How to Promote your Mobile Detailing Business (for nearly nothing)

Often mobile detailers focus on vehicle owners, but how many think about business owners?

One of the most popular automotive businesses to start is a mobile detailing business, due to its relatively low barriers to entry. With just some cleaning supplies and elbow grease, there is no need for a brick & mortar store front. YOU bring the service to your customers.

This writeup is what we would do if we had a very limited budget to promote a newly created mobile detailing business. There are tons of potential vehicle owners you could service, but you’ll be pitted against many other well-established detailers, both mobile and traditional walk-in businesses. They will pop up first on Google when you search “detailer near me” or have solid social presences when you hop on Instagram. Luckily, these are basic techniques you can use to build your own customer base, without having to spend loads of money on SEO or paid ads. There is a time and place for this, but here we will be going over the basics of promoting your detailing business.

1. Before you get started, think of your ideal customer beyond just “vehicle owner” – are they young or old, truck or supercar owner? Write out how their age range, what their income level would be, and what vehicle they would want you to service. By deciding who you want to patronize your business, we can decide who you want to focus on – aka your “niche.” This might sound backwards to what you’d think – you don’t want to pick and choose who your customers are, you want EVERYONE to come to you. However, there are likely numerous mobile detailers that service your area, and because of that, you’ll need something that separates yourself from everyone else.

Myrtle Beach Truck Week 2021

For example, I used to work in the lifted show truck industry, and many detailers would clean these trucks at events, and shows. They were known throughout the community and built their business around this particular type of vehicle. How can you apply this to your own business? First, consider what vehicles are popular in your area. Do you already have knowledge or interest in an existing niche or community? You could market your brand as the go-to classic muscle car detailer, for example, or maybe the Supercar Expert. This doesn’t mean you can’t clean any other vehicles outside of this category, but by picking a specialty, you’re more likely to connect with your customers on a more personal level, rather than “just another” mobile detailer who will clean anything.

2. You need a way to showcase your skills, through an online portfolio.

To show that you actually have skill cleaning cars and trucks, you need photos and videos that support this – “before and after” type photo collages is a good start.

• A website with the domain being your company’s name would be a great starting point, but this will cost at least a couple hundred dollars, and if you don’t know how to get people to your website, then you might feel like you wasted money on something people won’t really see.

• Make a business Instagram, and Facebook page at minimum to post recent clients. You should also make a Google my Business Listing, so people are able to search by your business name. You’ll have a presence on the web, even without a website link. You are able to upload a mobile business listing without an address, and only show the area you service (ie: Dallas-Fort Worth). To summarize, create an Instagram, Facebook, and Google my business account to start the foundation of your online presence for your automotive business.

3. If you don’t have “past customers” to showcase your detailing abilities for advertising, call on friends and family to give free cleanings to, in exchange for spreading the word about your business. While you might not want to give away free labor, it will prove to be difficult (not impossible) to start charging competitive rates without anything to base you off of. This will also jump start spreading the word about your mobile detailing business. Keep in mind, word of mouth advertising doesn’t cost you anything, and in my opinion, can completely sustain your business with servicing the right people.

4. Consider reaching out to dealerships or other automotive businesses in your area to partner with. Many times, mobile detailers go after individual vehicle owners and don’t think of other businesses that have the capabilities of supplying you with a consistent stream of clientele. With servicing one large client, this will also reduce the need for constant promotion of your business, wear and tear on your vehicle, gas money, etc. Many large dealerships have detailers in house, but smaller outfits often outsource their detailing to a 3rd party contractor. Depending on whether you want to be a full time or part time operation, partnering with a local dealership or business, may be a worthwhile approach. Research local businesses in the area and consider whether they could use your services in house. Businesses don’t necessarily have to be automotive based, construction, pest control, etc. all have a fleet of vehicles that could benefit from your services. There is so much potential compared to targeting individual vehicle owners in this regard when you frame mobile detailing customers in this way.

5. Utilize posting in Facebook Groups, especially those focused on your neighborhood or town. “Nextdoor” is another app that you can post for free and allows people in the same neighborhoods or areas to keep in contact, much like a localized Facebook. Build relationships with those in your immediate vicinity and let them know who you are and what you do. Local facebook groups pertaining to car or truck enthusiasts may be another avenue depending on your niche.

6. Get out and play an active role in the community. Promoting your business solely online may not be enough to completely sustain your business. Like the previous section regarding Facebook Groups and Nextdoor to play a role in the local community, get out and meet those same people. Local events, and festivals would be a great way to get started having a presence in the community. This doesn’t necessarily mean spending money on a booth, or an expensive sponsorship, but you can start with passing out business cards and meeting potential clients.

Car-specific events like Cars & Coffee or other shows/meets are other ways to meet enthusiasts that could fall under your niche or specialty. Consistently attend these gatherings if possible and attendees will begin to recognize your brand over time.

To summarize, start with these 6 steps:

1. Focus on a specialty or niche audience to more closely resonate with your customers and stand out among competitors.

2. Give away free or discounted services especially when getting started to help spread the word about your business and showcase your detailing abilities to future customers via online portfolio.

3. Make yourself easy to reach and have a place where customers can see samples of your work, whether that’s social media or a basic website when you’re just starting out. Add yourself to Google My Business, so you can be found on Google search for free.

4. Think BIG! Research businesses in which you could service their entire fleet of vehicles.

5. Utilize posting in Facebook Groups and Nextdoor to connect with your local community

6. Get out and go to events in your service area and meet people! Especially events that cater to your target audience.

Best of luck to your detailing business and let us know if you have any questions! Thank you for reading.