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Growing to 50k YouTube Followers in One Year with Chris Enright - The Auto Repair Marketing Podcast

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In this episode of the Auto Repair Marketing Podcast, hosts Brian and Kim interview Chris Enright, owner of Enright Auto, about his success in using short-form video to build a following for his auto repair shop. Chris shares his process for creating content, his intended audience, and how he deals with haters and negative reviews. He emphasizes the importance of building trust with customers through video content and being authentic and transparent. The group also discusses successful auto repair video channels and the importance of keeping a shop clean for video shoots. Chris shares his advice for those looking to build a following through social media and encourages others to showcase their professionalism and expertise.

Thank you to our friends at RepairPal for providing this episode. RepairPal’s Certified Network of shops are trusted by millions of customers each month. Learn more at RepairPal.com/shops.

  • How Chris got started with video [00:01:10] Chris talks about how he got started with video and his first video about his top ten recommended Hondas.
  • Chris's most successful video [00:03:38] Chris talks about his most successful video that has 37 million views and how it features him using a heat induction tool.
  • Chris's decision-making process for creating content [00:06:39] Chris talks about how he decides what content to create and his decision-making process for choosing the sound and content of his videos.
  • Creating Short-Form Videos [00:06:56] Chris Enright shares his process for creating short-form videos, including how he saves trending audios and records content throughout the week.
  • Intended Audience and Dealing with Haters [00:07:50] Chris discusses his intended audience for his tool and shop-related videos, including technicians, shop owners, and DIYers, and how he deals with negative reviews and haters.
  • Growing His Business Through Video [00:13:38] Chris talks about how his intention for creating videos was to grow his auto repair business, but it has now grown into its own business, including making YouTube ad revenue.
  • Building Trust with Short-Form Video [00:14:22] Chris Enright discusses how his short-form videos help build trust with customers and increase customer retention.
  • Time Investment for Creating Videos [00:15:08] Chris Enright talks about the time investment required to create short-form videos and how he dedicates time to scrolling and finding ideas.
  • Equipment for Creating Videos [00:19:06] Chris Enright shares his equipment for creating videos, including using only an iPhone and a wireless mic to improve audio quality.
  • Using the Right Sound Clips [00:22:25] Chris Enright talks about how he hacks the algorithm by following accounts that pay attention to what's going on with the platforms and how he learns what the various platforms are looking for that are allowing his videos to perform better than someone who would not know these things.
  • Custom Thumbnails [00:25:50] Chris Enright explains how using one of the thumbnails that YouTube pulls performs better than your own custom thumbnail because it is the attention grabber that pulls new subscribers.
  • Type of Content that Works Best for Driving New Clients [00:26:26] Chris Enright shares that people are always willing to watch and look at behind the scenes stuff, interview style, and commonly asked questions. He also recommends being real and authentic and cleaning your shop.
  • Clean and Organized Shop [00:28:14] Chris Enright and Kim discuss the importance of having a clean and organized shop for auto repair businesses, and how it affects customers' perception of their work.
  • TikTok and YouTube Channels [00:30:24] Chris Enright talks about the success of the TikTok channel "Royalty Auto Service" and the YouTube channel "South Main Auto LLC" in the auto repair industry, and how they create engaging content.
  • Future of Video in Auto Repair Industry [00:34:47] Chris Enright shares his thoughts on the future of video in the auto repair industry, and how it will become more prevalent as streaming channels lose customers to free platforms like YouTube and TikTok.
  • The Importance of Consistency [00:35:18] Chris emphasizes the importance of consistency in posting content and how it takes time to see results.
  • Female Representation in the Automotive Industry [00:36:20] Chris talks about the advantage of being a female in the industry and mentions a female mechanic with over 100,000 followers on Instagram.
  • Encouraging Positive Content [00:38:42] Chris encourages shop owners and mechanics to create more positive content to combat the negative perception of the industry.


How To Get In Touch with Chris


YouTube - Enright Auto on YouTube

Instagram - Enright Auto on Instagram

TikTok - Enright Auto on Tiktoc

Website - Enright Auto

Lagniappe (Books, Links, Other Podcasts, etc)


How To Get In Touch with Shop Marketing Pros


Group - Auto Repair Marketing Mastermind

Website - shopmarketingpros.com 

Facebook - facebook.com/shopmarketingpros 

Thanks to our partner, RepairPal. Visit the Web HERE

Click to go to the Podcast on Remarkable Results Radio

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  • Have you checked out Joe's Latest Blog?

      Auto shop owners are always looking for ways to improve production levels. They focus their attention on their technicians and require certain expectations of performance in billable labor hours. While technicians must know what is expected of them, they have a limited amount of control over production levels. When all factors are considered, the only thing a well-trained technician has control over is his or her actual efficiency.
      As a review, technician efficiency is the amount of labor time it takes a technician to complete a job compared to the labor time being billed to the customer. Productivity is the time the technician is billing labor hours compared to the time the technician is physically at the shop. The reality is that a technician can be very efficient, but not productive if the technician has a lot of downtime waiting for parts, waiting too long between jobs, or poor workflow systems.
      But let’s go deeper into what affects production in the typical auto repair shop. As a business coach, one of the biggest reasons for low shop production is not charging the correct labor time. Labor for extensive jobs is often not being billed accurately. Rust, seized bolts, and wrong published labor times are just a few reasons for lost labor dollars.
      Another common problem is not understanding how to bill for jobs that require extensive diagnostic testing, and complicated procedures to arrive at the root cause for an onboard computer problem, electrical issue, or drivability issue. These jobs usually take time to analyze, using sophisticated tools, and by the shop’s top technician. Typically, these jobs are billed at a standard menu labor charge, instead of at a higher labor rate. This results in less billed labor hours than the actual labor time spent. The amount of lost labor hours here can cripple a shop’s overall profit.
      Many shop owners do a great job at calculating their labor rate but may not understand what their true effective labor is, which is their labor sales divided by the total labor hours sold. In many cases, I have seen a shop that has a shop labor rate of over $150.00 per hour, but the actual effective labor rate is around $100. Not good.
      Lastly, technician production can suffer when the service advisors are too busy or not motivated to build relationships with customers, which results in a low sales closing ratio. And let’s not forget that to be productive, a shop needs to have the right systems, the right tools and equipment, an extensive information system, and of course, great leadership.
      The bottom line is this; many factors need to be considered when looking to increase production levels. While it does start with the technician, it doesn’t end there. Consider all the factors above when looking for ways to improve your shop’s labor production.
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