Every auto repair shop goes through slow periods—those times when the phone isn’t ringing as much, the bays aren’t full, and customer traffic seems to dwindle. Slow seasons in the auto repair business can be influenced by various factors, such as weather, holidays, or economic cycles. For example, winter and summer typically bring in more customers as extreme temperatures lead to more vehicle wear and tear, while spring and fall tend to be quieter. Customers may also prioritize vacations, school, or holiday spending, leaving car repairs lower on their to-do lists.
But the slow season doesn’t have to mean slow business. With the right repair shop marketing strategies in place, you can not only survive but thrive during these off-peak times. By focusing on digital marketing, building a referral network, engaging in community events, and improving the customer experience, you can keep your bays full and even bring in new customers. Let’s explore how you can make the most of slow periods and drive steady traffic to your shop year-round.
Get New Customers
RepairPal will introduce your shop to new customers through repairpal.com, the largest site for auto repair, and through the recommendation of our partners like USAA, CarMax, and Consumer Reports.
Digital Marketing: Be Where Your Customers Are
When business slows down, digital marketing is a powerful tool to market your business and stay visible. Here’s how to use it effectively to attract new customers and keep your business busy:
- Optimize Your Website for SEO: One of the most important things you can do is ensure that your website ranks well in search results. This means optimizing your site with local keywords like “auto repair shop in [Your City]” and creating content that answers common customer questions, such as “How often should I change my oil?” A strong SEO strategy ensures that when someone searches for repair services, your shop is one of the first they see. In fact, businesses that blog generate 55% more website visitors compared to those that don’t (Hubspot).
- Email Marketing: One of the easiest ways to stay in touch with your existing customers is through regular email campaigns. You can send out seasonal offers, car maintenance reminders, or even safety tips. Make sure to include clear contact information in every email, so customers can easily schedule an appointment. Check out this blog post on How to Generate Leads for Auto Repair Shops for more insights on how email marketing can increase your leads.
- Pay-Per-Click Advertising (PPC): Want more immediate visibility? PPC advertising is a fast way to get your shop in front of potential customers searching for services like brake repair or oil changes. Platforms like Google Ads allow you to target specific locations, making sure your ads are seen by local drivers in need of repairs.
- Blogging: Keeping a blog on your website not only boosts SEO but also helps build trust with your audience. Writing articles about car care tips or seasonal maintenance can position you as an expert. For example, you could publish posts like “How to Prepare Your Car for Winter” or “5 Signs It’s Time for a Brake Check.” By creating content that adds value, you attract new customers who are searching for solutions.
Action Steps for Digital Marketing:
- Review your website’s SEO, adding local keywords and updating old content.
- Send out a targeted email marketing campaign offering a seasonal promotion.
- Set up a Google Ads campaign for slow seasons using location-based keywords.
- Write and publish a blog post about preventative maintenance tips.
Referrals: Get New Auto Repair Customers
Word-of-mouth is still one of the most powerful marketing tools out there, and setting up a referral program can help you generate business when things slow down.
- Leverage RepairPal’s Referral Network: If you’re partnered with RepairPal, you already have access to a powerful referral system. RepairPal can refer customers to your shop through tow companies, warranty providers, and its own SEO-optimized site. For instance, if someone’s car breaks down and is towed, RepairPal can recommend your shop, bringing you business you might have missed otherwise.
- Create a Customer Referral Program: Encourage your happy customers to refer their friends and family by offering a referral reward. It could be a discount on their next service or a gift card for every new customer they send your way. This not only helps you build relationships but also ensures a steady flow of new customers.
Action Steps for Referrals:
- Reach out to RepairPal to ensure you’re maximizing referral opportunities through their network.
- Create a referral program and promote it to your existing customers via email and social media.
- Track the success of referrals and adjust rewards as needed to increase participation.
Community Events & Engagement: Get Involved Locally
Engaging with your community is a great way to build awareness of your shop and connect with potential customers who might not have heard of you yet. During slow periods, you can take the time to invest in community relationships and market your business through face-to-face interactions.
- Partner with Local Businesses: Collaborate with other local businesses in your area. For example, you can partner with a car wash, tire shop, or auto parts store to offer bundled discounts. You could even collaborate with local businesses that are not involved in auto repair, such as a coffee shop, library, or your local chamber of commerce. It’s a simple way to create cross-promotion opportunities and tap into a shared customer base.
- Host or Participate in Community Events: Hosting car care clinics or attending local festivals can help raise your shop’s visibility and build trust with your community. People who attend these events are more likely to remember your name when they need repairs. You could also offer free safety checks or maintenance consultations at these events to encourage new customers to visit your shop.
Action Steps for Community Engagement:
- Identify local businesses to collaborate with and propose cross-promotion ideas.
- Plan a car care clinic or workshop and promote it to your existing customers and community.
- Join local events to showcase your expertise and connect with potential customers.
Customer Experience: Create Loyal Customers
Providing an outstanding customer experience not only ensures that your existing customers return, but it also increases the likelihood of them recommending your shop to others. A focus on customer satisfaction is critical for any shop owner, especially during slow seasons.
- Provide Excellent Service Every Time: Offering top-notch customer service, quick repairs, and clear communication goes a long way in creating loyal customers. Make sure that customers leave your shop feeling like they received excellent value for their money.
- Encourage Reviews: Positive online reviews are an invaluable marketing tool, especially during slower times. In fact, a single positive review can increase conversions by 10% (BrightLocal). Ask your satisfied customers to leave reviews on platforms like Google, RepairPal, Yelp, or social media. More reviews mean better visibility in search results, which attracts more potential customers.
- Seasonal Promotions: Offer discounts and promotions during slower times to incentivize new customers to come in. For example, you could offer free brake checks in winter or discounted A/C service in summer. These small discounts can lead to repeat business and even larger repairs down the line.
Action Steps for Customer Experience:
- Make sure every customer interaction is positive and personalized.
- Encourage customers to leave reviews by offering a small incentive.
- Run a seasonal promotion to bring in new customers during slow periods.
Stay Ahead of the Slow Season with a Solid Strategy
The slow season doesn’t have to be a time of stress for auto repair shops. By implementing a mix of digital marketing, leveraging referrals, getting involved in community events, and focusing on customer experience, you can keep your shop busy, even when traffic is naturally lower. Understanding the seasonal patterns in the auto repair industry and planning ahead will give you the upper hand in keeping your bays full.
Start by creating a strong marketing plan with valuable content that combines SEO, email marketing, and PPC advertising to keep your shop visible. Partner with local businesses and take advantage of RepairPal’s referral network to bring in steady business. Lastly, always prioritize providing an outstanding customer experience to ensure existing customers return and new customers keep coming in.
By staying proactive and consistent with these repair shop marketing strategies, you’ll not only survive the slow season—you’ll thrive.
Frequently Asked Questions (FAQ)
Slow seasons can be caused by several factors, such as weather, holidays, and economic shifts. Spring and fall are typically quieter as customers tend to delay non-essential repairs, prioritize vacations, or manage their budgets during tax season or back-to-school time.
You can leverage digital marketing like SEO and email campaigns, participate in community events, build a strong referral network, and offer seasonal promotions to attract new customers.
Focus on SEO to rank higher in search results, use email marketing to stay in touch with existing customers, run PPC ads for immediate visibility, and regularly publish valuable content through blog posts.
RepairPal can refer customers to your shop through partnerships with tow companies, warranty providers, and its high-visibility online platform, helping you maintain steady business even during slower periods.
Offer a referral program that rewards happy customers for bringing in friends or family. Additionally, partnering with RepairPal can provide referrals from their vast network.
Engaging with your local community through events and partnerships can boost your shop’s visibility, build trust, and help you connect with potential customers who may not be aware of your services.
