal posts to stories or a separate account for family and close friends. For your brand, hone in on your niche!

Once you’ve defined your niche, select a few social media channels to concentrate on. Trying to excel on every platform can be overwhelming. Choose your channels, post regularly—ideally daily—and most importantly, be yourself. Let your unique personality shine through.

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

There are many great resources, but one standout for me and my team has been *The Enneagram of Emotional Intelligence* by Scott Allender. If you haven’t taken an Enneagram test yet, I highly recommend doing so and then diving into this book. It’s incredibly insightful for both teams and leaders.

Additionally, I subscribe to the Headway app, which is fantastic. It allows me to choose categories like leadership or technology, and each day, it provides condensed versions of books that align with my interests. The knowledge gained from these brief readings is truly impressive.

Contact Info:

• Website: dianecaplan,com
• Instagram: @dicaplanhtx
• Facebook: @dicaplanhtx
• Linkedin: @dicaplanhtx