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Auto Repair Shops: How to Reach and Retain Millennials

Jul 21, 2016 8:44:00 AM / by Brian Paulson posted in automotive repair shops, small business operations

Generation Y, also known as millennials, are tech-savvy consumers. They have grown up using the internet and mobile devices, and they have buying power.

By adjusting how you market and engage with millennials, you can reach and retain a large customer base that shows brand loyalty once they’re hooked.


Tip 1: Update Your Website

You have a website. Great. It has your contact information, but does it serve other purposes? In addition to providing basic information, your auto repair shop website can and should:

  • further your brand
  • provide actionable ways for visitors to reach you
  • be viewed on smartphones and mobile devices
  • generate leads for your business

As your 24/7 salesperson, your website may be the first point of contact by millennials. Will it keep their attention, provide valuable information, instill trust in your brand, and help them convert into customers? If not, it may be time for an upgrade.

Interested in what top-shops are doing to boost productivity and profits? Download our guide here.

Tip 2: Get on Social Media

Your customers are on social media. Make sure they find your business on a few different platforms (Facebook and Twitter are the heavy hitters, but don’t ignore other possibilities such as Instagram or Snapchat).

The process for monitoring and updating your social media accounts shouldn’t be time-consuming or stressful. A good rule of thumb is to dedicate 15 minutes out of your day to schedule new posts, share information from other businesses and organizations in your local community, and to respond to customer comments.

Tip 3: Create Helpful Content

Every type of business can benefit from having a blog.

Not only do blog posts help you rank higher on search engines, they are also a way to provide value to potential and existing customers.

Do you have some basic maintenance tips to share? Start a series of blog posts or videos. If the information you provide is of value, visitors will be more likely to trust your expertise and consider your business a viable option for their next repair.

Aim to create new content on a regular basis. Try starting with posting once a week, and be sure to share links to your content on social media.

Tip 4: Communicate on Their Terms

On the operational side of things, consider how you communicate with millennials. Appointment reminders might work best as text messages rather than a call. As a best practice, try giving customers the option for indicating the best way to reach them.

Millennials are a very brand-loyal generation. When they find a service they like, they tend to stick with a business. They also tend to share their experiences online using third-party review sites. Go ahead, ask them for reviews and testimonials!

By setting goals to reach and retain millennials as customers, you can improve your odds for securing a solid customer base now and down the road.

Where are you spending your marketing dollars? Are you allocating enough of your budget to attract more customers? Chat with one of our experts in the auto repair shop industry to see if your business is on the right track.

10 Traits of Successful Automotive Repair Shops

Brian Paulson

Written by Brian Paulson

Brian received his Bachelor’s degree from the University of North Dakota with a double major in accounting and financial management. He’s a member of both the National Society for Tax Professionals and the National Society for Accountants and serves on the board of directors for the Professional Association of Small Business Accountants.