Any Ideas on How to Market for a Mechanic?

by im1217 28 replies
HI Guys,


I recently found a mechanic through a social media site. He is a 20+ year mechanic at a local Honda dealer. He has a auto shop setup in his backyard (lift and almost all tools needed for most repairs). I went to him in December to get my Honda van fixed (timing belt [all belts and spark plugs], front brakes/axle, power steering pump). He did an excellent job and all in one day. He only gets referrals by word of mouth. I wanted to help him market his services to where we can both benefit. He said he would "hook me up" if I get him referrals. But, I'd rather get paid for my services and get him steady business. My main selling points:


*parts are genuine Honda and below cost of dealer
*can work on all Japanese cars and will look at other makes as well
*labor is HALF
*amazingly nice guy to deal with (the type that will pick you up if you get stuck on the road)
*can get job done much faster
*additional discount if multiple repairs done
*it's done at his home, so you can even watch and ask questions if you like




My question is:


What kind of marketing would you use, how much would you charge, would it be per lead, etc.? I would think most customers would be lifetime or do multiple repairs.


Thanks.
#offline marketing #ideas #local #market #mechanic #offline
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  • Profile picture of the author GordonJ
    Originally Posted by im1217 View Post

    HI Guys,


    I recently found a mechanic through a social media site. He is a 20+ year mechanic at a local Honda dealer. He has a auto shop setup in his backyard (lift and almost all tools needed for most repairs). I went to him in December to get my Honda van fixed (timing belt [all belts and spark plugs], front brakes/axle, power steering pump). He did an excellent job and all in one day. He only gets referrals by word of mouth. I wanted to help him market his services to where we can both benefit. He said he would "hook me up" if I get him referrals. But, I'd rather get paid for my services and get him steady business. My main selling points:


    *parts are genuine Honda and below cost of dealer
    *can work on all Japanese cars and will look at other makes as well
    *labor is HALF
    *amazingly nice guy to deal with (the type that will pick you up if you get stuck on the road)
    *can get job done much faster
    *additional discount if multiple repairs done
    *it's done at his home, so you can even watch and ask questions if you like




    My question is:


    What kind of marketing would you use, how much would you charge, would it be per lead, etc.? I would think most customers would be lifetime or do multiple repairs.


    Thanks.
    Joe had a very busy (and ultra clean) auto repair biz, did a syndicated
    TV show called The Auto Doctor and wrote one of best manuals on how to set up a profitable service business. Suggest you Google Joe Hammer, thatsmallbusinessguy and see if he has his course still available or search eBay or Amazon for used copies.

    Your guy needs to learn to get referrals. A good referral system will keep his biz motor humming along.

    Joe Hammer built his on SUPERIOR SERVICE. Hard to beat a good job/experience for the referral.

    GordonJ
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    • Profile picture of the author Ron Lafuddy
      Originally Posted by GordonJ View Post

      Joe had a very busy (and ultra clean) auto repair biz, did a syndicated
      TV show called The Auto Doctor and wrote one of best manuals on how to set up a profitable service business. Suggest you Google Joe Hammer, thatsmallbusinessguy and see if he has his course still available or search eBay or Amazon for used copies.

      Your guy needs to learn to get referrals. A good referral system will keep his biz motor humming along.

      Joe Hammer built his on SUPERIOR SERVICE. Hard to beat a good job/experience for the referral.

      GordonJ
      My concern, based on what I've witnessed firsthand, is that the "backyard mechanic" can get overwhelmed. If he can't get through the repairs in a timely manner, people get annoyed.

      They won't come back and they'll tell everyone they meet about their experience.

      Weather can affect performance. A warm, dry place, with room to work is critical.

      This can be a good "fly low" operation, with spin-offs like towing, body, paint, glass repair
      and even hustle a craigslist sale here and there.

      Ron
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  • Profile picture of the author NateOlsen
    Google My Business would be a great way to capture local customer searching for mechanic in his city.
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    Nathan Olsen
    http://www.ndoseo.com

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  • Profile picture of the author im1217
    Would a cost per lead be the best business model for me? OR a recurring fee lead generation system?
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    • Profile picture of the author SARubin
      Originally Posted by im1217 View Post

      Would a cost per lead be the best business model for me? OR a recurring fee lead generation system?
      I would think a cost per lead is going to be your best option here.

      You mentioned your friend was willing to "hook you up" if you get him referrals. That doesn't sound like a guy who's interested in adding another monthly bill to his expenses.

      So, telling him he only pays when you bring him an actual customer, just seems like an offer he'd be more willing to accept..
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      "It all boils down to psychology, and numbers"
      SARubin - Direct Response Copywriter / Advertising and Marketing Aficionado
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  • Profile picture of the author Jim Blake
    I have had success using Facebook Ads and landing pages to get customers for tire dealers. Sounds like this would be the same for your client.

    Have him agree to offer a discounted service...
    i.e. Free oil change, $20 gift certificate, etc...

    Run a Facebook Ad to the offer.
    Have a landing page set up to capture name/phone/email.

    Email them a voucher for the offer.

    Give your lead list to your mechanic for him to follow up with (the most important part).

    Literally this will give you an unlimited supply of customers.

    Start targeting people that live in his zip code that own cars that are at least 3 years old an no older than 20 years old.

    Hope this helps!
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    • Profile picture of the author ewenmack
      Originally Posted by Jim Blake View Post


      Start targeting people that live in his zip code that own cars that are at least 3 years old an no older than 20 years old.
      Hi Jim,

      I'm pretty good at finding my around Facebook targeting,
      for some reason I can't find age of cars, can you point me to that option, please?

      Best,
      Ewen
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  • Profile picture of the author eccj
    If the guy is working out of his backyard then I wouldn't do any advertising for him.

    It's not a serious business. Nothing wrong with that but it isn't.

    Unless he is wanting to grow and get a commercial location then he needs to up his referral game and forget it.
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  • Profile picture of the author Fras
    Try in Google.......
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  • Profile picture of the author bhawnaa660
    post a add at facebook or google but with a customer attraction offer like tell customers to become a member for one year.. one time amount submission and get repair for one year whenever ur vehicle have problem..
    through this type of offer he can attract more no. of customers and also can make more money.
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  • Profile picture of the author Affportal
    I'd take a good hard look at Craigslist.
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    AffPortal Niche Research & Campaign Development Tools - CLICK HERE >>

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    • Profile picture of the author yukon
      Originally Posted by Affportal View Post

      I'd take a good hard look at Craigslist.

      Yep, and the way the mechanic avoids customers complaining a job took too long is to not sell mechanic services but instead buy used cars that need work and flip the cars for double the purchase price.

      Do a search on craigslist for head gasket, won't start, etc..., those cars are cheap, plenty for less than $1,500.
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      Be your best self. - Darryl Philbin
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