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Can I Grow My Auto Restoration Shop Using Social Media Alone?

Barry Alt • December 11, 2020

Updated Oct 06, 2021

When choosing how to represent your business online, you’re going to be faced with a lot of choices. One of the first questions you’ll need to answer is: ‘do I need a website or will I just use social media to promote myself?’

Can I Grow My Auto Restoration Shop Using Social Media Alone?

The internet is full of opportunities for ambitious shop owners - and full of places customers can solve all of their auto restoration needs.


People can get everything they could ever want online. You can buy products, book in for services, check out videos of product reviews, and you can even get virtual tours of events. With all of this easily available on the internet, and consumers now expecting it, it’s become a necessity that all businesses are online. 


When choosing how to represent your business online, you’re going to be faced with a lot of choices. One of the first questions you’ll need to answer is: ‘do I need a website or will I just use social media to promote myself?’ 


Both options have their advantages and disadvantages, but ultimately, a combination of both will get you better results. 


Many small business owners believe they can grow their business by using social media alone. 20% of small business owners use social media instead of owning a website.


Today, we’re going to look at the pros and cons of websites and social media to help you decide what’s best for your business. 


Can you rely on social media alone to help grow your shop?


Whether your auto restoration or performance shop has been around for a while, or you’re just starting off, having a social media account is a necessary step in growing your business. 


But can you use social media exclusively to grow your shop’s business?


Let’s take a look at all the advantages and disadvantages of social media to find out whether it's a reliable method of attracting and converting prospects into paying clients.


The advantages of having social media profiles


     1. Improved brand awareness


By interacting with your audience over social media you’ll be able to increase your brand awareness in the industry. This means that your potential clients will trust you more and be more likely to work with you over your competitors. 


89% of consumers have said that they buy from brands they follow on social media - so be sure to post relevant content and engage with them regularly.


     2. There’s no contracts


When you create a social media account there’s no long-term commitment. If you don’t like the way a social media platform works then you can easily delete your account and move to another one.


     3. It’s free & easy to set up


One of the great things about social media is it doesn’t cost you a dime, unless you pay for advertising. It’s also incredibly easy to set up and use so you can have a working social media profile for your shop in a matter of minutes!


    4. Improved customer engagement


By creating and optimizing social media profiles, you could get the attention of quite a lot of people in your target audience. Social media platforms are used by nearly half the population, 3.81 billion people worldwide to be exact. 


By being active on social media you’ll be able to chat with your potential clients and build up a relationship.


This real-time customer interaction will help them learn more about your business. It’ll also get you top of their list when they need an auto performance and restoration job done. 


The disadvantages of having social media profiles 


     1. You can’t really customize your profile


You can change your profile picture, upload a new banner, and edit your information but apart from this, there is very little customization available on social media platforms.


What this means for you is your profile looks pretty much the same as everybody else’s. 


There’s little space to show off your true individuality - which puts you at risk of being seen as a commodity. If your audience views your services in the same light as your competitors, you’re just going to be battling over price to win their custom. 


     2. You don’t have control


Unfortunately, you don’t technically own your social media account. It’s owned by a third-party and if something was to go wrong with your account, you could potentially lose your whole business in an instant. 


Social media also controls what types of ads and promotions appear on your profile page - which means there’s always the possibility your competitors could end up advertising on your profile. 


It’s also important to remember that the social media platform you’re using today might not be around forever. Bebo and Myspace were once considered irreplaceable social media platforms until Facebook took over. It’s quite possible that another social media tycoon could take over again and Facebook and Instagram will be a distant memory. 


UPDATE: On October 4th, 2021 all of the platforms owned by Facebook, including Instagram and WhatsApp, were gone in minutes and out for hours. On this day, they were down across the globe for over 7 hours. This was a stark reminder that we have zero control over these platforms and should not count on them as our sole means of promoting our brand, products, and services. This also affected Facebook messenger, so if you use Messenger to communicate with your clients and prospects, it may have been a tough day.


Along with what happened on the 4th, we've heard of Facebook just taking down or banning a business page without so much as an explanation other than to say that the page did not conform with community standards. Has this happened to you?


Yes, websites go down as well, but in most cases, if you have contracted with a quality agency that uses a solid platform, outages aren't usually very long, as they have a back up plan. And if they've done their job, they also have a backup of your site for the worst-case scenario where you need to move your site to another hosting provider. In the case of social media platforms like Facebook, that option does not exist because, unlike your site, you don't have control of what you've posted on those platforms.


October 4th, 2021 was an eye-opener for those that depended 100% on Facebook as the lifeblood of their business. Don't get caught with your pants down. If you don't have a quality website for your business, it's time to think about this differently and make sure you own and have control of your content and how you communicate with your clients and prospects.


   
 3. Social media doesn’t guarantee conversions


You’d think with 3.81 billion people on social media all over the world you’d get a good few conversions from your account - but unfortunately it doesn’t really work that way. 


Even if you have thousands of people following you online this doesn’t mean they’re going to convert. 46% of people who follow brands on Facebook followed with no intention of making a purchase. They simply wanted a freebie, entry into a competition, or they were recommended by a friend. 


Social media really doesn’t help you get that many conversions (i.e. sales and bookings) but what you could do is funnel your social media followers to your website where you can entice them to convert.


Now, let's take a look at the advantages and disadvantages of owning a website in comparison. 


Do auto restoration shops need websites?


Having control over what your online presence looks like is an important part of showing your audience what your business is all about. 


The advantages of having a website


     1. It’s available 24/7


Your website is your 24/7 sales rep. They’re available around the clock to make sure your potential clients get the necessary information they need before working with you.


     2. You own it


One of the best things about having a website is that you own it. It is 100% yours and no third-party person can take it away from you. You get to decide what it looks like, what’s displayed on it, and what features are available. You can make your website as unique as you want to show your audience that you’re the only shop to work with.


     3. Websites improve credibility


Having a website doesn’t just look good, it also improves credibility and trust with your potential clients. 75% of consumers make assumptions about a company’s credibility based on their website so make sure your website works properly and looks good.


     4. Improved marketing


Having a website means that you can easily improve your digital marketing strategy. 


You’ll be able to communicate with your audience and provide them with incentives to convert. You can build landing pages to encourage potential clients to join mailing lists.


 You can also use blogs, videos, images, and customer reviews to market your business.


The disadvantages of owning a website


     1. Websites need to be maintained


If you want to run a website then you’re going to need to keep it maintained. Keeping a website updated is important for security reasons and it makes you look better.


It can be quite time-consuming if you do it yourself, but if you want to keep your information secure and your customers happy, then you must update and maintain your site. 


     2. Websites cost money


A custom website can cost anywhere between $5000 - $25,000+, depending on what features you want. 


It’s true you can get free website builders, but these websites usually look poor and aren’t very appealing to potential clients. 


     3. You have to work hard to get traffic to your site


Just having a website isn’t enough to attract people to your business. You’ll have to put time and effort into improving your SEO, writing blog posts, and advertising your website.


With that, you have a brief overview of the pros and cons of relying on social media or a website for promoting your shop online.


The best digital marketing campaign incorporates both a strong social media presence and a fully-optimized website. 


Here at Motorhead Digital, we specialize in helping auto performance and restoration shops succeed online through a combination of website design, SEO services, and online awareness campaigns.


If you’d like to talk about how to improve your business and develop a kickass digital marketing strategy then get in touch with our team today.

By Shanna Cathey August 20, 2026
The average age of a light vehicle in the United States is now 12.8 years, according to the latest publicly released national benchmark from S&P Global Mobility (the firm completed its spinoff into an independent company, now called Mobility Global, in July 2026, though its research is still widely cited under the S&P Global Mobility name). For the automotive aftermarket, that means a growing population of vehicles entering the years when maintenance, repair, replacement parts, diagnostics, and upgrades become increasingly important. The American vehicle fleet is getting older, and it's changing how aftermarket businesses need to think about growth. S&P Global Mobility reports that the U.S. fleet has grown to 289 million light vehicles in operation. Passenger cars now average 14.5 years old, while light trucks average 11.9 years. The high-volume 2015 through 2019 model years are also moving deeper into the aftermarket service cycle as more vehicles leave their original warranty coverage. For independent repair shops, parts suppliers, restoration specialists, performance businesses, and custom builders, the opportunity is substantial. It is not automatic, however. The businesses positioned to benefit will be the ones prepared to service an aging but increasingly technical vehicle population. Why Does an Aging Vehicle Fleet Create Aftermarket Opportunity? Older vehicles generally require more frequent maintenance and a wider range of repairs. Wear items reach the end of their service life. Seals, wiring, suspension components, cooling systems, electronics, and emissions equipment begin to demand more attention. Owners also start making larger decisions about whether to repair, restore, upgrade, or replace the vehicle. S&P Global Mobility identifies vehicles between six and 14 years old as a prime range for aftermarket service. Its research indicates that vehicles in this age range, along with even older models, are expected to represent at least 70% of vehicles in operation for several years. The newest industry forecast reinforces that opportunity. In June 2026, the Auto Care Association and MEMA Aftermarket Suppliers projected that the U.S. light-duty automotive aftermarket would grow 5.2% in 2026. The market is expected to surpass $500 billion by 2029, supported by the aging fleet, increasing vehicle complexity, and continued consumer reliance on personal transportation. Why Are Americans Keeping Vehicles Longer? High new and used vehicle prices and broader economic uncertainty continue to influence replacement decisions. Many drivers would rather invest in a vehicle they already know than take on the cost of replacing it. Modern vehicles are also durable enough to remain useful well beyond the point when earlier generations of owners may have traded them. From the shop side, the pattern is familiar. A customer says, "I just need it to last another year." Then one year becomes three. The truck remains essential to the business. The SUV stays in the family. The daily driver becomes a project because the owner would rather improve it than start over with another payment. This is where the aftermarket becomes essential. It gives vehicles a second, third, and sometimes fourth life. A 12-Year-Old Vehicle Is Still a Modern Vehicle An older fleet does not mean a simpler repair environment. A 12-year-old vehicle can still contain numerous control modules, emissions equipment, infotainment systems, electronic security features, networked sensors, and early-generation advanced driver-assistance systems. Shops must continue investing in technician training, scan tools, software subscriptions, service information, programming equipment, and calibration procedures. This is also why the Right to Repair issue remains relevant. As Motorhead Digital covered in Part 1: The Right to Repair Fight and the Freedom to Fix Victory , recent federal action created meaningful progress around emissions-related repair information and aftermarket emissions compliance. However, broader questions involving telematics, proprietary software, cybersecurity access, and non-emissions repair data remain unresolved. Older vehicles need more than replacement parts. They need judgment. They need technicians who understand the vehicle as a complete system and can distinguish a smart repair from a poor investment. They need suppliers with accurate fitment data and specialists who can combine traditional craftsmanship with modern diagnostic discipline. Which Aftermarket Businesses Stand to Benefit? Independent mechanical shops can benefit from increased demand for preventive maintenance, diagnostics, suspension work, cooling-system repairs, electrical repairs, emissions service, and age-related wear components. Parts manufacturers, distributors, and retailers can benefit from sustained demand across a wider range of model years. Accurate fitment data, inventory planning, and technical support become even more important when the active vehicle fleet spans decades. Restoration, performance, and custom shops have another opportunity. As replacement costs remain high, some owners will choose to improve vehicles they already own through: Drivability upgrades Modernized electronics Braking and suspension improvements Engine work Interior restoration Full custom or restoration builds The aging fleet is also increasingly diverse. S&P reports that battery-electric vehicles average 3.7 years old, plug-in hybrids average 4.9 years, and traditional hybrids average 6.4 years. Those vehicles will create additional service opportunities as they age, but they will also require new training, safety processes, tooling, and parts knowledge. Trust Becomes More Important as Repair Decisions Get Bigger The owner of a 12- or 15-year-old vehicle may be deciding whether to spend several thousand dollars on a vehicle with limited market value but significant practical or emotional value. That customer is not only buying a repair. They are buying confidence in the recommendation. Shops need to explain: What is urgent What can wait What may fail next Whether the proposed work makes financial sense Which repairs can be completed in phases What can be upgraded Clear inspections, photos, videos, written estimates, and phased repair plans help customers make informed decisions without feeling pressured. Motorhead Digital's Trust, Loyalty & Relationships: The Real Shop Advantage explains why trust often begins before a customer enters the shop. 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