Any Ideas on How to Market for a Mechanic?

by 28 replies
29
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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  • 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
    • [ 2 ] Thanks
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    • 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
      • [ 1 ] Thanks
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  • Google My Business would be a great way to capture local customer searching for mechanic in his city.
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  • Banned
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  • Would a cost per lead be the best business model for me? OR a recurring fee lead generation system?
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    • 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..
      • [ 1 ] Thanks
  • 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!
    • [ 1 ] Thanks
    • [1] reply
    • 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
      • [ 2 ] Thanks
      • [2] replies
  • 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.
    • [ 1 ] Thanks
  • Try in Google.......
  • 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.
  • I'd take a good hard look at Craigslist.
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    • Banned

      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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  • Hey Ron man, I think his remark about the marketing manual was just a reference to the "commodity seller", "race to the bottom", etc. remarks. Those are more centered on good marketing philosophies and principles (like you might find in a manual or book), but the OP was asking you for a specific more than philosophical answer. He asked for a cost per lead OR recurring service answer and you gave a sound philosophy, but I have to admit that I'm not sure how to apply that philosophy that you provided.

    I struggle with riddles and trying to figure out where another person is coming from in general and sometimes need things spelled out. Are you saying that selling leads in general is a race to the bottom and that he should try something else entirely with this guy? Or are you telling him that he shouldn't even fool with this discount mechanic and that he should go after bigger fish? Or something else entirely and I'm missing the boat?

    I understood your philosophy, I just couldn't figure out how you were trying to apply it here. True, I'm not the guy you were replying to either but I'm here to learn from guys like you and others. I'm interested because I too know of people like the OP is referencing and my suggestion would be that he's got a discount fish on the line and that he needs to throw it back, lol. I just don't see this guy as being a good customer. But maybe you are seeing something else entirely, like a different service other than the lead generation that he could offer and turn into something here.
    • [ 2 ] Thanks
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    • Thank you UMC,

      You explained my inquiry far better than I did. Your diplomacy is an inspiration, and something that I shall try to emulate in the future.

      All the best,
      SARubin

  • Being an Offline Business owner my self. I would do Facebook Ads to a Certain Zip code or Small City. I would do a percentage of the job as a fee. if you land him a $3,000 client that needs a new engine you should get more then if you landed him a $150 new brake job etc.... Also i would create my own website and create a Google Plus business with a Forwarding number. That way you can track the leads and you own the site and the number. I use Callfire for that Service. Hope this helps.
  • I would suggest the use of Craigslist, social media, forums for Honda and any other brands he works for, news paper, Letgo, OfferUp, Back page.
  • Its hard to explain but google is your best friend you can do deep search on it
  • I wouldn't necessarily try to do per lead. I would offer a monthly advertising service to him that included local SEO, Facebook, and getting him listed in some directories. It's not going to take much to overwhelm him with business.
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