I'm helping a family member sell their auto repair shop. It's been in the same location for 20+ years, loyal customer base, but the owner is retiring. We're debating where to advertise. Facebook seems cheap and local, but I'm not sure if it's the right audience for a business sale. Has anyone used Facebook to sell a business like this? Or is it better to stick with broker listings and trade publications? Looking for real experiences, not just theory.
Local Marketing
Would you advertise a local auto repair shop for sale on Facebook?
Facebook can work but you'll get a lot of tire-kickers and people asking if you're selling the building too. For an auto shop, I'd also consider local car enthusiast groups and even Craigslist if it's still active in your area
I sold a landscaping business on Facebook Marketplace last year. It took a few months but eventually reached a semi-retired mechanic who wanted his own shop. The key was posting in local buy/sell groups and being very clear about what's included (equipment, lease, etc.).
Honestly, for a business sale, I'd be worried about privacy. You don't want competitors or current employees finding out before you're ready. Facebook posts can be shared. Maybe use a broker to keep it confidential.
What's the sale price range? That matters. If it's a $50k shop, Facebook might be fine. If it's $500k, you need a professional broker and targeted listings.
Also, auto repair shops often sell to employees or other mechanics in the area. Have you considered asking around at local parts stores or distributor reps? They know who's looking.
I agree with the price range point. Ours was under $100k and Facebook worked. But we also had a simple website and a phone number for serious inquiries. Don't just rely on Facebook messages.
The aking price is around $180k, including equipment and goodwill. The lease is separate. We're trying to avoid a broker fee if possible, but we're not against it. The owner wants to retire in 6 months, so we have some time.
For $180k, I'd say Facebook is too casual. You might get lucky, but most serious buyers for that amount are looking at business brokerage sites like BizBuySell. Facebook is more for lower-value or distressed sales.
Yeah, BizBuySell is where I'd start. Also, local SBA lenders sometimes have lists of buyers. You could ask a loan officer if they know anyone looking for an auto shop.
Another angle: trade associatIons. The Automotive Service Association might have a classifieds section or newsletter. That's more targeted than Facebook.
Don't dismiss Facebook entirely. You can create a private group for the sale and invite people you vet. It's not all public. But it's extra work.
One thing about Facebook: it's Good for generating word-of-mouth. Even if the buyer doesn't come from Facebook, someone might share the post with a friend who's interested. That happened with our sale.
I'd be careful with sharing financials on Facebook. You'll need an NDA and a way to verify serious buyers. That's harder to manage on social media.
We do have a broker option but the fee is 10%. That's a big chunk. We're leaning toward trying a mix: Facebook for local exposure, BizBuySell for serious buyers, and maybe a small ad in a trade magazine. Still weighing the privacy conccerns.
10% is steep. You could negotiate a lower fee or use a flat-fee listing service. But if you're not experienced in selling a business, a broker can be worth it. It's not just advertising; it's vetting and handling due diligence.
Whatever you do, don't put the exact address in a public post. Use a general area and ask for inquiries via privwte message. That's basic.