However, it’s important to stay consistent in also attracting new customers rather than relying solely on the group of existing customers you build up as your shop expands its reputation for good repair work.
While walk-ins are certainly a thing, it isn’t the best bet to depend on them as your sole way of getting new customers. Instead, take proactive approaches to gain a steady stream of new customers coming through your doors.
Community work allows you to not only expose the business to potential new customers but also make a positive impact on the people and places you call home.
Do something good by feeding the homeless, supporting your city’s high school, or raising money for a local nonprofit, like Casey’s Automotive did for Ellie's Hats.
Partner with an adjacent local business, like a car wash or detail facility to establish a flow or referrals between your business and theirs.
According to Mary, advertising locally is one of the most effective techniques to draw new customers into your shop.
Some reliable local advertising mediums include local papers, school mailers, sports programs, small magazines, or even something as simple as hanging up flyers at adjacent businesses.
Running special promotions is a great way to attract new customers. Haglin Automotive provides first-time customers with an oil change special or $25 off a repair each quarter with a seasonal savings card sent to every customer.
A few examples of social media auto repair promotion ideas include both sponsored content and visual advertisements.
When you advertise your auto repair shop on social media, make sure you consider:
A strong automotive SEO strategy will help make your business appear higher in the Google listings when someone searches a keyword in your area.
Pro-tip: the first step you should take to improve SEO is to list your business on Google, then regularly update your website with new content.
Always remember the customers who have been visiting your shop since the beginning. As Mary says, you’ll also want to employ strategies that help retain existing customers and increase loyalty.
Vehicle maintenance can become less of a priority for customers who don’t set their own personal reminders on vehicle maintenance.
By investing in a shop management system that gives you and your team full visibility into what repairs customers have had previously and exactly which repairs they’ve declined, your service advisors have the opportunity to remind them of repairs and maintenance work that may be needed soon, saving them money on what could become more expensive repairs later on.
Your customers will appreciate that you are looking out for them and their vehicles amidst everything else they have to manage, and you can bring more revenue into your shop, too.
One aspect of marketing that Mary prioritizes at Tekmetric is the reliable information that the customer success team provides to Tekmetric users. Implement Digital Vehicle Inspections into your technician’s processes.
With Tekmetric’s DVIs, you can attach images and videos along with your findings, building trust with customers while clearly showing them what’s going on with their vehicles.
Giving small gifts to your customers during holidays, birthdays, or other celebratory times of the year is a great way to show customers that you appreciate their business.
A simple coffee mug with your logo on it could spark the next conversation about your shop when they have their friend over for coffee.
Never underestimate the power of word-of-mouth auto repair shop marketing.
Provide your loyal customers with a gift showing how much you appreciate them.
Implementing a loyalty program in your shop will offer your customers important benefits that keep them coming back.
Or, for returning customers, one of the best ways to give and receive is to create a referral challenge that incentivizes existing customers to refer people to your shop for a reward.
Make your program attractive to customers and easy to track.
Upping your social media game can sound intimidating at first, which is why Mary recommends making it fun.
Consider sharing testimonials from satisfied customers, posting “day-in-the-life” or “behind-the-scenes” looks at what goes on in your shop from your perspective or the perspective of a technician, sending out e-newsletters with fun shop updates and vehicle knowledge, or making applicable “how-to” videos for sticky situations such as flat tires.
No matter what auto repair promotion ideas you put into place at your shop, you’ll want to track what works and what doesn’t.
With regular, careful analysis of the results, you’ll put your shop in the best possible position to generate more profits as cost-efficiently as possible.
Selecting a shop management system that allows you to track your auto repair shop marketing strategies will provide you with insights into who your most loyal customers are, how they found your business, and why they keep coming back.
Tekmetric's former Marketing Coordinator Mary Payton had the chance to share these go-to marketing strategies to attract new customers and retain existing customers with Vehicle Service Pros. Access her full piece here.
When it comes to starting a business, you have a lot to consider.
How are you going to make sales?
Are your operations in order?
How will you approach legal, HR, and marketing?
But it’s important to not forget about one key part to getting your business off the ground: funding.
You’ll want to be well-versed in what to look for in a potential partnership whether you’re in the startup phase, the expansion phase, or even in a plateau phase.
By better preparing now, you’ll set your company up for future success.
Recently, Prasanth shared his thoughts about different kinds of funding with Texas CEO Magazine. You can read the full piece here, or check out some of the highlights below.
The first step for any business owner should always consist of researching and selecting the right method of funding for your company. Once you’re confident in your company’s business model, your company’s current state, and any future aspirations for your company, you’ll want to determine the right equity path that can take your company where you want it to go.
Venture capital is a more traditional route and is optimal for new entrepreneurs. If you have an idea for a potential business venture but aren’t sure exactly what to do with it just yet, venture capital could help you secure funding so that you can bring your ideas to fruition.
With venture capital, your partner will purchase a significant portion of the company, and in turn will offer support and guidance to nurture your company’s growth
If your company has already excelled in the starting phases and needs another boost to continue expanding, you’ll want to consider growth equity—otherwise known as “rocket fuel.” Growth equity tends to be founder-centric and offers more autonomy and room to remain true to your company’s original core values and business model.
Companies that have reached the later stages of their business’ lifecycle may opt for private equity.
This route can be a good contender for companies that are at risk of going under due to lack of profits. Private equity can give your company the boost needed to prevent it from closing up shop.
Whoever you choose to partner with will take a large portion of your company’s ownership and will make significant changes to the company. However, the private equity route tends to yield bigger checks.
Prasanth knows how important the right funding for your company is.
Prior to 2021, Tekmetric was in the startup and the small business stage, so the initial funding from friends and family was an avenue that worked out really well at the time
After 2021, Tekmetric started to expand exponentially. Tekmetric’s Co-CEOs and Co-Founders Prasanth and Sunil Patel realized that more growth could be possible if they changed from their personal network funding to the growth equity route.
Growth equity provided funding for additional initiatives, such as marketing, product research, and hiring. In turn, Tekmetric was able to pursue the vision that Prasanth and Sunil had outlined during the company’s beginning stage.
You’ll want to be intentional about choosing any of your partnerships as a business owner, especially when it comes to finding the right funding partnerships.
The partner you decide to go with will help determine what your business’ tone and future will be like.
As you’re determining the right partnerships for you, ask yourself 5 questions:
No matter what equity direction you take, you’ll want to find a partnership dynamic that works for you, your business, and your team. As you’re choosing the right partner, remain transparent about any goals and expectations you have in mind for your company.
You won’t want to choose a partner solely based on numbers. The partnership will be a long-term business relationship—a marriage of sorts—and you should treat the partnership with thoughtfulness and respect.
At Tekmetric, Prasanth and Sunil knew whichever partner they selected to provide funding would play a significant role in the company’s future, and would have a strong impact on Tekmetric’s overall tone, goals, and growth.
At the time Prasanth and Sunil started looking for partners, Tekmetric was a well-established name throughout the auto repair industry, so they wanted a partner that would work alongside them, not just someone who would give them money and stay at a distance.
Eventually, Tekmetric found the right partner—one who is not only sensitive to the company’s needs but also the needs of Tekmetric’s customers.
No matter the equity path you choose to go or the partnerships you choose to take, you’ll want to stay true to your business’ core values and who you are as a business owner.
Rather than cutting corners, you can opt for the best possible solutions.
Prasanth said it best: financial support and equity can be confusing, and it’s easy to get lost in the numbers and forget why you started your business in the first place. However, the right partner will make all the difference.
After all, if you are putting significant time and effort into your idea, your company, and your team, you should expect a partner who supports your continued success long into the future.
→ Check out our latest blog on 12 marketing strategies to help you bring in more customers, or learn how you can become the ultimate leader for your team
A special thanks to Texas CEO Magazine for providing space for Prasanth to share his knowledge.
Thought Leadership
June 27, 2022
You track your ARO. Maybe you watch your car count week over week. You know when a month is good and when it's below par.
But here's a question most shop owners can't answer quickly: Compared to shops like yours, are your numbers strong, average, or quietly underperforming?
There's a real difference between a number that's improving and a number that's competitive. A shop can grow ARO year over year and still be well below what high-performing shops are seeing in their market. Without an external reference point, you don't know which situation you're in.
That's the problem benchmarking solves, and it's the reason the data matters more than the direction.
Internal performance tracking is essential. If you don't know your ARO, car count, parts margin, and effective labor rate, you're managing without the most basic tools. But internal tracking has a structural limitation: it can only tell you how you're doing relative to your own history.
That's useful for spotting momentum — a rising ARO, a growing car count, tighter parts margin. What it can't tell you is whether your baseline is strong or weak relative to the market.
A shop with a $580 ARO that has grown from $520 over two years has made real progress. But if top-performing shops in their region are averaging significantly higher, that progress hasn't closed the competitive gap. It's just moved in the right direction.
The fix isn't to stop internal tracking. It's to add an external benchmark so you know what the target actually looks like.
Many shop owners get their benchmarks the informal way: conversations with peers at trade shows, numbers shared in coaching groups, or revenue figures posted in forums. These have real value, but they're also limited.
Self-reported numbers skew high (people share their wins). Peer groups are small samples. Industry averages from trade associations are often lagged and lack the granularity you need to compare fairly — a six-bay shop in a suburban market shouldn't be benchmarking against national averages that include dealership-adjacent shops in metro areas.
The more useful comparison is data drawn from shops operating in similar conditions, at similar scale, tracked in a consistent and anonymized way.
Effective benchmarking for an auto repair shop compares you on the four metrics that most directly drive profitability:
Each of these metrics has a different lever. If your ARO is lagging, the fix usually involves inspection completion rates or customer communication. If your car count is stagnant, the issue is typically acquisition or retention. If your parts margin is eroding, your pricing matrix needs a look. If your effective labor rate is low, it's often a discounting or packaging problem.
Benchmarking tells you which problem to solve first. That's valuable when you have limited time and you're trying to prioritize.
The Tekmetric Shop Index is a free benchmarking tool built from data collected across more than 12,000 auto repair shops. Enter your shop's metrics and get an instant comparison showing where you stand on each of the four key measures. No Tekmetric account is required. Anyone can use it.
The output isn't a vague grade — it shows you where each metric ranks and gives you a clear picture of where the gap is largest. That's the signal that tells you where to focus first.
The benchmarking data is the starting point, not the finish line. Once you know which metric is your biggest gap, you can start asking the right questions:
Each of these questions points toward a workflow, and Tekmetric's reporting is built to surface the answers at the job, technician, and service writer level. But even before you get to that step, knowing which question to ask is most of the work.
➡ Benchmark your shop now →
High-performing shops don't treat benchmarking as a one-time exercise. They check their rankings periodically, track how their numbers shift against the industry baseline, and use the comparison to coach their teams with context.
"You're at 85% DVI completion" is a data point. "You're at 85% completion, and top shops are at 95%" is a coaching conversation with direction.
"Seeing them take the shift to Tekmetric and then grow profitability in the same four walls has been phenomenal. Some of them are just exponential." — Matt Schwab, Clutch Automotive, Tekmetric Customer
Once you know your gaps, the next step is building a system to close them.
Thought Leadership
June 28, 2026
Co-CEO and Co-Founder of Tekmetric Sunil Patel joined Editor Chris Jones on Ratchet+Wrench Radio to talk about how shop management software suites are changing the landscape of the auto repair industry, especially when it comes to building relationships and communicating effectively.
Sunil also touched on the history of some of Tekmetric’s relationships and how Tekmetric makes sure the voices of shop owners are heard.
Listen here, or catch some of the highlights below.
Note: some of the following answers have been condensed for clarity and brevity.
Jones: The last time we saw each other was at WorldPac STX in Orlando. And that’s where you guys announced a partnership with Advance Auto Parts. I know a lot of our readers have seen it, but can you share a little bit about the details with our audience, just from your own words and perspective?
Patel: So we’ve had a great relationship with Advance Auto Parts for a very long time. And we wanted to leverage the relationship to try to get more shops to use Tekmetric, and it just happened to be the right place, right time.
Jones: That’s kind of cool to see how the relationship evolved over the years.
Patel: It’s a big company. It’s not like turning a speedboat, it’s like turning a steamship. Sometimes it just takes time to let some of these relationships play out. It affects so many people. We have to be absolutely sure of how this is going to play out, and how it’s going to work.
Jones: So let’s talk about shop ownership a little bit. You were once a shop owner kind of in the Dark Ages before we had these robust shop management software suites. What was it like for you to operate on these limited tools?
Patel: You know, it was tough. Customers didn't always respond back, and we would always have to follow up with a phone call. There was always a disconnect.
We were probably ahead of our time 12 years ago trying to get some of this stuff out. Tekmetric used a combination of manual processes and text messaging. Text messaging was pretty popular back then, but MMS or multimedia messaging or picture messaging was not so popular.
So adding that in the mix with communications and whatnot into one platform has been very paramount to the success of our company because it closes the loop between the vehicle owner, the shop owner, the technician, and the service writer.
It keeps everybody on the same platform and communications thread. That way everybody has full visibility into what's going on with the repair of that vehicle to ensure a timely repair—ultimately making the customer happy.
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