Great Location! Ugly Building?

[Saysana]

Hi Everyone,

I was wondering if I could get some of your opinions on a situation I am having. I am opening up a automotive franchise. The franchise has found me a building that I think is really ugly but the location is on a high traffic hwy. I expressed my concern for the building since I would be in the back of the building. They told me that my huge signage would be the main factor for me getting business. What do you guys think?

Thanks...Robert

[rogercbryan]

Saysana, what exactly is your question? An ugly building will not effect sales if you are carrying the right inventory at the right price. With internet marketing being such a big part auto sales your buildings appearance is not all that important. Now if your building is not clean that will effect you more then looks. People are not going to do business with you if your building is dirty and/or run down.

I work with a few auto auctions that run multi million dollar sales out of old bus terminals and steel factories. They are not the prettiest buildings but they are functional and well located... appearance is not part of the location, location, location.. equation.

[BusinessAdviser]

I don't think that it's as simple as that though. You need to determine the source of your traffic. If it's people driving by, seeing it, and stopping in later, you could have problems. If it's people looking in the phonebook or hearing about your place and heading over, it shouldn't be a big deal.

[Saysana]

Hi guys,

Thanks for your great respones. I am opening an AAMCO Transmissions that have now gone into full auto care as well. I've seen other AAMCO's where you can see the bays and the doors and the banners. In my situation, the only thing that will be visible will be the huge AAMCO sign on the side of the road.

Jonathan, it would be a mixture of yellow pages, fleet contracts, and drive bys and walk in's. I'm just a little concerned with the walk ins who come in and see that I am running my business out of a building in suites B and C? If that makes sense to you? I greatly appreciate your responses.

Thanks...Robert

[ltressel]

I wouldn't worry too much about it. As long as you are able to uphold the franchise's established customer service and it's reputation, people are now buying into the name not the location.

Invest on a good sign, clear directions to your location on your ads and you should do fine.


LT

[Cole Taylor]

AAMCO has a good reputation and as long as you're not in the ghetto or a location that would prevent people from being comfortable when they bring thier cars to you, then I think the signage will be an upside.

I'd go with high visibility signage over a nicer building with less signage any day. Personally, a lot of the places I go to for auto or motorcycle parts/service are places that I've driven by. Why? Easy, I already know how to get there.

Also, because of zoning most automotive repair shops are in industrial or light industrial areas. So, nobody is really going to be suprised. I'd almost rather go to a shop in a beat up old building than a new fancy facility. All I think about at the latter is how much more they have to charge to cover thier overhead.

[ChiTown2222]

I agree with the other posters, I wouldn't be too worried about the appearance of the building, as long as you keep the interior clean and presentable you'll be fine.

My family is in the service station business, many of their best performing stations are very ugly buildings, but as long as they keep them presentable once inside, people don't care. They look at the sign first, not the building, and with AAMCO you already have a established brand which carries credibility.

[zoobie]

I agree with them. You could improve your business' space. Be first concerned on how to manage your business. Best of luck!

[Saysana]

Thank you everyone for all your great responses. I was really stressed about this situation but now feel at ease. I went to look at the site again and have now found out that that site is right next to a lot of other auto repair businesses, mainly mom and pops. Do any of you guys know why AAMCO wanted to put me right next to my competition? Last question I promise =)

Thanks...Robert

[BusinessAdviser]

Several explanations:

1. To attempt to drive out the mom and pops and take that business (think Wal-Mart).

2. They did not care about the competition.

3. They did not KNOW about the competition, having not taken the proper steps to analyze the competition there.

You should be able to put a simple call into them to ask. At the very least, it could begin some dialogue as to what you can do to be successful in such an environment, and they may provide additional help.

[BusinessAdviser]

My thoughts?

They are concerned with growing their number of franchises as quickly as possible. The faster they grow, the more franchising fees they collect, the more publicity they can gain, the more money THEY make.

They did not want to waste time putting it in a better location, because lost time to them means lost money.

I think that you got screwed by the franchise in your location.